It's that old adage, isn't it? If we could just do the stuff that works then all campaigns would be easier to run, cheaper and more effective!
Of course, in theory, all the data is there, in your systems. But that's the point, isn't it? It's not easily accessible, in one place, at the touch of a button.
If only you could know how effective your online marketing activity is at pulling bookings through to your hotel, restaurant or spa?
Without a superhuman effort to interrogate all of your systems, to analyse all of the data points around your customer's digital journey and compare click-throughs to bookings there's no way of knowing. And you were busy already.
But there is a really simple way to use your voucher system creatively and get all of that information at the touch of a button.
We all know that experience and monetary vouchers can help drive revenue by appealing to the gift market and by pulling back bookings from the Third Parties, but did you realise that they can also provide a powerful tool that will help you to understand the effectiveness of your marketing?
At Brookfield Digital we encourage our hospitality clients to use offer based vouchers alongside the normal gift/experience variety as a redemption device and as an effective way of capturing interest in specific offers that they make. By this means, in one dashboard, they can see all of the responses from their customer base to a range of offers down to granular detail, for example, times of day and days of the week which give the best offer response. We can then run statistical analysis and advise our clients on the best way to construct future campaigns and the likely response rates that they will receive to a given offer.
That redemption device is like a "physical cookie" tagging along with the customer as they move from their digital journey through your web presence, book themselves in with you for their chosen experience, arrive on site with you and enjoy their event. Each touch point can be logged against their voucher giving you traceability all the way back to the alternative offers that they chose between on your website, through how long they spent on your premises and who interacted with them. This provides a great data set from which to drive your customer experience research as well as telling you everything you need to know about the effectiveness of your marketing campaigns.
Taking a strategic view of your digital marketing, using real insights from your customer's reactions to your campaigns will pay dividends in generating efficient, cost-effective digital marketing that drives revenue and brings you more loyal customers.