industry research specialists will conduct major
study of Fisherman’s Wharf visitors.
CA (April 7, 2006) — Destination Analysts'TM
founder David Bratton (www.destinationanalysts.com),
spoke today at the Western Association of Convention
& Visitors Bureau's 2006 Tourism Tech Summit in
San Jose, California. His talk, titled "Accountability
Research 101: A primer for Destination Marketers,"
gave these industry professionals an overview
of current best practices in measuring the return
on investment of destination marketing and advertising
people may believe that because destination marketers
are not offering a tangible product for sale,
it is not possible for them to measure the return
on investment (ROI) of their marketing activities,"
say Bratton. "But that's simply not the case."
to Bratton, destination marketers can measure
ROI by using a concept he calls Most Desired Response
or MDR. "Every marketing initiative has at least
one MDR, which is what the destination marketing
organization wants its audience to do in response
to its marketing or advertising," say Bratton.
"We define our MDR and measure it through conversion
studies or by advertisement tracking studies."
group was shown how conversion studies (usually
consisting of surveying a sample of people who
were exposed to the destination’s promotional
campaigns, such as visitor guides, print, radio
or television advertisements or web sites) are
planned and used. These surveys collect the data
needed to measure the target audiences' response
to the promotion; typically the number of travelers
who were converted into actual visitors to a destination
and the economic impact of this travel to the
illustrated his technique with a case study on
how his firm used web technology to measure the
return on investment for a major tourist destination's
annual marketing campaign. "With a little
forethought and planning, it's relatively simple
to provide a destination with invaluable data
to measure their marketing effectiveness and allow
them to justify their budgets. As the demands
for accountability grow, this type research has
become increasingly critical to the success of
destination marketing organizations."
more information on this presentation or accountability
research, contact Destination AnalystsTM.
Based in San Francisco, California, Destination
is one of the travel industry’s premier
boutique marketing and research consultancies.
Destination Analysts was established in 2003 to
pioneer affordable, technology-based market research
and marketing solutions for tourism and lifestyle-related
businesses. The company’s portfolio has
quickly grown to include Jackson Wine Estates,
the Fiji Islands Visitors Bureau, the United States
Forest Service, and DDB-Seattle. The needs of
our clients are carefully analyzed and are the
centerpiece of everything we do. David Bratton,
founder of Destination AnalystsTM,
says it best, "Our entire reason for existing
is to help our clients thrive, and our goal is
always to provide them with affordable and innovative
methods to make their marketing soar."