How to Tell if Your Marketing Representation is Working
So you have successfully selected a marketing representative for your unique destination. You have been working with them for a few months now, but how do you determine if the work they are doing for you is paying off? You want to ensure that they are marketing your location accurately and effectively. In order to evaluate your marketing rep’s performance, you must monitor them on a regular basis. Here’s how:
1. Determine the set of Key Performance Indicators (KPIs) you are looking for.
It is important for your organization to determine what KPIs, or metrics, you would like to measure, and eventually see improve. You want to ensure that these metrics span across all marketing activities, and reflect the success of your organization accurately. Keep in mind that this varies from organization to organization. Most companies typically utilize Return on Investment as a KPI. However, you must ensure that you are calculating the return accurately. Are you carefully estimating how much you’ve gained from your marketing investment? Does this include retaining your customer base, as well as gaining new customer revenue? ROI is an essential KPI to track. Here are some more KPIs your firm can utilize, to ensure that you are recording your marketing performance accurately:
- Number of hits to website
- Performance indicators on social media sites like Facebook and Twitter. These sites typically have their own performance metric tools that are easily accessible.
- Number of clicks, click-through rates – found through tracking tools like Google Adwords. This is effective for tracking how well your marketing rep is working on your search engine optimization (SEO)
- Revenue gained by traditional media marketing and advertisements
- Number of inquiries you receive for tours/activities you offer
- Actual travel volume – how many visitors are coming and going from your locale on a weekly/monthly basis? How many visitors are you receiving from your selected target market?
2. Find your baseline.
In order to see if your marketing representative has made any improvement to the KPIs you found above, you need to measure where you stand before they begin (or once they start). Make sure to record what level each KPI is at before any marketing campaigns have started. This is so you have a baseline to compare future numbers to and you will be able to track visible improvement.
3. Conduct performance evaluations on a regular basis.
Now that you’ve determined the metrics you want to measure and have established a baseline, it is important to regularly measure these metrics periodically. A good idea is to see how you are doing on a monthly or quarterly basis. Evaluating performance on a regular basis allows you to determine what aspects of your marketing rep’s campaign are succeeding and which are underperforming – allowing you to re-strategize sooner.
4. Analyze the change in performance
While you may be tempted to fire your marketing rep as soon as you see a dip in your ROI, don’t be so quick to make that decision. It’s important to analyze why certain KPIs are underperforming. For example, even though travel volume may not have increased over a few months, you may be seeing greater visitors to your website, which could mean greater awareness of your destination and more visitors in person in the future. However, if you see a consistent lag in the performance of KPIs across the board, it’s probably time to have a discussion with your marketing representative about their strategy and whether they are the best fit for your organization. It may be time to look elsewhere.
It’s important to measure the success of any marketing campaign, whether you’ve been working with your marketing representative for years or you just hired a new one last week. Finding a marketing rep that fits well with your organization is key, but consistent performance monitoring ensures that the door to your destination is open to the travelers you need and ensures that your marketing efforts continue to lead you down the road to success.
For information on the work Solimar has done with marketing representation, check out our representation projects in Rwanda, Namibia, and Myanmar.