Re: ISO Hotel Marketing Statistics
Catherine Cooke asked:
>>Does anyone know of a source for statistics on how an
aggressive online advertising/marketing campaign increases
incremental revenue in the travel industry? <<
I can't answer the question directly Catherine, but maybe
tangentally.
1. We know that travel is a hot ecommerce item. There have
been plenty of surveys that put it at the top or near the
top for b2c ecommerce. So provided we get everything else
right the chances are that a travel based online campaign
will work.
2. We also know that those who advertise during recessionary
times (lets not argue whether we're in recession or not -
THE TIMES AIN'T GOOD) do better sales and profit wise both
during and markedly after the recession than those who don't.
3. We know that brands who increase their share of voice over
their close competitors by 20 to 30% can expect brand share
changes correlated to advertising levels.
I'd say go for it. (I can provide references for the
conclusions above for anyone who wants them but this isn't
an academic forum).
The metric you are asking probably doesn't exist Catherine.
However, if you want a source of data that might give you
more confidence in making strategic marketing decisions
have a look at http://pimsonline.com/ . The PIMS (Profit
Impact of Market Strategy) program originated at the
General Electric Company, and was further refined at the
Harvard Business School. It includes "the real world
business performance experiences of more than 3,000
businesses representing 16,000+ years of data". You can
subscribe on line. They claim "As a user of pimsonline.com,
you can determine what strategy, under what conditions,
produces what results for your businesses." Useful stuff
for this kind of "what if" question. The applications you
can use online are:
a.. Return on Investment Report
b.. Market Share Change Report
c.. Marketing Budget Report
d.. Market Attractiveness/Competitive Strength Report
At $US995 for a month's individual subscription it might be
good value if it answers your question.
Douglas Wilson
Author of "Web Marketing in the Real World
A Practical Manual"
Web: http://www.benlandwilson.com/ebooks.htm
Email: douglas_at_benlandwilson.com
Received on Wed May 22 2002 - 10:05:20 CDT
