Companies that harness creativity and data in tandem have growth rates twice as high as companies that don’t. I was having lunch with a prospective client recently and she asked me “Who is your biggest competitor?” With 27 years in this business, I’ve answered that a lot of different ways depending on the industry, client and circumstances at the time. As an ad veteran and agency owner for nearly 50% of those 27 years I was somewhat surprised (as she was) at my answer. “You are,” I said and will explain my reason for that answer as I did to her. Over the last three years, our agency has focused and found great success in the travel and tourism space. We first started in tourism in 1997, working with Disney Vacation Club to help them use their customer data to identify good prospects for new timeshare resorts they were building through the Southeast. Our experience in the financial services industry allowed us to export our data-driven approach to mining demographic data to identify the best responders for direct mail campaigns soliciting owners for those new properties. We enjoyed tremendous success and it allowed us to then add Hilton, Marriott and [...]
RMG Sample Data Portrait Analysis 2018 Gain greater insight in to your visitors and inquirers and utilize these key data points to better inform your marketing and advertising.
What’s Missing? You’ve spent money on advertising and marketing, your testing every channel, you’ve developed new creative and your budget has maxed out. What’s missing? The inherent challenge in tourism marketing, especially if you are a DMO, CVB or state tourism organization, is the ability to close the loop on visitors and response attribution. Where franchise organizations or independent resorts and attractions have the ability to match a reservation or ticket sale, local regional and state tourism organizations don’t have access to that level of data nor the ability to measure campaign performance. One thing RMG can tell you is that spending more is not your solution. I spent more than 15 years on the general agency side and all of the radio, TV and outdoor you can purchase will not help you analyze and assess true success of your creative or media spend. As other industries with similar inherent challenges have realized, the only true answer comes from focusing on addressable household advertising and the ability to measure response. The financial services industry was and continues to be a leader in this regard. They were one of the first to take and apply customer data, enhance with critical demographic [...]
RMG President & CEO Jim Harenchar delivered the keynote presentation at the Southeastern Travel Society Fall Forum in Biloxi, MS. Download the presentation version to see and read Jim's thoughts on opportunities for CVBs and DMOs to integrate Marketing + Tech + Personalization to drive more effective marketing/advertising. STS Fall Forum 2018
Not surprisingly, AI is attracting significant attention in the media as a rising business trend: twice as many articles mentioned AI in 2016 as in 2015, and nearly four times as many as in 2014. From traveler focused Chatbots to automated room service, mobile apps that personalize the visitor experience in a city, driverless cars or the robot run front desk, the possibilities for AI in travel have focused mainly on cutting costs, improving the travel experience and driving efficiencies. RMG CEO Jim Harenchar provides his take on the opportunities and possibilities for AI in the travel/tourism sector and how YOU can prepare for the impact of AI. AI Tourism white paper final 10.26.17
A new study conducted by Forbes CMO Practice and Neustar shows that marketers who invest more than 10% of their working media budgets in marketing performance measurement (MPM) are three times more likely to exceed their growth plans by 25%. The high performers, who are more likely to invest in campaign attribution tools and marketing mix modeling, also achieve 7.5% better growth outcomes than their peers. Click here to read the short article overview http://bit.ly/2ys4yIU. At RMG, we've been leading the market in developing targeted marketing communications for 31 years. Are you getting the ROI you expect from your marketing campaigns?
According to the recently released The State of the American Traveler Q3 2017 tracking survey from Destination Analysts, Inc., American leisure travelers continue to be optimistic about the amount of travel they will enjoy in the upcoming year. According to the tracking survey, leisure travel optimism is at the same level as last summer, with 32.9 percent of Americans planning to increase the number of trips they will take in the next 12 months. Leisure travel spending expectations are also at a high, with 34.4 percent of American travelers expecting to increase their leisure travel spending, up from 32.8 percent last summer. The report delivers a high level picture of six important segments that are frequently discussed by travel industry professionals. The graph below shows the relative sizes of the segments studied in this report: Sporting Event Travelers, (which comprise only 16.5 percent of the traveling public), Festival & Special Event Travelers, Millennial Travelers, DMO Resource Users, Parks & Monuments Travelers and Affluent Travelers. From the data, we found the insights captured regarding Millennial travelers to be very enlightening. Does this confirm or surprise you? THE STATE OF THE AMERICAN TRAVELER SURVEY is conducted quarterly by Destination Analysts, Inc., a San Francisco-based tourism [...]
RMG’s marketing & media blitz helped put Chesapeake, VA client DroneUp in the national spot light https://www.droneup.com/. RMG mapped out a tactical media, press and social blitz that catapulted DroneUp from a Chesapeake, VA start-up, to national media darling with spotlights on FoxNews, CBS Evening News, Seattle radio and dozens of newspapers. President & CEO Jim Harenchar headed a wildly successful PR & media campaign. “In talking with DroneUp CEO Tom Walker, we recognized Hurricane Harvey and Irma represented the opportunity to validate our airspace management platform and provide precious needed support to the impacted communities,” said Harenchar. DroneUp’s Facebook went viral. Starting with under 100 likes, it skyrocketed to over 700 likes and thousands of shares. “At one point, we went from 3k post reviews to over 10k, in 1 day and created over 2.5m impressions in a 72 hour period” said Harenchar. “Our social media team understands how to do our research to find our targeted audience and end users, and in this case the numbers literally exploded in hours.” DroneUp is a first-to-market integrator that provides singular air-space management to commercial customers and federal, state, and local emergency managers seeking to employ Unmanned Aerial Vehicle (“UAV”) technology. [...]
The 2016 International Visitation Data has been released. This research shows that 75.6 million international visitors came to the US in 2016 for business, medical, education and leisure purposes. Who are they? We'll share... Stay tuned!
Part 2 – Luxury Hotel White Paper “Tapping Your Best Commodity” By Jim Harenchar I’ve Got My Data, Now What? Consumers have access to an unprecedented number of options to shop and book hotels, with new choices continually emerging. Not only does the popularity of different channels vary due to technology enhancements, but it is increasingly difficult to treat the channels as unified booking sources. Phocuswright research indicates a recent inverse relationship between OTA and supplier-direct website booking trends. But the environment is more complex, with metasearch impacting OTA share and hotel call volume impacted by mobile device use. As channels become more complex and layered with nuance, traditional market segmentation and demographics are insufficient when considered in isolation. Instead, leading hospitality digital marketers are focusing on behaviors and signals indicating intended behavior. “Market segments don’t stay in hotels– people do” Marketing Vice President | Luxury Hotel Group Demographics are not as helpful to travel marketers as in other industries. Age, education, ethnicity, family size, gender, income, race and religion categories stay the same for a traveler. But a guest’s specific interests for their last trip may be radically different from their next one. Personas are aggregated representations of [...]