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Implementing
Effective
Campaigns
Local Government NSW Conference, Parkes
14 March 2018
Effectiveness – what is it?
“Efficiencies is doing things right; effectiveness is
doing the right things” – Peter Drucker
“Effectiveness does not lie in that narrow minded
concept called rationality. It lies in the blend of
clearheaded logic and powerful intuition.”
– Henry Mintzberg
2
• Media efficiency has increased but there have been smaller gains in penetration
and market share, the key drivers of marketing effectiveness.
• The data suggests the reasons for this decline in effectiveness:
› Short-termism
› An increasing focus on ROI, which is an efficiency metric, rather than
growth and profit, which are measures of effectiveness
› A shift towards activation, at the expense of brand building
› Inefficient media mixes and unbalanced communications budgets
› Under-investment in brand marketing
› Less effective creative strategies
› Slower growth and smaller profits.
Words on Marketing Effectiveness
3Source: Institute of Practitioners in Advertising Databank 2017
Marketing Effectiveness – Is it worth the time & effort?
1. Best use of time, resources and budget
2. Insights to inform future marketing plans
3. Renewed memberships and sponsors
4. Successful grant applications
5. Staff performance reviews
6. Maintain and grow Marketing budgets.
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5
State Government
Local Councils
Tourism Operators
Financial Controller
Marketing Working Group
AgenciesAwards
Reduced budgets
Sales and bookings
Website Visits
Local jobs
Overnight visitor
economy
Local advocacy
CTR
Completed video viewsAd recall
Leads to industry
Open rate
Social impact
Effectiveness According to Multiple Stakeholders
Best use of
taxpayers money
Industry memberships
Social media sharesV.I.C footfall & sales
Public profile
Hours billed
Managing Great Expectations
• Increase your chances of success
• Make no assumptions
• Agree clear SMARTER objectives and KPIs
• Set contingencies
• Measure & report
• Communicate.
6
S• Specific: Clear and easily understood
M• Measureable: Quantifiable and trackable
A• Assignable: Note who is responsible for actioning
R• Realistic: Is it possible and aligned to priorities
T• Timebound: Key milestones and deadlines
E• Enduring: Contributes to the bigger picture
R• Rewarding: Aligned to motivations and drivers
SMARTER Goal Setting
7
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Travel Consumer Behaviour
PRE-AWARENESS AWARENESS CONSIDERATION INTENTION ACTION/PURCHASE VISITATION POST VISIT REPEAT VISITATION
DNSW Evaluation - Grouped
INPUTS OUTPUTS OUTCOMES IMPACT
DPC Evaluation Framework
Micro and Macro environment factorsAvailable industry researchMarket failure analysis
COMPETITIVE COMPARISONS
BASELINE TARGETS
CAMPAIGN METRICS
INTENTION METRICS
CONVERSIONMETRICS
Co-op/EO Partner Results
ECONOMIC IMPACT
NVS/ IVS data
MKTG - Reach & Frequency
Consumer segmentation
New Partner opportunities
Available resources
Brand Health Tracker - perceptions and baselines
Media Channel analytics
Advertising Impact studies
Brand Health Tracker - Tourism and events
Social Media – engagement & listening
VIK/MIK
DNSW Evaluation - Types
Visits & Leads
Affiliate partnerships
Attribution modelling
BHT Model linking % increases in intention = economic outcomes
EXTERNAL ENVIRONMENT/OP
PORTUNITIES
THIRD PARTY PERCEPTIONS
Brand Health Tracker - corporate
VET/VEIAP tracking
Premier’s & State Priorities
DNSW Act 2011
Cost Benefit Analysis
RETARGETING OPPORTUNITY
Brand Health Tracker - Advocacy & likelihood to
revisitChain of Impacts
Cost Benefit Analysis
Destination NSW Evaluation Framework
DPC/Government Advertising Effectiveness Model
Source: Adapted from World Travel and Tourism Council, Travel & Tourism, Economic Impact 2016 – World; Logic Models, NSW Government Evaluation Framework
INPUTS• Budget
• In Market
• Campaign Platform
• Integration Activities
• Engagement
EXTERNAL ENVIRONMENT
• SWOT
• PEST
• Competitor Analysis
ACTIVITIES• Research
• Creative Production
• Stakeholder Toolkits
Benchmarked from:
• NVS & IVS
• Brand Health Metrics
• Prior Campaigns
• Media metric benchmarks
OUTPUTS• Paid: tactical and
awareness activity across multiple media channels
• Owned: DNSW digital assets, DN and EO assets
• Earned: PR comms, Event campaigns
Performance Metrics:
• Media KPIs: reach, frequency, cost, conversion/bookings
• Digital visits & leads
• Industry feedback
OUTCOMES
Short-term & Long-term
• Website visits
• Leads to operators
• Bookings
• VIC enquiries
• Awareness, appeal & intention metrics
Evaluated with:
• Research intention, message & effectiveness
• Media post analysis
• EO and RTO results
• NPS
IMPACT• ROI
• NVS/IVS
Measured with:
• Brand Health Tracker
• Economic modelling
• National Visitor Survey (NVS) & International Visitor Survey (IVS)
OBJECTIVES• Drive awareness, appeal, consideration and
intention to visit Regional NSW for events
• Increase overnight visitation and expenditure
DESTINATION NSW• Double overnight visitor expenditure by 2020
• Position NSW as Australia’s premier tourism and events destination
Stakeholders and Public
Preparation Distribution ResponseExposure / ReceptionProduction Results
9
Destination NSW’s Effectiveness Measurement Schedule
GOAL: Double NSW’s overnight visitor economy by 2020
Method Frequency Conducted by Sample What will be measured?
National Visitor Survey
(NVS)
Quarterly Tourism Research Australia
and further analysis by
DNSW
Annual sample of 120,000 Australian
residents aged 15 years and over.
NVS reports on visitors, visitor nights and
expenditure statistics and visitor profile.
International Visitor
Survey (IVS)
Quarterly Tourism Research Australia
and further analysis by
DNSW
Annual sample of 40,000 departing,
short-term international travellers aged
15 years and over who have been
visiting Australia.
IVS reports on visitors, visitor nights and expenditure statistics and visitor profile.
Economic Modelling Annually Tourism Research Australia
and further analysis by
DNSW
N/A Modelling is based on domestic and international
overnight visitor expenditure in Australia’s regions
for the previous and current year ending period.
Travel Brand Health
Tracker (BHT)
Quarterly DNSW Online survey of Australian residents
aged 15 years and over. The survey
has an annual sample of 12,240.
Travel awareness, perceptions, experience and
intention.
Events Brand Health
Tracker (BHT)
Quarterly DNSW Online survey of Australian residents
aged 15 years and over. The survey
has an annual sample of 1,280.
Event awareness, perceptions, experience and
intention.
Corporate Brand Health
Tracker (BHT)
Biannually DNSW Online survey of Australian residents
aged 15 years and over. The survey
has an annual sample of 1,140.
Assess Destination NSW awareness, perceptions
and experience.
Advertising Impact
Surveys
Per DNSW-led
campaign
DNSW Approximately 2,500 consumers are
sampled for each study.
Measurement of recognition of stimuli, appeal,
message take-out and intention to travel within
the next 12 months.
10
GOAL: Double NSW’s overnight visitor economy by 2020
Method Frequency Conducted by Sample What will be measured?
Campaign Tracking and
Optimisation
Ongoing All relevant media planning
and buying agencies and
DNSW.
N/A Media is tracked and adjusted to ensure target
delivery and proof of placement; and partners are
monitored for campaign effectiveness.
DNSW’s media planning agencies provide
fortnightly tracking, measurement and
optimisation of advertising during campaign
periods.
Media Performance-
Analysis
4-6 weeks post
campaign conclusion
All relevant media planning
and buying agencies and
DNSW.
N/A A post-buy analysis provided by the media
agency which measures the performance of the
media buys against the planned activity including
all digital media.
Visits, leads and
conversions from our
websites
Ongoing Google Analytics. N/A Measurements of visits to campaign pages and
leads to industry operators and event
owners. DNSW attaches tracking pixels to partner
sites to track lead to conversion (i.e. leads to
ticket sales) and to optimise digital media to the
most effective lead to conversion price.
Affiliate Model Ongoing DNSW & OTA conversion
data.
N/A DNSW uses affiliate pages that can be deployed
for campaigns on sydney.com and visitnsw.com
and provide direct links to online bookable
inventory for specific regions across NSW and
provide increased accuracy for Industry Partner
reporting on night’s booked and total booking
revenue.
Destination NSW’s Effectiveness Measurement Schedule
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GOAL: Double NSW’s overnight visitor economy by 2020
Method Frequency Conducted by Sample What will be measured?
Social Media Reporting Ongoing Platform insights tools. N/A DNSW utilises the insights tools provided by each
of the major social networks (e.g. Facebook,
Twitter, Google+). DNSW’s social media
agencies regularly report on the performance of
our social media communities for fan numbers,
reach, engagement and advertising effectiveness.
Industry Partner results At campaign
conclusion, usually 4-6 weeks
Industry Partners. N/A Number and value of incremental bookings and
passengers generated with industry partners for this campaign.
Event - Ticket Sales Ongoing and at
campaign conclusion
Event specific post event
attendee surveying.
N/A The number of ticket sales attributable to the
campaign. Data is obtained from Event Owners
and ticketing agencies.
Event surveys 8-12 weeks post
event
DNSW During and post event face to face and
online surveys are conducted with event
attendees for all DNSW investment
events (sample sizes dependent on the
audience size).
Event experience, awareness and trip to NSW,
and analysis of level of intrastate, interstate and
overseas visitation for events.
Destination NSW’s Effectiveness Measurement Schedule
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Marketing Budgets & Effective Channel Mix
Budget Media Mix
< $50,000 Search, Social
$60,000 -$100,000
Search, Social, Native, Regional Print
$100,000 -$250,000
Search, Social, Native, Print, Digital Video, Digital Retargetting, Regional TV
$250,000 -$500,000
Search, Social, Native, Print, Digital Video, Digital Retargetting, Regional TV, Metro TV or Outdoor
<$500,000 Search, Social, Native, Print, Digital Video, Digital Retargetting, , Regional TV, Metro TV or Outdoor or High Impact Digital Display
NB: Includes production costs at approximately min. 25% of total budget, pending media mix.
TRAVEL AGENTS/TOURS$387,337m
ACCOMMODATION$64,882m
CRUISE LINES$67,875m
VEHICLE RENTALS$12,110m
TRAIN SERVICES$10,486m
AIRLINES$77,075m
was spent on advertising expenditure in 2016 in Australia amongst the
Travel & Accommodation category
TOURIST AUTHORITIES$50,130m
13Source: Nielsen AdViews Online (Jan 2016 – Dec 2016); Blue 449 Media
Marketing Objectives & Channel Mix
• Creates brand equity
• Influence future sales
• Broad reaching
• Long-term
• Emotional messages
• TV and Digital Video
• Exploits brand equity
• Generate sales now
• Highly targeted
• Short-term
• Persuasive messages
• Paid search and eDM
14Source: Media in Focus -Marketing Effectiveness in the Digital Era, IPA Databank
Marketing Budgets & Effective Channel Mix
• Budget is one of the most important determinants of campaign effectiveness
(second only to the creative work in importance).
• Share of voice is an important metric. The rate at which a brand gains market share
tends to be proportional to its “extra” share of voice.
• The balance between brand and activation also matters. A 60:40 ratio of brand to
activation spend is typically optimal.
• Sales activation works best when focussed on people who are likely to buy now or very
soon.
• Brand building takes more time, and requires repeated exposures, often over months
or years and favours broad-reach media rather than tight targeting.
Source: Binet and Field 2013 15
Increasing Your Budgets & Share of Voice with DNSW
16
Join Get
Connected
Align with Social Media & Editorial programs
Engage with Research, Publicity &
PR
Work with us
Use the hashtags
#ilovesydney and
#NewSouthWales on posts
28 social media channels
targeted to different markets
Free listing on
sydney.com and
visitnsw.com
Delivers more than 6
million leads per year
Each year DNSW
coordinate more than
250 media visits
Includes journalists, film
crews, television productions
and social media influencers
and bloggers
Double campaign budgets
via the Regional Tourism
Fund
Travel missions and tradeshows
Product workshops and advice
on pricing and market-readiness
Research & Insights
Share videos & images for
use in DNSW campaign
and collateral
More than 90+ trade famils
for 1,000 wholesale and retail
travel agents
Campaign Key Performance Indicators
27%YOY increase in
booking revenue
24%YOY increase in
overnight visitors
44%YOY increase in
visitor nights
41% YOY increase in
bookings via the Visitor
Information Centre
9.5% YOY increase in
website sessions
22% YOY increase in
social media engagement
• Co-operative campaign KPIs are agreed by all partners.
• Include both local and macro indicators.
Example KPIs
17
-1.91%
5.92%
-22.84%
18.88%
3.29%
-8.24%
31.26%
9.78%
0.28%
14.08%
-14.34%
8.48% 7.55%
-1.80%
9.83%
-3.67%
-30%
-20%
-10%
0%
10%
20%
30%
40%
Mar
'12
v M
ar '1
1
Jun
'12
v J
un
'11
Sep
'12
v S
ep '1
1
Dec
'12
v D
ec '1
1
Mar
'13
v M
ar '1
2
Jun
'13
v J
un
'12
Sep
'13
v S
ep '1
2
Dec
'13
v D
ec '1
2
Mar
'14
v M
ar '1
3
Jun
'14
v J
un
'13
Sep
'14
v S
ep '1
3
Dec
'14
v D
ec '1
3
Mar
'15
v M
ar '1
4
Jun
'15
v J
un
'14
Sep
'15
v S
ep '1
4
Dec
'15
v D
ec '1
4
% G
row
th
Domestic Overnight Visitors – Year on Year Growth by Quarter
Q2 Q4 Q5Q6
Q9Q8Q7 Q10 Q11 Q13Q12
Q14
Q15
Q16
Own Activity
RVEF RVEFRVEF RVEF
Unified Region Campaign
Campaign Effectiveness and the Long-term Effect Example
The long-term advertising effects on sales uplifts only start to dominate short-term
effects after six months. That is to say brand building takes over as the primary
driver of growth from sales activation after six months.
18Source: Media in Focus -Marketing Effectiveness in the Digital Era, IPA Databank Source: NVS Time Series, Travel Research Australia
Advertising Impact Study – Channel Effectiveness
19
By Source Market By Frequency By Behaviour
Source: Advertising Impact Survey, Destination NSW 2017
Advertising Impact Study
1,064,000Campaign Reach
255,360Campaign Recognisers
15,322Holidays Booked
• Qualitative panel surveys to measure recall, shifts in perceptions and intention
to book.
20Source: Advertising Impact Survey, Destination NSW 2016
21
Cross-Device ADimension Pilot
• Surveying panellists who have actually seen the ads on websites and
Facebook.
• When the exposed panellists are identified, our research agency can invite
these panellists for surveys regarding the specific campaign. A survey
invitation will be sent as early as 24 hours after exposure.
22
Social Media Post Insights
• Understanding the strongest
and most engaging messages
and key experience pillars.
Facebook Analytics
23
Social Media Video Insights
• Used to review and re-edit
digital videos.
Facebook Analytics
24
Social Media Listening #NewSouthWales
• Tracking social conversations so we can tap into conversations and plan
future content.
• Identifying superusers/influencers who are active in our community and use
their UGC (user-generated content) in our posts.
• Being aware of any negative sentiment mentioned in these posts.
• Seeing whether our key source markets (AU, US, UK, IN, NZ) are
engaged/using our hashtags.
25
Website Design Multi-Variant Testing
Traffic
VariationsABTasty Traffic
Must Do Link Click
Must Do Link %
ChangeVisited Pages
Change Bounce Rate
V1 RHS Arrows 6,902 851 12.33% 53.69% 4.40 5.26% 44.51% -0.76%
V2 Blue Heading 7,169 728 10.15% 26.58% 4.61 10.29% 44.59% -0.58%
V3 RHS, Arrows, Blue Heading
7,027 836 11.90% 48.29% 4.83 15.55% 43.88% -2.16%
V1 V2 V3
26
Measurement Opportunities and Budgets
Advertising
Spend
Potential Measurement Tools -
Options
< $50,000 Google Analytics
Social Media analytics
Visitor Information Centre data
Media Performance reports
Tourism Operator Sales data
$50,000 - $100,000 Trade Partnership PCA
$100,000 -
$200,000
NVS/IVS Time Series
>$200,000 Ad Impact Study
Online Panel Survey
27
Thank You28
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