implementing effective campaigns...of the major social networks (e.g. facebook, twitter, google+)....

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

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• 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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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.

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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

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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

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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


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


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



Event awareness, perceptions, experience and

intention.

Corporate Brand Health

Tracker (BHT)

Biannually DNSW Online survey of Australian residents



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.

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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.


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http://sydney.com/

http://visitnsw.com/



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.


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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

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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

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-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

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% 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

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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

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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.

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Social Media Post Insights

• Understanding the strongest

and most engaging messages

and key experience pillars.

Facebook Analytics

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Social Media Video Insights

• Used to review and re-edit

digital videos.

Facebook Analytics

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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.

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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

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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

Thank You28

implementing effective campaigns...of the major social networks (e.g. facebook, twitter, google+)....

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