Tips For Monitoring and Evaluating Marking Plans & Activities
To measure the success of a marketing plan done by the sales and marketing teams, all marketing efforts need to be carefully measured. This will help to identify if such marking efforts were successful, cost effective and also the data can be used for future marketing activities.
All marketing activities or plans need to be evaluated regularly so that any corrective actions can be taken time to time throughout the marketing cycle. Below are some of the key monitoring methods used for assessing the marking plan.
1) Market Segment Report: All reservations generated via particular market segments need to be tagged correctly to the reservation. For example, bookings generated by corporates, leisure, relocation etc. are tagged to the each reservation in order to identify which market segment the bookings were generated.
2) Source Segment Report: All reservations generated via particular booking source segments need to be tagged correctly to the reservation. For example, bookings generated by email, phone, website etc. are tagged to the each reservation in order to identify from which source segment the bookings were generated.
3) Log and Compare Restaurants Covers: For F&B outlets after a marketing activity, the sales or marketing team should compare the number of covers sold on a daily basis before and after the marketing activity. If the increase in profit or revenue is less than what you have been spending for the marketing activity then you need to re-evaluate the marketing strategy.
4) Use of PROMO codes: Using unique promotional codes for each marketing activity can help the team to track the number of conversations happening directly with the result of such marketing campaign.
5) Use of special telephone numbers: By using a special contact number for certain marketing initiatives can help the marketing team to track calls or enquiries generated via marketing activities.
6) Use of Voucher codes: Using vouchers for each marketing activity can help the team to track the number of conversations happening directly with the result of a marketing campaign.
7) Tracking online advertisement: If you are using Google Adwords, Facebook Ads, Linkedin Ads, Twitter Promoted Tweet, email database marketing etc. then you should also effectively track them using Google analytics or other similar analytics tools. This will help you to setup Goals, Campaign codes, Campaign Medium etc. for effective visits tracking and also helps you to track your Return of Investment (ROI) for such online promotions.
8) Attach a Source Profile: For tracking room or hotel bookings it is ideal to create a special rate code or a package rate for each marketing activities. These special rates are then attached to profile type source.
All bookings generated via marketing activities can be either automatically mapped to these special rates and source profile; either manually by the reservation team or automatically mapped with new age property management solutions. Later the marketing team or top management can pull out productivity and forecast report based on source profiles or rate codes.
9) Keep track of sales team productivity: Director of sales should pull out productivity and forecast reports by market segment, by the sales manager, by booking source code, by source profile, repeat business percentage etc. to regularly track and monitor the productivity and performance of sales and marketing team members.
10) Track Goals by sales persons: On every quarter the director of sales should evaluate the performance of each sales team members. For example, if a sales manager was assigned to 1000 sales contacts or leads then he should at lease contact 70% of these leads by the end of that quarter.