Almost 4 years after the devastating Christchurch earthquake, we are once again seeing an influx of tourists to this beautiful country.
With annual revenue from tourists at $24 Billion, all New Zealand businesses are seeing an increase in revenue.
A healthy tourism sector is great for New Zealand, and with a goal to increase to $40.
1 Billion annually by 2020, the opportunities for New Zealand's economy are huge.
With more businesses seeing a stronger market, it is the perfect time to start asking valuable customers what they want and need from you to enjoy a better experience.
Creating a memorable and successful experience for your customer can not only increase free advertising through positive word of mouth but the life of the customer will last longer with return visits.
So how can you measure success and provide everything your customers need for an exceptional experience? Measuring success comes in many forms.
Social Media engagement can be a strong indicator of the word of mouth surrounding your product or service, but a lack of engagement can also indicate a need for a stronger and smarter presence.
Before you spend precious marketing budgets on advertising, find out what your audience prefer to respond to and engage with.
Asking questions can be done numerous ways.
The most successful and cost effective of these is through online surveys.
Specifically, online surveys that capture the right information, of the right people, using the right methods, at the right time.
Ask a range of questions that cover your customer's motivations to purchase, their expectations, their behaviour during the experience and finally, their satisfaction.
Capturing expenditure data can be an extremely useful indicator when adding new products or revising your current pricing structure.
Demographics and preferred marketing information can be used to determine future advertising campaigns as well as better tune your offering to suit your market.
Take a visitor attraction like a nature/wildlife park.
After visiting the park, the customer receives an online survey that asks them why they chose to go there, what they expected, what they did during the experience and the overall satisfaction.
Additional questions covering expenditure during the trip can identify areas of the business that need investment to encourage an increase in spending.
Why do you need to measure success? A positive experience is key.
This increases the chance of a recommendation on sites like TripAdviser as well as different social media platforms.
Businesses with higher ratings and more positive reviews tend to see an increase in customers and therefore an increase in revenue.
Analysing the results of your online survey can identify a range of marketing and operational factors: • What aspects of the business are the most valuable to the customer • What marketing and advertising campaigns are working and where to better invest future budgets • Areas of competitive advantage or disadvantage • Identify the performance of key staff members • Prove value to stakeholders or other investors.
An arts festival is often a string of performances and event spread throughout an area of a city.
Running an online survey and analysing these results can identify that your target market prefer ads in a newspaper versus paid ads on social media.
It can identify the average amount spent at every event and what kind of products therefore to sell to encourage your audience to buy more.
But most importantly, it identifies what sponsorship is the most effective, which allows you to approach key suppliers for further investment.
How to analyse results - benchmarking So if you can capture all of this information, why should you conduct more than one online survey a year? The short answer: people change, market's change.
Being able to understand when this change takes place and therefore be ready to change with it, can make all the difference.
So how do you know when things change? Aim to survey your client base every quarter.
Benchmark your results over time.
Identify any incoming and outgoing trends.
Ask your customers what they would like to see and make changes accordingly.
Regional events are huge.
With over a thousand attendees at these events, identifying changes to their behaviour and motivations can be complex.
Benchmarking results against previous years can quickly identify outliers and changes within the audience therefore giving you time to alter and improve your offering.
Success is great - so measure it.
Get to know your market better, what they like and dislike, what they expect from you and how they prefer to be reached.
Save money on marketing campaigns and invest in offerings that work.
Benchmark these results overtime to identify changes and act accordingly.
With annual revenue from tourists at $24 Billion, all New Zealand businesses are seeing an increase in revenue.
A healthy tourism sector is great for New Zealand, and with a goal to increase to $40.
1 Billion annually by 2020, the opportunities for New Zealand's economy are huge.
With more businesses seeing a stronger market, it is the perfect time to start asking valuable customers what they want and need from you to enjoy a better experience.
Creating a memorable and successful experience for your customer can not only increase free advertising through positive word of mouth but the life of the customer will last longer with return visits.
So how can you measure success and provide everything your customers need for an exceptional experience? Measuring success comes in many forms.
Social Media engagement can be a strong indicator of the word of mouth surrounding your product or service, but a lack of engagement can also indicate a need for a stronger and smarter presence.
Before you spend precious marketing budgets on advertising, find out what your audience prefer to respond to and engage with.
Asking questions can be done numerous ways.
The most successful and cost effective of these is through online surveys.
Specifically, online surveys that capture the right information, of the right people, using the right methods, at the right time.
Ask a range of questions that cover your customer's motivations to purchase, their expectations, their behaviour during the experience and finally, their satisfaction.
Capturing expenditure data can be an extremely useful indicator when adding new products or revising your current pricing structure.
Demographics and preferred marketing information can be used to determine future advertising campaigns as well as better tune your offering to suit your market.
Take a visitor attraction like a nature/wildlife park.
After visiting the park, the customer receives an online survey that asks them why they chose to go there, what they expected, what they did during the experience and the overall satisfaction.
Additional questions covering expenditure during the trip can identify areas of the business that need investment to encourage an increase in spending.
Why do you need to measure success? A positive experience is key.
This increases the chance of a recommendation on sites like TripAdviser as well as different social media platforms.
Businesses with higher ratings and more positive reviews tend to see an increase in customers and therefore an increase in revenue.
Analysing the results of your online survey can identify a range of marketing and operational factors: • What aspects of the business are the most valuable to the customer • What marketing and advertising campaigns are working and where to better invest future budgets • Areas of competitive advantage or disadvantage • Identify the performance of key staff members • Prove value to stakeholders or other investors.
An arts festival is often a string of performances and event spread throughout an area of a city.
Running an online survey and analysing these results can identify that your target market prefer ads in a newspaper versus paid ads on social media.
It can identify the average amount spent at every event and what kind of products therefore to sell to encourage your audience to buy more.
But most importantly, it identifies what sponsorship is the most effective, which allows you to approach key suppliers for further investment.
How to analyse results - benchmarking So if you can capture all of this information, why should you conduct more than one online survey a year? The short answer: people change, market's change.
Being able to understand when this change takes place and therefore be ready to change with it, can make all the difference.
So how do you know when things change? Aim to survey your client base every quarter.
Benchmark your results over time.
Identify any incoming and outgoing trends.
Ask your customers what they would like to see and make changes accordingly.
Regional events are huge.
With over a thousand attendees at these events, identifying changes to their behaviour and motivations can be complex.
Benchmarking results against previous years can quickly identify outliers and changes within the audience therefore giving you time to alter and improve your offering.
Success is great - so measure it.
Get to know your market better, what they like and dislike, what they expect from you and how they prefer to be reached.
Save money on marketing campaigns and invest in offerings that work.
Benchmark these results overtime to identify changes and act accordingly.
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