We’ve blogged previously about Tourism Queensland’s award winning ‘Best Job in the World’ promotion:
‘Great Job|Great Publicity’ ‘More on Tourism Queensland Win’
Recent media reports have commented that despite its long list of awards, the campaign hasn’t increased traffic numbers.
This is shortsighted. The environment in which businesses (including tourism) operate is impacted by many factors. The Global Financial Crisis, cited as the worst economic downturn for a century and from which we are only just emerging, has been of particular influence to potential visitors.
The effect of marketing is cumulative. It is not a tap to turn on and off. The best marketing results are gained when companies commit to a focussed, long term consistent effort. Switching off marketing activity - particularly in tough times - gives competitors still marketing an edge; and means substantial future investment in catch up to reestablish the brand, awareness and win back customers lost from ceasing communication with them.
The marketing investment such as TQ’s campaign will bring returns in the longer term. The campaign now enters a new phase to capitalise upon the massive publicity and convert interest to sales. It is the long term, consistent effort which will reap rewards.
Rather than only assessing sales (via traffic numbers), the question should also be – what would have happened if no campaign had run? What would the traffic figures been like then?
All of which underlines the importance of market research, setting benachmarks and determining what = ROI in marketing and public relations stratgies…