WWW: We’re excited for another Weekly Wednesday Webinar.
And from last Wednesday, in case you missed it, when we discussed data.
Connect Travel YouTube Channel for past “Staying Connected” webinars.
Weekly stories curated exclusively for digital tourism marketers
Artificial intelligence has the answers to your ad questions.
AI is learning what works best for ROAS (return in ad spend) in social media ads. Adweek has published a cool, easy-to-read infographic with these pointers and more — click here.
The family market is a big demographic for the Tennessee Department of Tourist Development. And online reviews are critical for trip planning.
But, there was a catch: kids don’t write online reviews.
“The way today’s review sites are set up, they do not allow kids to post their reviews,” explains Nekasha Pratt, Director of Marketing. “We took that as our challenge, knowing moms stress about planning a vacation that their kids will love, and made our goal to scientifically prove that kids have fun in Tennessee.”
Measure the Delight
“VMLY&R [the DMO’s agency partner] created our Laugh Tracker, a first-of-its-kind wearable technology, to measure heart rate and laughter,” explained Will Crockett, Social Media Manager. “A CrowdRiff gallery was created for each Kid Reviewed attraction on the site, and it allowed us to source and share even more images of real kids having lots of laughs at our attractions.”
Check out the campaign’s resulting stats in this post from CrowdRiff, the FUN video introducing Laugh Tracker technology as well as the new family market website generated by this campaign: KidReviewedTN.com.
Let’s welcome Entrada Insights Inc. to the eTourism Community. The newly created company co-founded by insiders Darren Dunn and Jay Kinghorn is for destination marketers and aims to “show you what your data can do.”
Curious? We talked with Darren and Jay about Entrada Insights.
Q: Where does the name come from?
A: Entrada means “entrance” in Spanish, of course. And here in Utah, our company headquarters, Entrada Sandstone is an important, and striking, geological feature seen in captivating formations like Delicate Arch.
Q: What problems does Entrada Insights solve?
A: We accelerate the effective use and interpretation of data to streamline and optimize decision-making. In turn, this gives DMOs much more confidence in their performance, accountability and the all-important ROI.
We understand the pain points associated with having a number of data and analytics vendors…a dozen or more in some cases, all residing in separate silos. Plus, we understand that pulling these data points together, analyzing the metrics, deriving meaningful insights and customized reporting is very costly and time-consuming for the destination.
Q. What questions does Entrada Insights answer?
Sure. We get to the heart of it by helping CVBs and DMOs answer questions like:
Q: How does Entrada Insights accomplish this?
A: Years of highly relevant experience, our own geeky know-how, a deep belief in tourism, and an assist from AI. Entrada Insights has built a cloud-based system that can provide a single source of truth for the DMO with customized reporting on the DMO’s most important performance indicators.
We’re looking forward to speaking at eTourism Summit in San Francisco during the ‘Bright, New Shiny Objects’ session in October, so feel free to connect about scheduling some time together. Meantime, there’s an email signup on the website.” – Darren and Jay
Want to reach Susan so she’ll consider your destination? “You can serve her messaging across all of her devices to inspire her to take a trip to your beach town (all while protecting her privacy)…” writes David Chastain, National Sales Director, Travel & Tourism at Conversant.
Want a better understanding about customers like Susan regarding in-market activities and category spending (beyond airline and hotel) to fine tune your ad dollar spend and to share the ROI (beyond counting heads in beds) with stakeholders? Read more here.