Scrolling through Twitter poolside. Checking email at the beach bar. Googling, the closest cafe from the top of the ski slope. In today's interconnected, omni-channel world our devices have virtually become a part of us, always in our hands or pockets - even on vacation. With the increasing technical presence of applications in our lives, it doesn't come as much of a surprise that our devices have become an essential item we pack when headed off for travel.
Thanks to the speed at which our devices can access information regarding the best restaurants, bars, and entertainment venues around town, our devices have become like tiny tour guides for us while away. But what does this mean for destination marketing organizations, convention and visitor bureaus, and other attraction marketers? Should this newfound reliance on our devices as informational guides to vacation spots change they way DMOs target their audiences?
The data insights that come from the mobile devices of vacationers are plentiful and prove to be an invaluable source of information just waiting to be tapped into. Access to information one can gain through using location intelligence, such as AirSage Destinations, means it's time for these organizations to start leveraging this new information to drastically improve their marketing efforts.
Location intelligence, sometimes called geospatial intelligence or just simply spatial intelligence, is the process of developing thoughtful insights from the geospatial relationships members of the population share with the environment around them. In short, the term can be understood as the "mapping" of people and places within the world, as related to the businesses, attractions, and points of interest around them. But it's more than just a map. It's a tool to unlock insights and data regarding populations, consumer behaviors and target markets. For businesses and destination marketing organizations alike, location intelligence means transforming location data into business outcomes.
Most notably, location intelligence insights provide organizations with the ability to ensure their marketing efforts and budgets are being used effectively. The information collected through understanding geospatial relationships provides destination marketers with the chance to know exactly where their visitors are coming from and their unique demographics. These insights give destination marketers and decision-makers the opportunity to place their campaigns in the areas that perfectly target their intended audiences. Rather than playing a guessing game when deciding where to place advertisements, marketers can now be assured they are placing their promotions in locations that will hit their target demographic right on the bullseye.
Study area visitor count by state. That's not all, though; thoughtfully placed campaigns aren't the only thing that location intelligence can provide destination marketing organizations and attraction marketers. Location-based data software like AirSage Destinations also makes use of location intelligence to study the points of interest visitors stop by while on their vacations.
Whether it be beachside hangouts, celebrated wineries, or even remote ski lodges high in the mountains, the power of location data can help marketers understand how visitors move in their markets. The ability to tap into POI-related information further strengthens the distinctive consumer behavior trends and "personas" of vacationers, as it allows for a better understanding of where these visitors might go while back in their home markets. When marketers and decision-makers can get a better look into where visitors dine, shop, and seek entertainment while at home, they can further drill-down into visitor demographics.
After all, isn't an individual's choice in a coffee chain pretty telling for their consumer persona? The best part about this new innovation?
Thanks to location intelligence and AirSage Destinations, marketers can finally say "Auf Wiedersehen" to wasted advertising dollars and hello to perfectly placed campaigns.
The colder months are also a time when many hotels and ski resorts, winter apparel brands, and mountain recreation stores want to do all they can to drive revenue and increase sales. Luckily for marketing teams and decision-makers at beloved winter destinations and brands, location intelligence is providing all the information necessary to implement effective destination marketing campaigns and assure maximizing revenue during the peak ski season.
While most winter destinations and apparel brands have an idea of the ideal customer they’d like to target, they often don’t know who these vacationers, what makes them unique, or where they live and work. Location data helps with the identification of these perfect customers by using anonymous mobile GPS pings to provide these answers. For example, hotels or resorts that cater mostly to families can use device sightings to determine which markets nuclear families live in all the way down to a census tract level - that’s nearly the neighborhood in which these people live. These sightings can also be analyzed to help identify customers that were also sighted at and around a resort property to bring to light potential markets that already have an existing interest in winter vacations.
Understanding who visitors are and what they do while at home is arguably among the most important information marketers can leverage. Location intelligence can help brands understand where their visitors call home, what they do during the warmer months and other key demographics that make them unique. Granular information such as this allows advertisers to reach their customers with personalized ad campaigns and tailored promotions long before the ski season begins. For instance, if a mountain-based resort finds its strongest markets belong to members of the older demographics, they can create promotions offering senior discounts, free ski rentals, and other things enticing to that demographic.
There is no denying museums are complex organizations that attract thousands of visitors each month. Now imagine if the world’s most beloved museums were data-driven. What insights could location intelligence provide museum professionals and institutional decision-makers?
To answer this question, let’s start off by taking a look into the biggest problems museum professionals are facing and how location intelligence can help tackle each respective challenge.
Museums are epicenters of art, history, and culture, making them ideal attractions for tourists from all walks of life. Nonetheless, museum professionals often find themselves vying for tourist attention against the likes of amusement parks, digital entertainment venues, and sports attractions.
Decision-makers are given the opportunity to identify visitor personas and home markets so they may better target and serve more diverse markets when they have access to location data. To incorporate a precisely targeted marketing strategy and to strengthen consumer insights, museum professionals can open the door to stronger crafted advertising and promotional efforts that are certain to outshine competing attractions.
Each year, museums admit hundreds of thousands of visitors from all around the world. This wide breadth of visitor nationality often makes it difficult for museum professionals to understand the visitation trends of their customers that are essential in exhibit planning.
The implementation of location intelligence technology can provide this problem with a quick fix. Location intelligence gathers data from mobile GPS pings and the mobile device’s unique advertiser ID. Although this data is anonymous, analyzing the compilation of trillions of daily pings provides insights into where these devices come from. For museums, the application of location intelligence can provide them with a looking glass into the different nationalities of their visitors and the respective markets they call home. This will allow museum professionals to plan their exhibit scheduling to best appeal to these newly discovered trends.
Understanding the relationship between advertising channels, campaign placement, and sales is a problem that all businesses face. For museums, this challenge becomes even more taxing when preparing for the opening of a major exhibit. Museum professionals are keen to drive ticket sales around these events in hopes of large turnouts. But when promotional efforts aren’t properly placed, this hope is often hard to meet.
Geospatial data combats this. The ability to understand where visitors come from, what their spending patterns are, and the visitation trends they adhere to all play a part in formulating stronger advertising campaigns. When a museum’s marketing department knows where their visitors are coming from and when they often visit the city where the museum resides, they’re able to formulate highly personalized marketing campaigns that are assured to yield results.