This is one of the questions that today no one knows how to answer with exact science. Even though we have metric tools capable of providing reference and analysis values on the promotions of our hotel complexes and golf courses, no one dares to explain, through an objective analysis, whether these tools are useful or not.
Most directors and managers in large business groups do not understand these tools, let’s speak clearly and be honest. If we talk about “Facebook” it is associated with our children, families and friends sharing the latest parties or getaways. If “Twitter”, no one understands or knows what to communicate with 140 characters. “Linkedin” associated with business networking and job search. And so, a long etcetera of networks that exist and that no one knows what they are for, how they are used and what return we have.
Nothing is free on the Internet, nothing is easy, just by being on the Internet, having a profile or posting photos, you are not guaranteed success. Quite the opposite, and as in life itself, it is based on the roots of work, “know how” and perseverance.
Why do I say that social networks do work as a marketing tool?
Because although there are many publications that claim their promotional power, the reality is that no one believes in them as an effective promotional tool, let’s be honest. Everyone looks for an immediate return, a sale with true tracking, a “short-term” effect.
Anyone who plans their communication and marketing plan on social networks with these criteria is making a mistake. Nobody is going to get an immediate sale, networks are not designed to sell directly, but to communicate, relate, and establish brand criteria. Can these reasons generate sales? We can ask ourselves the same question with the publications we make in magazines, newspapers, flyers, promotional brochures. Do they generate sales? . My intention with this publication is not to discredit these media, which we can affirm that if they generate sales, the question about these media is, how do we measure that investment?
If I make this statement, it is precisely because this month of August I conducted a survey of our national clients, asking them the reason why they have booked at our facilities. Nothing more rudimentary than a survey sheet on a notepad and asking more than 500 clients, but of course, nothing more reliable. Below I leave you the data:
Sampling data 500 people.
Question: How did you find out about the events we host and how did you book them?
Through the website and specialized pages: 20%
Email Marketing: 20%
Regular customer: 25%
Through publications in the press and posters:5%
Social networks: 30%
It may seem incredible, but I can tell you that the sampling data is real and that, while recognizing that it has only been focused on one type of market, and not all of the ones we work on, these data are a basis for continue betting on this type of promotion and communication.
