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Tourism Marketing Health Check

Your tourism marketing health assessment

Tourism Marketing Health Check

Step 1 of 13

7%

Define your business
Which sector of tourism is your business in?

e.g. accommodation, winery, brewery, distillery, restaurant, café, etc.
What services or goods do you provide?
Are you part of the Quality Tourism Accredited Business (QTAB) Program?
How long have you been trading?
How many staff do you have?
Briefly describe your business
Have you clearly defined what it is that you are offering to the market?
Do you have a mission statement?
Do you have a value proposition?

Strategic assets
Do you have a marketing plan?*
When was it written?
Who was it written by?
How often do you refer to it?*
Do you have clearly defined goals and objectives?
Do these include sales targets and customer communication strategies?
How far ahead do you plan your marketing activities?
Does your plan include a dedicated marketing budget?
Have you undertaken a SWOT analysis for your business?

Customer segmenting
Do you clearly identify your target markets?
Describe your market segments
Describe your ideal customer’s demographic profile, interests, and typical behaviours
Do you actively think about your customers when designing your:
- Products and services
- Communications to them - online and traditional
- Sales and purchase channels
- Marketing collateral
Do you change/tailor these offerings, communications, collateral and sale avenues for each of your customer segments?
Do you think you understand what motivates your customers?
Do you think you meet your customers' needs?
Do you think that you are not reaching the right consumers for your product/service with your current marketing efforts or that your messages are being missed?
Do you think that you could be better at listening/communicating and then responding to your customer segments?
Does your business execute a clear way of talking to your customers in a way in which they hear and respond?
Do you undertake any customer research?
Do you actively ask your customers for feedback on your business and provide an avenue for them to do this?
Do you take notice of customer buying patterns or customer responses to promotions?
Do you have an avenue through which customers can provide suggestions?
How do you communicate with your customers?
- Email direct marketing - eNewsletter
- Social Media Marketing
- Traditional marketing platforms (i.e. Print media, TV, Radio)
- Shopfront – physical presence
- Website
- Digital advertising
- Other
Please specify your other means of customer communication.
Is this communication tailored for each customer segment or is it a one fits all approach?
Are you responsive to changes in their habits and demands?
Do you change your product or service, or the way you communicate with them, on a regular basis to meet their changing needs?
Do you change how you talk to each segment based on positive or negative responses?

Pricing
Do you have a clear pricing structure for your products/services?
Do you have different price points for your products tailored to each customer segment?
Do you review your product/services pricing?
How often do you conduct this review?
Do you compete on pricing?
With whom do you compete?
Is your marketplace a price competitive environment?
Is your competitive position determined by price?
Have you done any research into your pricing and its position in your marketplace?
Does your research include:
- How your customers think your product is priced in the market?
- How your product is priced compared to your competitors?
- Do your customers in each customer segment behave the same in terms of price sensitivity?

Sales channels
Through which of the following channels do you sell your product or service?
- Wholesale
- Physical shopfront space
- Website
- Telemarketing sales
- Pyramid marketing
- Social media platforms
- Online travel agents
- Other third-party websites
Is your website your most profitable avenue?
Do you wish to concentrate on building up your website sales channel?
How do your currently promote to your website as a sales avenue?
Does your pricing in each channel change or stay consistent for the end consumer?
Are you able to control pricing in each channel?
Are you looking to expand your sales channels?
Do you trade internationally?

Resources
Which of the following marketing resources does your company own and/or manage?
- Website
- Shopfront (rented or owned)
- Brochure(s)
- Publications
- Business cards
- Style guide
- Signage
- Stationary (folders, letterheads, pens)
- Promotional items (giveaways, product samples)
- Branded vehicles
- Trade stand
- Image assets
- Direct mail
- Email newsletters
- Other
Please detail what type of signage you use.
Please detail your use of other marketing resources.
Does your company regularly review and update these resources?
Are these resources integrated into your marketing activity on a regular basis?
Which resources are the most effective/successful?
- Website
- Shopfront (rented or owned)
- Brochure(s)
- Publications
- Business cards
- Style guide
- Signage
- Stationary (folders, letterheads, pens)
- Promotional items (giveaways, product samples)
- Branded vehicles
- Trade stand
- Image assets
- Direct mail
- Email newsletters
Are these resources used in a coordinated approach with the same branding, look and feel?
Are there any assets that your industry/competitors use that you do not have?
Please list the assets that your industry/competitors use that you do not have.

Promotion activities
Does your business undertake any of the following promotional activities?
- Email newsletters
- Mailouts
- Social media activities
- Telemarketing
- Trade shows
- Customer loyalty programs
- Website promotional activities
- Television, radio, or newspaper advertising
- Giveaways or competitions
- Celebrities or other brand ambassador activities
Which activity generates the best sales reaction?
Which activity generates the best engagement reaction?
Which activity generates customers to visit your website?
Which activity generates the best other reaction?
Do you do multiple versions or tailor any of the above to suit different customer segments?
Do you allocate a budget for the above activities?
Are your promotions successful in finding the right customers with the right message, or are they missing the mark and a poor investment?

Media, blogs, and press
Does your business have what you would deem to be news worthy events within your yearly cycle?
Examples include: new or updated product ranges or special releases, celebrities using your products or services, research or data findings, changes to legislation or regulations that are relevant to your business.
Does your business write media releases when something news worthy takes place, or do you contract a PR consultant to undertake this task on your behalf?
Does your business have an active and recently updated media list?
Does your business use media services like Meltwater, Media Monitors or others?
Does your business have contacts within the relevant media channels for your product/service?
Do you regularly talk to these people/contacts?
Does your business write blog content to promote your product/service?
How often do you write blog content?
Where do you post the blog content?
Does your business make any attempt to promote itself through the media?
What is your assessment of the return generated from these promotional activities?
Do you try to measure the success of these activities?

Digital platforms
Does your business have a website?
Are you registered on the Australian Tourism Data Warehouse (ATDW)?
Do you have a Google My Business profile?
Is your website an active sales platform?
Do you regularly review the content of your website?
How often do you review the content of your website?
Do you regularly add content to your website?
How often do you add content to your website?
What content do you typically add to your website?
Do you use Google Analytics to asses traffic to your website?
How do you drive traffic to your website?
Do you think this activity generates business/sales?
Do you collect emails on your website using an email collection device?
Is your website management in house or outsourced?
Do you have an SEO strategy?
Do you undertake any activities to consistently improve your SEO?
What are these activities?
Do you complete these activities in house or outsource it?
How much do you budget for these activities per month?

Social media platforms
How much time do you spend on social media for your business per week?
Do you have a social media strategy that you follow, which maps out the platforms you use, and what your measured aims are?*
Do you enjoy social media for your business and feel that it is an important part of your marketing strategy?
Do you manage your social media platforms in house or outsource it?
Do you think it provides good return on investment for time and money spent?
Do you understand that you do not own any content or followers on these platforms in your own accounts?
Which social media platforms do you have an account for?
- Facebook
- Instagram
- LinkedIn
- Twitter
- Google AdWords
- Snapchat
- YouTube
Facebook
How often do you post to Facebook?
Do you actively try to grow engagement through competitions or other organic means?
Do you sell through Facebook?
Does your business undertake paid advertising on Facebook?
Instagram
How often do you post to Instagram?
Do you actively try to grow engagement through competitions or other organic means?
Do you sell through Instagram?
Does your business undertake paid advertising on Instagram?
LinkedIn
How often do you post to LinkedIn?
Do you actively try to grow your contacts on this platform?
Do you sell through LinkedIn?
Does your business undertake paid advertising on LinkedIn?
Twitter
How often do you tweet on Twitter?
Do you actively try to grow engagement through competitions, retweeting content or other organic means?
Do you sell through Twitter?
Does your business undertake paid advertising on Twitter?
Google AdWords
How often do you engage in activity on Google AdWords?
Does your business undertake paid advertising on Google AdWords?
Snapchat
How often do you post on Snapchat?
Do you actively try to grow engagement through competitions or other organic means?
Do you sell through Snapchat?
Does your business undertake paid advertising on Snapchat?
YouTube
How often do you upload content on YouTube?
Do you sell through this platform?
Does your business undertake paid advertising on YouTube?

Social media platforms (continued)
Which social media platform is the most useful and successful for your business, and for what reasons?
Do you use multiple social media platforms for your business in a coordinated and planned strategy, or is your approach unplanned and ad hoc?
Do you use Hootsuite, or a similar platform, to schedule posts and plan your social media content into the future?
Do you find the constant changing nature and rules of Social Media platforms hard to manage, intimidating and frustrating?
Do you feel like your social media efforts are lost in a sea of other content and not reaching those you wish to target?
Do you undertake any analysis on what posts work best and generate the best response on your platforms?
Do you use Facebook Business Manager to undertake paid advertising?
Do you build ‘like’ audiences and market paid advertising campaigns to them?
How many dollars per month typically do you invest in this activity?
Do you think this provides a good return on investment?
Do you engage in social media remarketing?
How many dollars per month typically do you invest in this activity?
Do you think it generates a good return on investment, and why so?

Database management
Do you have an active database in your business?
How often do you use your database to contact your customers?
Which of the following activities do you engage in to contact and stay in touch with your customers?
- Direct customer emails
- eNewsletters
- Direct mail
- Facebook remarketing
- Telemarketing
- House sales calls
How good is the quality of content in your database?
Do you regularly review and update your database?
Is your database segmented into customer segments?
Do you actively collect people's/clients'/contacts'/customers' email addresses into your database?
Where do you collect this contact information?
- Website popup widget
- Social media remarketing
- Physical shopfront
- Other
Please specify your other means of collecting contact information.
Do you use a platform like MailChimp to contact customers?
What platform do you use?
Do you use a CRM system?
What details from your customer do you collect on their first interaction?
Do you build customer profiles as your relationship with them progresses?
Which of the following data types do you collect?
- Basic details
- Demographic details
- Credit card details
- Sales and purchase history
- Likes and preferences
- Other
Please specify the other data types you collect.

Contact information
Please provide some contact information so we may offer our assessment of your marketing situation.
First name*
Surname*
Business name*
Phone*
Email*
Completing our Marketing Health Check will subscribe you to Purple Giraffe's quarterly newsletter.

This useful tool has been revised and approved by TiCSA for tourism operators.

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Adelaide SA 5000
08 8425 2970
Perth Office
Fremantle WA 6160
08 6263 9236
marketing@purplegiraffe.com.au

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