What I do find when I peruse the trade publications is less exact. Headlines read, �Achieved Higher Click-Through Rates� or �Response Rates Exceeded Our Expectations.� Why don�t you ever hear a simple statement like, �we spent $X and made $Y.� People don�t like to talk about how much money they�re making or losing. And if something is really working, it�s a competitive advantage not to be shared.

We all know that the real returns generated by your efforts can only be measured in dollars. But measuring ROI in terms of dollars can be difficult. Here are some headlines to help you measure the real dollar returns on your direct marketing efforts:

Bring together customer information and campaign information in a marketing database, achieving remarkable results.

Most organizations maintain a variety of customer databases, one for e-mail, one for customer transactions, another for guest history and so on. Unless your customer information and campaign information are all in one place, it�s difficult to know exactly what�s going on with a guest. That central location probably won�t be your property management system. 

That�s why you can benefit from a marketing database. A well-designed marketing database is a single system that provides you with a comprehensive view of what your guests are buying, which messages they are receiving and how they are responding. Anything less is a mailing list. By all means don�t mistake a marketing database for an integrated CRM program. A good marketing database is not very expensive and pays back a hundredfold in the hands of a skilled direct marketer.

Train staff to understand the importance of customer information.

Even if you have a great marketing database, there�s no way to realize its benefits unless your staff knows the importance of consistently collecting the correct information at each transaction point. There must be a method of matching transactions and multiple points of contact, most of the time it�s as simple as getting a home or e-mail address.

Admit it, you�ve seen a dozen duplicates of the same person in your property management system because one of your staff gets a home address, another gets a business address and yet another gets a travel agency address. Create a standard and live by it. When you ask for an e-mail address, get a little more information so you can tell if the e-mail address belongs to a customer or a prospect. Be vigilant and measure your progress toward your data collection goals.

Marketing Director generates $250,000 in sales with a $2,500 direct mail campaign.

When all of your customer information is in one place and data collection is standardized, you will be able to measure, in more exact terms, the successes and failures of your marketing efforts. You�ll see that the group who received Offer A, booked within two weeks and spent $X at your property while the group who received Offer B responded at half those levels. You�ll be able to compare the results of your e-mail and direct mail efforts. Most important, you�ll know that you spent $X on each campaign and generated $Y in revenue. That�s ROI, and it can be as simple as ABC.

About David Metze:

A former travel industry, marketing executive, David has spent the last 17 years in management and marketing luxury hotels and resorts in a diverse range of markets and segments. David�s exceptionally diverse experiences have resulted in a deep understanding of direct marketing, database marketing, electronic marketing and relationship marketing principles. David spent the last several years implementing and integrating marketing database systems at dozens of hotels and resorts. Prior to that, David worked for Destination Hotels & Resorts, an operator of independent luxury properties, where he managed the company�s e-marketing and relationship marketing programs.

About Incite Response:

Incite Response is the hospitality industry�s direct marketing department, supplying turn key direct mail and e-mail services for a wide range of hotel companies that include, Marcus Hotels, Pelican Bay at Our Lucaya, Preferred Hotels, and Sonesta Hotels among many others. 

With a sharp focus on developing and managing extremely targeted direct marketing programs, Incite Response is able to achieve higher than average returns on our client�s marketing dollars. Call us today to find out how we can generate the revenues you need to stay on top. 

David Metze
720-493-1020
[email protected]
www.inciteresponse.com