Advertising & Media Management

Media Placements are often that largest part of your Marketing Budget. They're also the most frustrating and difficult to measure. What if you could see what an people did for each Ad? Not just the click, but after the click, was it a Reservation? A Visitor Guide Request? A Phone Call? All of these? 

Who Are These People?

So much effort has been put into Social Media, and for good reason. But the majority of Facebook Likes are from locals. Is that your mission as a DMO? Probably not. But for a Resort or an Attraction, that's gold. Honeycomb knows who these people are. Your People are tracked back to the Media Placement. So, you know who they are, where they live and are they your Target Audience.

Campaign Tracking

Honeycomb's feedback about Campaign results is unique. Honeycomb shows you what Campaign produces results. Not just clicks. Not just impressions. Results. Because not all conversions are the same, you need to know what kind of conversions are coming through. In Honeycomb you can have multiple Campaigns running at the same time and see which ones are producing value by what people are doing. And that makes Honeycomb a valuable tool.

A Matrix report showing what People did for each Campaign

Not All Media Vendors Are The Same

They're all your friends. Honeycomb will show who loves you. With a limited budget you can't buy everything. You probably get impressive numbers from the media vendors about Impressions and Click Thrus. And if you stop measuring Advertising ROI there, it's all Rainbows and Unicorns. Honeycomb goes all the way through to what that Person did. And you can compare Media Placements to determine whether they send lookie-lous or lifetime customers.

A Matrix report showing Media Placements and what People did

Champion & Challenger

You can spin your wheels wondering and researching the right message forever. And you should definitely use all your resources to craft your message for the audience. You can also test messaging and use what works. Set up a Champion and a Challenger. Then, optimize that message for timing; audience and results. Honeycomb can show you what People did with that content. Beyond just clicking and beyond conversions. Not all conversions are the same, are they? No. Visitor Guide Requests and Reservations are more valuable than Newsletter Signups. Honeycomb shows you the full value of what a Media Placement produces over time.

A Matrix report with Content and Conversion Type

See $s On $s

If you haven't been measuring your Return On Ad  in detail, you should see the way you can slice Advertising Performance in Honeycomb with real data. And if you've been knuckle-busting spreadsheets, ask us how we streamline the process.