Behavioral Marketing

Marketing's Goal Is To Influence Behavior

People have to come to your Destination, Attraction or Resort. And Marketing has to make that happen. Honeycomb links your marketing efforts with the target audience's Behavior. For all your marketing efforts it shows how people Behave. If your target audience had a warm, fuzzy feeling about your brand but never traveled, would you be successful? Try taking that to your next Board meeting.

So often destinations measure their results with gross metrics like lodging and sales taxes. There's a better way. Honeycomb links all your marketing efforts to what people did. It shows how your marketing influenced Behavior. It reveals which marketing is getting people to behave. That's a powerful proposition that allows your team to focus their efforts on only the things that matter.

Not All Conversions Are Created Equal

Is a Newsletter Sign Up as valuable as a Reservation? Of course not. Unfortunately, it's a little more complicated than that. Honeycomb weights the Behavior and shows you in aggregate the true value of your marketing.

Elements Of Behavior 

Honeycomb captures several data points with a Behavior. You can have hundreds of elements in a Behavior, but these are the ones that come right out of the box:

• Content - The ad, post, text, copy or creative they acted upon
• Keywords - Google Analytics can show you traffic for keywords. Honeycomb shows you what people did from those keywords.
• Campaign - Well crafted Campaigns have a desired outcome. That's a Behavior. Honeycomb shows Behaviors for Campaigns, see Figure 1 below.
• Media Placement - The discrete media buy that produced the Behavior.
• Medium - The channel that brough them; search, email, leads, social or direct.
• Website - The website where they were just before yours

Don't see what you want? The data points for Behaviors and the values you see can be configured in custom settings.  

Figure 1. Behaviors for selected Campaigns

What Are People Doing?

Honeycomb captures all kinds of Behaviors. Look at some examples of what our customers are currently capturing. Then imagine you can start connecting these throughout the Traveler Life Cycle. That's smart marketing.

Capture Them Anywhere

Rarely do marketers just focus on their website. They're got marketing on Facebook, Twitter, LinkedIn, OTAs and all sorts of places. Capture the Behavior there. A Behavior can be captured just by sending it to Honeycomb. Increase your reach by allowing people to convert in more locations. Capture Behaviors on landing pages on TripAdvisor.com sponsored destination pages. Capture Behaviors on Facebook pages. Capture Behaviors in videos. 

Social Behavior

Often people think about using an email address to identify people. Honeycomb can capture Behavior on any ID. Like a Facebook profile name. Or a mobile number. Or anything. It's clear that people like their privacy in social networks. And capturing an email address isn't always practical. Make your marketing more nimble by using other fields to capture Behaviors. 

Interception Then Touchdown

What if you could intercept people at a critical point? In Honeycomb we automate workflow based upon Behaviors. For example, when someone books a room and reserves lessons how about contacting them for rentals? There are critical points in the Traveler Life Cycle where you can make a big difference. Honeycomb's Behavioral Marketing features allow you to intercept people at those critical touchpoints and truly influence how they behave.

Rewards For Good Behavior

Have you considered a Loyalty Program? In Honeycomb it's as easy as:

1. Decide what Behaviors produce a Reward
2. Create those Behaviors
3. Report on those Behaviors and communicate to your People