A Marketing Consultant’s Tips – 5 Suggested Don’ts For Your Online Marketing Strategy

You’ll find an endless list of do’s from marketing consultants who offer advice on how to market to customers online but here are some don’ts that you should consider paying attention to.

Don’t Spam

Some people who advertise online think that it’s a “no holds barred” type of scenario. Some get people’s attention by any means necessary, such as: e-mail spam, domain squatting, and misleading advertisements. These methods won’t help you. Not only will misleading people get you penalised by search engines who will quickly uncover spammers or “black hat” marketing techniques, but they will turn people off once they get to your site so any traffic you do get will be pretty much useless.

Don’t Ignore Your Competition

Some businesses pay so much attention to their own marketing efforts that they forget competitive analysis. Not only will competitive analysis help you figure out what your competition is doing but it can help you figure out how to do it better. By analysing what they do, you can go one better. The internet makes it easier than ever to get a leg up on your competition and many smaller businesses don’t take the time to analyse their competition. Skilled marketing consultants can help you find tools to do this easily and with integrity.

Don’t Overdo the Advertising

Some who place adverts online think that they need to blast the web surfer with flashing lights and confetti to get them to click on something. This can be off-putting for some — especially seasoned web surfers. Incessant pop-up windows and annoying adverts that cover text that people are trying to read don’t work. The vast majority of today’s web surfers are fairly savvy and so you will need to be more subtle with your advertising. Find out about your target demographic and do what works. A marketing expert can help you with this.

Don’t Forget Social Media

A lot of businesses that are trying to use the internet to their advantage either go about social media the wrong way or ignore it completely. There are a lot of free tools that can help you maximise your potential for getting talked about in social circles and paid attention to. By being noticed by target customers you can increase your brand awareness and get sales as a direct result. Learning how to unleash the potential of Web 2.0 has increased the success of many online and offline businesses.

You Don’t Have to do it Alone

The web is big. It extends as far as the eye can see. There is huge potential for business growth but as you begin to navigate it with marketing in mind, it’s smart to get help. There are marketing consultants that will help you find an approach that works best for you and for your customers through proven and tailored solution offerings. Getting help can provide a great return on investment for your advertising budget and the time you spend working to increase your online presence.

Marketing Consultant Tips – Use Email Marketing to Your Advantage

One of the things a specialised online marketing consultant hired to help companies maximise their ability to sell to their website’s visitors will suggest is a targeted and focused multi-level email marketing campaign. There are right ways and wrong ways to do email marketing. The right way can enhance your sales figures and strengthen your relationship with your customers and the wrong ways result in your company’s emails getting ignored — or worse: resulting in your business appearing to be “spammers”. Read on for reasons to do email marketing and for suggestions to help you do it well.

Target New Customers with Email Marketing

While there are many ways that you can market to your existing and potential customers, doing it by email can be very effective. If your customer comes to expect emails from you via a newsletter, subscription to news, updates, and product promotions, or via an online-course you can use this as an opportunity to sell to them.

Permission-based marketing is effective because you are getting someone’s attention with their permission. When people arrive on your website, giving them an opportunity to opt-in to receiving communications from you gives you an opportunity to build a mailing list for various purposes. The info you can gather from these campaigns will enable you to strategise on future marketing campaigns for repeat success or increased success.

Tip: Get your marketing consultant to help you put the process on autopilot with tools that can help you not just sell to people automatically but the tools can help you measure the success of your email marketing campaigns as well.

A lot of people will visit an optimised website without buying something on their first visit. By capturing e-mail addresses and by obtaining permission to contact them in the future, you can increase the chances of making the sale and getting repeat business as well.

Use Emails to Strengthen Existing Client Relationships

Above and beyond targeting visitors that didn’t buy something on their first visit to your site, use email marketing to continue to foster relationships with existing clients, too. A lot of your customers who buy once from your website would be willing to do it again. Email marketing also caters to nurturing a relationship with existing customers because you can provide information to them while helping to build brand loyalty. It can be like assigning them an account manager to regularly work with them without your having to hire (or pay for) that sales person.

Not all email marketing campaigns will work. Read some helpful tips to increase the success of your campaign(s):

Never add a customer’s email address to a mailing list without their permission. Just because they placed an order with you does not mean they agree to your emailing them.
Use a software or web-based programme that helps you automate the process including cancelling subscriptions for people who no longer want to receive messages.
Consider doing multi-part e-mails to get people interested and keep them reading future messages. An e-mail course, for instance, can follow a sales cycle and help you lead people to buy.
Get help from someone (such as a marketing consultant), with learning how to increase the chances of emails being read. There are tips and tricks that can increase the read rate of messages.
Try to strike a balance between regularly communicating and not inundating people. Daily is probably too often for emails and annually would (of course) not be often enough.
Best of luck with your email marketing campaign! This can be a great way to continually sell more products and maximise on the potential of each website visitor your business site gets. If you need help making the most of your email marketing, hiring a marketing consultant can improve your chances of success.

How a Script Consultant Could Help Sell Your Screenplay

Finding a good online script consultant can be harder than you think. As a beginner screenwriter you probably have very little experience in the proofreading process, this is an art on its own. A good script consultant will give a report detailing the format, story, structure, characterisation and marketability of your screenplay.

Script Format

Whatever script doctor you get make sure they always check every aspect of the format. No matter how experienced you are sometimes there will be things that you miss out by mistake.

Main Story And Sub Plots

A script consultant should always give you their opinion on the quality of the story and sub plots. They should tell you if it kept them engaged for the duration of reading and give you advice on improving.

Dramatic Structure

Some screenwriters always make sure that thy fit into the “three act” category. Others will do whatever they choose and expect it to fall into place anyway. Make sure the script doctor checks over the structure aspects of your screenplay.

Characterisation Feedback

One of the main problems screenwriters face is creating engaging characters. A detailed report of characterisation should always be provided by a script doctor.

Marketability Factor

Very often a script doctor will have worked for a production company or the writers room. Make sure that they will be able to give you advice on how to market your script and who to send it too first.

Selling your script comes next. If all of these factors have been met, you have gotten your feedback and made the necessary changes then you should ask the script consultant for advice on selling. They should then be able to point you to the right agents and production companies. Online screenwriting courses are another good place to market yourself, you can meet all sorts of people on forums provided with courses, it’s the perfect networking environment.

Consultancy Jobs – Not a Job For Everyone

It has been a tough time for the economy over the last year and half. A lot of people have been forced into redundancy with little option to get another position. People have been turning to consultancy agencies with the hope that they can find a new position to fund their expensive lifestyles.

Surprisingly one area that most people don’t think about moving into is consultancy jobs. But strangely this is one of the few areas that have been recruiting constantly throughout the latest recession. Maybe part of the reason behind the abundance of consultancy jobs is down to the high stress levels associated with the position.

People often assume wrongly that it is an easy position to fill as it appears to merely be a case of collecting peoples CV’s and matching them up with the correct job. However, it is a lot more complicated than that. For a start anyone who wants to obtain one of these consultancy jobs needs to be a good judge of character. If you start sending people for job interviews who seem unreliable, untrained or inadequate then the chances are that companies will probably stop using you for their hiring of employers.

Another aspect of working in one of these consultancy jobs is that you will be required to be the mediator. Almost like an estate agent you will be the go between as you attempt to sell the job to the employee and the employee to the employer. You also have to be good at delivering news to people in a variety of situations, for instance when an employee that had agreed to join a company pulls out at the last minute because they had a better offer from a different firm.

People sometimes look in from the outside at positions like this and assume that it is easier than it is. However, you have to consider if it was so easy, why is there such a high turnover of staff within the industry?

If you do fancy consultancy jobs as a career path, then there are some things that you should consider, although it is good to have exemplary writing and reading skills, it would be more beneficial to be a born communicator. If you have the gift of the gab then you are more likely to be successful in this role, what you have to remember is that you are in effect a sales person, but instead of product you are selling people and dreams.

Independent Computer Consultant – How to Sell Clients on Managed Services

To be a successful Independent Computer Consultant in today’s economy, you need to be giving your small business clients more of what they want, which is:

- Greater reliability from their systems

- Higher productivity

- Faster response when they have a problem

- Minimal unexpected downtime

- Predictable and affordable support costs

If you’re in the habit of charging hourly rates to support your customers, you probably know by now that it’s a very inefficient way to meet the above needs, and a very difficult way for you to be generating a reliable, steady income.

The best way to ensure that you give your small business client everything they want, and maximize your own profitability at the same time is through offering a Managed Service Plan at a flat, monthly rate. Your plan should include round the clock system monitoring and remote computer support, both which can be provided through very low cost or even free support utilities.

With system monitoring, you can get instantly alerted 24×7 via email or SMS when potential problems arise, such as:

- Failed backups

- Failed AntiVirus updates

- Hard Disks running low on space

- Windows System Service failures

- Overutilization of system processes

- Firewall hack attempts or multiple unauthorized login attempts

- Event Log errors or alerts

- and more…

By monitoring for these types of events, you’ll be able to catch potential problems early, or prevent them all together and therefore better satisfy all of the needs that your customers have. And because you provide these services for a flat-monthly fee, you’ll be able to create a stable income that you can rely on month after month.

But when so many small businesses have become completely accustomed to paying hourly rates to have their computer consultant come running whenever a problem arises, how do you convince them to switch to your Managed Service model, which on the surface might appear to cost more than they’re currently paying.

It’s easy enough to show a business owner that just one major issue over the course of a year can easily wipe out any savings they thought they were getting by paying low, hourly rates. A single hard drive crash (which might have been caught early and prevented through monitoring) and discovering that the backup hasn’t worked in days (again, could have been caught early), can cost a small business customer very substantial fees to repair, on top of potentially devastating financial and productivity losses due to lost and unrecoverable data.

A single incident like this can easily cost far more than a full year of your low cost, managed services.

But the reality is, unless a problem is actually occurring now, or unless one had occurred recently and is still fresh in the customer’s memory, then they might have a hard time accepting that a truly serious problem is very likely to occur in their future unless they take steps to prevent it.

So how do you convince them to move to your managed service?

You offer them a free 30-day trial to your monitoring service! “Let’s see just how healthy your network really is.”

Very simply, offer to install your monitoring software on their server for 30 days. There are several very inexpensive monitoring applications available to you that will take up very little server processing overhead and provide you with many great options, such as a web-based monitoring dashboard that can easily identify at a glance any problems on the system.

Give your potential customer full access to their dashboard so they can see for themselves on a daily basis where their problems might be. I can assure you that unless a qualified computer consultant maintains the system regularly (which almost never occurs on the hourly-support model), that the monitoring dashboard will identify multiple problems that require attention, and should continue to identify new problems throughout the course of the month.

By providing this simple proof that their network is not nearly as healthy as they might have hoped or expected is generally evidence enough that regular monitoring is a necessary and valuable support option.

Once your 30-day trial completes, you will not find a better opportunity to continue maintaining this business as a new Managed Service customer for your computer consulting business. It’s at this point that your prospective customer is primed and ready for you to reel them in and turn them into one of your loyal, long-term satisfied customers.

To ensure that you make the most of this opportunity, you’re going to want to use proven, tried and true sales techniques that can essentally guarantee that the sale is made… IF presented properly. To learn these techniques, and to obtain proven marketing materials to help you make the sale, visit the author’s website.

Branding Explained

How branding is explained

There are many ways to define a brand. For instance,Guest Posting BuildingBrands.com defines it as “a collection of perceptions in the mind of the consumer.” Also consider that “a brand is a promise,” according to Walter Landor, a brand design legend.

Everyone has their own definition of what a brand is, but these two statements sum it up pretty nicely. What do you want your customer to think of when she thinks of your company? What does your customer think when he looks at your business brochures? You need to create what you want your customers to feel and think when they see your business. That’s a brand.

Brand Characteristics
So how do you make a positive, memorable brand? Three things characterize great brands:

Uniqueness. The whole point of branding is to differentiate yourself from your competitors. You can’t please everyone, and you shouldn’t try to with your brand – you’ll just confuse people. You need to create a brand that is unique to your company and/or your product. Use your brochure printing budget to print several full color brochures that don’t look or feel the same as your competitors’ brochures.

Brands keep their promise. Your brand should reflect your business – how it is, not how you would like it to be, or what it could be. Your brand must link to the style, culture, product and service of your business. Your brand must have integrity. Whatever you promise should be what you deliver.

Brands are integrated. A quality brand should be shown in and reinforced by everything you do: Your prices, your customer service, even your business location.

Likewise, your marketing should be integrated. If your marketing materials, such as your business brochures, don’t have any similarity to your store or Web site, no cohesiveness will happen in your customers’ minds as they look through your brochure and later enter your store.
It’ll be like they’re thinking of two different stores. It’s easy to keep your marketing materials integrated – you can even ask your brochure printing company for tips on how to create full color brochures or other materials to keep that cohesive feel.

Tips to Creating a Great Brand

So now that you know more about brands, here are some tips to help you create your own brand.

1. Choose your promise. Make sure your promise is based upon something authentic in your business, something you value and would be willing to defend. Your choices are almost endless:

• You could be an attorney who only caters to divorces for mothers.
• Nordstrom’s promise is that it offers excellent customer service.

What can you promise and deliver on better than your competition? How are you different?

2. Brainstorm a campaign strategy. Meet with friends or other employees and brainstorm some marketing ideas. If you have a brochure printing company, what kind of brochure printing will you focus on? Gather focus groups to help you pick the best idea. Create a logo that matches your brand identity and a tagline that reinforces your image. Then get the word out.

3. Strengthen your brand. The best way to strengthen your brand is to get it out there for people to see and remember.

Choose colors that reflect what you want the customer to feel when they see your brand; create a Web site that includes these colors, fonts, and your brand message on each page. Keep these colors and themes in all your marketing materials – posters, brochures, billboards – whatever. Just keep it consistent to help people remember you!

Creating a Brand that Sticks

Most people, when they hear the word … think logos – but in fact, branding is really much more than that. A brand involves blending the image, purpose, and focus of your … with your co

Most people,Guest Posting when they hear the word branding, think logos – but in fact, branding is really much more than that. A brand involves blending the image, purpose, and focus of your business, with your core marketing message, and coming up with something which will stick in the minds of people who encounter it. As a business or an independent professional, it is who you are and what you do, packaged neatly, clearly, and memorably. A logo is only a tangible representation that works to reinforce a brand.

So – what kind of personality does your business have? Is it conservative and solid? Outgoing and fun? Or robust and strong? And, what is your business focused on doing? Whom do you want to work with? How does your business differ from the competition? And what makes it so special, after all? Do not try to name every special quality or unique selling point – you can actually build a brand on just one unique quality! Once you can answer these questions, you can begin to create your brand. The question is what you want YOUR brand to leave behind in people’s heads.

Practically any business or professional can benefit from a strong brand. But branding is even more important for micro businesses and independent professionals because they face tighter competition. A well executed brand and identity can help them compete on a larger playing field, appear more professional, and stand out from the hordes of competitors.

Once you determine how you want to be remembered, your image and your message will need to communicate that. The image can simply be a consistent look used in all your correspondence, a logo that marks everything that comes from your business, and the identity you use on your web site and brochure. The message can be a tag line, your 30 second “elevator speech,” and woven through the content on your web site.

A logo is only one manifestation of brand identity, used to create a memorable impression, but it is useless if you have not clearly defined your audience and the focus of your business. There are plenty of clearly branded businesses using only consistent fonts or colors in their marketing collateral. But whatever you decide chose one image to stick with through all your business communication, and make sure that image is professional. In other words, if you do not have the resources or finances right now to have a professional image developed for you, work with less, rather than using badly formatted clipart or a layout that makes you look amateurish or cheap. That approach can only hurt your business and your brand, so find the level that works for you without a negative effect.

Once you determine what brand you want to create, and have developed an identity to accompany it, the work has just begun. You will need to vigilantly reinforce your brand every moment you are in business. Your brand needs to affect everything your business does, everything you and your employees say, and every bit of information that comes out of your office. Letterhead, invoices, proposals… these should all consistently promote your brand. In your voice mail, in your email sig, and every time someone says, “What do you do?” your brand should come out to shine. Domain names and web site content should, again, reinforce your brand. Everywhere you use your brand with consistency, you are communicating with the voice of your company.

Be aware, though, that this does not happen overnight – your brand will need to build over time. Develop a strong brand, and use it consistently, and more and more often, your brand will pop into people’s minds when they have a need that you can provide.

Don’t Miss These Tips Before Crafting Brand Logos

The target is to have a simple recognizable logo. Obviously, if it was simple then every second business would showcase an exceptional brand logo.

Crafting a captivating logo is a vital part of the process of branding. The target is to have a simple recognizable logo. Obviously,Guest Posting if it was simple then every second business would showcase an exceptional brand logo.

Today, we are here with the top insider tips that are going to help you out in creating brand logos. It’s not like this is going to be like a plug-and-play model, but instead, you will find them useful for your objective.

Though, before we step into the creation of a logo, we require to get why it holds importance for all.

Need for a Logo

There exist a few good reasons that are going to show the need of a logo for every brand.

Recognition: A simple object is taken as a logo. The humans acknowledge the pattern recognition in the starting growth years only. That’s why a logo provides a level of identification for a brand at a sight for practically all age group people.

Trust: A logo aids in offering the consumers with the trust level that is linked with the brand only. Holding the trust from your own interaction or from friends or family recommendations, then just looking at that symbol will overwhelm those feelings naturally.

Confidence: This is aligned closely with the trust and brand reputation. Just seeing the logo of a brand, you can know exactly what we can expect. This can perform in the reverse direction for the brands with low consumer confidence also.

Simple Branding Mode: The elegance of a fascinating logo is that it’s an easier way to reveal your brand in any state. It can be employed on the company letterhead, on products, on social media accounts, or anywhere virtually and needs a small volume of space.
Tips for Creating Brand Logos

While some of the beings may provide a sequential guide to create a logo, that strategy is rather restricted. A brand logo should include your brand also and as such is like something that one can’t adopt a checklist to craft. Following we are going to discuss a host of ideas and tips that one should consider as he crafts a brand logo.

Consider Your To-Be-Conveyed Message
Essentially, the brand logo is more likely a carrier of the message to the target audience. You just have to consider your brand, the targets of the brand, and its values. How can you expose the particular specialities you want to put on the table? Don’t forget, what you are attempting to convey should be what will echo with your audience. A brand logo is a valuable tool for marketing, branding, and sales.

Hold it Simple
For uncountable reasons, simple is just better in the realm of business. To begin with, simple is good to keep in mind. It’s also easier to change over the years. Icon brands have made slight changes over the tears to their icon that is easier to move when your root is comparatively simple.

As a logo demands to be utilized in any size and format, it requires to scale simply. When one holds a simple logo, scaling tends to be much simpler. Remember the gradients and detail being employed and then examine how the logo climbs from large to small, moreover how that influences the perceptibility of the logo.

Confine the Hues
Studies show that employing one to three hues is ideal. It’s usually recommended to employ two as this permits for contrast. This also offers a chance to use a chief brand hue along with a tint that offers a natural link for the viewer.

It Should Hold Uniqueness
From a business outlook, with the name of the company, you might not be in favour of considering anything that already exists. Apart from the trademark issues, you too wouldn’t like to confuse your consumers. This is the toughest aspect belonging to the brand creation simply as of the fewer number of businesses exist that are considering logos. The key is the research when coming up with the final potential ideas to assure that no one is using the exact logo already.

Hold Various Options
Logos can also be the short form of a long name, a short name, a blend of graphics and texts, a particular symbol, or an ideal element. There is no final formula that may certain the outcome always as all such picks hold both their share of failures as well as success.

Go Through the Competition
Consider both the competitors, direct as well as indirect ones and analyze their performance.

Test and Only Test
You should never take a brand logo lightly. The process of creation should produce some good ideas effectively. Take some time and then test those concepts and get feedback from potential customers. Be sure that the final pick is the one that attracts the best response from the pointed niche.

Well, lastly want to make clear that crafting a logo is not easy as it seems to be. Even some of the giants have altered their logos with time attempting to get it just to the point. The tips above for creating the brand logos offers useful detail to aid you in crafting the next logo that may come up with the expected response.

7 Innovative Brand Promotions Techniques By Using Social Media

Social media is now a day key platform to build your brand image more viral and successful.In order to achieve all this, you have to keep in mind some points discussed in this article

Social media has a very strong impact in today’s world. Brand promotion in this area is crucial for the investors and to make a strong social media impact is their need. Sometimes using a wrong social network can hinder the brand promotions as people do not take interest in it which blow off the opportunities and leave a very negative impression on the revenue potential of that particular brand. To master social media presence is not a tough task,Guest Posting as it is just a game of basic rules which are to be followed. Here are some of the techniques which help in making a strong social media presence for the brand.

Keep updating about the brand
People using social media are connecting to the promotional brand because they take interest in that product and they want updates about what is going on and what are the future prospects of the brand. Unless and until you are interested in the promotional product, no one would take the interest. So it is a good idea to keep them up to date about the brand and also add some innovative ideas like merge it with company cultural posts. Moreover, predictable advertisements are somewhat boring for the social media audience so keep your members interested by being memorable and deliver value.

Leverage the Influencers on Social Media
Influencers on Social Media can play a very critical role in Brand promotion as they will have the contact information visible in their bios. All the brands do not use the influencers but most of them do target the influencers for their advantage. There is a very simple way for doing it. First of all, you have to identify the social media containing the required audience, then find the suitable influencers who have the potential to promote that brand and make a deal. It is not a rocket science to get started. Once you do, then there is a big business waiting for you.

Paid Reach over Organic Reach
If you want to enhance the Brand promotion on social media, be ready for paid reach. Facebook organic reach is nothing as it was in the beginning. In the same way, Instagram is also playing it with a new strategy.

Some of the platforms like Facebook and Instagram have a very large audience, combining their audience with the advertising targeting options of those platforms can enhance the sales and promotions to a larger extent.

Post about the updates daily but do not overdo it
Post daily about the updates of a brand as it will keep the audience interested and can enhance the sales, until and unless you over do it. Tools having automatic response are available there to manage the marketing over social media but do not let it ruin your marketing, particularly in conditions when the news feed on the social media are just filled with such posts, as this will lead the person to unfollow the brand.

Address the complaints immediately
There can be a positive and negative feedback about any brand. To address both of them is your duty. Customer service portal is available on social media which provides a platform for the customers to get involved in company brands. This is a quick response way for the consumers rather than to find the number, wait for the person to pick and resolve the issue.

So, this is your responsibility to give a quick response to the complaints posted on Facebook or tweets. If they post something, ask the consumer to contact the employee as soon as possible and solve the issue. Do not ignore their posts; otherwise, it will result in a complete downfall of your company.

To get a proof, you can visit the site of any brand and watch the complaints of the consumers. Go through some of the complaints and you will have an idea about how that company manages adversity.

Comprehend your Analytics
Some of the brands believe that social media do not work for them; the actual reason for their downfall on social media is their less interest in social analytics of their brand. Popular resources like Facebook and twitter provide all the information about what is going on and what is working and what is not.

Just post about a particular brand is not enough instead you have to check the details daily such as the interest of the people in any content and reaction of the members to a particular post.

Focus on some suitable social networks rather than on all sites
If u use lots of sites for brand promotion, then it will minimize your efforts as your attention would be divided into many social sites and you would dedicate less time to some suitable social networks. Instead, pick some of the social networks which are suitable for your brand and put your full effort there for your brand promotion. For instance, a dealer working with diamond would be more active on some social networks rather than on all.

How To Evaluate The Effectiveness Of Place Branding Initiatives

In this piece, we will look at how to evaluate the effectiveness of branding activities by measuring place brand success. Due to the complicated links between branding, customer behaviour, and economic value, measuring location branding activities can be extremely difficult. Take a look at our most recent article.

Place branding is the process of creating a clear,Guest Posting consistent, and compelling image for a specific place so people can readily identify its distinct identity. It differs from corporate brand management in that it focuses on the external perceptions of the place rather than an organization’s offer. Branding places have become big business, with billions being spent annually on attempts to improve the perception of places in the hope it will make them more attractive to investors, businesses, visitors, and residents.

How to Assess the Success of Place Branding Efforts and Why and How to Track Them

Place branding is a dynamic, complex process. To create a destination’s brand and position in the destination-marketing mix, destination marketers often use multiple tactics and tools in their efforts to communicate and distinguish an area from other places to influence stakeholders’ destination choices. Destination marketers must determine which place-branding initiatives are most likely to meet their destination’s goals.

One of the most effective ways to assess the effectiveness of a destination branding initiative is by tracking measures that track destination brand associations and destination brand engagement. Destination brand associations refer to all characteristics, images, feelings, and other mental representations people have about a destination about its place brand positioning statement or position. Measures associated with destination brand associations should assess the degree to which the message and positioning of a place’s brand are effectively communicated. Destination brand engagement refers to how frequently people travel or consider traveling to the destination and interact with the messaging and positioning of its place brand.

Measures associated with destination brand engagement should track desired traveler behavior such as visitation, purchase consideration, visitation intensity, and referrals. Destination marketers can gather data on destination brand associations and engagement through surveys, field observation, social media analysis, image-analysis research, event audits, consumer/stakeholder interviews, or visitor intercepts.

Some of the most widely used measures related to place branding are satisfied with the physical environment (e.g., physical attributes, economic/social offerings, safety) and visitors’ willingness to recommend the destination to others. There are several other measures that have been used to effectively track place branding efforts including evaluation of the distinctive qualities or differences compared with competing destinations, personal interest in visiting a place, overall city imagestrength, visitor loyalty to a place’s brand, willingness to pay more for a product, and participation in community activities.

Satisfaction with the physical environment is an important measure of place brand success because it indicates that the destination’s attributes are appropriately communicating its positioning. Satisfaction can be measured based on traveler assessments of economic/social offerings, transportation and infrastructure, attractions and venues, natural resources and scenic beauty, and housing. Visitors’ willingness to recommend a destination can be measured using economic theory-based scales that measure the referral intention level of visitors who have experienced the place in the recent past or intended future visitors.

What are the difficulties involved in assessing place branding success?

There are many challenges associated with assessing the effectiveness of place branding initiatives.

First, measuring attitudes and behaviors that influence decisions related to destination choice is challenging because it requires accurate associations between a destination’s attributes and its economic value. Spatial interactions, human behavior, economic development theory about consumer choice, and economic value factors all play a role in how visitors experience a place, interact with it, and make economic decisions about where to go.

Second, there are often cultural differences between destination stakeholders’ perceptions of the brand positioning versus actual brand positioning due to language barriers, cultural norms that promote different values, or economic pressures that may influence how stakeholders communicate or express themselves.

Third, economic value is hard to measure, especially when it is part of the “experience economy” where economic value may be less tangible. Tourism research evidence shows that economic value depends on numerous factors including physical attributes, economic opportunities, market conditions, and consumer perceptions.

Fourth, destination brand associations are influenced by many factors that are sometimes difficult to control for in research, including economic conditions, the economic value of the destination at each point in time, external economic forces on travel (e.g., fuel prices), and visitor expectations.

How can these difficulties be overcome?

The following are some suggestions to consider when trying to measure place brand success:

Utilize data that are collected for other purposes
Where possible, triangulate economic value measures
Engage in multi-method research to increase confidence in findings
Think beyond economic metrics in measuring place brand success

Measuring place brand success is a critical step in evaluating the effectiveness of branding efforts. Measuring place branding efforts can be particularly challenging due to the complex relationships between branding, consumer behavior, and economic value. However, these challenges can be overcome by focusing on a variety of places to visit and experiences available in the destination–such as city districts, neighborhoods, or city-wide promotions. Understanding how visitors interact with a place over time is important for measuring success because it measures “repeat visitation”, not just a visitor’s initial impression of a place. Finally, recognizing the diverse perspectives of stakeholders through different research methods helps to improve understanding of place branding success.