Whether you run a start-up or established business, recording visitor statistics is vital to keeping your business on track.
You can gain a better understanding of your customer base:
- How did they find out about you?
- Where do they come from?
- Why do they keep coming back?
- When do they visit?
VISITOR STATISTICS HELP YOU:
- Analyse your visitation month to month and year to year
- Identify lull periods
- Measure advertising campaign success, don’t waste money on advertising that doesn’t work
- Plan advertising campaigns more effectively reach your target market
TV, Radio, Print, Online advertising industries all gather and use statistics.
By gathering this intel, they can sell targeted advertising campaigns to business owners to reach their target market.
By identifying your customer, you can be ahead of the game and save money on unnecessary advertising ventures.
DID YOU KNOW:
- The tourism industry heavily relies on statistics? Organisations like Tourism Australia, VIC Network and Tourism and Events Queensland all gather statistics to help them reach the ever-changing demands of the tourism market
- Somerset are part of the Brisbane Regional Tourism Organisation (RTO)
- You can access Brisbane Region statistics here
ASSUMPTION VS FACT
Some people choose to run a business because it holds an interest to themselves. While they may be of a certain age group, and their business may interest them, they cannot assume that everyone in their age group likes the same thing.
A couple in their 50’s run a young women’s fashion store.
When approached by their TV advertising rep, the gentleman running the business didn’t like the shows his advertisements were going to run in, stating “Home and Away is an awful show, can you run some ads in Better Homes and Gardens instead?”
His TV rep replied, “Sir, you aren’t selling dresses to middle aged gentlemen, are you? Home and Away is the highest rating program for women aged 16 to 39 which is your target market and I have the statistics to prove it.’
Sometimes when we are too close to our business, we make assumptions and lose sight of who our customers are.
Download a copy of our handy statistic spreadsheet and keep a copy at your front desk to make a note each time someone comes in.
Here are some questions, you could ask and take note of:
- Date of visit
- Age group
- Demographic (Family / Couple / Grey Nomads / Other)
- Where are you from? Local / Brisbane / other south east Queensland / Rest of Queensland / Interstate / International
- How did you find out about us? Business website / Business Social Media / Print Ad / TV / Radio / experiencesomerset.com.au / Visitor Information Centre / Word of mouth / Other
- How long are you staying in the region?
- What appealed to you about us?
Feedback/comments could include:
- Are there other services they might be interested in?
- What things do they like to do on holiday?
- Are they attending a local event during your stay with us? What event?
You may be pleasantly surprised at the untapped potential you may have in a demographic you didn’t even consider initially and where they found out about your business.
ANALYSE YOUR STATISTICS
Week to week
- are you busy on weekends, or on a week day, why is this?
Month to month
- were there any special events people attended near your business that boosted visitation?
Year to year
- when are your busiest months, when is it quiet?
Measure advertising campaign success
You spent thousands on various campaigns throughout the year…did they work?
- when did you advertise?
- where did you run it?
- did it boost visitation?
- was it value for money?
- what other options could you try if it didn’t?
Identify lull periods
You might identify with being super busy on the weekends, but quiet during the week.
- could you run a special promotion to attract visitation during the week?
Plan and action
Given the feedback and statistics you have gathered what can you do to:
- get better value for money advertising?
- get more referrals?
- attract more repeat business?
Use the data you have gathered to clearly position yourself in the market place and get the most out of your business.
SHARE YOUR STATISTICS
Remember, we are all in this together! Share your statistics with your regional Visitor Information Centre or Regional Tourism Organisation (RTO) and gather information from them to find out the busiest periods in the region.
- Do the busy periods in these statistics align with your business?
- If not, what can you do to change this?