How do you test and optimize outdoor advertising messages for hotels?

1 Define your objectives and metrics

Before you design and launch your outdoor advertising campaign, you need to have a clear idea of what you want to achieve and how you will measure it. Do you want to increase brand awareness, bookings, loyalty, or referrals? What are the key performance indicators (KPIs) that will show you if your campaign is successful? For example, you might use website traffic, conversion rates, occupancy rates, or customer satisfaction surveys as your metrics. Having a well-defined objective and metric will help you set a realistic budget, choose the right locations and formats, and craft your messages accordingly.

2 Create multiple versions and variations

One of the advantages of outdoor advertising is that you can create multiple versions and variations of your messages, and test them in different settings and contexts. This will allow you to compare and contrast the impact of different elements, such as colors, images, fonts, slogans, calls to action, or offers. You can also use different formats and sizes, such as billboards, posters, banners, or digital screens, and see how they perform in different locations and times of the day. By creating multiple versions and variations, you can experiment with different combinations and find the ones that work best for your hotel.

3 Collect and analyze data

The next step is to collect and analyze data from your outdoor advertising campaign, and use it to optimize your messages. You can use various sources and methods to gather data, such as online analytics tools, QR codes, phone numbers, coupons, surveys, or focus groups. You can also use eye-tracking software, facial recognition, or geolocation to measure the attention, engagement, and response of your audience. By analyzing the data, you can identify the strengths and weaknesses of your messages, and see which ones generate the most interest, action, or loyalty. You can also segment your data by demographics, psychographics, or behavior, and tailor your messages to different groups of customers.

4 Incorporate feedback and suggestions

Another way to test and optimize your outdoor advertising messages for hotels is to incorporate feedback and suggestions from your customers, staff, partners, or peers. You can ask them for their opinions, preferences, or recommendations, and use them to improve your messages. You can also monitor the social media, online reviews, or word-of-mouth of your hotel, and see what people are saying about your outdoor advertising campaign. By listening to feedback and suggestions, you can learn from your mistakes, avoid pitfalls, and discover new opportunities.

5 Update and refresh your messages

Finally, you need to update and refresh your outdoor advertising messages for hotels regularly, to keep them relevant, fresh, and appealing. You don't want to bore or annoy your audience with the same old messages, or miss out on seasonal, topical, or competitive trends. You can use data, feedback, and creativity to tweak or change your messages, and adapt them to changing customer needs, preferences, or expectations. You can also use dynamic or interactive outdoor advertising, such as digital screens, sensors, or mobile apps, to deliver personalized, timely, or engaging messages to your audience.

6 Test and optimize continuously

Testing and optimizing your outdoor advertising messages for hotels is not a one-time event, but a continuous process. You need to monitor and evaluate your campaign performance regularly, and make adjustments as needed. You also need to keep an eye on the market, the competition, and the customer behavior, and anticipate their changes and challenges. By testing and optimizing your outdoor advertising messages for hotels continuously, you can maximize your return on investment, enhance your brand image, and increase your customer satisfaction and loyalty.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?