Lust is more profitable than likes.
One of us has been judging an advertising awards show over the last few weeks and was struck by how often results were measured strictly in terms of clicks and likes with no mention of bookings, revenue, occupancy or ADR.
You know, revenue-producing stuff.
Some of the results pointed to X-number of website visits, but never said anything about conversions or even bounce rates, both of which seem kind of important as far as performance measurement is concerned.
Sure, clicks and likes are good things. But it occurs to us that in any advertising or marketing communications, the point of the exercise ultimately ought to be to create desire for the client - specifically in our case, for a hotel or resort.
Desire can lead to measurable results, as in bookings, revenue, occupancy or ADR.
It's not enough for people to just show up. That's kind of like measuring success only by how many people walked into your retail store without taking into consideration how many of them bought something. The goal is to get people to buy something, preferably without having to put it on sale.
That's what creating desire can do for you.
Because lust is more profitable than likes.