The Problem:
Mendocino County Tourism retained SMG Consulting to determine the influence of its marketing efforts on the consumer decision making.
The Solution:
SMG devised a unique return-on-investment metric to measure the effectiveness and ROI of Mendocino County Tourism’s marketing efforts and the economic impact of this incremental spending within the county.. Triple Point created a custom economic model of the county’s tourism economy which was used to model alternative marketing strategies. The economic impacts and tax revenues resulting from each scenario were estimated using IMPLAN.
The Result:
Mendocino County has the tools necessary to continually improve marketing efficiency and increase ROI.