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Marketing & Advertising ROI


Credible and conservative

Our control procedures are highly conservative. Over years of testing, we have seen a number of cases where the advertising ROI was minimal or even negative. In every one of these cases, our research was able to pinpoint the problem and suggest corrective action.

In one compelling example, a campaign that won an award for creative excellence generated ZERO ROI! Our research demonstrated that, while the ads were well-liked, the message was off-strategy. One year later, with new creative guided by R.O.EYE™ insight, the campaign generated $29 in sales for every dollar spent on advertising.

Over the years, our research has been put under the microscope and subjected to intense scrutiny from CEOs, CFOs, legislators, and the media.

When Longwoods was hired by the Hawaii Visitors and Convention Bureau to evaluate the state’s advertising, Governor Benjamin Cayetano appointed an Accountability Task Force of economists and academic researchers to investigate our methodology. At the time, the legislature was threatening to cut the budget to zero for lack of accountability. After two years of analysis, the Governor’s Task Force testimony in the legislature commended the rigor of Longwoods’ analysis. After subsequent ROI research in Japan, Hawaii’s promotion budget was doubled to $60 million annually.

We believe that Hawaii’s accountability study is one of the most advanced models for measuring the impact of destination advertising. The Longwoods International study probably provides more conclusive evidence of the effects of destination advertising effectiveness than those used by other destinations.

In conclusion, the Task Force members applaud the Bureau for embarking on this rigorous attempt to show that tax dollars spent on tourism promotion can stimulate tourism travel to Hawaii, and are encouraged that the benefits of destination advertising are not just a matter of faith, but of measureable quantities.
Hawaii Governor's Accountability Task Force Legislative Testimony