Friday, February 3, 2012

Measure dollars, not ‘likes’


When Sun Valley City Councilman Bob Youngman asked the Sun Valley Marketing Alliance for "metrics," he asked it to prove that it's fulfilling its mandate to supply marketing that brings visitors to town and improves business.

Trying to make marketing a science is a quixotic quest at best.

Culture, taste and human behavior, unlike the mass or velocity of an object, are not entirely predictable. Stimulus doesn't always beget response and sometimes it produces no response at all. What goes up doesn't always come down in the world of advertising.

That's frustrating for people who see the world in black and white and tolerate no shades of gray.

The Marketing Alliance's job is difficult at best. It's trying to succeed in a bad national economy in an isolated area that hasn't spent enough on marketing for decades.

That said, the number of "likes" on the alliance's Facebook page and the fact that Sun Valley got more of them than Aspen don't mean a thing. Aspen still gets more business because it invested big bucks in marketing and big events over the past three decades, leaving the Sun Valley area to play catch-up.

For Youngman, the "metrics" he wants are measurements that already exist: local-option sales tax collections and flows at the Sun Valley sewer plant. More money and more effluent will mean business is growing.

The city has years of data, but the issue isn't data. It's a decades-long malaise that can't be cured overnight with stingy doses of marketing. No amount of data will ever cure that.




About Comments

Comments with content that seeks to incite or inflame may be removed.

Comments that are in ALL CAPS may be removed.

Comments that are off-topic or that include profanity or personal attacks, libelous or other inappropriate material may be removed from the site. Entries that are unsigned or contain signatures by someone other than the actual author may be removed. We will take steps to block users who violate any of our posting standards, terms of use or any other policies governing this site. Use of this system denotes full acceptance of these conditions. Please review the full rules governing commentaries and discussions. You are fully responsible for the content that you post.

The comments below are from the readers of mtexpress.com and in no way represent the views of Express Publishing, Inc.

You may flag individual comments. You may also report an inappropriate or offensive comment by clicking here.

Flagging Comments: Flagging a comment tells a site administrator that a comment is inappropriate. You can find the flag option by pointing the mouse over the comment and clicking the 'Flag' link.

Flagging a comment is only counted once per person, and you won't need to do it multiple times.

Proper Flagging Guidelines: Every site has a different commenting policy - be sure to review the policy for this site before flagging comments. In general these types of comments should be flagged:

  • Spam
  • Ones violating this site's commenting policy
  • Clearly unrelated
  • Personal attacks on others
Comments should not be flagged for:
  • Disagreeing with the content
  • Being in a dispute with the commenter

Popular Comment Threads



 Local Weather 
Search archives:


Copyright © 2018 Express Publishing Inc.   Terms of Use   Privacy Policy
All Rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Express Publishing Inc. is prohibited. 

The Idaho Mountain Express is distributed free to residents and guests throughout the Sun Valley, Idaho resort area community. Subscribers to the Idaho Mountain Express will read these stories and others in this week's issue.