A lot of parking owners and operators today use various marketing promotions tools and campaigns to reach out to their current and prospective customer base. These solutions can target potential new customers online ad clicks, ads in mobile apps, and even partnerships with complementary businesses like nearby restaurants, hotels, and more.

Similarly, these tools can be used to create and distribute personalized promotional campaigns to existing customers through promotion codes sent out through their branded apps, or direct email campaigns. Such campaigns are valuable to parking owners and operators because they enable you to use the information you may have available from your existing customers regarding their preferences and what benefits keeps them coming back.

A good marketing campaign starts with a behavioral segmentation of your target customers. This helps in the personalization of your promotions and the design of your campaign, for different segments of your target customers. You can use any aspect of customer behavior such as the demographics, the zip codes they live in, their reason for traveling to your facility, the time spent, the time of day parked, amount spent, interaction path with your online content, how the promotion was saved and used, or other social activity etc. You can then designate customers into segments relatively or calculate the absolute segments for retargeting.

After executing each campaign, map the campaigns to outcomes, and calculate the LTV of users across campaigns and combine it with the spend to see the ROI of your marketing campaigns. Find your best engaged customers and the least engaged customers by segmenting them and tracking repeat activity

Look for parking industry marketing tools that would enable you to do the following analysis, across all your campaigns, to gain effective ROI from your marketing expenses:

• Customer Behavior Segmentation Analysis
• Campaign Spend Analysis
• Campaign Content Impact Analysis
• Cohort Analysis

ParkEngage works with many operators to create and manage parking marketing promotions. Check out our Parking Promotions to learn more about how we can help you utilize your parking marketing analytics to create happy, repeat customers.