DestinationCore | Results Driven = Data Driven

Results Driven = Data Driven

What's the secret behind a successful "yes" vote for a BID ballot?

Since the turn of the year, it’s incredibly positive to see that more than 20 BIDs have been successful at ballot. And, despite the challenges prevented by COVID, the number of BIDs in the UK continues to grow.

At British BIDs, we have seen some impressive turnout figures at the ballot box, along with extraordinary overall Rateable Value and majority yields on the “yes” vote. Given the current climate this is extremely encouraging, and it demonstrates that BIDs are just as relevant today as they have ever been.

But what is the secret behind a hugely successful yes vote for a BID ballot? I’ll tell you. Data!

As you can imagine, the British BIDs team has been speaking regularly with many of these BIDs and one of the common themes that has shone through the success stories is the underlying quality of the data they have to work with. Good data leads to good insights.

Torture the data, and it will confess to anything.

Ronald Coase, Economist

How true this is. The key is not just in harvesting data for the sake of it but in utilising in effectively. Good data used properly is priceless to a BID and will serve it well throughout its term as well as its ballot. The importance of how it is collected, having robust processes in place, how it is broken down, analysed and ultimately put to use will aid a BID tremendously in its delivery.

Of course, good data helps when you’re at the crucial voting stage of a ballot – who is likely to be voting “yes”? Which businesses still need convincing? Where should we best focus our efforts? How many non-committed voters do we need to convert to “yes”? And which ones are we most likely to be able to convince? These are all questions that can be answered easily if you hold the right data.

But a “yes” vote isn’t won at the voting stage. In truth, a successful ballot has been decided in part way before that. It is determined in every single year of the BID term that has preceded the ballot, and as you might have guessed, the success of delivery through each year of the BID term is all to do with the quality of data you hold and how you use it.

You could argue that using weak data is better than using none at all, but from what I have observed with BIDs recently is that the most successful are the ones who have high quality data, and use it to inform the decisions they make around what to deliver for the businesses and communities they represent.

To help you understand what I mean I’ve broken down some of the types of data that a BID could (and should) hold and how it can help inform their delivery strategy;

  • Levy Payer Data – Typically held in a CRM. Levy Payer Data provides information and insights on who the key contacts are, how many times you’ve engaged or communicated with them, what levy they pay and so on. You can use this data to understand how engaged an individual business is with your BID, how likely they are to vote “yes” (or “no”) at the next ballot and what their specific needs are for their business.
  • Marketing Data – This will include website, social media, email and all offline communication information. All marketing activity can and should be tracked and performance measured. Having proof of the impact of marketing through how many people your communications have reached, how often they have engaged and what actions they have taken as a result is a vital tool for demonstrating the value your BID provides. If used effectively, the data can also provide you with valuable return on investment projections.
  • Engagement Data – I like to think of engagement data as anything which allows you to track the number of people who have visited your location. That could be footfall data, car parking data, public transport usage. Again, this is vital to help you demonstrate how your deliverables have had a positive impact for the BID and the businesses it represents. If collected and analysed in the right way you will be able to correlate BID activity against the impact the local economy.

So, what is the key to making this data work hard for your BID? I think of it as the three D’s - diligence, discipline, and dedication. By this, I mean having the processes in place to keep data up-to-date, track progress and measure performance against your business plan. This process can be aided if you’re able to utilise technology or software which automates the collection or data, or at the very least make it easy to keep up-to-date.

To summarise with another quote, this time from the American engineer William Edwards Deming...

In God we trust, all others bring data.

View some case studies

Epsom BID

Epsom BID

Epsom is an historic market town nestled between London and The Surrey Hills. Epsom is more than just home to The Derby. It’s famous for Epsom Salts and has an abundance of history and heritage. The challenge was to showcase everything that Epsom has to offer without blowing the budget - enter DC One!

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Uxbridge BID

Uxbridge BID

The team at Uxbridge BID wanted to upgrade their website in order to offer greater value to their levy payers. DC One was the ideal solution to meet their needs as the automation offered through the combination of Business Login and Automated Subscriber Emails gave them incredible value on a tight budget.

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Midsummer Place

Midsummer Place

With the shopping centre having moved away from the ownership of the intu Group the client was looking for outstanding value for money and lots of built-in automation in order to stretch marketing budget as far as possible. They love the simplicity of DC One, with the structure making it easy for users to find what they are looking for.

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Merry Hill Centre

Merry Hill Centre

With the break-up of the intu Group, the client was looking for a website they could get up-and-running in a short space of time and as a temporary solution, so they had a web presence to give them time to build out the website of their dreams. DC One was the perfect solution – offering all the functionality they needed with a quick turnaround.

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NewcastleGateshead

NewcastleGateshead

The NewcastleGateshead Initiative is the DMO representing Newcastle, Gateshead and the surrounding areas. They came to us frustrated with their existing website solution – feeling that their current provider was offering poor value for money. Our solution has helped transform their online presence by improving the user experience and offering greater value for their members.

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Visit Southampton

Visit Southampton

Southampton BID had just gone through a brand refresh and were looking to help bring that brand to life with a powerful online experience. They wanted visitsouthampton.co.uk to be the go-to website for users to find out about what to do and what's on in Southampton. They chose the Pro core package and The List Events Feed module to power their website.

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All About Ipswich

All About Ipswich

All About Ipswich is a DMO for Ipswich and the surrounding area. The website showcases events and offers, and also includes a business directory. It provides easy access to a huge range of content, with the Journey Planner and Itinerary Builder modules enriching the user experience. The Campaign Section module provides a hub for the client's numerous marketing initiatives.

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Visit Clapham Junction

Visit Clapham Junction

As a BID in their first term The Junction BID needed to make an impact. Attracting visitors to Clapham Junction by showcasing what’s on offer and demonstrating value to the businesses they represent was essential. They chose the Offers and Events progressive web app alongside the Pro core package to encourage people who work within the BID area to spend more time at The Junction.

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In Colchester

In Colchester

In Colchester is the consumer website for the Colchester BID. We helped them create a new consumer facing brand, and then applied that brand to the DestinationCore platform to create a stunning looking website. Launched in August 2019 the feedback for this site has been superb.

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Visit Melchester

Visit Melchester

We’ve created a demo site for our fantasy town of Melchester. It’s an idyllic location by the sea, with an abundance of independent retailers and fair number of local characters too. Be sure to check out the blog about a true local hero - Admiral Standfast. Go on. Take a trip to Melchester!

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