There are several quantifiable ways to measure the progress and performance of your campground. Each will assist in building a complete assessment of the areas that are performing well and those areas that need improvement. An important source of this is found in creating a plan when opening a campground. Let’s examine the campground metrics that matter:
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1. Net Profit Margin
Although it is easiest to note the gross revenue for each month and move on, calculating the net profit margin actually sends a clear signal of profitability. To measure, total the monthly gross revenue amount; all revenue received from renting the campground spaces. Subtract from that amount the sales expenses, such as overhead and marketing expenses. The resulting net profit number will indicate the profit made from your campground rentals. Is your campground performing well? If so, congratulate your staff. If it needs improvement, consider how you’ll either increase the sales revenue or lower the overhead and marketing expenses.
2. Website Traffic
This metric is crucial in determining how many potential customers are visiting your site. To determine this number, use a marketing tool or Google Analytics to count the visitors. If visitor numbers are low, increase search engine optimization (SEO), enhance the website content, and build social media presence.
3. Lead Conversion Rate
How many leads are being converted to actual sales at your campground? Put your marketing efforts to work by checking this rate. Divide the number of new leads per month by the number of new campers each month to find the answer. To make adjustments, train staff in sales, improve the website, and check customer reviews.
4. Customer Acquisition Rate
How many potential campers become customers? What does the marketing-to-buying process cost? To measure, divide the total marketing costs of any time period by the number of customers acquired during that same period. If the costs are high, you’ll want to reexamine the marketing strategies and adjust as needed.
5. Employee Satisfaction Rate
Because employees represent your campground, it is critical to know if they are satisfied or have unmet needs. Conduct a brief anonymous survey and tabulate the results. Pay attention to comments that surface repeatedly; make changes to ensure your company is well-represented.
Metrics matter because they inform changes needed. Measure these metrics and others regularly to track the performance and progress of your campground.
