destinations seminar 21 feb london

Digitally promoting and enhancing the attraction experience

The DREAM day out

Destinations Seminar

1. Introducing the report2. Your DREAM day out3. DREAM Breakdown (with a break at 10:15)4. Best insights of the day5. Q&A

Today

Who are Precedent?Adrian Porter – Head of Strategic Research

23yearsexperiencequalitystabilityloyaltyresults

6sectorsdestinationseducationmembership organisationsthird sectorfinancial serviceshealth

Some of our clients

80expertsstrategy & researchbranding & communicationsuser centered designdevelopment & hostingdigital marketing

85

Our research

2001-2006

Our research

2007-2008

Our research

2008-2010

Our research

2010-2011

Our research

2012

Our research

2013

The DREAM model

The DREAM model

Who are Precedent?Lindsay Herbert – Head of Digital MarketingRob van Tol – Senior Strategy Consultant

Everybody up!Free instant focus groups by Precedent

You win!

I want a destination that will let me feel:

1.Relaxed2.Stimulated3.Entertained4.Accomplished5.Creative

Your dream day out

You’re back at work…

Choose your target audience

Your dream day out

DREAM: DesireAttracting the good, sending away the bad.

The DREAM model

1. Carefully craft aggregate-able data (yours and others)

2. Play nice with affiliates and referrers

3. Seek partners to complete the day

4. Make topical piggybacks

5. Seek partners to enhance their offer (and reach new audiences with yours)

Ways to create Desire

Instant focus groups!

Why should they bother?

DREAM: ResearchFinding you, finding more.

The DREAM model

1. Start signposting well before your website

2. Provide a pre-experience

3. Drip-feed useful information (and remember the logistics of the environment)

4. Cater to special circumstances

5. Make recommendations (even if you’re not allowed to)

Ways to facilitate Research

Group insights

How did you research your last day out?

DREAM: EngageBuild excitement, prepare for arrival.

The DREAM model

1. Extend engagement beyond your ticket barrier

2. Let people meet virtually before visiting (e.g. hashtag)

3. Offer itineraries and timesavers (for before & after too)

4. Create wider community based discovery opportunities

5. Promote campaigns of what they can do on the day to win

Ways to Engage

Group insights

How do I get you sold, excited, prepared?

DREAM: AttendBridge virtual and real, enhance both.

The DREAM model

1. Make it clear you encourage photos!

2. Set-up cool photo opps, nominate staff photographers, badges saying ‘I can take your picture’

3. Give away the guide but build in the upsells

4. Incentivise reviews, posts, and sharing

5. Replace guest books with cool tablets and membership sign-ups

Ways to enhance Attending

Group insights

What would enhance the experience?

DREAM: MemoriesMake them last, make them shared.

The DREAM model

1. Capture, house and enable sharing of memories for them

2. Establish customer timeline and link it to your CRM

3. Leverage sign-ups with gifting, benefits and ‘memories’ for those who couldn’t come but are fans

4. Create platforms for fan content

5. Seek out and connect to recent visitors

Ways to build Memories

Group insights

What would you want to remember?

Conclusion

Best insights of the dayAnd chatting afterwards for those who don’t have to go

digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.

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