Digitally promoting and enhancing the attraction experience

The DREAM day out

Destinations Seminar

Please don’t sit with your colleaguesWiFi Instructions

Select …

@precedentcomms #PrecSem @lindzeiy

9.00 Start

9.00 – 10.15

1. Introducing the report2. Your DREAM day out model3. DREAM analysis part 1

10.15 – 10.30 Networking Break

10.30 – 11.30

4. DREAM analysis part 25. Light lunch at 12:30

11.30 Close

Today

@precedentcomms #PrecSem @lindzeiy

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

@precedentcomms #PrecSem @lindzeiy

Who are You?Aspria GroupAssociation of Leading Visitor AttractionsChester ZooContinuum GroupCubo (Seaworld Parks)David Lloyd LeisureGo ApeHistoric Housing AssociationHistoric Royal PalacesHouses of ParliamentLemur LeisureMail TravelODEON CinemasOxford University Museums

Royal Albert HallRoyal Geographical SocietyRoyal Institute of British ArchitectsRoyal ParksSalisbury CathedralSouth Bank Marketing GroupSouth Downs National Park AuthorityTate BritainThe Landmark TrustThe National TrustTwo CirclesVisit BritainVisit England

Who are Precedent?

@precedentcomms #PrecSem @lindzeiy

@precedentcomms #PrecSem @lindzeiy

6sectorsdestinationseducationmembership organisationsthird sectorfinancial serviceshealth

@precedentcomms #PrecSem @lindzeiy

23yearsexperiencequalitystabilityloyaltyresults

@precedentcomms #PrecSem @lindzeiy

80expertsstrategy & researchbranding & communicationsuser centered designdevelopment & hostingdigital marketing

100

@precedentcomms #PrecSem @lindzeiy

A handful of our clients

Our research

New Brand Universities Universities

Third Sector NHS

Alumni GlobalisationFinancial Services

Our research

MembershipOrganisations

Our research

Destinations

The DREAM model

CustomersNeeds

YourNeeds

The DREAM model

The DREAM model

Letting them find you. Making them want you. Making them want to come back.

The DREAM model

Preparing them (for the good, the bad, the before, the after)

The DREAM model

Make them love you before first sight. Prepare them for arrival.

The DREAM model

Making it as easy and up-sold as possible.

The DREAM model

Turning them into ambassadors who remind themselves to come back.

DREAM: DesireAttracting the good, sending away the bad.

@precedentcomms #PrecSem @lindzeiy

1. Match your marketing to your user’s reviews

2. Test with real people to build accurate personas

3. Seed and give away your content to relevant sites (eg, review sites, enthusiast bloggers, directory sites, affiliates, referrers, sites your users use)

4. Brainstorm SEO beyond travel to make topical piggybacks

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

Ways to create Desire

Networking discussions

Share your successes and challenges

@precedentcomms #PrecSem @lindzeiy

DREAM: ResearchFinding you, finding more.

@precedentcomms #PrecSem @lindzeiy

The DREAM model

Google Local

Google Search

Google Local

1. Test your proposition: Unique / Emotional Selling Point

2. Challenge yourself to attract the “it’s not for me” audience

3. Engage with visitors: provide a pre-experience

4. Monitor social channels (aka free market research)

5. Package your different customer experiences (not in silos)

6. Make recommendations (even if you’re not meant to)

Ways to facilitate Research

Networking discussions

Share your successes and challenges

@precedentcomms #PrecSem @lindzeiy

DREAM: EngageBuild excitement, prepare for arrival.

@precedentcomms #PrecSem @lindzeiy

The DREAM model

Condescending Corporate Brand Page

Rottnest Island

St AndrewsLinks

1. Test and experiment with your conversion funnel checking the language, form design, leakage and referrals

2. Use analytics to see your customer footprints through your content and do something where there is trouble

3. Exciting them about what they are going to get (eg show-stopping visuals)

4. Let people find others who have been or are about to go (eg suggested hashtags pre-attending)

5. Offer itineraries and timesavers (before, during & after)

6. Promote campaigns of what they can do on the day

Ways to Engage

Networking discussions

Share your successes and challenges

@precedentcomms #PrecSem @lindzeiy

DREAM: AttendBridge virtual and real, enhance both.

@precedentcomms #PrecSem @lindzeiy

The DREAM model

1. Digital tickets with sign-ups (do paperwork before arriving)

2. Make it clear you encourage photos and sharing!

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

4. Give away the guide but build in the upsells

5. Incentivise reviews, posts and sharing with in-attraction perks, VIP treatment, discounts for future visits

6. Offer WiFi

Ways to enhance Attending

Networking discussions

Share your successes and challenges

@precedentcomms #PrecSem @lindzeiy

DREAM: MemoriesMake them last, make them shared.

@precedentcomms #PrecSem @lindzeiy

The DREAM model

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

2. Link your customer to your CRM & re-engage on key dates

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

4. Create platforms for fan content

5. Seek out and connect to recent visitors on social media

6. Replace visitor book with tablets and membership sign-ups

Ways to build Memories

Networking discussions

Share your successes and challenges

@precedentcomms #PrecSem @lindzeiy

Wrapping up

@precedentcomms #PrecSem @lindzeiy

The DREAM model

You exist in a wider context

Physically you’re limited

Digitally you’re not

Meet your customers in that wider DREAM space

@precedentcomms #PrecSem @lindzeiy

‘DREAM Day Out’ on LinkedIn Groups

Turn today into a connection