Download - 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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