Ways to create Desire1. Carefully craft aggregate-able data (yours and others)2. Play nice with affiliates and referrers3. Seek partners to complete the day4. Make topical piggybacks5. Seek partners to enhance their offer (and reach new audiences with yours)
Ways to facilitate Research1. Start signposting well before your website2. Provide a pre-experience3. Drip-feed useful information (and remember the logistics of the environment)4. Cater to special circumstances5. Make recommendations (even if you’re not allowed to)
Group insightsHow did you researchyour last day out?
DREAM: EngageBuild excitement, prepare for arrival.
Ways to Engage1. Extend engagement beyond your ticket barrier2. Let people meet virtually before visiting (e.g. hashtag)3. Offer itineraries and timesavers (for before & after too)4. Create wider community based discovery opportunities5. Promote campaigns of what they can do on the day to win
Group insightsHow do I get yousold, excited, prepared?
DREAM: AttendBridge virtual and real, enhance both.
Ways to enhance Attending1. 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 upsells4. Incentivise reviews, posts, and sharing5. Replace guest books with cool tablets and membership sign-ups
Group insightsWhat would enhance theexperience?
DREAM: MemoriesMake them last, make them shared.
Ways to build Memories1. Capture, house and enable sharing of memories for them2. Establish customer timeline and link it to your CRM3. Leverage sign-ups with gifting, benefits and ‘memories’ for those who couldn’t come but are fans4. Create platforms for fan content5. Seek out and connect to recent visitors
Best insights of the dayAnd chatting afterwards for those who don’t have to go
Find our Precedent group on @Precedentcomms for LinkedIn to find out more industry trends, tips, seminar about our seminars, share info and other insider stuff anddigital marketing must match your ideas and quiz the Precedent team. tweet today with #PrecSem.individual problems and culturebecause without a custom fit, you aremissing the point.