Destinations SeminarThe DREAM day outDigitally promoting and enhancing the attraction experience
Today  1. Introducing the report  2. Your DREAM day out  3. DREAM analysis (with a networking break at 11:15)  4. Light lu...
Who are We?  Lindsay Herbert – Head of Digital Marketing  Rob van Tol – Senior Digital Strategy Consultant@precedentcomms ...
Who are You?AEGON UK                                         Rosslyn ChapelBurn Stewart Distillers Ltd                    ...
Who are Precedent?@precedentcomms   #PrecSem   @lindzeiy
@precedentcomms   #PrecSem   @lindzeiy
6 sectors  destinations                                   education                                   membership organisat...
23 years         experience                                   quality                                   stability         ...
80         100 experts               strategy & research                                   branding & communications      ...
Some of our clients
Our researchNew Brand                         ThirdUniversities      Universities    Sector      NHS                      ...
Our research    Membership    Organisations
Our researchDestinations
The DREAM modelCustomers          YourNeeds              Needs
The DREAM model
The DREAM model                  Letting them find you. Making                  them want you. Making them                ...
The DREAM model                  Preparing them (for                  the good, the bad, the                  before, the ...
The DREAM model                  Make them love you                  before first sight.                  Prepare them for...
The DREAM modelMaking it as easy andup-sold as possible.
The DREAM modelTurning them into ambassadors whoremind themselves to come back.
DREAM: Desire   Attracting the good, sending away the bad.@precedentcomms   #PrecSem   @lindzeiy
The DREAM model
Ways to create Desire1. Match your marketing to your user‟s reviews2. Test with real people to build accurate personas3. S...
Networking discussions  Share your  successes and  challenges@precedentcomms   #PrecSem   @lindzeiy
DREAM: Research   Finding you, finding more.@precedentcomms   #PrecSem   @lindzeiy
The DREAM model
Google   GoogleLocal    Search
GoogleLocal
Ways to facilitate Research1. Test your proposition: Unique / Emotional Selling Point2. Challenge yourself to attract the ...
Networking discussions  Share your  successes and  challenges@precedentcomms   #PrecSem   @lindzeiy
DREAM: Engage   Build excitement, prepare for arrival.@precedentcomms   #PrecSem   @lindzeiy
The DREAM model
CondescendingCorporate Brand Page
RottnestIsland
St AndrewsLinks
Ways to Engage1. Test and experiment with your conversion funnel checking   the language, form design, leakage and referra...
Networking discussions  Share your  successes and  challenges@precedentcomms   #PrecSem   @lindzeiy
DREAM: Attend   Bridge virtual and real, enhance both.@precedentcomms   #PrecSem   @lindzeiy
The DREAM model
Ways to enhance Attending1. Digital tickets with sign-ups (do paperwork before arriving)2. Make it clear you encourage pho...
Networking discussions  Share your  successes and  challenges@precedentcomms   #PrecSem   @lindzeiy
DREAM: Memories   Make them last, make them shared.@precedentcomms   #PrecSem   @lindzeiy
The DREAM model
Ways to build Memories1. Capture, house and enable sharing of memories for them2. Link your customer to your CRM & re-enga...
Networking discussions  Share your  successes and  challenges@precedentcomms   #PrecSem   @lindzeiy
Wrapping up@precedentcomms   #PrecSem   @lindzeiy
The DREAM model
You exist in a wider contextPhysically you’re limitedDigitally you’re notMeet your customers in thatwider DREAM space
Turn today into a connection  „DREAM Day Out‟ on LinkedIn Groups@precedentcomms   #PrecSem   @lindzeiy
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
The DREAM day out: Digitally promoting and enhancing the attraction experience
Upcoming SlideShare
Loading in...5
×

The DREAM day out: Digitally promoting and enhancing the attraction experience

299

Published on

Slides from Precedent's first visitor attractions seminar at the Fruitmarket Gallery in Edinburgh on 9 Apr 2013. Presented by Head of Digital Marketing Lindsay Herbert and Senior Consultant Rob van Tol.

Published in: Technology, Spiritual
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
299
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • http://www.adawardentries.com/ooo/
  • Lindz: The insiders to facilitate the competition but also create that sense of having an older brother or sister already at cardiff
  • Lindz: The insiders to facilitate the competition but also create that sense of having an older brother or sister already at cardiff
  • http://www.adawardentries.com/ooo/
  • Lindz: The insiders to facilitate the competition but also create that sense of having an older brother or sister already at cardiff
  • http://www.adawardentries.com/ooo/
  • The DREAM day out: Digitally promoting and enhancing the attraction experience

    1. 1. Destinations SeminarThe DREAM day outDigitally promoting and enhancing the attraction experience
    2. 2. Today 1. Introducing the report 2. Your DREAM day out 3. DREAM analysis (with a networking break at 11:15) 4. Light lunch at 12:30 5. Tour of the Massimo Bartolini show at 1pm (for those who can stay)@precedentcomms #PrecSem @lindzeiy
    3. 3. Who are We? Lindsay Herbert – Head of Digital Marketing Rob van Tol – Senior Digital Strategy Consultant@precedentcomms #PrecSem @lindzeiy
    4. 4. Who are You?AEGON UK Rosslyn ChapelBurn Stewart Distillers Ltd Royal Botanic Garden EdinburghCity of Edinburgh Council RSPB ScotlandMuseums & Galleries, City of Edinburgh Council Scottish BalletEdinburgh Bus Tours (Lothian Buses) St Giles CathedralEdinburgh Military Tattoo The Edinburgh DungeonEdinburgh Zoo The Festival & Kings Theatres EdinburghFalls of Clyde (Scottish Wildlife Trust) The Mystery of Gilmerton CoveGlasgow Science Centre The Real Mary Kings CloseHistoric Scotland | Alba Aosmhor The Scotch Whisky ExperienceHouse for An Art Lover Usher HallJupiter Artland VisitAberdeenNational Gallery of Scotland VisitScotlandOLeary PR
    5. 5. Who are Precedent?@precedentcomms #PrecSem @lindzeiy
    6. 6. @precedentcomms #PrecSem @lindzeiy
    7. 7. 6 sectors destinations education membership organisations third sector financial services health@precedentcomms #PrecSem @lindzeiy
    8. 8. 23 years experience quality stability loyalty results@precedentcomms #PrecSem @lindzeiy
    9. 9. 80 100 experts strategy & research branding & communications user centered design development & hosting digital marketing@precedentcomms #PrecSem @lindzeiy
    10. 10. Some of our clients
    11. 11. Our researchNew Brand ThirdUniversities Universities Sector NHS FinancialAlumni Globalisation Services
    12. 12. Our research Membership Organisations
    13. 13. Our researchDestinations
    14. 14. The DREAM modelCustomers YourNeeds Needs
    15. 15. The DREAM model
    16. 16. The DREAM model Letting them find you. Making them want you. Making them want to come back.
    17. 17. The DREAM model Preparing them (for the good, the bad, the before, the after)
    18. 18. The DREAM model Make them love you before first sight. Prepare them for arrival.
    19. 19. The DREAM modelMaking it as easy andup-sold as possible.
    20. 20. The DREAM modelTurning them into ambassadors whoremind themselves to come back.
    21. 21. DREAM: Desire Attracting the good, sending away the bad.@precedentcomms #PrecSem @lindzeiy
    22. 22. The DREAM model
    23. 23. Ways to create Desire1. Match your marketing to your user‟s reviews2. Test with real people to build accurate personas3. 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 piggybacks5. Seek partners to enhance their offer (and reach new audiences with yours)
    24. 24. Networking discussions Share your successes and challenges@precedentcomms #PrecSem @lindzeiy
    25. 25. DREAM: Research Finding you, finding more.@precedentcomms #PrecSem @lindzeiy
    26. 26. The DREAM model
    27. 27. Google GoogleLocal Search
    28. 28. GoogleLocal
    29. 29. Ways to facilitate Research1. Test your proposition: Unique / Emotional Selling Point2. Challenge yourself to attract the “it‟s not for me” audience3. Engage with visitors: provide a pre-experience4. 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)
    30. 30. Networking discussions Share your successes and challenges@precedentcomms #PrecSem @lindzeiy
    31. 31. DREAM: Engage Build excitement, prepare for arrival.@precedentcomms #PrecSem @lindzeiy
    32. 32. The DREAM model
    33. 33. CondescendingCorporate Brand Page
    34. 34. RottnestIsland
    35. 35. St AndrewsLinks
    36. 36. Ways to Engage1. Test and experiment with your conversion funnel checking the language, form design, leakage and referrals2. Use analytics to see your customer footprints through your content and do something where there is trouble3. 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
    37. 37. Networking discussions Share your successes and challenges@precedentcomms #PrecSem @lindzeiy
    38. 38. DREAM: Attend Bridge virtual and real, enhance both.@precedentcomms #PrecSem @lindzeiy
    39. 39. The DREAM model
    40. 40. Ways to enhance Attending1. 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 upsells5. Incentivise reviews, posts and sharing with in-attraction perks, VIP treatment, discounts for future visits6. Offer WiFi
    41. 41. Networking discussions Share your successes and challenges@precedentcomms #PrecSem @lindzeiy
    42. 42. DREAM: Memories Make them last, make them shared.@precedentcomms #PrecSem @lindzeiy
    43. 43. The DREAM model
    44. 44. Ways to build Memories1. Capture, house and enable sharing of memories for them2. Link your customer to your CRM & re-engage on key dates3. Leverage sign-ups with gifting, benefits and „memories‟ for fans who couldn‟t come4. Create platforms for fan content5. Seek out and connect to recent visitors on social media6. Replace visitor book with tablets and membership sign-ups
    45. 45. Networking discussions Share your successes and challenges@precedentcomms #PrecSem @lindzeiy
    46. 46. Wrapping up@precedentcomms #PrecSem @lindzeiy
    47. 47. The DREAM model
    48. 48. You exist in a wider contextPhysically you’re limitedDigitally you’re notMeet your customers in thatwider DREAM space
    49. 49. Turn today into a connection „DREAM Day Out‟ on LinkedIn Groups@precedentcomms #PrecSem @lindzeiy
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×