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.

1. Destinations Seminar
The DREAM day out
Digitally promoting and enhancing the attraction experience

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)
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3. Who are We?
Lindsay Herbert – Head of Digital Marketing
Rob van Tol – Senior Digital Strategy Consultant
@precedentcomms #PrecSem @lindzeiy

4. Who are You?
AEGON UK Rosslyn Chapel
Burn Stewart Distillers Ltd Royal Botanic Garden Edinburgh
City of Edinburgh Council RSPB Scotland
Museums & Galleries, City of Edinburgh Council Scottish Ballet
Edinburgh Bus Tours (Lothian Buses) St Giles' Cathedral
Edinburgh Military Tattoo The Edinburgh Dungeon
Edinburgh Zoo The Festival & King's Theatres Edinburgh
Falls of Clyde (Scottish Wildlife Trust) The Mystery of Gilmerton Cove
Glasgow Science Centre The Real Mary King's Close
Historic Scotland | Alba Aosmhor The Scotch Whisky Experience
House for An Art Lover Usher Hall
Jupiter Artland VisitAberdeen
National Gallery of Scotland VisitScotland
O'Leary PR

5. Who are Precedent?
@precedentcomms #PrecSem @lindzeiy

6. @precedentcomms #PrecSem @lindzeiy

7. 6 sectors destinations
education
membership organisations
third sector
financial services
health
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8. 23 years experience
quality
stability
loyalty
results
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9. 80
100 experts strategy & research
branding & communications
user centered design
development & hosting
digital marketing
@precedentcomms #PrecSem @lindzeiy

10. Some of our clients

11. Our research
New Brand Third
Universities Universities Sector NHS
Financial
Alumni Globalisation Services

12. Our research
Membership
Organisations

13. Our research
Destinations

14. The DREAM model
Customers Your
Needs Needs

15. The DREAM model

16. The DREAM model
Letting them find you. Making
them want you. Making them
want to come back.

17. The DREAM model
Preparing them (for
the good, the bad, the
before, the after)

18. The DREAM model
Make them love you
before first sight.
Prepare them for arrival.

19. The DREAM model
Making it as easy and
up-sold as possible.

20. The DREAM model
Turning them into ambassadors who
remind themselves to come back.

21. DREAM: Desire
Attracting the good, sending away the bad.
@precedentcomms #PrecSem @lindzeiy

22. The DREAM model

29. Ways to create Desire
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)

30. Networking discussions
Share your
successes and
challenges
@precedentcomms #PrecSem @lindzeiy

31. DREAM: Research
Finding you, finding more.
@precedentcomms #PrecSem @lindzeiy

32. The DREAM model

34. Google Google
Local Search

35. Google
Local

37. Ways to facilitate Research
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)

38. Networking discussions
Share your
successes and
challenges
@precedentcomms #PrecSem @lindzeiy

39. DREAM: Engage
Build excitement, prepare for arrival.
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40. The DREAM model

41. Condescending
Corporate Brand Page

48. Rottnest
Island

49. St Andrews
Links

50. Ways to Engage
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

51. Networking discussions
Share your
successes and
challenges
@precedentcomms #PrecSem @lindzeiy

52. DREAM: Attend
Bridge virtual and real, enhance both.
@precedentcomms #PrecSem @lindzeiy

53. The DREAM model

59. Ways to enhance Attending
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

60. Networking discussions
Share your
successes and
challenges
@precedentcomms #PrecSem @lindzeiy

61. DREAM: Memories
Make them last, make them shared.
@precedentcomms #PrecSem @lindzeiy

62. The DREAM model

68. Ways to build Memories
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

69. Networking discussions
Share your
successes and
challenges
@precedentcomms #PrecSem @lindzeiy

70. Wrapping up
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71. The DREAM model

73. You exist in a wider context
Physically you’re limited
Digitally you’re not
Meet your customers in that
wider DREAM space

74. Turn today into a connection
„DREAM Day Out‟ on LinkedIn Groups
@precedentcomms #PrecSem @lindzeiy