1. Digitally promoting and enhancing the attraction experience
The DREAM day out
Destinations Seminar
Please don’t sit with your colleagues
WiFi Instructions
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@precedentcomms #PrecSem @lindzeiy
2. 9.00 Start
9.00 – 10.15
1. Introducing the report
2. Your DREAM day out model
3. DREAM analysis part 1
10.15 – 10.30 Networking Break
10.30 – 11.30
1. DREAM analysis part 2
2. Light lunch at 12:30
11.30 Close
Today
@precedentcomms #PrecSem @lindzeiy
3. Who are We?
Lindsay Herbert – Head of Digital Marketing
Rob van Tol – Senior Digital Strategy Consultant
@precedentcomms #PrecSem @lindzeiy
4. Who are You?
Aspria Group
Association of Leading Visitor Attractions
Chester Zoo
Continuum Group
Cubo (Seaworld Parks)
David Lloyd Leisure
Go Ape
Historic Housing Association
Historic Royal Palaces
Houses of Parliament
Lemur Leisure
Mail Travel
ODEON Cinemas
Oxford University Museums
Royal Albert Hall
Royal Geographical Society
Royal Institute of British Architects
Royal Parks
Salisbury Cathedral
South Bank Marketing Group
South Downs National Park Authority
Tate Britain
The Landmark Trust
The National Trust
Two Circles
Visit Britain
Visit England
28. 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
52. 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
64. 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
73. 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
82. 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
