The document outlines Precedent's "DREAM" model for digitally promoting and enhancing the visitor experience. The DREAM model focuses on 5 stages: Desire, Research, Engage, Attend, and Memories. For each stage, examples are provided of digital strategies destinations can use, such as matching marketing to reviews under Desire or offering digital tickets and photo opportunities under Attend. The seminar discussed applying this model to help destinations expand their reach and better connect with visitors throughout the entire experience.

1. Digitally promoting and enhancing the attraction experience
The DREAM day out
Destinations Seminar
Please don’t sit with your colleagues
WiFi Instructions
 Select …
@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
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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?
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

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 experts
strategy & research
branding & communications
user centered design
development & hosting
digital marketing
100
@precedentcomms #PrecSem @lindzeiy

10. A handful of our clients

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

12. Our research
Membership
Organisations

13. Our research
Destinations

14. The DREAM model
Customers
Needs
Your
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

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

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

30. DREAM: Research
Finding you, finding more.
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31. The DREAM model

33. Google
Local
Google
Search

34. Google
Local

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

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

54. DREAM: Engage
Build excitement, prepare for arrival.
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55. The DREAM model

56. Condescending
Corporate Brand Page

62. Rottnest
Island

63. St Andrews
Links

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

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

66. DREAM: Attend
Bridge virtual and real, enhance both.
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67. The DREAM model

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

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

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

76. The DREAM model

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

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

84. Wrapping up
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85. The DREAM model

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

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