Slides from Precedent's first visitor attractions seminar at the BFI London on 21 Feb 2012. 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 Breakdown (with a break at 10:15)
4. Best insights of the day
5. Q&A

3. Who are Precedent?
Adrian Porter – Head of Strategic Research

5. 23 years
experience
quality
stability
loyalty
results

6. 6 sectors
destinations
education
membership organisations
third sector
financial services
health

7. Some of our clients

8. 80 experts
85 strategy & research
branding & communications
user centered design
development & hosting
digital marketing

9. Our research
2001-2006

10. Our research
2007-2008

11. Our research
2008-2010

12. Our research
2010-2011

13. Our research
2012

14. Our research
2013

15. The DREAM model

16. The DREAM model

17. Who are Precedent?
Lindsay Herbert – Head of Digital Marketing
Rob van Tol – Senior Strategy Consultant

18. Everybody up!
Free instant focus groups by Precedent

19. You win!

20. Your dream day out
I want a destination that will let me feel:
1. Relaxed
2. Stimulated
3. Entertained
4. Accomplished
5. Creative

21. Your dream day out
You’re back at work…
Choose your target audience

22. DREAM: Desire
Attracting the good, sending away the bad.

23. The DREAM model

35. Ways to create Desire
1. Carefully craft aggregate-able data (yours and others)
2. Play nice with affiliates and referrers
3. Seek partners to complete the day
4. Make topical piggybacks
5. Seek partners to enhance their offer (and reach new
audiences with yours)

36. Instant focus groups!
Why should they bother?

37. DREAM: Research
Finding you, finding more.

38. The DREAM model

50. Ways to facilitate Research
1. Start signposting well before your website
2. Provide a pre-experience
3. Drip-feed useful information (and remember the logistics of
the environment)
4. Cater to special circumstances
5. Make recommendations (even if you’re not allowed to)

51. Group insights
How did you research
your last day out?

52. DREAM: Engage
Build excitement, prepare for arrival.

53. The DREAM model

63. Ways to Engage
1. Extend engagement beyond your ticket barrier
2. Let people meet virtually before visiting (e.g. hashtag)
3. Offer itineraries and timesavers (for before & after too)
4. Create wider community based discovery opportunities
5. Promote campaigns of what they can do on the day to win

64. Group insights
How do I get you
sold, excited, prepared?

65. DREAM: Attend
Bridge virtual and real, enhance both.

66. The DREAM model

72. Ways to enhance Attending
1. 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 upsells
4. Incentivise reviews, posts, and sharing
5. Replace guest books with cool tablets and membership
sign-ups

73. Group insights
What would enhance the
experience?

74. DREAM: Memories
Make them last, make them shared.

75. The DREAM model

82. Ways to build Memories
1. Capture, house and enable sharing of memories for them
2. Establish customer timeline and link it to your CRM
3. Leverage sign-ups with gifting, benefits and ‘memories’ for
those who couldn’t come but are fans
4. Create platforms for fan content
5. Seek out and connect to recent visitors

83. Group insights
What would you want to
remember?

84. Conclusion

86. Best insights of the day
And chatting afterwards for those who don’t have to go

87. 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 and
digital marketing must match your
ideas and quiz the Precedent
team.
tweet today with #PrecSem.
individual problems and culture
because without a custom fit, you are
missing the point.