Finding New Audiences for Your Visitor Attraction
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Anthony Rawlins of Digital Visitor talks about finding and reaching new audiences for your visitor attraction.
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Finding New Audiences for Your Visitor Attraction
- 2. Today 1) Tools for your new audiences strategy 2) In practice examples 3) Tactics and channels to explore 2
- 3. Us • Digital Agency • Social Media and tourism specialism • 12 years old • Based in Bristol 3
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- 10. Who have you got? ONE 10
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- 12. What engages them, where? TWO 12
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- 15. How do you reach them? THREE 15
- 16. Reaching new audiences Tactics'Need' stateTargetingObjective
- 17. Targeting 17 Keep it broad initially… • Families (old / young) • Empty nesters (pre & post retirement) • Millennials (pre kids) • Tourists (UK / AN other country) • Students Refine according to channel capabilities Can be more specific audiences for event messaging
- 18. ‘need’ states “Looking for something to do now” • Never been but if they do will influence others - tourists & visitors “Know about you but need more reasons to visit” • Lapsed customers living locally and niche audience “specialists” “Don’t know about you but could love you” • Similar to existing audiences living locally, regionally and tourists 18
- 19. Tactics • Most appropriate approach to meet objectives • Most appropriate channel • Guided by data 19
- 20. In Practice Objective New International audiences Targeting Tourists Need state Looking for something to do now Tactics New International audiences. People in the area using search terms like “things to do in London” (surprisingly low demand) Anyone using search terms & location Google Adwords / PPC Drive to conversion 20
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- 22. In Practice 22 Platform KPI Target Results Google – PPC Website clicks 8,599 17,564 Conversions 172 826
- 23. In Practice Objective Drive bookings for events programme Targeting Broad – 18-65+, Local Need state Know about you need more reasons to visit Tactics Local and niche audiences Instagram, Facebook, Influencers Engaging and informative content Utilise existing data, age, location and interests Engagement + traffic > assisted conversions Sponsored posts and link click Ads to influencer features and events booking 23
- 24. In Practice 24 Link click ad Retargeting
- 25. In Practice 25 Instagram influencer post Instagram story Blog feature
- 26. In Practice Events sold out - over 3500 transactions, est. av 3 per purchase over 65% of total ticket sales for the event. 26 Platform KPI Target Target Achieved Facebook Social Traffic (Clicks) 30,000 32,739 Impressions 1,500,000 3,627,861 Influencers OTS 350,000 531,112
- 27. How can you use this approach? 27
- 28. New audience targeting Objective Attract new audiences Need state Don’t know about you but could love you 28
- 30. English Heritage Trust Objective Wedding venue bookings Need state “Don’t know about you, could love you” Targeting Millennials - By life stage (newly engaged) - specific location Tactics Targeting newly engaged, living 1 hours drive of an EHT wedding venue Get them to engage, consider and eventually Engagement & traffic plus assisted conversion Instagram & Facebook Sponsored posts & carousel ads for best locations Location specific retargeting ads 30
- 32. Zoological Society London 32 Objective Engage new & lapsed audiences Need state “Know about you need more reasons to visit” Targeting Broad, Fans of BBC natural history series Tactics Target by keyword targeting during TV show + location Twitter, Facebook & Snapchat Twitter ads driving to relevant animal info on site Snapchat “geofilter” at zoo & surrounding area
- 34. Beamish 34 Objective Increase new visitor numbers Need state “Don’t know about you could love you” Targeting People who have recently moved to the area Tactic Location within 20 miles of all personas & ages who have lived there for less than a year Get them to visit soon to experience history of their new home Facebook, Promo posts on history & top 5 reasons to visit. GDPR compliant data capture campaign for continual communications
- 35. Beamish 35
- 36. Takehomes 1) Your new audience strategy should be built on data and analysis 2) Targeting broad and then refine 3) Objective + targeting + ‘Need’ = Tactics 36
Editor's Notes
- Good afternoon ladies and gentlemen, it was great hearing from Simon, what has changed or perhaps even, the fact that nothing has changed. We still use the same tactics to acquire our new audiences, there are just different channels we can reach them on. The challenge to find new audiences is one I’m sure everyone in the room shares, and the concept of the new reminds me of a business quote I embrace – clearly a simple adaptations of the definition of insanity quite, however I thought it quite useful for framing the presentation today.
- The challenge to find new audiences is one I’m sure everyone in the room shares, and the concept of the new reminds me of a business quote I embrace – clearly a simple adaptations of the definition of insanity quite, however I thought it quite useful for framing the presentation today. If you do what you have always done, you’ll get what you've always got. Ergo…To search for something new, we need to do different things.
- If you want new results – you must try new approaches new channels New Approaches New tactics And so What is best way to do this in 2017?
- Please can you put your hands up if you have heard of the phrase Data Driven Marketing? Please can you keep your hand up if you know what this means? Finally, please keep your hands up if you are genuinely employing Data Driven Marketing? About, 12 months ago, data driven marketing was a buzz term. It seemed like ‘data driven marketing; was going to take over our strategies and shape the future of our communications. Everyone was excited about data driven marketing could do for us. But it’s gone quieter over the last 12 months and the only reason I can possible think of this, is because it was a bit too complicated, it wasn't as compelling as the kind of work marketers like to do, and so Data Driven marketing has take a bit of a backseat to much sexier terms like ‘ephemeral content’ ‘live’, and ‘Augmented reality’ Data Driven marketing however isn’t complicated, and its not a single tool, it’s an approach. It’s simply using data to inform and direct your marketing activities, and this is where the hunt for new audiences begins. Chapter one therefor of our journey into So, part one of the journey for new audiences, is using these new tools now at our disposal. Big data… Gives you an advantage Broad view of marketplace Competitors Opportunities Audiences Behaviours Content that works Who is influencing
- So There are a myriad of tools and softwares out there that can help you develop deep insights, to set the course and strategy for acquiring new audiences. First, we need to understand who we have got as our current audiences. Experian, offers segmentation of your existing audiences and cross matches them against mosaic profiles, Facebook business manager and the insights of other social platforms look at your own social network audience engagement & ad performance GA – Onsite interactions, audience demographics ad performance & attribution These are but a few of the tools that tell you the kind of audiences your currently have. Optimizely- Website UX & engagement of audiences in content Screaming Frog – onsite SEO and how your site indexes technically MOZ – offsite SEO tools - what audiences search Brandwatch – sentiment, share of voice and topics from conversations in broader social & who influences them Quintly – social network benchmarking – where are we and competitors now on key metrics Automated & manual insight
- Using these sophisticated tools, we can understand the kind of audiences we currently have and the gaps. In itself, this paints the picture of wherte the opportunity is for our attractions. The second part of our analysis should revolved around what content appeals to these audiences within your own channels, and importantly, outside of them too! Where are the conversations happening that you should be involved with, and what channels are there opportunities for you to communicate with you ideal current audience type. Optimizely- Website User experience & engagement of audiences in content Screaming Frog – onsite SEO and how your site indexes technically as well as benchmarking these results against competitors MOZ – offsite SEO tools - what audiences search Brandwatch - a personal favourite and certainly our Go to solution, provides – sentiment analysis, share of voice and topics from conversations in broader social & who influences them Quintly – social network benchmarking – where are we and competitors now on key metrics To this we must add automated and manual insight – eye on page, on your own social and online channels to get context and flavour forn the kind of conversation that’s going on as well. Yes the tools give a great picture, but this picture is only completed with the human touch, realy eyes on the conversations and comments surrounding your attraction.
- Similar Web provides Topline website demographics and traffic sources - where your audiences are coming from, as well as comparing these with your competitors. Screaming Frog – onsite SEO and how your site indexes technically as well as benchmarking these results against competitors MOZ – offsite SEO tools - what audiences search Brandwatch - a personal favourite and certainly our Go to solution, provides – sentiment analysis, share of voice and topics from conversations in broader social & who influences them Quintly – social network benchmarking – where are we and competitors now on key metrics To this we must add automated and manual insight – eye on page, on your own social and online channels to get context and flavour forn the kind of conversation that’s going on as well. Yes the tools give a great picture, but this picture is only completed with the human touch, realy eyes on the conversations and comments surrounding your attraction.
- All this information will lead to building a picture of who your current audiences are and what appeals to them. Better website content retention What content they love The competitor content they like Where they live and what they do for work What and who influences them How they really feel about you Using data gives you a 360 degree view, of where your audiences are online, and what engages them. In itself this provides a great opportunity to engage with your ideal audience type In channels that they currently reside. Overall, it enables you to use data to create a more strategic approach to audience retention and conversion This gives you’re the opportunity to build your presence o these channels where you know relevant conversations are happening which will deliver your new audiences. and how to reach and engage them in the most effective way possible So HOW DO you reach and engage them ?
- So, We now now, where your audiences are, and what content appeals to them, as well as what channels they are residing on? How do we go out and attract them?
- Comprises of 4 main area to consider
- Well, For the most part keep it simple…. Targeting options can be very complex for specific events & parts of what you do. The option is there and this niche approach can be very valuable But for brand comms bigger groups are better to think about. Simplify wherever you can
- Next its worth considering the ‘need’ state of your prospects. What is need that we can overlay onto this profile that will help produce a effective tactics? And before you set a plan research overlay the big profiles you are looking to speak, with 3 audiences ‘need’ states: Three key customer need states useful to think about READ SLIDE Group first two together in some ways Will explain in a moment
- Finally, these two attributes are added together to produce an appropriate tactic on specific channels. Being a digital first agency we work with all digital platforms and fine this according to the client objectives and of course, the most effective envirinment and approach for acquiring the desired audiences.
- So, looking at a specific example here, One of Londons most popular attractions was looking attract international visitors. Analysis using the softwares we have been through determined that there was a significant opportunity in PPC.
- Talk about background to Greenwich
- They already know you but Can be spoken of as new audiences GDPR states you have to delete older records past specific date So effectively they become new customers every 2 years
- Booking ads Retargeting
- Influencer
- At this point, its worth me saying that whilst there are a myriad of different digital platforms, display, PPC, social etc… that can be utilised, overall we do find social the most capable and appropriate for identifying, engaging with and attracting new audiences. Not only because of its cost effectivity, But its amazing targeting options.
- One fantastic tactic that fits into our approach is the utilisation of “Look alike audiences” on social media. Falling firmly into the ‘don’t know you but would love you’ category. matching people that through analysis are already connecting and in your network, overlaying this info onto people like them is a fantastic and targeted opportunity for communication.
- A more optimised approach however utiling the vast array of targeting opportunities available. Life stage, Age, number of children – their ages, interests, locations, All pinpoint accurate ways of targeting the audiences you want to communicate with. Add to this, innovative, engaging formats to communicate your messaging and offering and social media marketing really does capitalise on all the info available today and drive marketing forward with the data analysis we did to shape our strategy. At this point, its worth me saying that whilst there are a myriad of different digital platforms, display, PPC, social etc… that can be utilised, overall we do find social the most capable and appropriate for identifying, engaging with and attracting new audiences. Not only because of its cost effectivity, But its amazing targeting options. Existing audiences - current data Custom audience too Retargeting key here for conversion Get Facebook Pixel installed Track who visited & advertise to them
- All lifted from EHL’s own wedding galleries
- Links to actual blog post on ZSL
- Links to website landing page