Adido was in attendance at VAC 2019 delivering a seminar on marketing with 2020 vision. This session highlighted marketing strategies to consider over the next 12 months. Coming from our real-world experience of working with numerous visitor attractions in the UK and over 15 years of experience. This seminar outlined where you can get more ticket sales and save yourself from making mistakes with your budget.

1. OCTOBER 2019
VAC

2. • Started Adido in 2003
• Digital marketing speaker and cynic
• The future is fascinating
• I like to swim
@andy_head / @adido
WHO AM I?

3. OUR AWARDS
INDUSTRY RECOGNITION
AGENCY WEBSITE OF THE YEAR
WINNER
BEST USE OF SEARCH

4. DIGITAL MARKETING IN 2019

9. 2017
2019

10. SOME OTHER CHALLENGES…
GOOGLE IS PUSHING MORE PPC – 76% INC IN 3 YEARS!
2.1%
3.7%

11. SOME OTHER CHALLENGES…
COST PER CLICK IS GENERALLY GOING UP

12. FACEBOOK RARELY CONVERTS BUT SPEND KEEP GROWING

13. THE GROWTH OF STAYCATIONS
https://www.theguardian.com/business/2017/sep/22/uk-overseas-tourists-pound-brexit-ons-figures
“Staycations were also a feature of
the summer months after a fall in
the pound hit the number UK
residents making visits abroad.
Britons travelling to Europe and
beyond fell to 6.9m, a 2% decrease
when compared with July 2016.
Spending by UK residents on foreign
holidays also declined by 2% to
£4.5bn on the same month a year
before.”
BREXIT & WEATHER (& ENVIRONMENT?) HELP THE PUSH

14. WHAT’S YOUR PROBLEM?
https://www.ukinbound.org/wp-content/uploads/2018/12/Allways-Media-Attractions-Infographic-December-2018.pdf

15. TYPICAL ISSUES

16. • ‘We get sales from our website, but don’t know what channels are working best for us’
• ‘We get sales from our website, but don’t know how to spend our (small) budget’
• ‘Should we discount our ticket prices or not?’
• ‘Who are my best customers and how do I get more of them?’
• ‘I think Advert A works best but have no idea of knowing!’
These are the main questions that our venues struggle to answer. What to do?
TYPICAL ATTRACTION MARKETING CHALLENGES

17. A TYPICAL VIEW
Spend
money / Do
stuff
Stuff
happens
Get ticket
sales

19. WHAT’S YOUR PROBLEM?
https://www.attractionsmarketing.co.uk/wp-content/uploads/2019/03/NickHow.QaResearch.pdf

21. SOCIAL THE HOLY GRAIL?

22. CHANGE? WHAT CHANGE?

23. THINGS TO PUT INTO ACTION IN 2020

24. MAKE THE MOST OF YOUR SEO
GOOGLE MY BUSINESS PAGE

25. MAKE THE MOST OF YOUR SEO
IF YOU CAN’T BEAT ‘EM…

26. MAKE THE MOST OF OTHER PEOPLES SEO
BARNACLE SEO?

27. MAKE THE MOST OF OTHER PEOPLES SEO
BARNACLE SEO?

28. MAKE THE MOST OF YOUR SEO
TITLE TAG & DESC NOT OPTIMISED
THIS IS MUCH BETTER!
DO THE BASICS RIGHT!

29. MAKE THE MOST OF YOUR SEO
DO THE BASICS RIGHT!

30. MAKING MORE OF YOUR PPC BUDGET
DO YOU NEED TO SPEND MONEY ON YOUR BRAND?
Brand - last action only December J anuary February March April May J une J uly August YTD
Delivered 7,127 18,230 13,957 12,681 11,818 13,209 9,089 9,562 8,507 104,180
% Share 84% 76% 69% 71% 67% 74% 75% 72% 74% 73%
Delivered £2,859.38 £6,918.14 £5,135.42 £4,574.76 £4,479.07 £5,573.27 £4,209.37 £4,464.72 £4,086.63 £42,300.76
% Share 75% 58% 48% 52% 53% 64% 66% 64% 70% 59%
Delivered 95 281 130 95 99 93 94 76 66 1,029
% Share 67% 99% 92% 90% 92% 91% 95% 96% 99% 91%
Delivered £52,247.70 £138,106.20 £57,133.60 £37,787.70 £45,411.10 £44,067.90 £42,207.60 £35,335.10 £23,574.40 £475,871.30
% Share 66% 97% 92% 87% 93% 93% 90% 87% 85% 88%
Ecommerce Conv. Rate Delivered 1.33% 1.54% 0.93% 0.75% 0.84% 0.70% 1.03% 0.79% 0.78% 0.99%
ABV Delivered £549.98 £491.48 £439.49 £397.77 £458.70 £473.85 £449.02 £464.94 £357.19 £462.46
Cost per Sale Delivered £30.10 £24.62 £39.50 £48.16 £45.24 £59.93 £44.78 £58.75 £61.92 £41.11
ROAS Delivered 18.3 20.0 11.1 8.3 10.1 7.9 10.0 7.9 5.8 11.2
Revenue
Clicks
Spend
Transactions
• We stopped bidding on brand terms in March/April as
this term was not seeing any advertiser pressure
• Traffic naturally picked up by the organic search
result
• We were able to put pressure on to partners to either
get them to reduce or increase bids depending on
where we were seeing best returns v their
involvement

31. MAKING MORE OF YOUR PPC BUDGET
CAN YOU GET YOUR ADS FOR FREE?
https://www.google.com/grants/eligibility/

32. DO MORE ORGANIC SOCIAL?
GET FANS INVOLVED
“Why are comments so important? Because they’re a big part
of Facebook engagement and send a strong, positive signal
to Facebook. It gives the social network a better and a
clearer understanding of what your page is actually about.
Which leads to higher organic reach and ultimately helps
you gain more fans.”
https://www.lyfemarketing.com/blog/facebook-engagement/

33. DO MORE ORGANIC SOCIAL?
https://www.mobext.ph/blog/5-key-lessons-for-brands-from-the-recent-major-facebook-newsfeed-update
PAY TO PLAY NOW THE NORM

34. DO MORE EMAIL!
https://www.clickback.com/blog/email-open-rate-benchmarks/
BYPASS THE ALGORITHMS

35. CHANGE? WHAT CHANGE?

37. FINDING AN EDGE WITH DATA
ARE YOU DOING THE RIGHT THINGS?

38. • The internet is mature now – there are very few easy wins
• Data is a great route to get better results
• Most companies don’t have their data in order! Sad but true.
• Having good data and using it well can be a really (good) unfair advantage
• Linking up all data points is also a challenge most have solved
• Again, getting good at this can make a significant difference
• Paid media is a (increasingly) complicated beast
• There are many layers that can be added to make things sophisticated and get better results
THERE ARE NO EASY WINS
BUT DATA CAN DEFINITELY HELP!

39. TO DELIVER
BETTER
UNDERSTANDING
OF RESULTS…
WHY SHOULD YOU CARE?
IMPROVE YOUR DECISION MAKING
TO INVEST
MONEY MORE
WISELY IN WHAT
WORKS…
YOU NEED BETTER DETAIL!

40. MAKING MARKETING INVESTMENT DECISIONS
THE TIERS OF DATA ANALYSIS AND METRICS
CPC / CTR
CPA / CPL / CONV. RATE
SALES / REVENUE
ROI /
PROFIT
Real time benchmark
statistics – how well are
you competing in the ad
space?
Initial indicators of success based on
‘what good needs to look like.’
Often guesstimated based on ratios but
can be calculated from online stats.
Reliant on information from business intelligence.
Could involve one-off or multiple purchases from same
customer over a period of time
Only possible by accounting for all costs and all revenue
involved in generating the sale (snapshot in time or lifetime)

41. MAKE SURE YOUR TRACKING IS CORRECT!
BAD DATA IN = BAD DATA OUT

43. SOME PREFER TO BOOK BY PHONE
CAPTURE THEIR DATA VIA CALL TRACKING
December J anuary February March April May J une J uly August
Parc Vu Websales REV £138,251.98 £535,351.65 £215,605.30 £191,069.97 £286,781.80 £249,814.00 £301,048.15 £434,889.80 £287,477.38
Web Sales £128,880.30 £492,765.50 £203,343.10 £175,772.40 £266,897.40 £229,697.70 £277,522.80 £409,252.40 £250,989.70
Web Sales from Phone Calls £0.00 £123,000.00 £54,858.00 £45,510.00 £47,121.00 £37,230.00 £64,380.00 £92,000.00 £103,200.00
DCStorm / Response Tap Websales REV £128,880.30 £615,765.50 £258,201.10 £221,282.40 £314,018.40 £266,927.70 £341,902.80 £501,252.40 £354,189.70
Parc Vu Bookings 273 1056 485 512 690 572 692 890 743
DCStorm web sales 257 987 455 473 639 527 634 821 633
Web Sales from Phone Calls 0 246 125 125 117 102 148 184 258
DCStorm / Response Tap Websales Bookings 257 1233 580 598 756 629 782 1005 891
Diff 16 69 30 39 51 45 58 69 110
On the phone for longer than 9 minutes = a likely sale (11 mins in J an-Feb & 10 mins in March) 57 33 34 50 36 58 71 109
Total Calls 588 396 455 436 383 439 659 891
Calls to Sales Conv. Rate 10% 8% 7% 11% 9% 13% 11% 12%
Originally reported calls to sales conv. rate 42% 32% 27% 26% 27% 34% 34% 29%

44. TIE ALL DATA SOURCES TOGETHER
MULTIPLE SOURCES OF INFORMATION WITH CONNECTING ELEMENTS
Web analytics information
about online sales
• Reference ID captured in URL,
but part of a longer query
string
• Extract ID
• Report metrics available
• Date – Year, Month, Day
• Default channel
• Source
• Campaign
• Keyword
• Conversions
Master data about each
customer sale initiated
• Date
• Product purchased
• Value
• Ticket reference ID
Spend & performance data
from advertising platforms
• Spend
• Impressions
• Clicks
• CTR
• Avg. CPC
• sales
• Conversion rate

45. TIE ALL DATA SOURCES TOGETHER
MULTIPLE SOURCES OF INFORMATION WITH CONNECTING ELEMENTS

46. SUMMARY

47. • It’s ok to build your brand on other places if that’s where your audience is
• You have to spend money to be in the game – either through time or media – but most likely both
• Make sure you are doing the basics right and making the most of your limited resources – don’t
chase the shiny new thing!
• Putting together the pieces of the data puzzle will help you get advantage – web, phone, CRM and
everything else you can
• Value is in the detail of data – getting to grips with it will help you make better use of your budget –
and where you get best results from
MAKE JUST ONE CHANGE
TIME TO TAKE ACTION!

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