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Digitally promoting and enhancing the attraction experience
The DREAM day out
Destinations Seminar
1. Introducing the report2. Your DREAM day out3. DREAM analysis (with a networking break at 11:15)4. Light lunch at 12:305. Tour of the Massimo Bartolini show at 1pm (for those who can
stay)
Today
@precedentcomms #PrecSem @lindzeiy
Who are We?Lindsay Herbert – Head of Digital MarketingRob van Tol – Senior Digital Strategy Consultant
@precedentcomms #PrecSem @lindzeiy
Who are You?AEGON UKBurn Stewart Distillers LtdCity of Edinburgh CouncilMuseums & Galleries, City of Edinburgh CouncilEdinburgh Bus Tours (Lothian Buses)Edinburgh Military TattooEdinburgh Zoo Falls of Clyde (Scottish Wildlife Trust)Glasgow Science CentreHistoric Scotland | Alba AosmhorHouse for An Art LoverJupiter ArtlandNational Gallery of Scotland
O'Leary PRRosslyn ChapelRoyal Botanic Garden EdinburghRSPB Scotland Scottish BalletSt Giles' CathedralThe Edinburgh DungeonThe Festival & King's Theatres EdinburghThe Mystery of Gilmerton CoveThe Real Mary King's CloseThe Scotch Whisky ExperienceUsher HallVisitAberdeenVisitScotland
Who are Precedent?
@precedentcomms #PrecSem @lindzeiy
@precedentcomms #PrecSem @lindzeiy
6sectorsdestinationseducationmembership organisationsthird sectorfinancial serviceshealth
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23yearsexperiencequalitystabilityloyaltyresults
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80expertsstrategy & researchbranding & communicationsuser centered designdevelopment & hostingdigital marketing
100
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Our research
New Brand Universities Universities
Third Sector NHS
Alumni GlobalisationFinancial Services
Our research
MembershipOrganisations
Our research
Destinations
The DREAM model
CustomersNeeds
YourNeeds
The DREAM model
The DREAM model
Letting them find you. Making them want you. Making them want to come back.
The DREAM model
Preparing them (for the good, the bad, the before, the after)
The DREAM model
Make them love you before first sight. Prepare them for arrival.
The DREAM model
Making it as easy and up-sold as possible.
The DREAM model
Turning them into ambassadors who remind themselves to come back.
DREAM: DesireAttracting the good, sending away the bad.
@precedentcomms #PrecSem @lindzeiy
The DREAM model
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
Networking discussions
Share your successes and challenges
@precedentcomms #PrecSem @lindzeiy
DREAM: ResearchFinding you, finding more.
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The DREAM model
Google Local
Google Search
Google Local
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
Networking discussions
Share your successes and challenges
@precedentcomms #PrecSem @lindzeiy
DREAM: EngageBuild excitement, prepare for arrival.
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The DREAM model
Condescending Corporate Brand Page
Rottnest Island
St AndrewsLinks
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
Networking discussions
Share your successes and challenges
@precedentcomms #PrecSem @lindzeiy
DREAM: AttendBridge virtual and real, enhance both.
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The DREAM model
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
Networking discussions
Share your successes and challenges
@precedentcomms #PrecSem @lindzeiy
DREAM: MemoriesMake them last, make them shared.
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The DREAM model
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
Networking discussions
Share your successes and challenges
@precedentcomms #PrecSem @lindzeiy
Wrapping up
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The DREAM model
You exist in a wider context
Physically you’re limited
Digitally you’re not
Meet your customers in that wider DREAM space
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‘DREAM Day Out’ on LinkedIn Groups
Turn today into a connection
