destinations seminar - london may 2013
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Digitally promoting and enhancing the attraction experience
The DREAM day out
Destinations Seminar
Please don’t sit with your colleaguesWiFi Instructions
Select …
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9.00 Start
9.00 – 10.15
1. Introducing the report2. Your DREAM day out model3. DREAM analysis part 1
10.15 – 10.30 Networking Break
10.30 – 11.30
4. DREAM analysis part 25. Light lunch at 12:30
11.30 Close
Today
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Who are We?Lindsay Herbert – Head of Digital MarketingRob van Tol – Senior Digital Strategy Consultant
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Who are You?Aspria GroupAssociation of Leading Visitor AttractionsChester ZooContinuum GroupCubo (Seaworld Parks)David Lloyd LeisureGo ApeHistoric Housing AssociationHistoric Royal PalacesHouses of ParliamentLemur LeisureMail TravelODEON CinemasOxford University Museums
Royal Albert HallRoyal Geographical SocietyRoyal Institute of British ArchitectsRoyal ParksSalisbury CathedralSouth Bank Marketing GroupSouth Downs National Park AuthorityTate BritainThe Landmark TrustThe National TrustTwo CirclesVisit BritainVisit England
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Who are Precedent?
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@precedentcomms #PrecSem @lindzeiy
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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
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Our research
MembershipOrganisations
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Our research
Destinations
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The DREAM model
CustomersNeeds
YourNeeds
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The DREAM model
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The DREAM model
Letting them find you. Making them want you. Making them want to come back.
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The DREAM model
Preparing them (for the good, the bad, the before, the after)
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The DREAM model
Make them love you before first sight. Prepare them for arrival.
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The DREAM model
Making it as easy and up-sold as possible.
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The DREAM model
Turning them into ambassadors who remind themselves to come back.
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DREAM: DesireAttracting the good, sending away the bad.
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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
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Networking discussions
Share your successes and challenges
@precedentcomms #PrecSem @lindzeiy
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DREAM: ResearchFinding you, finding more.
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The DREAM model
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Google Local
Google Search
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Google Local
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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
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Networking discussions
Share your successes and challenges
@precedentcomms #PrecSem @lindzeiy
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DREAM: EngageBuild excitement, prepare for arrival.
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The DREAM model
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Condescending Corporate Brand Page
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Rottnest Island
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St AndrewsLinks
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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
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Networking discussions
Share your successes and challenges
@precedentcomms #PrecSem @lindzeiy
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DREAM: AttendBridge virtual and real, enhance both.
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The DREAM model
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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
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Networking discussions
Share your successes and challenges
@precedentcomms #PrecSem @lindzeiy
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DREAM: MemoriesMake them last, make them shared.
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The DREAM model
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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
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Networking discussions
Share your successes and challenges
@precedentcomms #PrecSem @lindzeiy
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Wrapping up
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The DREAM model
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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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@precedentcomms #PrecSem @lindzeiy
‘DREAM Day Out’ on LinkedIn Groups
Turn today into a connection
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