“marketing plans for attractions” beyond the basics

“Marketing Plans for Attractions” Beyond the Basics

Lisa Becket - Speaker

Traci Blanks - Speaker

Julie Dion – Speaker

Ted Watson – Panel Moderator


Purpose: Provide a roadmap for a successful marketing plan

Process: informative panel discussion/dialogue walking through the key elements of plan development and implementation

Payoff: Improved ROI, margin, profitability, and guest satisfaction

Plan-to-Win

“Plan-to-Win” = A Winning Plan

“Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win” ― Sun Tzu, The Art of War


Critical Elements of the successful marketing plan

1. Business Objectives and Marketing Objectives clearly defined

2. Target Audience(s)

3. Using Customer Insights

4. Key Benefit/Key Promise

5. Key Marketing Strategies/Tactics (what all plans should include)

6. Planning and Execution game plan

Lisa Becket

Vice President, Destination Marketing Strategy

Disney Parks & Resorts

Business Objectives Defined

• Typically defined as an overall profit goal (operating income)

• Other related metrics – total revenue, operating margin

• Defined for a given time period (e.g. season, month, year)

• Marketing Budget defined

• Measures of performance (in total and for key programs): ROI, operating margin, profit, stock trends and price

Example: “Deliver $1M in incremental profit over the next 12 months”

Business Background & Analysis

• Historical business performance

• Historical marketing plan performance – key learnings and implications

• Competition – performance, trends, new news, implications

Marketing Objectives Defined

• Define how you will get to the business goals

• Who?...Identify the most viable target audience(s)

– Demographics

– Psychographics

– Household type

– Geography

Marketing Objectives Defined

• How to Prioritize?...all target audiences not created equal

• Financial

• Seasonality

• Household Type

• How Many?...set goals by target audience

•Develop Measurement Plan

Marketing Objectives

• Examples “Motivate 10K preschool families from 4 core West coast markets to make first visit (attendance, RNs) during shoulder seasons (Sept, May)”

“Increase penetration of local teenagers by 20% during shoulder seasons”

“Build awareness of new product among local residents”

“Motivate 150K families from metro Chicago area to commit to an overnight / multi-day visit this summer (vs. typical day trip)”

Marketing Strategies

• Developing Marketing Strategies

– Define Consumer Insights for each Target Audience

– Determine most motivating triggers based on target insights and needs

• Product

• Offers

• Time of year

• Emotional vs. rational

– Define marketing strategy for each marketing objective

• Marketing Plan

– Develop “Go to Market” approach….based on marketing objective & strategy

Consumer Insights Defining perceptions, motivations, barriers of target audience

…will be a combination of internal and external factors influencing consumer perceptions and intentions

…and most importantly, the reason why (or why not) your product will appeal to them

Consumer Insights • External / Internal Background – context for all marketing plans

– External Factors…what’s going on in world around us

• Business, economic, social, political impacts…implications for consumers

– Industry articles & trade studies

– Socio-economic measures (jobs reports, consumer confidence, credit)

– Transportation trends & infrastructure

– Social listening posts

Key question: How (if at all) does it impact the perception of your brand and/or likelihood to purchase your product?

Consumer Insights Basis of Marketing Plan Development

– Internal Factors…what’s going with consumers related to our business and brand

• Determine target audience “needs” related to your business category (e.g. travel)

• Examine perceptions and reactions to brand and/or marketing activities…what do they think about us?

• Determine which needs territory your brand or product can best deliver on

– Is it aligned with your brand?

– Intuitive for consumers?

– Is it something you can uniquely “own” in consumers’ minds?

• Define how the target “need” can be “solved” by your product…becomes the key insight that your campaign will be designed around…and informs the key benefit

Marketing Strategies…paired with Marketing Objective

Objective: “Motivate 10K preschool families from 4 core West coast markets to make first visit (attendance, RNs) during shoulder seasons (Sept, May)” –Strategy: Change perception of a theme park vacation and convince them NOW is the right time Objective: “Increase penetration of local teenagers by 20% during shoulder seasons” –Strategy: Drive awareness and urgency for late night, hard ticket Halloween event offered during weekends in October Objective: “Drive incremental visitation from local residents, maximizing opportunity in off-peak periods” –Strategy: Build awareness of new product launch with residents in all core markets (why), and leverage seasonal ticket (how) to drive urgency Objective: “Motivate 150K families from metro Chicago area to commit to an overnight / multi-day visit this summer (vs. typical day trip)” –Strategy: Leverage product breadth and scope to convince consumers of value of a multi-day visit

• Marketing Objectives are the “how” of your plan • Target Audience(s) are the “who” of your plan • Leverage Consumer Insights to identify “consumer needs” that align

with your product • Define what you can own and what differentiates you • Use as foundation for Marketing Strategy…defines key benefit for

marketing platform

Traci Blanks

Corporate Marketing Director

Premier Attractions Management

Marketing Objectives Stated in Terms of Attendance, Revenue & Per Cap Goals

(where the business needs to be)

• Attendance, revenue, and per cap projections by ticket type and compared to prior years. Give rationale for attendance and revenue increases or decreases.

Example: Due to addition of new ride, we expect to increase attendance 5% over prior year. Revenues will increase 7% due to increase in attendance and ticket pricing.

See example template: Ticket Revenue Summary

2014 2013 2012 2014 2013 2012

2013 2012 PLAN FCST ACTUAL 2013 2012 PLAN FCST ACTUAL 2013 2012

MAINGATE:

Adult #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

Child #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

Senior/Handicap #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

Nightime #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

GeneralAd/Walkthru #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

TOTAL - #DIV/0! - #DIV/0! - #DIV/0! - - - - - - - - - - - -

#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!

GROUPSALES:

Catered #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

Non-Catered #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

SpecialEvents #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

CashGroups #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

Consignment #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

FunCard/VIP #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

Coupons #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

Tour&Travel #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

TOTAL - #DIV/0! - #DIV/0! - #DIV/0! - - - - - - - - - - - -


PROMOTIONS:

FoodStore #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

SoftDrink #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

FastFood #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

SPPromo #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

Online #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

Other #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

TOTAL - #DIV/0! - #DIV/0! - #DIV/0! - - - - - - - - - - - -


SEASONPASS: #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -


MULTIVISIT: #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

FREEPROMOTIONS:

ReadtoSucceed #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

SeasonPassfree #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

SeasonPassOthrPks #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

Other #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

TOTAL - #DIV/0! - #DIV/0! - #DIV/0! - - - - - - - - - - - -

0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

SPECIAL:

Camping/Accom. #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

Stadium/Concerts #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

TOTAL - #DIV/0! - #DIV/0! - #DIV/0! - - - - - - - - - - - -

0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

COMPLIMENTARY: #DIV/0! #DIV/0! #DIV/0! - - - - - - - - -

#DIV/0! #DIV/0! 0.0% 0.0% 0.0% 0.0%

TOTAL - - - - - - - - - - - - - - -


2014PLANB/(W)

PLAN FCST ACTUAL

TicketRevenueSummary-2014PLAN

ATTENDANCE REVENUE(000's) PERCAP

2014 2013 2012 2014PLANB/(W) 2014PLANB/(W)

Marketing Strategies & Tactics

Pricing:

• What is your pricing strategy by ticket category and how will that impact ability to hit revenue goals?

• Also consider pricing strategies by season (spring, summer, fall) and by market (core vs. outer)

See example template: Marketing Plan Summary


How do we get there?

Advertising: • How will your advertising help you to achieve your

attendance objectives?

Messaging: • What is your creative direction? What should your

creative do? What is the positioning line? • To determine this, think about product attributes or

strengths, meeting a need not being satisfied by competitors or changing a perception about your park or facility that consumers may have.


Example: Splashtown in Houston is a very large waterpark but was perceived by consumers to be small due to history and appearance from the highway. Creative direction was to visually support our positioning as “Houston’s Largest Waterpark” by filming the park from a helicopter and utilizing a tag line that would reinforce this message -

“The Fun Doesn’t Get Any Bigger Than This!”


Media: • How will your media plan help you to achieve your attendance objectives? • Consider paid media (radio, TV, outdoor, print),

shared media (Facebook, Twitter, or most social media), owned media (website), and earned media (PR).

• Identify media targets and best mediums to reach those targets plus necessary weight levels (reach and frequency) to motivate them to act. Also study length of spot needed to convey message, share of voice of your competitors, and optimal timing of your messages.

• Determine media budget based on marketing objectives using your industry’s standard percent of revenue or percent of operating expenses as a guide.

Example: Need to motive moms (target women: 25-49) to purchase season passes mid-May through June. Best mediums to reach moms, TV and radio, at weight levels of 100 GRPs per week of radio and TV for a six week period. Messaging requires use of :30’s in TV and :60’s in radio.

See example template: Media Flow Chart


Public Relations:

• What are you going to do to generate exposure, enhance image, address issues, and increase visitation to your attraction?

• Bullet point your goals and objectives and identify key initiatives to reach these.

See example template: Public Relations


Season Pass: • What is your season pass plan to achieve season pass sales,

attendance, and revenue goals? • Consider new ways to increase season pass sales revenues such as

offering a premium or gold pass or introducing a food season pass. • Make sure you have a plan to target renewals as well as new

purchasers. Use pricing or perks such as “free parking” as an incentive to purchase by a deadline.

• Introduce payment plan to make your season pass more affordable to more people, thus expanding market potential.

See example template: Season Pass


Promotions: Price and Event

• What is the promotional/discount admission plan to achieve attendance/revenue goals?

• Define promotional partners and offers as well as online discounts. • Define event promotions that can increase attendance against a

certain target segment or time period.

For example: Dive-In Movies could help motivate incremental teen or family business based on movie selection as well as drive people to visit in evenings or extend daytime visit into evening.

See example template: Promotions Plan

Partner/Description Offers Attendance Status

(neworrenewal) (curret/prioryear) (current/prioryear) (confirmed/tentative)

May1-31,2014 Homeland/FoodStore(new) Dallas/Ft.Worthmetro $10off/$8off 2,000/1,500 confirmed

Total

PromotionsPlan

DistributionPeriod Markets


Group Sales:

• What is the plan by GS ticket type to achieve attendance/revenue goals?

• What are the strategies and tactics for each of your GS ticket categories such as Outings, Consignment, Cash Group, Tour & Travel, Special Event, Coupon, etc.

For example: Want to increase outing business in shoulder seasons? Put together reduced price package justified by offering a more limited product offering in less desired time to visit.

See example template: Group Sales Program Recap

(Attendance, revenue, and per caps by GS ticket type and programs within those ticket types)


Sponsorship:

• Plan to increase “other revenue” opportunities through sponsorship sales plan.

• How do you get sponsorship revenue? A good place to start is with your vendors: soft drink, food suppliers, etc. Hotels near your property are another opportunity.

See example template: Other Revenue

CurrenyinUS$(000's)

Revenue PerCap Revenue PerCap Revenue PerCap Revenue %B/(W) Revenue %B/(W)

SponsorshipRevenue 60$ 0.15$ 50$ 0.12$ 33$ 0.10$ 10$ 20% 27$ 80%

Co-OpRevenue -$ -$ -$ - n/a - n/aTicketSlippage 270 0.67$ 270 0.65$ 232 0.68$ - 0% 38 16%

TicketDiscounts -$ -$ -$ - n/a - n/aMiscRevenue -$ -$ 1 -$ - n/a -1 -100%ATMSurcharge 7 0.02$ 7 0.02$ 6 0.02$ 0 -3% 0 2%

-$ -$ -$ - n/a - n/a-$ -$ -$ - n/a - n/a

-$ -$ -$ - n/a - n/aAllOther -$ -$ -$ - n/a - n/aTotalOtherRevenue 336$ 0.83$ 326$ 0.78$ 272$ 0.79$ 10$ 3% 64$ 23%

COMMENTS:

CocaColaComfortInnNorth

SleepInnNorthDaysInnNorthKnightsInn

HowardJohnsonAirportRamadaAirport

MonsterEnergy

2011ACTUAL 2012FCST 2011ACTUAL

Sponsorships:

OTHERREVENUEANALYSIS

FULLYEAR PlanB/(W)Than

2013Plan 2012FCST

• Marketing Strategies = “how” you are going to get there

• Know what your “message” will be

• Creative executions must tier up to Marketing strategies

• Determine “Pricing” game plan

• Address Marketing mix

Julie Dion

Principle DiON Marketing Company

Media Planning and Execution Tips

• Calendar Development

• Media Buying

• Creative and Production Execution

• Follow up and Measurement

Calendar Development

NOW!

Calendar Development

Literally Chart it out

• School Calendars

• Holidays

• Annual Events (community, National, your own)

• Promotions

• Editorial Calendars

• Funky Holidays

Embrace the 3-day weekend!

Excel is your friend

Calendar Development January 2 National Buffet Day

January 2 National Cream Puff Day

January 3 Chocolate Covered Cherry Day

January 4 National Spaghetti Day

January 5 National Whipped Cream Day

January 6 National Shortbread Day

January 7 National Tempura Day

January 8 National English Toffee Day

January 9 National Apricot Day

January 10 National Bittersweet Choc Day

January 12 National Marzipan Day

January 13 National Peach Melba Day

January 14 National Hot Pastrami Sand Day

January 15 Nat Strawberry Ice Cream Day

January 16 National Fig Newton Day

January 20 National Buttercrunch Day

January 20 National Cheese Lover's Day

January 21 National Granola Bar Day

January 22 National Blonde Brownie Day

January 23 National Pie Day

January 23 National Rhubarb Pie Day

January 24 National Peanut Butter Day

January 25 National Irish Coffee Day

January 26 National Peanut Brittle Day

January 26 National Pistachio Day

January 28 Blueberry Pancake Day

January 29 National Cornchip Day

January 30 National Croissant Day

January 31 National Popcorn Day

Funky Holidays are Fun!

Media Buying Tips Establish Necessary Components:

• Purpose

Purpose comes from overall marketing strategy

• Timing

• Audience

• Content

Will help determine advertising mediums

Information Gathering

• Primary Demo(s)

• Rankers, Coverage Maps, Circulation,

Qualitative Data, Audience Profiles

• Flight Schedule(s) /Time Periods

Publication Dates/Deadlines

Levering Your Assets

Assign Value!

Assets

18 mini golf holes Marquis

Arcade Wall Space Wave pool

Waterslides Rides – naming rights

Events Brochures, coupons, all printed materials

Advertising Website, Email Blasts

Benches Table tents

(Get tips on media packages from minor pro sports teams and citywide special events)

Media Buying Tips

Leverage Your Media Buys

• Discounted media packages in exchange for signage

• Become venue for summer soft drink promotion

• Venue for Go-kart or mini golf challenges

• Sampler location

• Become the grand prize for another business promotion

• Solidify $5000 shopping sprees, pools, motor scooters…

One of your Biggest Assets

Your Attraction Tickets!

Using Your Park Assets

Ticket Giveaway

4 tickets: $120 In return: • Facebook posting on station

with 30,000+ likes • On Air Exposure • Website Exposure • 941 Comments • 206 Likes

Using Park Assets

Special Event

Using Park Assets

Radio Station Promotion Venue


Media Sponsored

Days

Go to 93.3.com’s website and print out a coupon for $.93 admission to our Corn Maze on Sunday, Oct 3!

Using Your Park Assets • 3RD PARTY TIE-INS

• PARK/PRODUCT

SPONSORSHIPS

3rd Party Tie-ins

Park/Product Sponsorships


Advertising

Other Considerations Radio Audience vs. TV Audience

(Format vs. Programming)

Signal Coverage

Company Rep. Cooperation

Station Promotions

Efforts to Increase Listenership &Viewership

Community Involvement

Free Promotions to Extend the Life of Schedule

Media Buying Tips

Now you are prepared to buy your media.

Media Rates are Negotiable!

Media Buying Tips In order to make your media buys

effective, your ads needs to:

• Get your consumers attention

• Create an impact and lasting impression

• Set apart from the rest

• Drive traffic and create revenue

Production Execution Guidelines • Media Production Calendar

• Concepts

• Content

• Ad build

• Internal approval process

• 3 -7 day “safety zone”

What Do We do Now?

Measure!

• SKU numbers • Promo Codes • Google Analytics • POS reports • Revenue reports • Color-coded coupons • YOY comparisons

Strategy

Assets

Negotiation

Message

Measure Plan

• Plan ahead & prioritize • Focus on purpose & objectives • Negotiate deals & rate packages • Utilize your own inventory & park assets • Track achievements & successes • Enjoy what you do!

Top 10 Takeaways 1. Your Marketing plan must be developed well in advance

2. Stick to your plan

3. Know the what, who, and how

4. Strategies need to tier up to objectives

5. Keep tactics in line with strategy

6. Find what is uniquely yours / what you can own

7. Know all you can about your customer(s)

8. Be ROI minded

9. Measure and learn

10. Plans are cyclical not linear


Presentation and templates download:

www.iaapa.org/handouts

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