marketing wristbands - amusement, theme and waterparks
DESCRIPTION
I do believe wristbands in the future will be used more as a marketing tool than just an admission wristbands. New tecknology as QR barcodes and flexible wristbands with Thermal Printer does make it easier and cheaper to recieve the clientsTRANSCRIPT
Amusement parks - Increase customer satisfaction and ROI with ID Bands
It is well known that wristbands are used for branding, security,
admission and identification. In amusement parks, waterparks and
theme parks they have already implemented all 4 mentioned factors,
but B&B Exporting Ltd would like to use wristbands even smarter i.e.
using wristbands as a marketing tool to increase client loyalty, services
and return on investment (ROI). As our two earlier articles about Permission Marketing and
Guerilla Marketing pointed out, it is possible to combine wristbands with very strong marketing
tools and this article will explain the opportunities to you focusing on selected marketing
weapons from Guerilla Marketing.
Marketing weapon 5 - Identity
I do believe that 99% of all amusement parks around the world have a clear identity
but I don’t think many of them try to strengthen the identity through wristbands.
QR barcodes can be printed on any wristband and you can even design
and customize your own with BB777 (Thermal Printer). QR barcodes are
well used in magazines, stores, billboards etc. When people scan the QR
barcode with their mobile phone you decide which website to direct them to
(How QR works http://youtu.be/X1ezGVoE4dw). I have seen many companies trying to sell
different kinds of great deals and promotions directly from the QR barcodes, but I do not
recommend it. Instead I would focus on customer service and indirect on sales as described in
Permission Marketing. A strong relationship gives loyal and profitable clients. Marketing costs
will decrease per invested unit and leave you with a better ROI.
Marketing weapon 6 – MIME design
MIME is about designing symbols, pictures and logos in a way that
makes everybody understand the message within a few seconds.
Everybody knows that a picture says more than 1.000 words. Today
the main logo is not MIME. Take Nike. They have spent around 6
billion US dollars on marketing and today everybody knows the
brand. The main companies do not have this amount of money to
spend on advertising and marketing, so it´s better to think in MIME.
Imagine a silicone wristband designed like a wave and water with a
printed identity message and a QR barcode. This can be used both as branding, admission and
marketing - all in one single wristband.
Marketing weapon 7 – Theme
Identity and theme are closely related. It is about summarizing constantly what you mean and
keep from changing your message. Stay on the same track and keep telling people about what
you stand for, so people get familiar with your identity and unique selling points (USP).
Wristbands, website, brochures, flyers, business cards, logo etc. must have the same theme.
Marketing weapon 14 – Window display
Window display can also be a website. Today we have tablets, smartphones and notebooks
everywhere and that leaves you with a very cost effective marketing tool that will get you in
touch with your customers. The wristband is the reminder and your direct permission to get the
customers attention. Use this golden opportunity very wisely and smart.
Marketing weapon 16 – Word-of-mouth
30 days after someone has visited your shop or invested in your product or service is the best
time for word-of-mouth. Also called MMS (moment of maximum satisfaction). Instead of using
the QR barcode to sell your products, you can use the wristband to help the clients to get the
right keywords. Open a site showing great pictures, happy people and your amusement park.
Explain the benefits to make it easy for your client to show the website to family members and
friends and then they will proudly tell everybody who wants to listen about what they have
experienced.
Marketing weapon 29 - Fusion marketing
In the main business during the ´80s and ´90s companies searched the markets for competitors
(Porters Five Forces) instead of exploring the market for marketing partners, also called fusion
marketing. Porters Five Forces are still the main basic knowledge in any business school
around the world, so even in 2012 you still see this hostile approach towards the market.
Guerilla Marketing sees opportunities in the search for companies which complement existing
services. As an amusement park you would find it very valuable to have fusion marketing
partners in e.g. McDonald´s, toy stores and other companies who have families with children as
their main target group.
Marketing weapon 31 – Success stories
Success stories, business cases and storytelling are very strong marketing tool. In B2B it is
important to focus on measurable results and present them in a real story.
For amusement parks it could also be videos uploaded on youtube. Videos of children winning,
family and friends having fun or some special event can be uploaded on the website. In Disney
World you often see videos featuring Mickey Mouse, Donald Duck and other Disney characters
celebrating a birthday or you see a spectacular firework celebrating some special occasion.
Marketing weapon 34 – Follow up
The world has changed dramatically since mobile devices as tablets and smartphones were
introduced to consumers worldwide. They have made the way for new marketing opportunities
because you get closer to your clients, but it also means that the clients expect more. When the
client sends you an email you have to make sure that the client gets a response immediately. It
is crucial to offer that kind of service and follow up is not restricted to certain hours but is
possible to carry out 365 days a year almost 24/7. Any request from your customers should be
answered immediately.
Marketing weapon 52 – Referral program
Referral program is related to word-of-mouth. It can also be well used together with Fusion
Marketing. Get as many clients as possible to talk positively about your business.
Social media such as Twitter or Facebook are well used in referral marketing. Facebook needs
to be used very carefully because everybody can make any comment they like. Make sure you
have a clear social media strategy. Don’t go social just because it sounds great.
If you decide to go social, wristbands are a great tool to remind people of the fact that you are
there.
Marketing weapon 56 – Gift certificates
In Permission Marketing we often talk about what we can offer. Gift certificates are a great tool
and in amusement parks it does not cost much to give away a few free tickets.
Again, use it together with QR wristbands. Create competitions for families so they learn more
about the amusement park. In that way you provide them with the knowledge they need have to
“promote” your business.
Marketing weapon 63 – Quality
Many companies spend a lot of time on telling you what you add to the product. It´s what you
get out of the product that matters. Focus on the client´s benefits and never spend time on how
much time or cost you spend. The client´s time is very valuable so don’t waste it. Even though
you have an advantage using wristbands, client´s permission etc. you only have one shot.
Marketing weapon 66 – Opportunity to upgrade
In amusement parks you often have accommodation, tickets, restaurants etc. The business has
many great opportunities to offer win-win solutions to the clients. Always think in win-win when
you offer upgrade opportunities because you don’t really want to lose the
client´s permission (About Permission Marketing http://blog.bb-exporting.com/hotel-wristbands-
business-case-permission-marketing/).
Marketing weapon 97 – Brand name awareness
As mentioned in the beginning wristbands are already well used to increase awareness on
amusement parks. Just remember to add identity, permission and MIME into the branding
design. The return of investment will improve.
Marketing weapon 100 – Satisfied customer
Measuring customer satisfaction is well used today. There are a lot of rating and review sites.
Again, use the QR barcode to ask the client to give his review. These reviews can be very
useful to improve satisfaction and also work well in the search of optimizing websites. More
reviews and more activities from existing clients give better rankings in search engines like
Google.
That means that any QR barcode traffic from wristbands can be reused in many marketing
weapons and also improve search engine marketing. The benefits in using wristbands are
essential in marketing amusement parks. The more you combine the marketing tools the more
return on investment you get.
More information:
B&B Forum: https://plus.google.com/u/4/communities/117816507380736245386
B&B Video: https://vimeo.com/groups/168192
B&B Marketing: http://blog.bb-exporting.com/
B&B Website: www.bb-exporting.com