Post on 21-Oct-2014
description
transcript
Digitally promoting and enhancing the attraction experience
The DREAM day out
Destinations Seminar
9.00 Start
1. Introducing the concept
2. Getting people to desire you more | Your success / challenges
3. Helping people’s research | Your success / challenges
10.15 – 10.30 Break
4. Engaging people | Your success / challenges
5. Enriching the experience | Your success / challenges
6. Keeping the memories
11.30 End (but feel free to button-hole me afterwards!)
Today
Who am I?
Rob van Tol – Senior Strategist
Psychotherapist
ex-Usability Consultant
ex-Website Manager
ex-Information Architect
ex-User Experience Designer
ex-User Interface Designer
ex-Technical & Help Writer
ex-Naval Historian
Who are You?
Who are Precedent?
• Offices
• Experts
• Years
LONDON
EDINBURGH
CARDIFF
PERTH
MELBOURNE
HONG KONG
Our research
New Brand Universities
Universities
Third Sector
NHS
Alumni
Globalisation
Financial Services
Our research relevant to you
Membership Organisations
Visitor Attractions
The DREAM model – Two sides of the coin
Customers Needs
Your Needs
Your physical experience is limited in a specific spot at a particular time … your digital experience isn’t
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: Desire Attracting the good, sending away the bad
Aggregation: Bringing together everything
Aggregation: Bringing together everything
Enthusiasts: Aggregation by hand
Enthusiasts: Have a rollercoaster ? Are you talking to “Col”? (No 2 Google. No 1 Bing)
“Col” offers a pre-experience of every coaster. Is it correct? Is it showing you in the best light?
“Col” loves rollercoasters. He gets people excited about them. Show him some love back.
Have a castle? Do you know the Scottish Castle Association?
Have a castle? Do you know Castles on the Web?
Enthusiasts: Set up opportunities
Expand who shares you: Craft content aggregation
Expand the fun: Use topical piggybacks
Expand your stage: Access all areas
Expand your site: Amplify your site content
1. Seed and give away your content to relevant sites (eg, review sites, enthusiast bloggers, directory sites, affiliates, referrers, sites your users use)
2. Check how aggregators are putting you together in unexpected way
3. Piggybacks topical memes (outside destinations topics)
4. Setup opportunities for enthusiasts and their fans to come together
Ways to create Desire
Networking discussions
Share your successes and challenges
DREAM: Research Finding you, finding more.
Google: (April 2013) All knowing
Google: (October 2013) All changing
Google Local
User Review: The monster grows – milk it
User Reviews: It’s not just tripadvisor
Expand your offer: Are you misunderstood - reach out to blockers and rejecters , show them the full you
Glamour Style Naval Royalty
Too many choices: = Nothing highlighted
Too many choices: = Nothing highlighted
Too many choices: Form-filling is dull
Radical simplification: +Motivation or +Usability
2013 British Interactive Media Association Award nomination
Engage: Develop your own voice
Tempt during research: Show off your goodies
Tempt during research : Show off your goodies
Tempt during research : Know when to add detail
Engage: Develop your own voice
Radical simplification: +Motivation or +Usability
Expand your partnerships: Fill out the whole journey
Expand your partnerships: Fill out the whole journey
1. Test your proposition: Unique / Emotional Selling Point
2. Challenge yourself to attract the “it’s not for me” audience
3. Monitor social channels (aka free market research)
4. Then match your marketing to your user’s reviews
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
DREAM: Engage Build excitement, prepare for arrival.
Expand ambassadors’ role: Their influence adds impact
Backstage pass: We all love a look behind the scenes
Backstage pass: The more real the better
Beyond the ticket barrier: Set a wider context
Beyond the ticket barrier: Set a wider context
Beyond the ticket barrier: Set a wider context
Expand the context: And be gorgeous
2013 British Interactive Media Association Award nomination
2013 British Interactive Media Association Award nomination
Expand the context: Across all channels
Engage but keep it real: Or be mocked
Engage but keep it real: Or be mocked
Engage but keep it real: Or be mocked
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. Provide a pre-experience, 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
DREAM: Attend Bridge virtual and real, enhance both.
Support Viral Marketers: Every photo is an ad
Rewarding enthusiasts: The semi-pro blogger
Support Viral Marketers: Reserved seats for bloggers
Physical ≠ Digital Cannibalisation is a fact
Admirals of the First World War William Goodenough Robert Arbuthnot (died at Jutland) Montague Browning Christopher Craddock (died at Cornell) Horace Hood (died at Jutland) John de Robeck
William Packenham Reginald Tyrwhitt Roger Keyes Cecil Burney David Beatty Trevelyan Napier Louis Mountbatten
Hugh Evan-Thomas Frederick Sturdee Arthur Leveson Charles Madden John Jellicoe Rosslyn Wemyss
Don’t limit depth: You know stuff, share it
2013 British Interactive Media Association Award nomination
Don’t limit interaction: Turn viewers into doers
Set up photo opps: Get them to share
2013 British Interactive Media Association Award nomination
Expand to be the destination: Digital doesn’t need to be an add-on
1. Offer free WiFi
2. Encourage ‘BYOD’ usage – e.g. set-up cool photo opportunities, nominate staff photographers, badges saying ‘I can take your picture’
3. Digital tickets (do paperwork before arriving) with sign-ups
4. Make it clear you encourage photos and sharing!
5. Give away the guide but build in the up-sells
6. Incentivise reviews, posts and sharing with in-attraction perks, VIP treatment, discounts for future visits
Ways to enhance Attending
Networking discussions
Share your successes and challenges
DREAM: Memories Make them last, make them shared.
Don’t try to sell sharing: Physical ≠ Digital
Don’t try to sell sharing: Physical ≠ Digital
Harvest visitors’ info: View visitors as long-term customers
Harvest visitors’ memories: Turn viewers into sharers
Digital visitor books: Get them to share
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
Wrapping up Where’s this all going …
Ye Olde Customer Journey: The Great British Bank Holiday
Desiring friend’s Facebook Researching Google info mine
Lookup what next on phone
Look at site (tablet, PC, phone) Directions on phone
Playing on phone in queue ‘Selfie’ on your phone Memories to Facebook
DREAM Customer Journey: The Digital British Bank Holiday
1. Team capacity “you‘re going to need a bigger boat” content creation + content curation + community management + customer relations + affiliate relations
2. Mobile 1st digital channel (not your desktop website)
3. Maps 2nd digital channel (not your desktop website)
4. Social 3rd digital channel and an intimate part of what you do (not a best-endeavours piece of work)
5. Foreigners the 3rd World is becoming the 1st World (give them 1st World treatment)
Where is this all going: Some trends for you
6. Fees we‘re becoming accustomed to ancillary fees
7. Bookings differentiate between early-bird | peak | last minute
8. Reviews more sites to watch (trip advisor, virtual tourist, yelp, google+ et.al. and watch out for the rise of expert review sites)
9. Digital destination increasingly echo the physical one, be a destination in its own right
10.Digital experience more integral part of whole the experience (less an add-on or online leaflet)
Where is this all going: Some trends for you
If you remember nothing else: Digital lets you connect longer and wider, whatever your physical limitations