IAAPA Attractions Expo 2010 November 15 -19 Orlando, FL

IAAPA Attractions Expo 2010November 15 -19 Orlando, FL

MARKETING


AGENDA


•Self-analysis of your facility’s Marketing efforts today – SWOT

•Examples from Other Facilities

•Marketing and Social Media

•Does Brand Matter?

•Develop a Marketing Action Plan Outline

SWOT ANALYSIS


Complete your attraction’s Marketing

SWOT Analysis

Internal – Strengths and Weaknesses

External – Opportunities and

Threats


What Business Are We In, Anyway?


In the end, it’s all aboutCREATING MEMORIES!


Disney Magic


New Campaign


In both locations, the projected photos will be selected from among those taken by PhotoPass photographers. As many as 500 photos will be used in each location every day, producers estimate.


Sample

You Tube video

http://www.msnbc.msn.com/id/39950050/ns/travel-

travel_tips/


Disney turns to guests to promote theme parks

"Let the Memories Begin is about real guests making real memories in our

parks,”

“This is all about curating the content that helps sell the virtues of Disney

through the experience of its consumers”


Why is this important?• A just-released survey of Canadian and U.S.

families conducted for Disney Parks shows that vacation memories hold a special place

in family history.

9 out of 10 parents said they planned their 9 out of 10 parents said they planned their vacations with the express hope that they vacations with the express hope that they would result in a lasting family memory. would result in a lasting family memory.

And those memories stuck with them – nearly three quarters said they think back often or

very often on their favorite vacation experiences.


What’s the potential downside?

“The content reflects the experience of the traveler and not necessarily the interest of the company or destination in

the video.”

“people who post videos may have motives of their own.”


Hersheypark Memory Makers


“One is only happy in proportion as he makes others happy.”

- Milton S. Hershey

Social Media – Are You In?




Once, Fingers Did the Walking


Now, Fingers Do the Talking!


Social Media –


BUMPY ROAD

AHEAD!


“I’m only sticking out my contract because I don’t have the money to pay a termination

fee at the moment.”

“I don’t want a NATION WIDE response. I want a LOCAL targeted response. Tell me what you are doing to improve service in

San Francisco please.”

“The coverage here in Denver is mortifying. On a scale of 1-10, my service here is a 3. I used to love your service…now it’s a joke.

Support is a joke. Customer Service, a joke.”

“I HATE AT&T!!!!!!!!”


It’s All in How You Respond…

In the hours after AT&T sent their special message, Facebook posts jumped five-

fold. You can look back and see AT&T still responding as late 4:00 a.m. that night.

AT&T’s Facebook response team – They don’t take down angry posts, they

respond to them. Rationally and kindly.

Social Media marks the end of an era for companies. An era when controlling the

message was an option.


Should Marketing Embrace Negative

Comments?…

• Nature of Marketing is changing…

• One from controlling the message…

• …To participating in the conversation


Should Marketing Embrace Negative

Comments?…• From one sided messaging, brand

impression and exposure...

• …to more targeted, personalized

• From one-to-many to …• Maybe not one-to-one, but one-to-

segment– Relevant, targeted customer base


Social Media – What Role?


It’s about relationships, but of a different kind…

Social Media


•How is the relationship different?•What are the implications for your facility?

Social Media


Does Brand Matter??


Branding is Multi-Faceted


•Brand Essence•Brand Identity•More than just a pretty logo or cute slogan

What is brand essence?


Brand Essence is a way of articulating the emotional connection and lasting impression -- usually summed up with one simple statement or phrase -- that defines the qualities, personality and uniqueness of a brand.

What is brand essence?


•Think of Brand Essence as the heart and soul of a product or service.

•Brand Essence should be viewed as long-term positioning.

What is brand identity?


What is brand identity?


•Visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.

What is your facility’s brand


•Sum it up in 3 to 5 words?

•Does your marketing reflect that?

•Would your guest or customer say the same thing?

•How is it different from your competitions?

Branding


Who is Your Target Market?


Sometimes staying true to your brand involves difficult

choices…




Sometimes staying true to your brand involves difficult

choices…


•Short term profit vs. long term gain

•Brand building and positioning is a marathon not a sprint

•We can’t be all things to all people

How Do You Distinguish Your

Brand?


Distinguishing your brand/facility


•The economy has leveled the playing field

•Everyone discounts in some form or fashion


Brand in Our Industry –Is It All About Customer

Service?


Brand = Customer Service


•Does your experience match your message?

•Or are you over promising and under deliver?

Is There a Connectionor a Disconnect

Between Marketingand Operations?


Marketing & Operations


Over promising and under delivering:

•Marketing: “we spend all this money to get people to the park and Ops messes it up when they get here”…

•Ops: “Marketing advertizes things we can’t possible do or weren’t even aware of until the guest shows up…”

Create Your Action Plan


Questions/comments?


Contact us:Cindy Farkas

Director, Seasonal Development & Hershey Gardens

[email protected]

Doug StagnerDirector, Operations

SeaWorld Parks & [email protected]


Thank You!


Back up slides


Discussion• Who’s aware of the FTC

Endorsement Guidelines – 2009?

• Is “Snail Mail” dead?– 38% Decline in Direct Mail

Predicted


Documents

IAAPA Attractions Expo 2010 November 15 -19 Orlando, FL