Destinations Seminar 21 Feb London
Transcript of Destinations Seminar 21 Feb London
![Page 1: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/1.jpg)
Digitally promoting and enhancing the attraction experience
The DREAM day out
Destinations Seminar
![Page 2: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/2.jpg)
1. Introducing the report2. Your DREAM day out3. DREAM Breakdown (with a break at 10:15)4. Best insights of the day5. Q&A
Today
![Page 3: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/3.jpg)
Who are Precedent?Adrian Porter – Head of Strategic Research
![Page 4: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/4.jpg)
![Page 5: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/5.jpg)
23yearsexperiencequalitystabilityloyaltyresults
![Page 6: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/6.jpg)
6sectorsdestinationseducationmembership organisationsthird sectorfinancial serviceshealth
![Page 8: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/8.jpg)
80expertsstrategy & researchbranding & communicationsuser centered designdevelopment & hostingdigital marketing
85
![Page 9: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/9.jpg)
Our research
2001-2006
![Page 10: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/10.jpg)
Our research
2007-2008
![Page 11: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/11.jpg)
Our research
2008-2010
![Page 12: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/12.jpg)
Our research
2010-2011
![Page 13: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/13.jpg)
Our research
2012
![Page 14: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/14.jpg)
Our research
2013
![Page 15: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/15.jpg)
The DREAM model
![Page 16: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/16.jpg)
The DREAM model
![Page 17: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/17.jpg)
Who are Precedent?Lindsay Herbert – Head of Digital MarketingRob van Tol – Senior Strategy Consultant
![Page 18: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/18.jpg)
Everybody up!Free instant focus groups by Precedent
![Page 19: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/19.jpg)
You win!
![Page 20: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/20.jpg)
I want a destination that will let me feel:
1.Relaxed2.Stimulated3.Entertained4.Accomplished5.Creative
Your dream day out
![Page 21: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/21.jpg)
You’re back at work…
Choose your target audience
Your dream day out
![Page 22: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/22.jpg)
DREAM: DesireAttracting the good, sending away the bad.
![Page 23: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/23.jpg)
The DREAM model
![Page 24: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/24.jpg)
![Page 25: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/25.jpg)
![Page 26: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/26.jpg)
![Page 27: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/27.jpg)
![Page 28: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/28.jpg)
![Page 29: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/29.jpg)
![Page 30: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/30.jpg)
![Page 31: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/31.jpg)
![Page 32: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/32.jpg)
![Page 33: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/33.jpg)
![Page 34: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/34.jpg)
![Page 35: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/35.jpg)
1. Carefully craft aggregate-able data (yours and others)
2. Play nice with affiliates and referrers
3. Seek partners to complete the day
4. Make topical piggybacks
5. Seek partners to enhance their offer (and reach new audiences with yours)
Ways to create Desire
![Page 36: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/36.jpg)
Instant focus groups!
Why should they bother?
![Page 37: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/37.jpg)
DREAM: ResearchFinding you, finding more.
![Page 38: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/38.jpg)
The DREAM model
![Page 39: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/39.jpg)
![Page 40: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/40.jpg)
![Page 41: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/41.jpg)
![Page 42: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/42.jpg)
![Page 43: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/43.jpg)
![Page 44: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/44.jpg)
![Page 45: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/45.jpg)
![Page 46: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/46.jpg)
![Page 47: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/47.jpg)
![Page 48: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/48.jpg)
![Page 49: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/49.jpg)
![Page 50: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/50.jpg)
1. Start signposting well before your website
2. Provide a pre-experience
3. Drip-feed useful information (and remember the logistics of the environment)
4. Cater to special circumstances
5. Make recommendations (even if you’re not allowed to)
Ways to facilitate Research
![Page 51: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/51.jpg)
Group insights
How did you research your last day out?
![Page 52: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/52.jpg)
DREAM: EngageBuild excitement, prepare for arrival.
![Page 53: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/53.jpg)
The DREAM model
![Page 54: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/54.jpg)
![Page 55: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/55.jpg)
![Page 56: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/56.jpg)
![Page 57: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/57.jpg)
![Page 58: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/58.jpg)
![Page 59: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/59.jpg)
![Page 60: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/60.jpg)
![Page 61: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/61.jpg)
![Page 62: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/62.jpg)
![Page 63: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/63.jpg)
1. Extend engagement beyond your ticket barrier
2. Let people meet virtually before visiting (e.g. hashtag)
3. Offer itineraries and timesavers (for before & after too)
4. Create wider community based discovery opportunities
5. Promote campaigns of what they can do on the day to win
Ways to Engage
![Page 64: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/64.jpg)
Group insights
How do I get you sold, excited, prepared?
![Page 65: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/65.jpg)
DREAM: AttendBridge virtual and real, enhance both.
![Page 66: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/66.jpg)
The DREAM model
![Page 67: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/67.jpg)
![Page 68: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/68.jpg)
![Page 69: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/69.jpg)
![Page 70: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/70.jpg)
![Page 71: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/71.jpg)
![Page 72: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/72.jpg)
1. Make it clear you encourage photos!
2. Set-up cool photo opps, nominate staff photographers, badges saying ‘I can take your picture’
3. Give away the guide but build in the upsells
4. Incentivise reviews, posts, and sharing
5. Replace guest books with cool tablets and membership sign-ups
Ways to enhance Attending
![Page 73: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/73.jpg)
Group insights
What would enhance the experience?
![Page 74: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/74.jpg)
DREAM: MemoriesMake them last, make them shared.
![Page 75: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/75.jpg)
The DREAM model
![Page 76: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/76.jpg)
![Page 77: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/77.jpg)
![Page 78: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/78.jpg)
![Page 79: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/79.jpg)
![Page 80: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/80.jpg)
![Page 81: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/81.jpg)
![Page 82: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/82.jpg)
1. Capture, house and enable sharing of memories for them
2. Establish customer timeline and link it to your CRM
3. Leverage sign-ups with gifting, benefits and ‘memories’ for those who couldn’t come but are fans
4. Create platforms for fan content
5. Seek out and connect to recent visitors
Ways to build Memories
![Page 83: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/83.jpg)
Group insights
What would you want to remember?
![Page 84: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/84.jpg)
Conclusion
![Page 85: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/85.jpg)
![Page 86: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/86.jpg)
Best insights of the dayAnd chatting afterwards for those who don’t have to go
![Page 87: Destinations Seminar 21 Feb London](https://reader036.fdocuments.net/reader036/viewer/2022070604/54427d678d7f723b798b62b5/html5/thumbnails/87.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Find our Precedent group on LinkedIn to find out more about our seminars, share ideas and quiz the Precedent team.
@Precedentcomms for industry trends, tips, seminar info and other insider stuff and tweet today with #PrecSem.