IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
MARKETING
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
AGENDA
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
•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
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Complete your attraction’s Marketing
SWOT Analysis
Internal – Strengths and Weaknesses
External – Opportunities and
Threats
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
What Business Are We In, Anyway?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
In the end, it’s all aboutCREATING MEMORIES!
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Disney Magic
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
New Campaign
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
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.
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Sample
You Tube video
http://www.msnbc.msn.com/id/39950050/ns/travel-
travel_tips/
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
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”
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
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.
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
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.”
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Hersheypark Memory Makers
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
“One is only happy in proportion as he makes others happy.”
- Milton S. Hershey
Social Media – Are You In?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Once, Fingers Did the Walking
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Now, Fingers Do the Talking!
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Social Media –
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
BUMPY ROAD
AHEAD!
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
“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!!!!!!!!”
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
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.
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Should Marketing Embrace Negative
Comments?…
• Nature of Marketing is changing…
• One from controlling the message…
• …To participating in the conversation
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
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
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Social Media – What Role?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
It’s about relationships, but of a different kind…
Social Media
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
•How is the relationship different?•What are the implications for your facility?
Social Media
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Does Brand Matter??
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Branding is Multi-Faceted
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
•Brand Essence•Brand Identity•More than just a pretty logo or cute slogan
What is brand essence?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
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?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
•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?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
What is brand identity?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
•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
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
•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
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Who is Your Target Market?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Sometimes staying true to your brand involves difficult
choices…
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Sometimes staying true to your brand involves difficult
choices…
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
•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?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Distinguishing your brand/facility
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
•The economy has leveled the playing field
•Everyone discounts in some form or fashion
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Brand in Our Industry –Is It All About Customer
Service?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Brand = Customer Service
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
•Does your experience match your message?
•Or are you over promising and under deliver?
Is There a Connectionor a Disconnect
Between Marketingand Operations?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Marketing & Operations
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
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
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Questions/comments?
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Contact us:Cindy Farkas
Director, Seasonal Development & Hershey Gardens
Doug StagnerDirector, Operations
SeaWorld Parks & [email protected]
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Thank You!
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Back up slides
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
Discussion• Who’s aware of the FTC
Endorsement Guidelines – 2009?
• Is “Snail Mail” dead?– 38% Decline in Direct Mail
Predicted
IAAPA Attractions Expo 2010November 15 -19 Orlando, FL
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