Entertainment & Attractions Marketing
Prior to Covid, consumer spending on experiences was higher than at any other point in history. As the world recovers from the pandemic and we experience a new normal there will be a pent-up demand for “fun”. While this may on the surface seem like good news for attractions, the reality is that there are more entertainment experiences now competing for those consumer dollars. The competition includes many traditional forms of entertainment like movie theaters, home entertainment, restaurants, and vacation travel. Increasingly we are seeing upstart experiences like pop-up attractions and museums competing for share of wallet. Whether you are a national, regional, or local player, the tried-and-true marketing tactics of the past are no longer on their own enough to stand out from the crowd. You need to have a strategy for leveraging influencers, a framework for capturing and leveraging consumer data, and an ability to provide a digital experience that is on par with what they have come to expect from the other brands they love. (This is called the Amazon phenomenon) These are the areas where we’ve seen so many attractions – including zoos, aquariums, theme park rides, and museums – fall short, and we’re on a mission to change that. Giving people unforgettable and meaningful experiences is what creates loyal customers, referrals, and repeat business. But before winning the approval of loyal customers, you have to attract them to your tour or activity in the first place. This is where I come in. Whether an established attraction or just entering the market, your strategy and execution has to be incredible.