Haunted Attraction Network

NEWS/Quick-Takes:
Theme Park WiFi - http://www.latimes.com/business/la-fi-theme-park-wifi-20180720-story.html

Reviews of Comic-Con Activations including escape rooms: https://www.hollywoodreporter.com/live-feed/jack-ryan-walking-dead-san-diego-comic-con-activation-hits-misses-1128727

TEA Masters: http://www.inparkmagazine.com/tea-masters-call-for-nominees/

Nine Ways To Build Brand Relationships With Teens On Social Media: https://www.forbes.com/sites/forbesagencycouncil/2018/07/21/nine-ways-to-build-brand-relationships-with-teens-on-social-media/#580c7517324b

Six Ways You Can Use Yoga Principles In Your Social Media Marketing: https://www.forbes.com/sites/forbesagencycouncil/2018/07/20/six-ways-you-can-use-yoga-principles-in-your-social-media-marketing/#3d453d6a4639
​
Main Topic:
Digital vs. Traditional Marketing for big and small attractions

Understand the difference between Mass Marketing and Direct Selling; most traditional marketing is mass marketing.
As always, you must understand your market.
Crossing The Chasm has a great definition of ‘market’ as “a set of customers who have similar needs/wants and ref each other.”
Toggling between mass marketing and direct selling will depend on your market and the ability you have to reach a tipping point within that market.
Marketing is only useful if it can maintain a market.

The Marketing Funnel
Top: Cold leads go in
Bottom: Conversion
Digital marketing is at the bottom and Traditional is at the top.
You begin with general awareness and work them down.

Targeting Rating Points (TRPs): The percentage of the audience you’re targeting will be reached and the frequency. You must run a full campaign (5-7 times); otherwise, you’ll have no impact.

Wrap-Up:
Leadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4
Use ‘GANTOMINSIDER’ for $30 OFF

Free Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

Scott recently attended this "non-haunt" convention to co-present a seminar on monetizing theatre's ghost stories. This episode includes a great interview with co-presenter, Jill Witecki, Marketing Director and official "Ghost Host" for Tampa Theatre. Learn the unexpected similarities between these 2 industries.

Picking Partners: How To Evaluate Sponsorship Opportunities

NEWS/Quick-Takes:
Elevating Moments Into Lasting Memories article: http://bradjashinsky.com/memorable-moments-themepark-attraction/

Live stream from a roller coaster: http://bradjashinsky.com/live-stream-roller-coaster/

Changing The Game: Socialize Founder Akanksha Goel On The Evolution Of Her Digital Media Agency: https://www.entrepreneur.com/article/316645
Explanation of strategy: “Goel reveals its strategy to be something she calls “ART + SCIENCE.” “ART stands for thumb-stopping creative,” she says. “In a region where people spend so much time on mobile, a brand’s content/message/story needs to stand out while their audience is scrolling. Our creative team specializes in creating this content that is built for the mobile newsfeed. SCIENCE stands for innovative media, harnessing the power of real-time social data to target audiences with military precision, allowing our personalized messages to be seen by the right people, at scale– driving measurable business growth for clients.”

How museums are attracting new audiences with creative ways to enhance guests’ well-being: http://www.iaapa.org/news/funworld/funworld-magazine/cover-story---namaste---july-2018

Alton Towers set for major expansion with 102 'camping pods': https://www.birminghammail.co.uk/news/midlands-news/alton-towers-set-major-expansion-14887771 “each pod will have a double bed and two singles, as well as electricity, with communal shower and toilet blocks elsewhere.”

Disney World holiday plans include Toy Story Land, 'Up' show
http://www.orlandosentinel.com/travel/attractions/theme-park-rangers-blog/os-et-disney-christmas-toy-story-land-20180709-story.html

Facebook Tests New Info Labels for Branded Content Partnerships
https://www.socialmediatoday.com/news/facebook-tests-new-info-labels-for-branded-content-partnerships/527783/

​
Main Topic:
Evaluating Sponsorship Opportunities
Make sure you vet them properly:
Media Kit - Are they giving you real numbers? Distribution?
Website- Is it updated, responsive, good meta, etc?
What is their social presence like? Are people reacting?
Referrals - Who else has worked with them and what did they say?
Make sure they truly reach the market you’re targeting.
Focus on your call to action and simplify the steps.
Tie it back to your ‘why’ so that it is coherent.
Don’t forget to think outside of the box; good partners are always responsive.
Understand this takes more work.
Is the team excited to work with you?
Problem versus the ‘Potential’ mindset.
Brad’s examples:
Foodbeast.
Crypt TV.

Wrap-Up:
Leadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4
Use ‘GANTOMINSIDER’ for $30 OFF

Free Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

Hear Scott's take on the new Southeast Halloween Enthusiast Convention in Ocala FL. Scott also interviews great folks from Universal Studios and Legoland. PLUS a surprise visit with Alex Crow!

Ask More: A Simple Guide to Asking More Effective Guest Survey Questions

NEWS

Blooloop’s Top 50 Theme Park Influencer List
An interesting read to see the diversity of the industry.
https://blooloop.com/blooloop-50-theme-park-influencer-list/#top50

How Cedar Fair Scaled An Immersive Mobile Experience
Jim Denny VP of eCommerce: https://www.bloomreach.com/en/blog/2018/06/how-cedar-fair-scaled-an-immersive-mobile-experience.html


Main Topic:
Ask More: A Simple Guide to Asking More Effective Guest Survey Questions

Recommended Reading
1.Ask: The Counterintuitive Online Formula to Discover Exactly What Your Customers Want to Buy. By Ryan Levesque https://amzn.to/2ztMn7k

2.Decisive: How to Make Better Choices in Life and Work by Chip & Dan Heath https://amzn.to/2u8ZeGQ
3.Influence: The Psychology of Persuasion by Robert B. Cialdini https://amzn.to/2KKVSEe

General Notes
1.Everyone should be surveying, no matter the size/level of experience.
1.It doesn’t have to be complex.
2.Understand what you’re going to use the data for and how to codify it (see below for biases)
3.Don’t make the surveys too long, 3-5 questions max but 3 is ideal.
4.People are terrible at predictions.
1.Ask: What did they not like, what did they do in the past.
5.People are bad at giving examples without proper framing.
1.Ask: ‘On a scale from 1-10 how would rate the ride?’ and then ‘why did you not rate it lower’
6.The longer the response, the closer you are to a pain or peak point.
7.Understand the Net Promoter Score below
a.Remember we want to move people up ranks to have incredible experiences and not waste too much time on the pits if they aren’t realistic.
8.Understand the genre of the survey:
Quantitative
Qualitative
Observing
Net Promoter Score (below)
9.Use surveys to counter biases
Narrow Framing
Confirmation Bias
Short-Term Emotion
Overconfidence

About the Net Promoter Score:
“On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?” Based on their rating, customers are then classified in 3 categories: detractors, passives and promoters”
https://www.medallia.com/net-promoter-score/

Brad’s Invisible Asymptotes Reference
“I see many companies spend time analyzing funnels and seeing who emerges out the bottom. As a company grows, though, and from the start, it's just as important to look at those who never make it through the funnel, or who jump out of it at the very top.

When companies run focus groups on their products, they often show me the positive feedback. I'm almost invariably more interested in the folks who've registered negative feedback, though I sense many product teams find watching that material to be stomach-churning. Sometimes the feedback isn't useful in the moment; perhaps you have such strong product-market fit with a different cohort that it isn't useful. Still, it's never not a bit of a prick to the ego.

However, all honest negative feedback forms the basis of some asymptote in some customer segment, even if the constraint isn't constricting yet. Even if companies I meet with don't yet have an idea of how to deal with a problem, I'm always curious to see if they have a good explanation for what that problem is.

One important sidenote on this topic is that I'm often invited to give product feedback, more than I can find time for these days. When I'm doing so in person, some product teams can't help but jump in as soon as I raise any concerns, just to show they've already anticipated my objections.

I advise just listening all the way through the first time, to hear the why of someone's feedback, before cutting them off. You'll never be there in person with each customer to talk them out of their reasoning, your product or service has to do that work. The batting average of product people who try to explain to their customers why they're wrong is...not good. It's a sure way to put them off of giving you feedback in the future, too.”

How do you set Prices for your attraction?
Pricing is expensive or cheap depending on who you are targeting, therefore, framing & testing is critical.


NEWS/Quick-Takes:
California Data Privacy Law Passes
“The bill -- AB 375, or the California Consumer Privacy Act -- turns the tech world's business model on its head by letting regular internet users ask for the data a company has collected on them and whom the data has been sold to. That alone could be eye-opening for consumers. Most people understand their online activity is being tracked for targeted advertising, but we don't have a broad understanding of what data's being used. The bill will take effect at the beginning of 2020.”

Facebook/Twitter now publicly show all ads a brand is running
“Every Facebook Page carries a new button called “Info and Ads.” That new section will display the ads the Page is currently running across Facebook, Instagram, Messenger and Facebook’s partner network. Facebook also will have a button to report each ad. Facebook also will publicly share more information about Pages. Pages will display changes to their names along with the date they were created. Facebook said it plans to add more information in the coming weeks.”

Pinterest is Growing Faster than Twitter and Snapchat, and Offers Significant Opportunities
Pinterest may not be growing at the rate the company had once anticipated, but the platform is expanding, with new data showing that the app is now closing in on 250 million monthly active users, up from the 200 million it reported back in September.
https://www.socialmediatoday.com/news/pinterest-is-growing-faster-than-twitter-and-snapchat-and-offers-significa/524417/


Main Topic:
Pricing Your Attraction
Consider: Are you a Value or Luxury Play?
Have you tested pricing through digital A/B tests, etc.?

Examples:
Pricing is expensive or cheap depending on who you are targeting, therefore, framing & testing is critical.
Pat Flynn - Testing your product before the product is built.
Use the contrast principle.
Stay away from predictions; people are terrible at predictions.
Always offer tiers.
Find out your optimal capacity; you can make a fatal mistake if you misjudge your capacity. Whatever you think the capacity will be, divide it in half and price from there.

Wrap-Up:
Leadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4
Use ‘GANTOMINSIDER’ for $30 OFF

Free Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

In this PODCAST EPISODE, we chat with the organizers of SEHEC (Southeast Halloween Enthusiast Convention) and the Seasonal Attraction Leadership Symposium.

Philip Hernandez: Director of Marketing & Sales for Gantom Lighting and Controls, a reputable company in the attraction space known for their quality lighting and controls.

William Ramsay: Also known as Dr. Terror Eyes, has taught his Haunting skills in various conventions all over the United States.

Seasonal Attraction Leadership Symposium
The Seasonal Attraction Leadership Symposium is the one event for industry professionals in Southern California where you can learn and network with the best and the brightest in the themed entertainment industry.


Philip Hernandez
The 2nd Annual Leadership Symposium is July 30th, 2018, aboard the historic and haunted Queen Mary in Long Beach, California. The theme of this year’s event is “First Impressions.”

Besides presentations by leading industry professionals on this theme, the day’s activities will include a tour of the Queen Mary and a preview of the upcoming “Dark Harbor” Halloween event.

Dive Deep into the Theme with Industry Experts & Moderators

Crafting Memorable First Impressions using the key elements of Elevation, Insight, Pride, and Connection is the touchstone for presentations at this year’s event.

Deepening the learning using the discussion and workbook format assures the information goes home with the participant and becomes part of their reservoir of knowledge.

Plus, tour the ship with The Queen Mary attractions team and enjoy the opportunity to discover more about the ship's operations directly from the team.

Southeast Halloween Enthusiast Convention (SEHEC)
The Southeast Halloween Enthusiast Convention (SEHEC) is both a Halloween fandom-based educational event and a charitable fundraiser dedicated to the largest portion of Halloween-lovers: the Halloween Enthusiast.

It's for folks who share their love of Halloween (and the Paranormal) with others and just wait until October!

Southeast Halloween Enthusiast Convention (SEHEC)
CHARITABLE CAUSE: A portion of the event’s proceeds go to the Tampa Shriners Hospital for Children to help pay for necessary medical care for afflicted young patients.

HISTORY: Born out of eight years of make-n-take (instructive prop building) gatherings so popular, they outgrew the venue! SEHEC is the next masterful step to bring Halloween enthusiasts together to learn, share and grow their love for all things Halloween.

This event features a variety of educational seminars (Halloween-related and Paranormal), instructional demonstrations, Make-n-Take courses (learn-how-to courses where you bring home the creation you made with guided assistance), guest speakers, product vendors, master artists – even from hit television shows, and provides a welcoming atmosphere for Halloween socializing.

LOCATION: The SEHEC show is in Central Florida and is conveniently located about 75 miles from Universal Studios, Disney World and Sea World.

THE EVENT:

-Friday night: Ocala Ghost Walk Tour: 7:30 PM to 9:00 PM and away from the event venue.

- Saturday day is the Convention Show and Courses: 8 AM to 6 PM

-Saturday night is the "Haunted Eye Ball" adult costume party with food, freshly-brewed beer and local vineyard-produced wine, 8 PM to Midnight.

- Sunday in the Convention Show and Courses: 9 AM - 2 PM.

REGISTRATION: - Registration will only be available ONLINE at www.SEHEC.com - AFTER JUNE 30th, ALL prices are at-the-door purchases and are higher at the venue. - No 2018 T-shirts will be available for ordering after June 30, 2018 as they are a Limited Edition run. - You will receive one T-shirt (valued at $20) with your paid admission ticket purchase online. You'll receive it upon check-in at the show on July 14th/15th.

As requested on the "A Scott in the Dark" Facebook group, Scott chats about the role of a director for haunted attractions.

There is no easy answer to which platform you should choose, but here’s a guide to follow!

NEWS/Quick-Takes:
Instagram TV is pulling us ever closer to a future full of tall videos
https://www.popsci.com/instagram-tv-is-pulling-us-ever-closer-to-future-full-tall-videos
“Everyone spends time on Instagram,” he said. “Every single person is always on Instagram. When you go to YouTube, you’re actively looking for something. Instagram, you’re waiting in line and it’s like, let me just go waste some time.”
https://www.nytimes.com/2018/06/21/style/instagram-igtv.html

Tours and Activities Sector Still Faces Challenge of Moving Bookings Online (I thought this could be an interesting conversation about last-minute bookings for seasonal events)
https://skift.com/2018/06/12/tours-and-activities-sector-still-faces-challenge-of-moving-bookings-online/


Main Topic:
Social Media Starter Kit
There is no easy answer.

Here are a few things to try:
Register your name at least on everything to keep it (yelp, facebook, and Google my business).
Maintain consistency on platforms (keywords, logo, name spelled the same, etc).
Family targets: Facebook/IG
Younger: Snapchat/IG
Twitter: Reporters and professionals
LinkedIn: B2B / Business Development

Understand why you are using the platform.
Answer these questions:
What are we trying to get from the platform?
Awareness
Engagement
Authority
Leads
Sales
Business Development
Traditional Media
Customer Service
Who specifically are we trying to engage?

Why do people use social media?
To stay in touch with friends
To stay up to date with current events
To fill u spare time
To find Entertaining Content
General Networking
Because of Social Groups
To Share Photos or Videos
To Research/ Find Products to Buy


Wrap-Up:
Leadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4
Use ‘GANTOMINSIDER’ for $30 OFF

Free Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

Just imagine the look on your team’s face when you receive that extra media coverage!

How would you feel if your next media event makes a difference? Combining some recent experience from Great America’s new roller coaster with pointers from “The Art of Gathering: How We Meet and Why It Matters” by Priya Parker (https://amzn.to/2ymtJ0E), we offer up a checklist for more meaningful media mentions.

NEWS/Quick-Takes
BarkBox cuts Facebook spending in favor of traditional channels
“Smart companies will always be looking to find eyeballs in other places at lower costs.”
https://digiday.com/marketing/barkbox-cuts-facebook-spending-favor-traditional-channels/

Warner Bros. crackdown puts Dark Mark over Potter festivals
"It's almost as if Warner Bros. has been taken over by Voldemort, trying to use dark magic to destroy the light of a little town," said Sarah Jo Tucker, a 21-year-old junior at Chestnut Hill College, which hosts a Quidditch tournament that coincides with the annual suburban Philadelphia festival.
https://www.nwitimes.com/entertainment/warner-bros-crackdown-puts-dark-mark-over-potter-festivals/article_d7a32e32-f532-5e97-b655-897089fa6a3e.html

Curated Graduation List from Audible:
“The speech you wish your commencement speaker had made”
https://www.audible.com/ep/s/audiobooks-graduation


Main Topic: Media Events
Brad’s event at Great America and launching their new rollercoaster.
When should you do a media event? What is the correct size?
Think about the end result and work backward.
Example: Great America knew it was a large event and easy to pitch. Versus the VR event Knott’s held, which needed a smaller group because more one on one time was required. Knott’s was able to walk each person through the experience.
One on one works great for exclusives when you need to explain history or details.
Should you do a large event, small groups or one-on-one?

“The Art of Gathering: How We Meet and Why It Matters” by Priya Parker
Book link: https://amzn.to/2ymtJ0E
-We reduce gatherings to the things and not the people.
Focus first on the purpose- the real purpose.
A category is not a purpose.
Exclude people who don't fit the purpose.

-Think about the size: 6, 12-15, 30, 150.

-The opening & ending
Don't open with logistics & never end on logistics.
If you need logistics, do it as the 2nd to last rather than the last.
Add a Thank You: honor them!
Recall your purpose.
What is your exit line?


Wrap-Up
Leadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4
Use ‘GANTOMINSIDER’ for $30 OFF

Free Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com