Marketing Your Attraction

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.

-Don't be a chill host.

-Manage the transition into the gathering passageway /ushering
Then she fell: attendees first seated in a reception area and given an elixir/keys

-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

The hosts discuss tracking versus email list retargeting and the best examples for using each at your attraction.
“Retargeting ads are a form of online targeting advertising and are served to people who have already visited your website or are a contact in your database.”


NEWS/Quick-Takes
When: The Scientific Secrets of Perfect Timing
Book by Daniel H. Pink
Brad’s take: The book is a quick read that I didn’t completely enjoy, but there were some valuable takeaways. The chapter about the importance of endings was interesting and directly applied to attractions. “Endings are very important. Several studies have shown that experiences are judged by their ending. Peaks and endings are most prominently remembered. Just look at Yelp and TripAdvisor reviews. Signaling an ending can make people appreciate things more. For example, in a chocolate taste test, participants enjoyed the last chocolate more when told it was the last chocolate, even though it was exactly the same as the other chocolates. How can you make your attraction’s finale extra special?”

THE VOID Expansion (9 locations opening. Total of 17 globally)
Great article in FunWorld - http://www.iaapa.org/news/funworld/funworld-magazine/feature---into-the-void---june-2018

Brand attractions taking over!
“THE GUINNESS Storehouse in Dublin is the most visited attraction in Ireland during a record year, tourism figures reveal. More than 1.7 million people looked round the home of Ireland's most famous stout in 2017, according to Fáilte Ireland's annual list of Ireland's most popular visitor attractions.”
https://www.irishnews.com/news/2018/06/09/news/guinness-storehouse-in-dublin-is-the-most-visited-attraction-in-ireland-during-a-record-year-for-tourist-industry-1351468/

Instagram Rolls Out '@Mention Sharing', a New Way Share Stories Content
https://www.socialmediatoday.com/news/instagram-rolls-out-mention-sharing-a-new-way-share-stories-content/525264/

Facebook's 3D Posts are Coming - Here's What They'll look Like
“the new 3D posts will provide a level of depth to posted images, and will respond when you scroll past or angle your phone.”
https://www.socialmediatoday.com/news/facebooks-3d-posts-are-coming-heres-what-theyll-look-like/525332/


A perfect follow-up to our influencer show:
3 Ways to Determine if an Influencer’s Impact Is Real or Fake.
It's sometimes hard to tell if followers are bought or genuine.
https://www.adweek.com/brand-marketing/3-ways-to-determine-if-an-influencers-impact-is-real-or-fake/

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

Your listener challenge: Explain what you do in one sentence using a Character, a Problem, a Plan, & vision of Success.
Using pointers from “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller (available here: https://amzn.to/2kOGSFY) we discuss the importance of explaining the whole story to your customers.

Send us your one-liners for a chance to be featured on the show!
Email: [email protected]

Subscribe to show notes: www.marketingyourattraction.com

NEWS

1. AT&T Shape Conference at Warner Bros. (Entertainment/Technology/VR/AR)
-Red Hydrogen Holographic Phone
-Brent Bushnel from Two-Bit Circus Presentation
(Launching 50,000 square foot Micro-Amusement Park in LA later this year)
Brad’s takeaways from Two-Bit’s Presentation:
Scalability and immersion are opposing forces.
Future Successful Experiences will be immersive, out-of-home, social, intuitive and as a bonus meaningful.
Videos will eventually be posted at: https://shape.att.com

2. Mary Meeker’s Annual Internet Trends Report
General Partner at Kleiner Perkins
https://www.recode.net/2018/5/30/17385116/mary-meeker-slides-internet-trends-code-conference-2018
Advertising Slides: 96 - 99
Household Spending Slide 132: Spending on Entertainment is slightly decreasing

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

People buy the products they can understand the fastest. The hosts discuss simplifying concepts and campaigns using principles from “Make it Stick” and “Building a Story Brand.”
Make it Stick: https://amzn.to/2xm6xPn
Building a Story Brand: https://amzn.to/2IV9U5h

News
-Pew Research Center report about social media usage: http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/

-PDF on Top Email Subject Lines from Ask Formula: https://s3.amazonaws.com/ask-warming/Email-Subject-Line-Samples-FINAL.pdf?inf_contact_key=28ca53e19865bdb14bbbf48866e1d73cee94d3f3ef24fd570c0716b71686a8a4

-The Eureka Springs City Advertising and Promotion Commission gave Halloween City $4,000 for marketing efforts: http://www.lovelycitizen.com/story/2513061.html

-“Decorating Disney: Halloween” will be part of “31 Days of Halloween.” https://www.disneyabcpress.com/freeform/pressrelease/breaking-news-from-freeforms-2018-upfront-presentation/

-Excellent article on influencers: https://www.fairobserver.com/culture/social-media-influencers-marketing-twitter-facebook-instagram-news-51421/

-Tour companies experimenting with Halloween packages: https://www.gadventures.com.au/trips/draculashalloweenpartyintransylvania/EQHH/

-Wired’s How Social Media Became a Pink Collar Job: “The assumption was that these jobs were extensions of what people would be doing for fun anyway.” https://www.wired.com/story/how-social-media-became-a-pink-collar-job/

-Twitter introduces new US election candidate labels & launches its Political Campaigning Policy: https://marketingland.com/twitter-introduces-new-us-election-candidate-labels-launches-its-political-campaigning-policy-241017

-FTC Guide -> https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking

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

Subscribe to show notes: www.marketingyourattraction.com

The hosts discuss the value of local business partnerships. News: Google Duplex, Skorr, AI Influencers.

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

Subscribe to show notes: www.marketingyourattraction.com

We explore press kit essentials and media pitches.
Subscribe for expanded show notes: www.marketingyourattraction.com

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

Influencer Marketing is evolving rapidly and is a significant tool is today’s marketing toolkit. Dive into use examples, dos, and don'ts in this episode.
News: Instagram payments & a warning on ‘experts.’
Subscribe: www.marketingyourattraction.com

Ideas stick because they tap into emotion via our ‘Profound Motivation.’ As marketers, we frame ideas to tap into emotion, but often disregard the Profound Motivations of guests. We discuss the concept of framing for higher level motivations.
News: Google Rules The World, but so does Facebook; Amazon's Ad Business; Thinkwell Media; Thorpe Park; Axe-Throwing Leagues.
Subscribe: www.marketingyourattraction.com

Main Topic:
Trends in The Social Landscape

News Items:
Once focused on scale, Hearst is cutting back on aggregation and viral fluff
Disney Parks App

Campaign Example:
Google Connect LIVE

Subscribe here: www.marketingyourattraction.com

“For the first time in human history, people aged 65 and older will outnumber children under age 5.” Mass market is over and demographics are changing. What can you do to appeal to older adults?


News:

“The Dubai-listed Legoland operator received 851,000 visits in the first quarter of the year, an increase of 55,000 visits over the last quarter”: https://www.thenational.ae/business/travel-and-tourism/dxb-entertainments-reports-45-increase-in-visitor-numbers-in-q1-1.720854

Brad MurderCo “Seriously, Black Market Escape Rooms was an unbelievable amount of fun, and now ranks in my top escape rooms, ever. From top to bottom, it excels in every way, and will delight even the most seasoned of escape room fanatics.”
https://horrorbuzz.com/murder-has-never-been-so-much-fun-review-of-black-market-escape-rooms-murderco/

IAAPA's Annual Benchmark Survey is now open for responses.

Efteling: a trackless transport system that allows the vehicles to move in all directions.
https://blooloop.com/news/efteling-thea-tea-symbolica/