IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
MARKETING
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
AGENDA
•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
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
SWOT ANALYSIS
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Complete your attraction’s
Marketing SWOT Analysis
Internal – Strengths and
Weaknesses
External – Opportunities
and Threats
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
What Business
Are We In,
Anyway?
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
In the end, it’s all about
CREATING MEMORIES!
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Disney Magic
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
New Campaign
IAAPA Attractions Expo 2010
November 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 2010
November 15 -19 Orlando, FL
Sample
You Tube video
http://www.msnbc.msn.com/id/3995
0050/ns/travel-travel_tips/
IAAPA Attractions Expo 2010
November 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 2010
November 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 vacations with the express hope that
they 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 2010
November 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 2010
November 15 -19 Orlando, FL
Hersheypark Memory
Makers
“One is only happy
in proportion as he
makes others happy.”
- Milton S. Hershey
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Social Media – Are You In?
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Once, Fingers Did the
Walking
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Now, Fingers Do the
Talking!
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Social Media –
BUMPY ROAD
AHEAD!
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
IAAPA Attractions Expo 2010
November 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 2010
November 15 -19 Orlando, FL
It’s All in How You
Respond…
In the hours after AT&T sent their special
message, Facebook posts jumped fivefold. 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 2010
November 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 2010
November 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-tosegment
– Relevant, targeted customer base
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Social Media – What Role?
It’s about relationships,
but of a different kind…
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Social Media
•How is the relationship
different?
•What are the implications
for your facility?
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Social Media
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Does Brand Matter??
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Branding is
Multi-Faceted
•Brand Essence
•Brand Identity
•More than just a pretty
logo or cute slogan
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
What is brand essence?
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.
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
What is brand essence?
•Think of Brand Essence as
the heart and soul of a
product or service.
•Brand Essence should be
viewed as long-term
positioning.
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
What is brand identity?
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
What is brand identity?
•Visible elements of a brand (such
as colors, design, logotype,
name, symbol) that together
identify and distinguish the brand
in the consumers' mind.
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
What is your facility’s
brand
•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?
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Branding
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Who is Your Target
Market?
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Sometimes staying true
to your brand involves
difficult choices…
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Sometimes staying true
to your brand involves
difficult choices…
•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
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
How Do You Distinguish
Your Brand?
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Distinguishing your
brand/facility
•The economy has leveled
the playing field
•Everyone discounts in
some form or fashion
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Brand in Our Industry –
Is It All About Customer
Service?
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Brand = Customer Service
•Does your experience
match your message?
•Or are you over promising
and under deliver?
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Is There a Connection
or a Disconnect
Between Marketing
and Operations?
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Marketing & Operations
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…”
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Create Your Action Plan
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Questions/comments?
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Contact us:
Cindy Farkas
Director, Seasonal Development &
Hershey Gardens
cfarkas@hersheypa.com
Doug Stagner
Director, Operations
SeaWorld Parks & Entertainment
doug.stagner@seaworld.com
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Thank You!
IAAPA Attractions Expo 2010
November 15 -19 Orlando, FL
Back up slides
IAAPA Attractions Expo 2010
November 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 2010
November 15 -19 Orlando, FL