Download Marketing_Conference_Presentation

How does your marketing activity
compare to other attractions?
A snapshot
Nick How
February 2016
Mill House,
North Street,
York, YO1 6JD
Tel: 01904 632039
Dephna House
24-26 Arcadia Ave
London, N3 2JU
Tel: 0208 819 1397
You say the main challenges in attracting visitors are …
“Standing out in social
media & keeping our
profile raised in a busy &
competitive market
place”
“Generating
awareness of what is
on offer and changing
the perception of the
site as it is”
“Competition with other
social activities for 'share of
wallet', when so many
prefer a shopping/dining
experience”
“Lack of
investment/
development to the
attraction itself”
Q9. Going forward what do you see as the main challenge in attracting visitors and marketing your attraction?
“Getting the word out
there that we exist
with all the noise and
bigger budgets of
larger attractions”
What visitors typically tell us - information needs
Initially thinking where
to go
Narrowing down the
choice
Final decision
On the way
The decision making process – mix of information used
General
google
search –
online portal
Posters
Mixed picture in terms of marketing budgets
59% expect marketing budget in next few years to stay broadly similar to now
6%
16%
-16%
Slight increase
Significant increase
Q6. What do you expect to happen to your marketing communications budget over the next few years?
Slight reduction
If budgets limitless a celebrity could be hired
31%
19%
Q10. If you could, which personality / celebrity from the following list would you hire to promote your attraction?
19%
Digital marketing spend proving highly cost effective
29%
Printed Leaflets
16%
Newspaper / magazine advertising
11%
Own website
8%
Exhibitions and Trade Workshops
63%
25%
63%
16%
Radio advertising
6%
16%
Posters
6%
13%
Maintaining museum’s social media
5%
22%
E-newsletters
5%
16%
Being listed on portal websites
5%
25%
Paid promotions on social media
4%
19%
Other
4%
9%
Q2. What percentage of your marketing communications budget do you approximately spend on each of the following?
Q3. Please rank your top 3 most effective marketing activities for attracting visitors to your attraction from the list below, with 1st being your
most effective?
How large is your marketing team?
16% of staff on average are involved in marketing the attraction
37% in small attractions (less than 20k visitors) and 10% in those attracting 100k+
2 staff on average have the word ‘marketing’ in their job title
Ranges from 0 (71% of small attractions) to 7 (average of 3 in XL attractions)
Q7. What percentage of the staff in your attraction are involved in marketing?
Q8. How many staff in your attraction have the word ‘marketing’ in their job title?
Some considerably better at building a following
High
290,186
55,600
9,875
Low
829
698
79
Mean
34,896
10,986
2,212
Social media index - quantity not necessarily quality
Position
Top 10 Twitter per '000 visitors
Top 10 Facebook per '000 visitors
1st
Natural History Museum
National Army Museum
2nd
Bletchley Park
Chester Zoo
3rd
Galleries of Justice
Chatsworth House
4th
National Army Museum
Eureka! The Museum for Children
5th
Chatsworth House
Galleries of Justice
6th
Chester Zoo
Natural History Museum
7th
Shakespeare Birthplace Trust
Chill Factore
8th
Lichfield Cathedral
Bletchley Park
9th
Eureka! The Museum for Children
Shakespeare Birthplace Trust
10th
Chill Factore
Lichfield Cathedral
Top 10 calculated using FB and Twitter data on Monday 8th Feb divided by VisitEngland 2014 attraction visitor data
Lots of digital activity
Post content aimed at visitors on the
attraction’s social media platforms
81%
6%
Respond to posts from visitors on your
social media platforms (e.g. like their
post, share and /or reply)
91%
3%
Look in detail at the analytics available
for your social media pages
69%
6%
Q5. How often do you do the following? % saying always or often in blue and rarely or never in red
But are you missing out on building relations with more visitors?
Always
22%
Quite often
38%
Sometimes
28%
Rarely
Never
9%
3%
Q4. How frequently do you collect contact details of your visitors?
Q4a. How do you usually collect this visitor contact data?
From our website when
visitors buy tickets
57%
Via Gift Aid forms
39%
Staff ask for contact details 36%
at the admission desk
There is a box for visitors 36%
to post details in to if wish
Staff ask for contact details 11%
at the exit
Other
36%
Are you doing enough to leverage low cost or free marketing?
41% proactively encourage visitors to post
reviews / recommendations on websites such
as Trip Advisor (31% rarely or never)
22% create ‘moments’ during a
visit for visitors to take a picture
to post on social media (47%
rarely or never)
Q5. How often do you do the following? % saying always or often
Contact ...
Nick How
[email protected]
www.qaresearch.co.uk
Mill House
Dephna House
North Street
24-26 Arcadia Ave
York ,YO1 6JD
London, N3 2JU
Tel: 01904 632039
Tel: 0208 819 1397