Episode 76 - Building an Effective Destination Marketing Strategy

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  • 4/10/2018
    When choosing a destination to visit, today’s consumers have no shortage of options at their digital fingertips. It’s not enough to just sell tickets. Marketers in the destination and tourism industry have to find creative ways to reach and connect with visitors through memorable experiences. On this episode, Brock Richards, Vice President of Sales and Marketing for the Pro Football Hall of Fame, shares insights and strategies to capture your customer’s attention and keep them coming back.

    What You’ll Learn in This Episode

    • The importance of creating a multi-sensory memorable experience for visitors
    • How seasonality can impact tourism
    • How to use multiple content touchpoints to keep customers engaged

    Episode Quotables

    “If you walk through the Hall of Fame on any given day, you’ll see a lot of different groups of fans. You’ll certainly see families, sometimes you’ll see a group of three or four women together with no men in their group. But when you’re an attraction of this size, it’s hard to narrow it down to one specific target audience.”
    “We look at the markets that are represented by the class members and especially for Enshrinement Week, we get very specific on the markets where people come from. We use a lot of different tactics from PPC, social, digital, radio, TV, it’s a real kind of blanket effect.”
    “We’re a national attraction and people are making that pilgrimage to get to the Pro Football Hall of Fame. It’s important for them to leave going ‘Wow that was worth every penny.’”
    “A lot of businesses right now are starting to think nationally, internationally and globally because in this world that we live in, and it’s easy to communicate to all four corners of the world at once.”
    “It’s not just a museum, which is why in a lot of our creative, we don’t include the word ‘museum.’ Innately that sounds dry, dusty and static, and that’s not who we are. We really focus on the experience.”

    Check out the corresponding blog post about destination marketing. Listen to the full podcast below. Never miss another thunder::cast episode. Subscribe on iTunes/Apple PodcastStitcher or Google Play today!
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