Watauga’s latest research, the “2024 Attraction Visitor Report: Insights for Maximizing New & Repeat Guests,” is a game-changer for attraction marketing leaders at theme parks, zoos, aquariums, water parks, museums, and family entertainment centers. With findings derived from an extensive consumer attitudinal research study involving 3,590 participants, the report dives deep into the minds of attraction guests. This article summarizes one of the many key takeaways uncovered in the research.
Seekers: Diverse and Vibrant, The Key to Guest Growth
Understanding the mindsets of current attraction visitors and potential guests is the first step toward developing strategies to activate and engage them. Focusing on the Seekers, it is imperative for attraction marketing leaders to convert Seekers into guests to maximize sales.Our study revealed that Seekers are more likely to identify as non-white. Seekers stand out for their notably greater racial diversity in contrast to Doers. In order to convert Seekers into guests, it is essential for marketing leaders at theme parks, zoos, aquariums, water parks, museums, and family entertainment centers to design an inclusive advertising strategy that both reaches and connects with the more demographically and racially diverse audience of Seekers.
Understanding Visitor Mindsets, Seekers, and Doers
Our research study unveiled three distinct visitor mindsets. Passionate Visitors who prioritize meaningful moments with loved ones at attractions and consider the cost secondary. Intentional Visitors who value frugality and personal space, prioritizing their visits when it is financially affordable and when crowds are reduced. Passive Visitors who prefer familiar attractions close to home, find fulfillment in routines, and often lose interest after visiting an attraction several times.
Watauga applied two crucial audience lenses, “Seekers” and “Doers,” to closely analyze the data and the three mindsets of attraction visitors. Seekers are individuals who have not visited an attraction but express interest in doing so. Doers are individuals who have either visited an attraction in the past or are current attraction guests.
Inclusive Advertising: Light a Spark in the Seeker
To convert Seekers into guests, marketing leaders must spearhead a multi-faceted approach rooted in inclusivity. The first action involves enhancing Seeker conversion through inclusive and diverse marketing and advertising strategies. Tailoring content to resonate with the diverse audience, both demographically and racially, ensures a meaningful connection. This approach not only broadens the attraction’s appeal but also fosters a sense of inclusiveness and belonging.
Precision in Targeting: The Role of Data Management Platform (DMP)
A Data Management Platform (DMP) becomes a crucial tool in the arsenal of attraction marketers. This platform enables precise Seeker audience targeting, aligning advertising efforts with the unique characteristics of diverse communities. By utilizing a DMP, attraction marketing leaders can ensure that their messages reach the right audience with maximum impact, fostering engagement and conversion.
Authentic Collaboration: Diverse Voices, Trusted Choices
Collaborate with multicultural influencers and community leaders to inject authenticity into advertising messages. These influencers are deeply connected to diverse communities and serve as authentic ambassadors, which enables your attraction to resonate with Seekers on a personal level. This collaborative approach builds trust and credibility within diverse audience segments.
Conclusion: Design for Diversity
The journey to convert Seekers into guests demands an inclusive approach that mirrors the rich diversity of this unique audience. By embracing inclusive advertising strategies, utilizing advanced technologies like a Data Management Platform, and forging authentic collaborations, attraction marketing leaders at theme parks, zoos, aquariums, water parks, museums, and family entertainment centers can bridge the gap and convert Seekers into engaged guests. In this era of diversity and inclusion, attraction marketing becomes not just about entertainment but about creating experiences that resonate with every Seeker, regardless of their background or identity.
To download a complimentary copy of Watauga’s 2024 Attraction Visitor Report and view an interactive visualization of the research data, please visit https://wataugagroup.com/attraction-visitor-report.