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.
Doer Dynamics: Mastering the Balance of Paid Media and Owned Media
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 Doers, it is imperative for attraction marketing leaders to pinpoint and prioritize this audience to drive first-time visits and maximize repeat, high frequency guests.
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.
Our study revealed that Doers rely on paid advertising sources to gather information in their attraction discovery phase, while they prefer owned media channels to help stay enthusiastic after visiting. In order to maximize first-time guests and drive repeat visitation among Doers, it is essential for marketing leaders at theme parks, zoos, aquariums, water parks, museums, and family entertainment centers to prioritize and scale a paid media strategy while also leveraging owned media assets like your website and social media with new offers and promotions.
Paid Perfection: Capture New Guests with Paid Media
Our research indicates that most Doers discover and learn about new attractions through information sources that include paid advertising and the advertisements themselves. Convert Doers into new guests by prioritizing and scaling paid advertising for attraction discovery and learning. Therefore, it is crucial for marketing leaders at theme parks, zoos, aquariums, water parks, museums, and family entertainment centers to prioritize and scale a paid media strategy to effectively reach and engage this audience. By investing in targeted advertising campaigns, attraction marketers can capture the attention of Doers and entice them to experience what their attraction has to offer.
Reel in Repeat Visitors with Owned Media Channels
While paid advertising plays a crucial role in attracting Doers, owned media channels such as websites and social media platforms are equally important for maintaining enthusiasm and driving repeat visitation. Marketing leaders at theme parks, zoos, aquariums, water parks, museums, and family entertainment centers should leverage these owned channels to provide relevant content, offers, and promotions that keep Doers engaged even after their initial visit. By consistently delivering value through owned media assets, attractions can foster long-term relationships with this audience and encourage repeat visits.
Clicks and Tricks: Maximize Doer Conversion Rates with SEO
To maximize conversion rates among Doers, ensure that your website and SEO efforts align seamlessly with the Doer journey. By optimizing website content and ensuring that click-through URLs lead to relevant pages, attraction marketers can streamline the user experience and increase the likelihood of conversion. Investing in SEO strategies tailored to the preferences of Doers can further enhance visibility and attract organic traffic to the attraction’s digital platforms.
Conclusion: From Doer Discovery to Repeat Guest
To effectively engage with Doers, marketing leaders at theme parks, zoos, aquariums, water parks, museums, and family entertainment centers must first pinpoint and prioritize this audience segment. It is then imperative to strategically reach Doers’ in the discovery phase via paid media and then continue to earn their visits with promotional offers through owned media channels. This strategic approach will aid in driving both initial and repeat visits among the Doer audience.
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.
