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 also applied two crucial audience lenses named “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 Seekers most often use “free”, “family”, “fun”, and “experience” when asked what’s one thing that will make them visit an attraction. 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 utilize promotional offers and visualize fun in creative messaging, while also A/B testing calls to action with the use of these crucial keywords that resonate with the Seeker.
Captivate with Compelling Offers
Convert Seekers into first-time guests by strategically leveraging marketing and advertising promotions. Capitalize on keywords such as “free” and “discounts” to create irresistible offers that prompt immediate action. By highlighting value-focused benefits, you can effectively entice Seekers to make their first visit.
Visualize the Experience
Craft advertising creative that vividly portrays the excitement and joy of a visit to your attraction. Seekers are often motivated by the prospect of creating memorable moments with their family. By showcasing fun and family-oriented experiences, you tap into their desire to provide similar moments for their loved ones. Utilize engaging visuals and storytelling in your family marketing campaigns to immerse Seekers in the adventure that awaits them.
Test and Refine
Optimize your Seeker advertising efforts through rigorous A/B testing of different creative assets and calls to action. Experiment with variations that emphasize keywords like “free,” “family,” “fun,” and “experience” to gauge their impact on conversion rates. By continuously refining your approach based on real-time data, you can fine-tune your strategies for maximum effectiveness.
Conclusion: Discounts, and Fun, and Experiences – oh my!
By strategically targeting Seekers and tailoring your experience marketing efforts to their preferences, marketing leaders at theme parks, zoos, aquariums, water parks, museums, and family entertainment centers can effectively convert interest into action. With compelling offers, captivating visuals, and data-driven refinement, you’ll not only attract Seekers but also turn them into enthusiastic first-time guests. Embrace the opportunity to connect with this audience and unlock the full potential of your attraction.
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.
