Jun 29 2019 62 mins
Main Topic: Adapting your attraction to a new target market’s culture
Step 1: You should have the demographic and psychographic analysis of this new target market done. Additionally, your team must have decided the new market is worth testing.
Step 2: What that we’re doing now needs to change?
You’ll go through each of the below considerations before deciding on tactics.
Tactics/Considerations:
Direct or Mass?
Mass marketing is for high throughput attractions targeting a large target market. Mass marketing includes TV, Radio, Hulu, etc. Sometimes you find microcosms where you can go mass in a small way. For example, college radio stations, community TV, regional billboards, or influencers.
Otherwise, most new target markets are a direct selling tactic.
Language.
The language applies to signage, directions, website, tickets, maps, apps, menus and more.
Do visitors understand your website and can they purchase tickets? What about references that don’t translate to English? This need not be a large overhaul but could benefit from tweaking.
Technology.
Many markets don’t have desktops; they’re using tablets and mobile only. They may not have access to new technology (IE buying refurbished devices). Is your market more tech-savvy or less tech-savvy? Do you need a phone line, a WhatsApp ID, a WeChat ID, or a Messenger link?
Distribution Channels.
How does this market consume media and check your quantity? Popular options include Facebook, WeChat, TripAdvisor, Instagram, Snapchat, WhatsApp, Google, and more. Developing a new distribution channel could be a large investment.
Media Assets.
Can your new target market see themselves in the narrative of your marketing? How well do your marketing assets translate over? Families, ethnicities, etc.
Values.
Will the nature of your attraction violate the value system of this new market? What about the marketing messages you’re using? Examples of multigenerational families, etc.
Attraction Theming.
Large examples include phantom manor versus mystic manor and small examples include adjusting stage shows by adding target market specific jokes.
Food.
If the target market is large enough, should you incorporate new food?
Step 1: You should have the demographic and psychographic analysis of this new target market done. Additionally, your team must have decided the new market is worth testing.
Step 2: What that we’re doing now needs to change?
You’ll go through each of the below considerations before deciding on tactics.
Tactics/Considerations:
Direct or Mass?
Mass marketing is for high throughput attractions targeting a large target market. Mass marketing includes TV, Radio, Hulu, etc. Sometimes you find microcosms where you can go mass in a small way. For example, college radio stations, community TV, regional billboards, or influencers.
Otherwise, most new target markets are a direct selling tactic.
Language.
The language applies to signage, directions, website, tickets, maps, apps, menus and more.
Do visitors understand your website and can they purchase tickets? What about references that don’t translate to English? This need not be a large overhaul but could benefit from tweaking.
Technology.
Many markets don’t have desktops; they’re using tablets and mobile only. They may not have access to new technology (IE buying refurbished devices). Is your market more tech-savvy or less tech-savvy? Do you need a phone line, a WhatsApp ID, a WeChat ID, or a Messenger link?
Distribution Channels.
How does this market consume media and check your quantity? Popular options include Facebook, WeChat, TripAdvisor, Instagram, Snapchat, WhatsApp, Google, and more. Developing a new distribution channel could be a large investment.
Media Assets.
Can your new target market see themselves in the narrative of your marketing? How well do your marketing assets translate over? Families, ethnicities, etc.
Values.
Will the nature of your attraction violate the value system of this new market? What about the marketing messages you’re using? Examples of multigenerational families, etc.
Attraction Theming.
Large examples include phantom manor versus mystic manor and small examples include adjusting stage shows by adding target market specific jokes.
Food.
If the target market is large enough, should you incorporate new food?