Generating and capturing demand is a key component to recovery to hold audiences and regain visitation, in the wake of COVID-19.Continue reading
Insight Bites: Generating Demand through Marketing
Check out our mini-masterclasses on how to generate demand via marketing:
Target markets and visitor origin
Find out the different ways to analyze where your visitors come from – and what that tells you about who they are and how they experience their visit.
Digital reach and engagement
Dive into the online world of organic and sponsored content to explore how your venue reaches and engages audiences digitally.
Online to onsite conversion
Check out innovative new ways to identify the impact of digital engagement on onsite visitation – and how to increase it.
Campaign attribution and ad return
Discover how to attribute success to your marketing efforts, calculating return on ad spend.
Earned media and press monitoring
Whether by free or paid solutions, track media mentions and analyze the impact of your public relations efforts.
Want to learn more about Dexibit?
Talk to one of our team to hear more about bringing big data analytics to your visitor attraction
Discover industry leading resources for visitor attractions professionals
Generating Engagement and Demand through Marketing
Fuel growth with demand management to increase your marketing reach, engagement and conversion – offsite and online, paid and organic.
Marketing is a key component in recovery to increase engagement with audiences on digital channels. Particularly to drive demand for onsite visitation upon reopening.
This guide outlines best practices for increasing reach, optimizing conversion, and powering growth for marketing teams. Discover how to best redefine target markets geographically, analyze performance by digital channel, optimize digital and onsite conversion, attribute campaign success, monitor earned media and press mentions
With this playbook, lead your team to:
- Analyze audiences and visitor target markets, including by visitor origin and distance travelled
- Compare channel performance, such as in advance bookings versus walk ups, Online Travel Agencies (OTA) and more
- Determine online funnel conversion, including the relationship between online and onsite visitation
- Calculate the Visitor Acquisition Cost (VAC) and compare campaign performance
- Discover how to track and analyze earned media, such as news mentions
5 ways attractions are using marketing to generate demand
Explore more playbooks:
Want to learn more about Dexibit?
Talk to one of our team to hear more about predicting and analyzing visitor behavior for retail revenue
Generating demand at MoMA with Rob Baker
Rob Baker, Director of Marketing and Creative Strategy at The Museum of Modern Art (MoMA) reflects on two reopenings in as many years, after the Museum’s temporary closure for a significant renovation before COVID-19.
Rob covers how MoMA has positioned and communicated with a primarily now local audience during the crisis while engaging the world online with viral and newsworthy moments like its comedic take on Kim Kardashian’s birthday trip. With a fast tracked digital transformation of the visitor experience now driving advance online bookings, we hear about how the call to action in MoMA’s marketing has changed.
Plus, hear Rob’s expectations and plans for the year ahead as the industry navigates rebuilding demand once vaccine rollouts are in progress and tourism begins to heat up.
Get in on the action by tweeting your favorite Kardashian inspired piece from MoMA’s collection: bit.ly/36XMIxA.
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