1 / 15

Branding the Visitor Experience Philadelphia Visitor Experience Conference October 12, 2015

Branding the Visitor Experience Philadelphia Visitor Experience Conference October 12, 2015 Alisa Martin Vice Director, Brand Management and Visitor Services. EXPECT MORE, PAY LESS. THINK AGAIN, LOOK AGAIN. CELEBRATE THE ATHLETE IN ALL OF US. EXCITING THE LEARNING IN EVERYONE.

lewismark
Download Presentation

Branding the Visitor Experience Philadelphia Visitor Experience Conference October 12, 2015

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Branding the Visitor ExperiencePhiladelphia Visitor Experience Conference October 12, 2015 Alisa Martin Vice Director, Brand Management and Visitor Services Burtynsky Show

  2. EXPECT MORE, PAY LESS THINK AGAIN, LOOK AGAIN CELEBRATE THE ATHLETE IN ALL OF US EXCITING THE LEARNING IN EVERYONE

  3. BRAND = PROMISE

  4. Branding the Visitor Experience • Make sure the right people are at the table. • Know your audience. • Recognize your unique qualities and the experience you provide. • Engage and grow your audience. • Acknowledge trade-offs. • Exercise patience.

  5. Who are the decision-makers? • Consider organization structure • Promote strategic focus • Manage complete cycle of the product or service • Include frontline staff

  6. Visitor Motivations- John Falk & Lynn Dierking Explorer Facilitator Experience Seeker Professional/Hobbyist Recharger Respectful Pilgrims Affinity Seekers

  7. What makes you so special? • SWOT Analysis against competitors • What are you doing that your competition thinks is impossible? • Unique brand experience • You provide the clues or signals. • Your audience alwayshas an experience.

  8. Effective Practices for Building Arts Audiences - Bob Harlow

  9. Effective Practices for Successful Audience Engagement • Recognizing when change is needed • Identifying the target audience that fits • Determining what kinds of barriers need to be removed • Taking out the guesswork: Audience research to clarify the approach • Thinking through the relationship

  10. Effective Practices for Successful Audience Engagement • Providing multiple ways in • Aligning the organization around the strategy • Building in learning • Preparing for success

  11. Something’s Gotta Give • What is on the cutting room floor? • Hard choices • ROI • Funding challenges • Ticket pricing • Relationship building

  12. Are we there yet? • Organizational change takes time • Resistance is natural • Shiny objects attract attention • Commitment to the long run

  13. Digital Age • Unique challenges and opportunities • Audience expectations • Great divide • Tech focus

More Related