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Adapting your attraction to a new target market’s culture
MP3•Episode home
Manage episode 237129413 series 1003205
Content provided by Philip Hernandez and Seasonal Entertainment Source Magazine. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Philip Hernandez and Seasonal Entertainment Source Magazine or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
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?
…
continue reading
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?
64 episodes
MP3•Episode home
Manage episode 237129413 series 1003205
Content provided by Philip Hernandez and Seasonal Entertainment Source Magazine. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Philip Hernandez and Seasonal Entertainment Source Magazine or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
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?
…
continue reading
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?
64 episodes
All episodes
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