10. Sales and Marketing
Contents
Building your Attraction/Activity Business
Sales and Marketing
The project plan details timelines for sales and marketing thinking around the following aspects:
- Strategy
- Targets
- Content
- PR
- CRM strategy (GDPR compliant)
- Digital delivery – web/social etc
- S&M interface with Operations
A Marketing and Sales strategy should be formulated at the outset of the project plan, and aligned with the Business Strategy, objectives and of course the mission and vision and values of the business.
The Sales and Marketing strategy will be reliant on a core agreement in the Mission, Vision and Values of the company, and the Attraction content will reflect this. True alignment will determine the delivery of the experience in line with the Business Objectives and the core Brand and the ’Essence’ of what the Attraction has set out to deliver to the Visitor.
It is recommended that the Marketing and Sales team are invested in the core ‘feel’ of the organisation at the outset as everything which they produce – e.g. sales collateral, digital delivery, marketing support and promotion initiatives will need to reflect the ‘Brand Voice’ and ultimately impact the visitor experience.
To this end, the alignment of the Marketing and Operation teams to a common purpose is vital to the delivery of precisely what the visitor wants, and ultimately delivers a guest experience which will secure the future of the business on an ongoing basis, be it from repeat business, loyalty or Word Of Mouth recommendation.