Marketing Your Attraction

Hello marketers, I thought you'd enjoy this deep dive into the process that helped this attraction go viral on TikTok. Josh Sumsion from Dead City Haunted House comes on to discuss the process behind their TikTok videos, some of which are going viral. Here’s what you need to know to get your TikTok up and running.

This podcast is a recording from a recent panel on personalizing your messaging to guests in preparation of opening your attraction this season.The discussion is divided into three sections—recommendations about messaging for guests before you open, while guests are on-premises, and after it closes.Key Takeaways:Include safety in your messaging but focus on fun.Be aware of the rules and regulations in your area.Talk to this year’s haunt demographic.Be nimble and dynamic in response to feedback.Have a protocol for crisis management.Consider requiring advance, online purchase of tickets.Add value and raise your ticket prices.Introduce your safety messaging at the right time in the right places.Encourage guests to share their experiences on social media.Have staff visibly cleaning your haunt.Have a protocol for screening staff and responding if someone has symptoms.Let your guests know they’ll be scared safely.

For the first time on Marketing Your Attraction, we bring a listener on the show for live coaching. Gamliel Beyderman is Founder of OneBefore,America's First Jewish Escape Room in Brooklyn New York. Visit OneBefore here: onebeforeescape.com.

Scott Swenson joins us on the podcast to discuss the impact Story has in marketing your attraction.Scott has a new book out:Follow the Story: The Foundation of Every Great AttractionFollow the Story’s synopsis reads, “An attraction is most effective when it follows a path and takes guests on a journey. The story determines an attraction’s physical layout, character development, and technical design. It also points the way for clever marketing, merchandising, and branding. This book gives you the tools to develop a story and to use that story as a blueprint for your attraction's development.”Get your copy here or read more at www.followthestorybook.comHow does the story impact the marketing team?Because it’s not only about The Creatives. Departments must play together.Here are some takeaways from the recording: We become myopic when there are multiple departments but that isn’t true for the guest. The guest sees everything in one continuous experience. Moving past individual departments makes your attraction better because it makes the experience design cohesive.Successful marketing campaigns must have a ‘North Star’ to coordinate the departments together. Without this, the event design isn’t cohesive. Departments must be able to make individual decisions that contribute to the design rather than detracting from it. Specific SectionsBefore: How does marketing tell the backstory?If you don't have a strong IP to draw from, marketing helps the guest understand the story. Exposing your guests to the story longer increases their emotional reaction to the attraction. Use marketing to turn characters into ‘assets’ which continue to provide ROI for the event. To do this, their story must continue and evolve each year.After: How does marketing keep the story going and thereby reinforce asset creation?Scott shared an example of a Vampire Fashion Show campaign. Mrs. Vein actioned off items from her fashion show after the event.Alone experience - https://insidethemagic.net/2010/10/a-spoiler-free-tale-of-surviving-the-alone-personal-horror-experience-at-busch-gardens-howl-o-scream/Merchandising: Everything you sell reinforces the memory of the event. You’re purchasing a manifestation of the attraction. Connection merchandising to Your Story makes the guest more emotionally connection; this drives up demand but also encourages repeat visits. The story behind Merchandise must be compelling. Where should the marketing dollar go? All seasons are not created equal. Halloween focuses on physical set assets and brand name. Christmas, on the other hand, focuses more on the name of the experience. Connecting Departments. Where do we begin? Begin by getting face time with the creative department. Meet ‘The Creatives.’ Creatives want to be recognized. Then, set up a regular structured meeting that all stakeholders attend; keep communication open and everyone on the same page. Limit this meeting to 1 hour. PR example - Personalizing marketing to reach digital news sites, TV media, and influencers. Mentions in the book of how he turned photos of media personalities into vampires to get their attention.What’s the takeaway for the marketing team?You must understand the story and work with it, not fight it.Understand the Easter Eggs and the flow. When possible, work with the creative team during the creative development phase.Signing August 4th at Midsummer Scream.

Main Topic: Adapting your attraction to a new target market’s cultureStep 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?

Content Marketing is one of the most misunderstood tactics, and we explain it all in this episode.“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.In short, instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”-By Content Marketing InsWhy do it?Customer InformationCustomer RetentionThe History of Content Marketing: https://youtu.be/9OHgMMpGLzk John Deere & The Furrow Magazine: https://youtu.be/rbKvoKeu4vcGetting Started Guide: https://contentmarketinginstitute.com/getting-started/Examples:PC Gamer/Razer “The Complete Guide to PC Gaming”: https://www.pcgamer.com/introducing-the-complete-guide-to-pc-gaming/Ideas of Order Magazine made by Redbird for California Closets: https://www.ideasoforder.com/OK Go - The One Moment - made by Morton Salt: https://www.youtube.com/watch?v=QvW61K2s0tA MasterThis made by Liberty Mutual: http://www.jackmorton.com/work/building-content-driven-customer-loyalty-breakthrough-liberty-mutual/2018 Oscar winner animation short film | dear basketball: https://www.youtube.com/watch?v=ziUc0OCDmoUConsult QD by Cleveland Clinic: https://consultqd.clevelandclinic.org/ Restaurant and Attraction Magazines in hotel rooms are usually created by tourism boardsAirBNB Magazine and Trip Guideshttps://www.airbnb.com/things-to-dohttps://www.airbnb.com/magazineMeasuring Content MarketingHow do you find our if your target market is learning something from your content?Content and Website ViewsBrand SearchesSearch Engine RankingEmail Sign UpsPurchases by remarketing.End of Show Zest Enlight Marketing App - https://zest.is/enlight Seasonal Entertainment Source: https://haunted.typeform.com/to/k9CEOz

Where do ideas come from? What makes someone creative? How do I get better ideas? Discover the process and best practices behind brainstorming in this episode.

Experiential Marketing Experiences are increasing in number and complexity. Some experimental marketing campaigns are nearly identical to attractions! We discuss the benefits and threats posed by this new form of campaign.A quick overview of the different ones that we have experienced:The Twilight Zone Pop-Up at The GroveSmallfootIT ExperienceReady Player OneGuinness Brewery TourKnott’s Scary Farm example of “#ScarySelfie” with C-K agencyRazer Tour - College campus and video game events. Use claw machine to encourage guests to share email and post on social media.Razer uses Future Publishing Events - www.futureplc.com/services/events/Could be a secondary source of income for an attraction to create experiential marketing experiences for companies. There are entire agencies that create events. Game of Thrones/Westworld Activations - www.giantspoon.com/Use of MarketingDecide your goal: Sales, in-person awareness, online exposureCosts/Location - Demographic, malls, festivals, community centers such as the beachIt must be high quality, represent clearly your experience (think of it as a free trial), and include a CTAHow do you prove the value?

Struggling with your attraction's marketing plan? This episode walks you step by step through a marketing plan. Download the template from our email list!

NEWS/Quick-Takes:The Halloween season is starting much earlier than usual and the Theme Park Halloween landscape is shifting to keep pace.See Festival del Terror at 6 Flags Mexico, the early Cedar Point opening of HalloWeekends, and Knott’s. Follow news from the Haunted Attraction Network for more Halloween updates.Six Flags Great America located just outside of Chicago is hoping to increase job applicants by offering a free ticket for anyone that interviews.Main Topic:Marketing’s Role In Recruiting - Support HR DepartmentCreate recruiting content while filming assets for consumersUtilize social media, both paid and organic, to get the word out and recognize employees through social media. (Disney does a great job with the “Every Role Is A Starring Role”)Offer incentives to current employees and returning employees.Facebook Jobs - https://www.facebook.com/business/learn/facebook-page-post-jobs Wrap-Up:Free Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com Visit MarketingYourAttraction.com for blog posts and an archive of past episodes.Jack The Ripper Virtual Reality Haunted House at HollowZone.comSubscribe to the podcast and leave a review on iTunes or your favorite podcast player.

NEWS/Quick-Takes:Amazon has YouTube envy: https://www.bloomberg.com/news/articles/2018-08-15/amazon-wants-twitch-to-be-a-youtube-competitor?mod=djemCMOToday Theme Park Announcements:Canada’s WonderlandSix Flags Magic MountainCarowindsScary FarmSkullcandy creates live concert series as part of content marketing push“Consumers today, young consumers are very savvy, and they’re very savvy about paid influencers. Obviously, we’re a commercial entity, and of course we want to sell headphones, but we want the music to be pure,” Klodnicki said. Of course, Skullcandy can — and does — retarget attendees and viewers with more commercial advertisements after the fact. Skullcandy spends the majority of its marketing budget on digital ads. Unlike Apple and Bose, it doesn’t buy TV or print ads.”https://digiday.com/marketing/skullcandy-creates-live-concert-series-part-content-marketing-push/Secrets of the Wicker Man at Alton Towers revealed“Filmed over several months, the documentary follows the team as they complete construction of Wicker Man, a family thrill-ride with a huge sculpture at its heart that appears to burst into flames as the ride rushes through it. As the resort was preparing to open the attraction to the public, senior members of the Alton Towers team revealed to the documentary how important the success of the £16 million ride is, as they strive to rebuild trust with visitors following the incident on The Smiler in 2015 which saw two young women, Leah Washington and Vicky Balch, lose a leg.”https://www.derbytelegraph.co.uk/burton/alton-towers-channel-4-wicker-1882935 Main Topic:UpchargingHow can you charge your guests more and make them feel like they are getting a much better value than guests spending less? How can you create that value?Airbnb Story: What does an 10 star experience look like?https://mastersofscale.com/brian-chesky-handcrafted/Wrap-Up:Free Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com Visit MarketingYourAttraction.com for blog posts and an archive of past episodes.Subscribe to the podcast and leave a review on iTunes or your favorite podcast player.

NEWS/Quick-Takes:This 18+ Horror-Themed Campground Is The Most Disturbing Place To Go Camping: https://www.narcity.com/ca/on/toronto/travel/this-18-horror-themed-campground-near-toronto-is-the-most-disturbing-place-youll-ever-go-campingSix Flags launches loyalty program:https://www.marketwatch.com/press-release/six-flags-launches-preeminent-new-loyalty-program-2018-08-15 Main Topic:Groupon/GoldStar DiscountingOften necessary on slower days. Build the margin into your price. Make a discounting plan before you begin. You don’t want to be reactive (IE numbers are low, so we’ll reduce price). There’s not getting around that school and work nights are tough for our audiences. Nobody wants to feel like they spent more than they had to. Audiences come to expect something is listed on Groupon/Goldstar. Thus, it’s both an advantage and a disadvantage.Our recommendation?Build those margins into the plan from the beginning and form relationships with discount sites ahead of time. That way, when it is needed, you can pull the lever. Those sites are a last resort.Don’t forget to negotiate with the sites and try to add value on your own platforms first.Can you add value to your channels first? IE buy a ticket get a free food item, etc.If the added value doesn't work, try a targeted discount. Keep this discreet if possible.Wrap-Up:Free Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com Visit MarketingYourAttraction.com for blog posts and an archive of past episodes.Subscribe to the podcast and leave a review on iTunes or your favorite podcast player.

The hosts walk through best practices for working with marketing, creative, and media buying agencies for your attraction.NEWS/Quick-Takes:Physical products are more valuable than digital products - https://www.adweek.com/brand-marketing/how-can-marketers-deal-with-an-oversaturated-digital-space-turn-back-to-physical-products/ Expansion of Dollywood: “The "new land," a $37 million investment, was the theme park's largest capital investment ever.”https://www.wbir.com/article/news/local/dolly-parton-announces-plans-for-new-dollywood-area-set-to-open-in-2019/51-580078465Snapchat Story Ads - https://forbusiness.snapchat.com/blog/introducing-story-ads-a-new-way-to-showcase-your-brand-or-product-in-discover/ “With one tap, Snapchatters can jump into a collection of 3-20 Snaps and dive deeper into your new fashion collection, movie release, suite of products, and more.”Main Topic:Ad Agencies - Help businesses execute marketing strategies and they range from full service to boutique. Think of them as an extension to your marketing department, which differs from contractors because they have support systems in place. Full-Service, Creative vs. Consultant vs. Media Buying vs. Smaller Specialities (Social Media, PR, etc.)Pros: They help reduce cost because you get the benefit of their expertise without needing to hire. Additionally, they provide an infrastructure for those that do not want to manage a piecemeal team. It’s a benefit for smaller companies until you’re large enough to make your own worth it (Disney). For example, Universal uses multiple agencies for different campaigns.Advice:Try to avoid lengthy contracts. Agencies try to get you to sign a longer contract, but try to take it project by project.Costly retainers. Retainers can be high, and be aware that an agency has many clients; they’re not always working on your attraction.Some will charge an hourly wage and others charge a fee on top of the spend. Example, for $10,000 spent on Google ads, they will take 10% added on top. The agency manages the ads so you don’t have to worry.Craft your RFP and outline exactly what you need.What’s campaign distribution?What specifically do you need?Sit down with at least 5-10 agencies; treat this like hiring employees (both in terms of testing and in terms of cultural fit).It’s OK to wait if you don't find a good fit.There are three broad functions to cover: Media Buy/Placement, Campaign Strategy, and Creative. Wrap-Up:Free Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

NEWS/Quick-Takes:Empty Malls - https://digiday.com/marketing/online-retailers-using-empty-mall-spaces-test-products/ The Science of Storytelling -https://marketingland.com/the-science-of-storytelling-245561 The Expanding Market:“DXB Entertainments saw the number of visitors to Dubai Parks and Resorts rise 48% during the second quarter and 46% during the first half of 2018. International guests accounted for 38% of visitors during the first half, while annual pass holders made up 25% of visits.”Another Reason to Monitor your Brand:“A post on a Facebook page called 'Six Flags Club' has been shared over 100,000 times with over 40,000 comments. The post writes that every single person who shares and comments within the next 12 hours will get 4 free Six Flags tickets. Western Mass News confirmed with a spokesperson for Six Flags Wednesday night that the page is not associated with the amusement park. We're told Six Flags is working with Facebook to try and take the post down.”Peter Weishar is UCF’s new professor of themed entertainment design. Main Topic:SEO for BeginnersStep 1 - Keyword ResearchThink about what keywords guests will use to find your attraction. Make sure to think about general categories and other terms that the general public might use. For example, not just haunted house, but also haunted maze, Halloween things to do, etc.Step 2 - Setup your site correctlyDon’t put your text into images on your website. Make sure you have at least 150 - 300 words on each part of your page and you naturally include the keywords a few times in that text.Google factors in how mobile friendly your website is and how long it takes to load. Make sure to compress the images. Google Webmasters Program: https://www.google.com/webmasters Plug-In for Wordpress -> Yoast SEO: https://yoast.com/wordpress/plugins/seo/ Step 3 - Get other websites to link to your site:Social Media PlatformsCommunity Event CalendarsContact your local Visitor Bureaus and ask them to promote you on their websitePartner PagesLocal Bloggers, Newspapers, other media outletsAttraction Directories, search “Things To Do” Where to go next?Creating a blog. Adding more content onto your site. Writing guest blog posts for other blogs and linking back to your site. Using keyword tools like Moz.com: https://moz.com/explorer/ https://moz.com/free-seo-toolshttps://moz.com/beginners-guide-to-seo Wrap-Up:Free Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

NEWS/Quick-Takes:Alien: Descent vs. The Void Midsummer Scream: A great convention chuck full of marketing examples for attractions. All the attractions in the Southern California area participate and each is a great example of attractions connection with guests at conventions. Track the hashtag online to see some of the examples. Six Flags brought a scare zone, scare actors, and hosted a main stage announcement panel. ​Main Topic:Yelp and TripAdvisor Review Websiteshttps://hbr.org/2018/02/study-replying-to-customer-reviews-results-in-better-ratings “Harvard Business Review found that when hotels start responding, they receive 12% more reviews and their ratings increase, on average, by 0.12 stars. While these gains may seem modest, TripAdvisor rounds average ratings to the nearest half star: A hotel with a rating of 4.26 stars will be rounded up to a 4.5, while a hotel with 4.24 stars will be rounded down to a 4. Therefore, even small changes can have a significant impact on consumers’ perceptions.”Why? “If the consumer notices a manager responding to past reviews, they might decide not to leave a trivial or unsubstantiated negative review, to avoid a potentially uncomfortable online interaction with the manager. Once hotels started responding, they experienced a sharp drop in the rate of short negative reviews. And while longer negative reviews still cropped up, these reviews often contained constructive feedback that could be useful to managers trying to make changes.”Example of how to handle hecklers: https://tim.blog/2018/07/16/aisha-tyler/Tips:Encourage reviews, but focus on one platform at a time (one CTA). Make sure you have a dedicated team member to managing feedback and reviews.De-escalate the situation and remove them from the public view as soon as possible.Assign responses to someone who is trained is guest service and knows how to handle these situations and resolve them.Wrap-Up:Free Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

NEWS/Quick-Takes:Theme Park WiFi - http://www.latimes.com/business/la-fi-theme-park-wifi-20180720-story.htmlReviews of Comic-Con Activations including escape rooms: https://www.hollywoodreporter.com/live-feed/jack-ryan-walking-dead-san-diego-comic-con-activation-hits-misses-1128727 TEA Masters: http://www.inparkmagazine.com/tea-masters-call-for-nominees/Nine Ways To Build Brand Relationships With Teens On Social Media: https://www.forbes.com/sites/forbesagencycouncil/2018/07/21/nine-ways-to-build-brand-relationships-with-teens-on-social-media/#580c7517324bSix Ways You Can Use Yoga Principles In Your Social Media Marketing: https://www.forbes.com/sites/forbesagencycouncil/2018/07/20/six-ways-you-can-use-yoga-principles-in-your-social-media-marketing/#3d453d6a4639​Main Topic:Digital vs. Traditional Marketing for big and small attractionsUnderstand the difference between Mass Marketing and Direct Selling; most traditional marketing is mass marketing.As always, you must understand your market.Crossing The Chasm has a great definition of ‘market’ as “a set of customers who have similar needs/wants and ref each other.”Toggling between mass marketing and direct selling will depend on your market and the ability you have to reach a tipping point within that market.Marketing is only useful if it can maintain a market.The Marketing FunnelTop: Cold leads go inBottom: ConversionDigital marketing is at the bottom and Traditional is at the top.You begin with general awareness and work them down.Targeting Rating Points (TRPs): The percentage of the audience you’re targeting will be reached and the frequency. You must run a full campaign (5-7 times); otherwise, you’ll have no impact. Wrap-Up:Leadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4 Use ‘GANTOMINSIDER’ for $30 OFFFree Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

Picking Partners: How To Evaluate Sponsorship OpportunitiesNEWS/Quick-Takes:Elevating Moments Into Lasting Memories article: http://bradjashinsky.com/memorable-moments-themepark-attraction/Live stream from a roller coaster: http://bradjashinsky.com/live-stream-roller-coaster/ Changing The Game: Socialize Founder Akanksha Goel On The Evolution Of Her Digital Media Agency: https://www.entrepreneur.com/article/316645Explanation of strategy: “Goel reveals its strategy to be something she calls “ART + SCIENCE.” “ART stands for thumb-stopping creative,” she says. “In a region where people spend so much time on mobile, a brand’s content/message/story needs to stand out while their audience is scrolling. Our creative team specializes in creating this content that is built for the mobile newsfeed. SCIENCE stands for innovative media, harnessing the power of real-time social data to target audiences with military precision, allowing our personalized messages to be seen by the right people, at scale– driving measurable business growth for clients.”How museums are attracting new audiences with creative ways to enhance guests’ well-being: http://www.iaapa.org/news/funworld/funworld-magazine/cover-story---namaste---july-2018 Alton Towers set for major expansion with 102 'camping pods': https://www.birminghammail.co.uk/news/midlands-news/alton-towers-set-major-expansion-14887771 “each pod will have a double bed and two singles, as well as electricity, with communal shower and toilet blocks elsewhere.”Disney World holiday plans include Toy Story Land, 'Up' showhttp://www.orlandosentinel.com/travel/attractions/theme-park-rangers-blog/os-et-disney-christmas-toy-story-land-20180709-story.htmlFacebook Tests New Info Labels for Branded Content Partnershipshttps://www.socialmediatoday.com/news/facebook-tests-new-info-labels-for-branded-content-partnerships/527783/​Main Topic:Evaluating Sponsorship OpportunitiesMake sure you vet them properly:Media Kit - Are they giving you real numbers? Distribution?Website- Is it updated, responsive, good meta, etc?What is their social presence like? Are people reacting?Referrals - Who else has worked with them and what did they say?Make sure they truly reach the market you’re targeting.Focus on your call to action and simplify the steps.Tie it back to your ‘why’ so that it is coherent.Don’t forget to think outside of the box; good partners are always responsive.Understand this takes more work.Is the team excited to work with you?Problem versus the ‘Potential’ mindset.Brad’s examples:Foodbeast.Crypt TV.Wrap-Up:Leadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4 Use ‘GANTOMINSIDER’ for $30 OFFFree Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

NEWSBlooloop’s Top 50 Theme Park Influencer ListAn interesting read to see the diversity of the industry.https://blooloop.com/blooloop-50-theme-park-influencer-list/#top50How Cedar Fair Scaled An Immersive Mobile ExperienceJim Denny VP of eCommerce: https://www.bloomreach.com/en/blog/2018/06/how-cedar-fair-scaled-an-immersive-mobile-experience.html Main Topic:Ask More: A Simple Guide to Asking More Effective Guest Survey QuestionsRecommended Reading1.Ask: The Counterintuitive Online Formula to Discover Exactly What Your Customers Want to Buy. By Ryan Levesque https://amzn.to/2ztMn7k2.Decisive: How to Make Better Choices in Life and Work by Chip & Dan Heath https://amzn.to/2u8ZeGQ3.Influence: The Psychology of Persuasion by Robert B. Cialdini https://amzn.to/2KKVSEeGeneral Notes1.Everyone should be surveying, no matter the size/level of experience.1.It doesn’t have to be complex.2.Understand what you’re going to use the data for and how to codify it (see below for biases)3.Don’t make the surveys too long, 3-5 questions max but 3 is ideal. 4.People are terrible at predictions.1.Ask: What did they not like, what did they do in the past.5.People are bad at giving examples without proper framing.1.Ask: ‘On a scale from 1-10 how would rate the ride?’ and then ‘why did you not rate it lower’6.The longer the response, the closer you are to a pain or peak point.7.Understand the Net Promoter Score belowa.Remember we want to move people up ranks to have incredible experiences and not waste too much time on the pits if they aren’t realistic.8.Understand the genre of the survey: QuantitativeQualitativeObservingNet Promoter Score (below)9.Use surveys to counter biasesNarrow FramingConfirmation BiasShort-Term EmotionOverconfidence About the Net Promoter Score:“On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?” Based on their rating, customers are then classified in 3 categories: detractors, passives and promoters”https://www.medallia.com/net-promoter-score/ Brad’s Invisible Asymptotes Reference“I see many companies spend time analyzing funnels and seeing who emerges out the bottom. As a company grows, though, and from the start, it's just as important to look at those who never make it through the funnel, or who jump out of it at the very top.When companies run focus groups on their products, they often show me the positive feedback. I'm almost invariably more interested in the folks who've registered negative feedback, though I sense many product teams find watching that material to be stomach-churning. Sometimes the feedback isn't useful in the moment; perhaps you have such strong product-market fit with a different cohort that it isn't useful. Still, it's never not a bit of a prick to the ego.However, all honest negative feedback forms the basis of some asymptote in some customer segment, even if the constraint isn't constricting yet. Even if companies I meet with don't yet have an idea of how to deal with a problem, I'm always curious to see if they have a good explanation for what that problem is.One important sidenote on this topic is that I'm often invited to give product feedback, more than I can find time for these days. When I'm doing so in person, some product teams can't help but jump in as soon as I raise any concerns, just to show they've already anticipated my objections.I advise just listening all the way through the first time, to hear the why of someone's feedback, before cutting them off. You'll never be there in person with each customer to talk them out of their reasoning, your product or service has to do that work. The batting average of product people who try to explain to their customers why they're wrong is...not good. It's a sure way to put them off of giving you feedback in the future, too.”

How do you set Prices for your attraction? Pricing is expensive or cheap depending on who you are targeting, therefore, framing & testing is critical.NEWS/Quick-Takes:California Data Privacy Law Passes“The bill -- AB 375, or the California Consumer Privacy Act -- turns the tech world's business model on its head by letting regular internet users ask for the data a company has collected on them and whom the data has been sold to. That alone could be eye-opening for consumers. Most people understand their online activity is being tracked for targeted advertising, but we don't have a broad understanding of what data's being used. The bill will take effect at the beginning of 2020.”Facebook/Twitter now publicly show all ads a brand is running“Every Facebook Page carries a new button called “Info and Ads.” That new section will display the ads the Page is currently running across Facebook, Instagram, Messenger and Facebook’s partner network. Facebook also will have a button to report each ad. Facebook also will publicly share more information about Pages. Pages will display changes to their names along with the date they were created. Facebook said it plans to add more information in the coming weeks.”Pinterest is Growing Faster than Twitter and Snapchat, and Offers Significant OpportunitiesPinterest may not be growing at the rate the company had once anticipated, but the platform is expanding, with new data showing that the app is now closing in on 250 million monthly active users, up from the 200 million it reported back in September.https://www.socialmediatoday.com/news/pinterest-is-growing-faster-than-twitter-and-snapchat-and-offers-significa/524417/Main Topic:Pricing Your AttractionConsider: Are you a Value or Luxury Play?Have you tested pricing through digital A/B tests, etc.?Examples:Pricing is expensive or cheap depending on who you are targeting, therefore, framing & testing is critical.Pat Flynn - Testing your product before the product is built.Use the contrast principle.Stay away from predictions; people are terrible at predictions. Always offer tiers.Find out your optimal capacity; you can make a fatal mistake if you misjudge your capacity. Whatever you think the capacity will be, divide it in half and price from there. Wrap-Up:Leadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4 Use ‘GANTOMINSIDER’ for $30 OFFFree Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

There is no easy answer to which platform you should choose, but here’s a guide to follow!NEWS/Quick-Takes:Instagram TV is pulling us ever closer to a future full of tall videoshttps://www.popsci.com/instagram-tv-is-pulling-us-ever-closer-to-future-full-tall-videos“Everyone spends time on Instagram,” he said. “Every single person is always on Instagram. When you go to YouTube, you’re actively looking for something. Instagram, you’re waiting in line and it’s like, let me just go waste some time.”https://www.nytimes.com/2018/06/21/style/instagram-igtv.htmlTours and Activities Sector Still Faces Challenge of Moving Bookings Online (I thought this could be an interesting conversation about last-minute bookings for seasonal events)https://skift.com/2018/06/12/tours-and-activities-sector-still-faces-challenge-of-moving-bookings-online/Main Topic:Social Media Starter KitThere is no easy answer.Here are a few things to try:Register your name at least on everything to keep it (yelp, facebook, and Google my business).Maintain consistency on platforms (keywords, logo, name spelled the same, etc).Family targets: Facebook/IGYounger: Snapchat/IGTwitter: Reporters and professionalsLinkedIn: B2B / Business DevelopmentUnderstand why you are using the platform.Answer these questions:What are we trying to get from the platform?AwarenessEngagementAuthorityLeadsSalesBusiness DevelopmentTraditional MediaCustomer ServiceWho specifically are we trying to engage?Why do people use social media?To stay in touch with friendsTo stay up to date with current events To fill u spare timeTo find Entertaining ContentGeneral NetworkingBecause of Social GroupsTo Share Photos or VideosTo Research/ Find Products to BuyWrap-Up:Leadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4 Use ‘GANTOMINSIDER’ for $30 OFFFree Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

Just imagine the look on your team’s face when you receive that extra media coverage!How would you feel if your next media event makes a difference? Combining some recent experience from Great America’s new roller coaster with pointers from “The Art of Gathering: How We Meet and Why It Matters” by Priya Parker (https://amzn.to/2ymtJ0E), we offer up a checklist for more meaningful media mentions.NEWS/Quick-TakesBarkBox cuts Facebook spending in favor of traditional channels“Smart companies will always be looking to find eyeballs in other places at lower costs.”https://digiday.com/marketing/barkbox-cuts-facebook-spending-favor-traditional-channels/ Warner Bros. crackdown puts Dark Mark over Potter festivals"It's almost as if Warner Bros. has been taken over by Voldemort, trying to use dark magic to destroy the light of a little town," said Sarah Jo Tucker, a 21-year-old junior at Chestnut Hill College, which hosts a Quidditch tournament that coincides with the annual suburban Philadelphia festival.https://www.nwitimes.com/entertainment/warner-bros-crackdown-puts-dark-mark-over-potter-festivals/article_d7a32e32-f532-5e97-b655-897089fa6a3e.html Curated Graduation List from Audible: “The speech you wish your commencement speaker had made”https://www.audible.com/ep/s/audiobooks-graduationMain Topic: Media EventsBrad’s event at Great America and launching their new rollercoaster.When should you do a media event? What is the correct size?Think about the end result and work backward.Example: Great America knew it was a large event and easy to pitch. Versus the VR event Knott’s held, which needed a smaller group because more one on one time was required. Knott’s was able to walk each person through the experience.One on one works great for exclusives when you need to explain history or details. Should you do a large event, small groups or one-on-one?“The Art of Gathering: How We Meet and Why It Matters” by Priya ParkerBook link: https://amzn.to/2ymtJ0E -We reduce gatherings to the things and not the people.Focus first on the purpose- the real purpose.A category is not a purpose. Exclude people who don't fit the purpose. -Think about the size: 6, 12-15, 30, 150.-Don't be a chill host.-Manage the transition into the gathering passageway /usheringThen she fell: attendees first seated in a reception area and given an elixir/keys -The opening & endingDon't open with logistics & never end on logistics.If you need logistics, do it as the 2nd to last rather than the last.Add a Thank You: honor them!Recall your purpose.What is your exit line?Wrap-UpLeadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4 Use ‘GANTOMINSIDER’ for $30 OFFFree Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

The hosts discuss tracking versus email list retargeting and the best examples for using each at your attraction.“Retargeting ads are a form of online targeting advertising and are served to people who have already visited your website or are a contact in your database.” NEWS/Quick-TakesWhen: The Scientific Secrets of Perfect TimingBook by Daniel H. PinkBrad’s take: The book is a quick read that I didn’t completely enjoy, but there were some valuable takeaways. The chapter about the importance of endings was interesting and directly applied to attractions. “Endings are very important. Several studies have shown that experiences are judged by their ending. Peaks and endings are most prominently remembered. Just look at Yelp and TripAdvisor reviews. Signaling an ending can make people appreciate things more. For example, in a chocolate taste test, participants enjoyed the last chocolate more when told it was the last chocolate, even though it was exactly the same as the other chocolates. How can you make your attraction’s finale extra special?”THE VOID Expansion (9 locations opening. Total of 17 globally)Great article in FunWorld - http://www.iaapa.org/news/funworld/funworld-magazine/feature---into-the-void---june-2018Brand attractions taking over!“THE GUINNESS Storehouse in Dublin is the most visited attraction in Ireland during a record year, tourism figures reveal. More than 1.7 million people looked round the home of Ireland's most famous stout in 2017, according to Fáilte Ireland's annual list of Ireland's most popular visitor attractions.”https://www.irishnews.com/news/2018/06/09/news/guinness-storehouse-in-dublin-is-the-most-visited-attraction-in-ireland-during-a-record-year-for-tourist-industry-1351468/Instagram Rolls Out '@Mention Sharing', a New Way Share Stories Contenthttps://www.socialmediatoday.com/news/instagram-rolls-out-mention-sharing-a-new-way-share-stories-content/525264/Facebook's 3D Posts are Coming - Here's What They'll look Like“the new 3D posts will provide a level of depth to posted images, and will respond when you scroll past or angle your phone.”https://www.socialmediatoday.com/news/facebooks-3d-posts-are-coming-heres-what-theyll-look-like/525332/ A perfect follow-up to our influencer show:3 Ways to Determine if an Influencer’s Impact Is Real or Fake.It's sometimes hard to tell if followers are bought or genuine.https://www.adweek.com/brand-marketing/3-ways-to-determine-if-an-influencers-impact-is-real-or-fake/Wrap-UpLeadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4 Use ‘GANTOMINSIDER’ for $30 OFFFree Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

Your listener challenge: Explain what you do in one sentence using a Character, a Problem, a Plan, & vision of Success.Using pointers from “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller (available here: https://amzn.to/2kOGSFY) we discuss the importance of explaining the whole story to your customers.Send us your one-liners for a chance to be featured on the show!Email: philip@gantom.comSubscribe to show notes: www.marketingyourattraction.comNEWS1. AT&T Shape Conference at Warner Bros. (Entertainment/Technology/VR/AR)-Red Hydrogen Holographic Phone-Brent Bushnel from Two-Bit Circus Presentation (Launching 50,000 square foot Micro-Amusement Park in LA later this year)Brad’s takeaways from Two-Bit’s Presentation:Scalability and immersion are opposing forces. Future Successful Experiences will be immersive, out-of-home, social, intuitive and as a bonus meaningful.Videos will eventually be posted at: https://shape.att.com 2. Mary Meeker’s Annual Internet Trends ReportGeneral Partner at Kleiner Perkinshttps://www.recode.net/2018/5/30/17385116/mary-meeker-slides-internet-trends-code-conference-2018 Advertising Slides: 96 - 99Household Spending Slide 132: Spending on Entertainment is slightly decreasingLeadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4Use ‘GANTOMINSIDER’ for $30 OFFFree Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

People buy the products they can understand the fastest. The hosts discuss simplifying concepts and campaigns using principles from “Make it Stick” and “Building a Story Brand.”Make it Stick: https://amzn.to/2xm6xPnBuilding a Story Brand: https://amzn.to/2IV9U5hNews-Pew Research Center report about social media usage: http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/-PDF on Top Email Subject Lines from Ask Formula: https://s3.amazonaws.com/ask-warming/Email-Subject-Line-Samples-FINAL.pdf?inf_contact_key=28ca53e19865bdb14bbbf48866e1d73cee94d3f3ef24fd570c0716b71686a8a4-The Eureka Springs City Advertising and Promotion Commission gave Halloween City $4,000 for marketing efforts: http://www.lovelycitizen.com/story/2513061.html-“Decorating Disney: Halloween” will be part of “31 Days of Halloween.” https://www.disneyabcpress.com/freeform/pressrelease/breaking-news-from-freeforms-2018-upfront-presentation/-Excellent article on influencers: https://www.fairobserver.com/culture/social-media-influencers-marketing-twitter-facebook-instagram-news-51421/-Tour companies experimenting with Halloween packages: https://www.gadventures.com.au/trips/draculashalloweenpartyintransylvania/EQHH/-Wired’s How Social Media Became a Pink Collar Job: “The assumption was that these jobs were extensions of what people would be doing for fun anyway.” https://www.wired.com/story/how-social-media-became-a-pink-collar-job/-Twitter introduces new US election candidate labels & launches its Political Campaigning Policy: https://marketingland.com/twitter-introduces-new-us-election-candidate-labels-launches-its-political-campaigning-policy-241017-FTC Guide -> https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-askingLeadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4Use ‘GANTOMINSIDER’ for $30 OFFFree Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com Subscribe to show notes: www.marketingyourattraction.com

The hosts discuss the value of local business partnerships. News: Google Duplex, Skorr, AI Influencers.Leadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4Use ‘GANTOMINSIDER’ for $30 OFFFree Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com Subscribe to show notes: www.marketingyourattraction.com

We explore press kit essentials and media pitches.Subscribe for expanded show notes: www.marketingyourattraction.comLeadership Symposium: https://www.eventbrite.com/e/seasonal-attraction-leadership-symposium-2018-registration-45141589710?aff=0a3e2d60b4Use ‘GANTOMINSIDER’ for $30 OFFFree Subscription to Seasonal Entertainment Source: http://seasonalentertainmentsource.com

Influencer Marketing is evolving rapidly and is a significant tool is today’s marketing toolkit. Dive into use examples, dos, and don'ts in this episode. News: Instagram payments & a warning on ‘experts.’Subscribe: www.marketingyourattraction.com

Ideas stick because they tap into emotion via our ‘Profound Motivation.’ As marketers, we frame ideas to tap into emotion, but often disregard the Profound Motivations of guests. We discuss the concept of framing for higher level motivations.News: Google Rules The World, but so does Facebook; Amazon's Ad Business; Thinkwell Media; Thorpe Park; Axe-Throwing Leagues.Subscribe: www.marketingyourattraction.com

Main Topic:Trends in The Social LandscapeNews Items:Once focused on scale, Hearst is cutting back on aggregation and viral fluffDisney Parks App Campaign Example:Google Connect LIVESubscribe here: www.marketingyourattraction.com

“For the first time in human history, people aged 65 and older will outnumber children under age 5.” Mass market is over and demographics are changing. What can you do to appeal to older adults?News:“The Dubai-listed Legoland operator received 851,000 visits in the first quarter of the year, an increase of 55,000 visits over the last quarter”: https://www.thenational.ae/business/travel-and-tourism/dxb-entertainments-reports-45-increase-in-visitor-numbers-in-q1-1.720854Brad MurderCo “Seriously, Black Market Escape Rooms was an unbelievable amount of fun, and now ranks in my top escape rooms, ever. From top to bottom, it excels in every way, and will delight even the most seasoned of escape room fanatics.” https://horrorbuzz.com/murder-has-never-been-so-much-fun-review-of-black-market-escape-rooms-murderco/IAAPA's Annual Benchmark Survey is now open for responses.Efteling: a trackless transport system that allows the vehicles to move in all directions.https://blooloop.com/news/efteling-thea-tea-symbolica/

News:Museum of selfies https://archpaper.com/2018/04/museum-selfies-graces-glendale-limited-time/#gallery-0-slide-0“The relationship between people and art has changed,” Mamedov told Mashable. “Now people don’t want to just be a silent consumer, they want to be a part of the art. There are many more selfies with the Mona Lisa than actual Mona Lisas.”The Museum of Selfies’ merging of artistic theory with mass-market consumerism is deeper pop-up fare than, say, the Museum of Ice Cream, and the questions raised by the exhibition echoes those that the architectural field are still grappling with.The International Board of Credentialing and Continuing Education Standards has bestowed on Sesame Place in Langhorne, Pennsylvania, the first designation of Certified Autism Center ever awarded to a theme park. https://ibcces.org/blog/2018/04/02/sesame-place-becomes-first-theme-park-world-designated-certified-autism-center/Campaign Example: WDW Vacation VideoMain Topic: How To Break Up Projects For OutsourcingSubscribe at: www.marketingyourattraction.com

Main Topic: Outsourcing is a necessity in today's workforce; we help you decide when and what can be outsourced.News:Facebook Data Breach:https://marketingland.com/facebooks-removal-of-third-party-targeting-data-what-we-know-237260Snapchat Advertisers can now target ads based on a radius around a specific geographic point or a location type -- like a beach, a movie theater or a university:https://marketingland.com/snapchat-bulks-up-location-based-ad-filters-launches-in-store-analytics-tool-236744Campaign Examples:Cirque Email:http://view.email.cirquedusoleil.com/?qs=6e94450c660aaad8f548cfb70bf4b55b2e0b23dbce3d25a0c1d313ed3724889653438ae5dc2ce868e31f3023a9a7be21aa57a9cbbc6fc76662d27a4be70113f2a10be02e4522c08dc4749412806de0e7Cirque Video:https://youtu.be/oiYqKUspXJg

Main Topic: Use collaborative idea sessions with your team to become newsworthy.Notes: Melanie from T Brand Studios on T.R.U.T.H. (Teachable, Reputable Sources, Uniqueness, Teachable, & Human Connection).Move from Product to Role and to Emotion.Duncan Wardle (Previous VP of Innovation):Use Naive Experts.Write down all the rules and then think about breaking one.Reword it.Use "Yes and" to nuture ideas in your team.Force Participation.References: Social Media Marketing World; King's Island Blog; Duncan Wardle.

Main Topic: Begin with 'Why' for any project at your attraction. Involving marketing early on to help with the 'Why' makes the entire process more efficient.References: "Purple Cow" by Seth Godin and "Start with Why" by Simon Sinek.News:PGAV Attraction of the Non-attraction: https://content.yudu.com/web/2r8b9/0A2rlk8/DestinologyFeb2018/html/index.html?refUrl=http%253A%252F%252Fwww.inparkmagazine.com%252Fpgav-fight-for-attendance%252FWhen Marketing Is A Waste Of Time & Money -> “When businesses focus on marketing before really figuring out what they are marketing and why anyone should care, they struggle to find new clients.”https://www.forbes.com/sites/piasilva/2018/02/28/when-marketing-is-a-waste-of-time-money/#365053f26882Think Like a Journalist

Main Topic: Use 'Elevation' to craft memorable experiences for guests at your attraction. Summarized from "The Power of Moments" by Chip & Dan Heath.News:General Data Protection Regulation (GDPR)Google's Mobile First Index (Why websites need to be mobile friendly)Snapchat Rolls Out New Analytics : Social Media Examiner

Brad & Philip discuss the concept of ‘Don’t Build Your House on Rented Land’ and how it relates to your marketing efforts in developing addressable audiences. The News is all about Facebook’s revision to their newsfeed algorithm.Subscribe to our email list for extra content: www.marketingyourattraction.comNews:Facebook Newsfeed UpdateDeclining Facebook Reach

Tyler brings the main topic of how attractions use Public Relations to protect, enhance, and build their brand. Philip discusses the news: 'Facebook, despite information that their audience numbers have been inflated, continues to evolve their platform. Here are 3 surprising changes that attractions should be aware of and strategize for.' We want to know what YOU want to hear and how we can help. Let us know here: http://hauntedapplication.com/

Tyler and Philip discuss list building, the Fake News Epidemic on Facebook, Instagram's growth, and the death of Vine- all in the context of Themed Attractions. For 2017- We want to know what YOU want to hear and how we can help. Let us know here: hauntedapplication.com/

Tyler and Philip discuss their upcoming season and shift to Themed Entertainment Marketing, Google's new Pop-up Policy, and interview Scott Swenson. We want to know what YOU want to hear and how we can help. Let us know here: http://hauntedapplication.com/

What? Facebook is evolving!Founded in 2004 Facebook became the fastest company ever to reach $250 Billion in July of 2015, and now 5 accounts are created every single second. Continued Growth of this nature is a difficult thing for a business, and Facebook has made many changes to stay relevant. Today we'll go through some of those changes, and what they mean for your attraction.

This show is all about Instagram! Facebook's image driven social site may be a little young, but there's no doubting their power or intent to capture more of the social market. We'll talk tips, stats, guidelines and a little theory to give you a crash course.

Tyler is back! This week Philip goes through his class from West Coast Haunters Convention on the role that social plays in your marketing and Tyler puts on the 'Haunt Owner' hat to ask questions. This week is a little dense, but you can get the notes by texting "HAUNTER" to 33444.

Sean Norman from Wells Township Haunted House shares his marketing experiences for the 2015 haunt season and Philip recaps news on Google Ad changes, the Google Accelerated Mobile Project, and reads another of Austin Smoot's article "Social Media Marketing: Everything You Need to Know."

In this bonus episode, Philip reads "Haunt Marketing 101: Three Questions every haunter should be asking" by Austin Smoot; this article is from the March edition of The Haunt Journal. You can read the full article in the March edition of The Haunt Journal. To get your free digital copy of the journal, check out our new app for tablets, or order a physical copy of the haunt journal go to: http://hauntjournal.com/

Philip sits down with Zach from Sir Henry's Haunted Trail to discuss what marketing Zach used to triple his attendance in 2015. Philip also discusses a great contest example from DVD.com. This episode is sponsored by Haunt Nation (join 32,000 Halloween & Horror Addicts as they share everything from reviews to how-to's) and The Haunt Journal (The only free monthly haunt industry magazine). Get on The Marketing Monday email list by texting MARKETINGMONDAY to 33444 or by visiting http://www.hauntedattractionspodcast.com/marketingmondays/

This episode finishes out our two-episode subject: reflections on haunt marketing experiences from our hosts. This week Tyler discusses his past marketing trials as Creative Director for Scream Park in Lexington.Get on The Marketing Monday email list by texting MARKETINGMONDAY to 33444 or by visiting http://www.hauntedattractionspodcast.com/marketingmondays/

In this short bonus episode, Philip reads "The 3 Myths of Social Media Marketing" by Austin Smoot of Specter Media. This article appeared in the January Issue of The Haunt Journal.Get on The Marketing Monday email list by texting MARKETINGMONDAY to 33444 or by visiting http://www.hauntedattractionspodcast.com/marketingmondays/

Tyler and Philip are back for 2016! This episode has several raves and a rant at the beginning, and then goes into a two-episode subject: reflections on haunt marketing experiences from our hosts. This week Philip discusses his past marketing trials, and next week Tyler will dive into his.Get on The Marketing Monday email list by texting MARKETINGMONDAY to 33444 or by visiting http://www.hauntedattractionspodcast.com/marketingmondays/

Tyler and Philip return to the most important (and difficult) concept for haunters and all businesses- Positioning. This one is very dense, but crucial to make sure that your marketing dollars are not completely wasted. Specific industry examples are discussed, along with theories from the book "Positioning: The Battle for Your Mind" by Ries & Trout. Among these are: understanding that positioning deals with the mind of the prospect, consumer reference points are reality, an oversimplified message is key to cutting through the noise, and choosing your ladder wisely.Reminder that 2016 applications to be included in the Haunted Attraction Network are only open for the next month: http://hauntedapplication.com/Get on The Marketing Monday email list by texting MARKETINGMONDAY to 33444 or by visiting http://www.hauntedattractionspodcast.com/marketingmondays/

Tyler and Philip discuss different methods for determining your marketing budget, share some real haunt examples, and discuss agency costs. Reminder that 2016 applications to be included in the Haunted Attraction Network are only open for the next month: http://hauntedapplication.com/Get on The Marketing Monday email list by texting MARKETINGMONDAY to 33444 or by visiting http://www.hauntedattractionspodcast.com/marketingmondays/

Philip raves about 'HorrorNaments,' Tyler rants about escape rooms, and the hosts discuss how and why to craft positioning statements for your haunt. Reminder that 2016 applications to be included in the Haunted Attraction Network are only open for the next month: http://hauntedapplication.com/Get on The Marketing Monday email list by texting MARKETINGMONDAY to 33444 or by visiting http://www.hauntedattractionspodcast.com/marketingmondays/