Feed the FOMO: How to ignite interest in new and returning guests
Competition for leisure time is intense, and consumers have seemingly endless options. Attractions that don’t shift their marketing efforts to match new consumer behaviors and expectations run the risk of being seen as a once-in-a-while activity—or worse, not thought of at all. The leisure industry must learn to attract attention with thumb-stopping social media content and reconnect with lapsed guests and members to recapture that wallet share.
When the COVID-19 pandemic hit and indoor cultural attractions couldn’t have in-person visitors, the industry got creative. Attractions that thrived shifted their approach to meet their audience in virtual spaces which kept their fans and followers engaged, and also drove new interest and excitement in their destinations.
Consumers can and have visited their favorite spots again. Now the challenge for attractions is not just getting people in the door but becoming a repeat destination. Leisure industry organizations must apply that same pandemic creativity to inspire guests to return in person. A challenge, yes. But not an insurmountable one.
Meet your visitors where they are
Attractions are competing for screen share as much as they’re fighting for wallet share. When it comes to the social feed, consumers just want to see something new. Don’t worry so much about CTAs; instead focus on driving interest. Get people excited to visit. The foot traffic will come if the interest is there. Use these tips to create thumb-stopping social content:
Go behind the scenes: Show guests what happens when the lights go out. Share unexpected details and reveal what it takes to create their offline experience.
Maximize user-generated content: Your go-to angles and hero scenes—no matter how perfect—can feel stale after too long. User-generated content reveals unconventional ways for people to experience attractions.
Dive into the niche and nerd out on your passions: People love seeing staff who love what they do. Showcase your expertise within your field and your personality. And don’t shy away from getting a little weird.
Focus on a few well-chosen platforms: Your audience is more likely to follow and engage with your organization if you post high-quality content on one, maybe two platforms instead of trying to be everywhere at once.
Don’t risk letting your attraction be forgotten.
The gravestone for cultural institutions is being seen as a once-a-year activity. Lower foot traffic translates to lower revenues and more lapsed memberships; before long, you’re a forgotten destination.
The solution is not reinvention; rather it’s about continual community connection.
Most lapsed guests just need an invitation to come back. They want to know their money matters—and that they matter. Consumers want to buy; they don’t want to be sold to. Curate exhibits and guest experiences that speak to the cares and interests of your demographic and your community. Support local issues, sponsor events, and engage the community as a whole – online and in real life.
In the competition for leisure time, get your share. If you want to discuss marketing efforts for your attraction or identify new ways to optimize your social presence, reach out to schedule a call.
