Unique Marketing Ideas in a Crowded Marketplace

Transcription

1 University of Massachusetts Amherst Amherst Tourism Travel and Research Association: Advancing Tourism Research Globally 2015 Marketing Outlook Forum - Outlook for 2016 Unique Marketing Ideas in a Crowded Marketplace Peggy Dalman The Biltmore Collection Follow this and additional works at: Dalman, Peggy, "Unique Marketing Ideas in a Crowded Marketplace" (2016). Tourism Travel and Research Association: Advancing Tourism Research Globally This Event is brought to you for free and open access by ScholarWorks@UMass Amherst. It has been accepted for inclusion in Tourism Travel and Research Association: Advancing Tourism Research Globally by an authorized administrator of ScholarWorks@UMass Amherst. For more information, please contact scholarworks@library.umass.edu.

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5 Dates: February 5 th May 25, 2015 Over 40 costumes from the popular Downton Abbey series on PBS on display in Biltmore House

6 Why did it make sense? Same time period as Biltmore Many parallels: Upstairs/downstairs Similar lifestyle Take advantage of the popularity of Downton Abbey series Added value for guests and our passholders

7 Wanted to test the concept with guests to confirm our assumptions about appeal and if it would be a visit driver

8 Utilized Best of Biltmore Panel 5,000 past guests who have agreed to participate in research for Biltmore

9 BAP 60% Non-BAP 31% Total 16% 12% 13% 9% 8% 2% 3% 4% 3% 1 Extremely unappealing Extremely appealing Q: How appealing is this exhibit? Top 3 Box

10 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% BAP 18% 15% 16% 15% 15% 16% 13% 13% 12% Neither improves my enjoyment of a visit nor motivates me to visit Non-BAP Total Enjoyment & Motivation Somewhat improves my enjoyment of a visit Definitely improves my enjoyment of a visit 23% 29% 28% Definitely improves my enjoyment and somewhat motivates me 54% 39% 22% 26% Definitely improves my enjoyment and definitely motivates me Q: Please indicate if this exhibit is something that would improve the enjoyment of your visit to Biltmore or something that would motivate you to visit or both?

11 45% 40% 35% 30% 25% BAP Non-BAP Total 39% 20% 15% 10% 5% 9% 5% 6% 5% 13% 11% 13% 14% 10% 15% 0% 1 Not at all likely Guaranteed Q: How likely are you to visit Biltmore to see the exhibit? to visit Top 3 Box

12 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% When Visit the Exhibit 42% 39% 36% 28% 25% 24% 24% 23% 20% 19% 11% 9% February March April May Q: When do you think you will visit Biltmore to see the Dressing Downton exhibition? BAP Non-BAP Total

13 100% 80% 60% 40% 20% 0% Appeal Likelihood to Visit Definitely/Somewhat motivates visit Dressing Downton Harvest Ill Mystery Tour Summer concert Tiffany Exhibit Vanderbilt Car Louis XV Rooms CLC Enhancements Train Exhibit Q: Please rate the appeal to you of seeing the./please rate your likelihood to visit Biltmore to see the Base: 2014 Downton (2415); 2012 Harvest Ill/Mystery Tour (1,855) 2010 Tiffany/Concerts All (2,559); 2010 Car All (2,256); 2008 CLC/Train/Rooms All (865) Top 3 Box % s Satisfier/Motivator question asked differently in 2008 study

14 Total Non-BAP BAP Not traveling during that time period 18% 36% 36% Live too far away 6% 32% 35% No interest in Downton Abbey 24% 27% 39% No interest in a costume exhibit 19% 17% 35% Other 14% 13% 19% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Q: Why are you not likely to visit Biltmore for the Dressing Downton exhibition? Check all that apply.

15 PR Social Media TV Online Sponsorships Other

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17 Focused on the parallels between Downton Abbey and Biltmore Weekly posts on Social media started in January and ran through March Posts on Facebook, Twitter, Pinterest and Instagram Targeted PBS and Downton Abbey followers Targeted Downton Abbey fans within driving distance Tested during Season 5 of Downton Abbey on PBS and determined the highest performing so they could be reused Contest on Pinterest Weekly blog posts showing specific room/costume

18 Facebook post that reached 45K targeted Facebook users and got a 2.8% Click Thru Rate Facebook likes grew 26% during the exhibition (not all of the growth can be attributed just to the exhibit) 10/20/2015

19 Included exhibition in all existing newsletters and campaigns to drive repeat visits Ran prior to and including the length of the exhibit

20 Sponsorship of PBS s Masterpiece theater with 2 :15 second spots at beginning and end Included Dressing Downton tag line on 30% of ads during exhibit

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22 Utilized gumgum network for display ads to target anyone doing a Downton Abbey related search Provided landing page about exhibit for all online ads

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24 Worked with Belk to sponsor the exhibition to off set some of the out of-pocket costs: Belk received exposure to our guests in printed materials, PR efforts, online and signage on-site as well as in store promotions

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26 Signage was added inside Biltmore House to share details about the costumes and the connection with Biltmore

27 What did our guests think? Attendance Individual Ticket Sales Ticket Revenues Per cap Revenues R.O.I. Impact on Area hotel sales

28 69% 55% 64% % Aware Prior to Visit % Important in Decision to Visit % Completely Satisfied with Exhibit Based on post visit Guest Sat survey: Aware = Yes; Rated 8,9 or 10 on importance and Rated 10 in satisfaction

29 Est. % Lift 70% 60% 50% Estimated % Lift in Attendance from Dressing Downton Exhibit Upper / Lower Range Estimate 40% 30% 20% 10% 28% 21% 13% 13% Total 17% 0% Feb Mar Apr May Total

30 Est. % Lift 120% 100% 80% Estimated % Lift in Adult Individual Daytime Ticket Sales from Dressing Downton Exhibit Upper / Lower Range Estimate 60% 40% 20% 0% 7% 9% 27% 25% Feb Mar Apr May Total Total 19%

31 21% 17% 16% 6% 8% February March April May Overall

32 22% 17% 12% 11% 14% February March April May Overall Per Cap Revenues include Retail, Food and Beverage and Tours

33 Very Positive 421% ROI

34 Est. % Lift 30% Estimated % Lift in Area Hotel Sales from Dressing Downton Exhibit 25% 20% 15% 12% 12% 10% 5% 7% 9% Total 8% 0% Feb Mar Apr May Total

35 Tie in with pop culture trends works! Drives PR opportunities Drives higher interest in general Social media worked Involve all departments to drive all revenue streams Sponsorships work Careful selection of partner make sure you have the same vision

36 We are trying the idea again! Don t expect as much success as with Downton; but research results were similar to Downton Dates: February 12, 2016 to July 4, 2016 Meryl Streep in her wedding dress; Out of Africa;

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