February 2016 How does your marketing activity compare to other attractions? A snapshot Nick How Mill House, North Street, York, YO1 6JD Tel: Dephna House Arcadia Ave London, N3 2JU Tel:

You say the main challenges in attracting visitors are … “Standing out in social media & keeping our profile raised in a busy & competitive market place” Q9. Going forward what do you see as the main challenge in attracting visitors and marketing your attraction? “Competition with other social activities for 'share of wallet', when so many prefer a shopping/dining experience” “Generating awareness of what is on offer and changing the perception of the site as it is” “Lack of investment/ development to the attraction itself” “Getting the word out there that we exist with all the noise and bigger budgets of larger attractions”

Double check suitable and ticks boxes Sell idea to family or friends On the way - plan time - practical info Practical considerations What visitors typically tell us - information needs Alert to ideas Sourcing pool of options Store away ideas until needed Initially thinking where to go Narrowing down the choice Final decisionOn the way

Attractions own website Attractions own website (smartphone ) Leaflets Recommendation websites Attractions own website The decision making process – mix of information used WOM General google search – online portal Leaflets General media coverage (BTL) What’s on guides or in newspaper Posters

Mixed picture in terms of marketing budgets Q6. What do you expect to happen to your marketing communications budget over the next few years? 59% expect marketing budget in next few years to stay broadly similar to now

If budgets limitless a celebrity could be hired Q10. If you could, which personality / celebrity from the following list would you hire to promote your attraction? 31%19%

Digital marketing spend proving highly cost effective Q2. What percentage of your marketing communications budget do you approximately spend on each of the following? Q3. Please rank your top 3 most effective marketing activities for attracting visitors to your attraction from the list below, with 1st being your most effective? 63% 25% 63% 16% 13% 22% 16% 25% 19% 9%

How large is your marketing team? 16% of staff on average are involved in marketing the attraction 37% in small attractions (less than 20k visitors) and 10% in those attracting 100k+ 2 staff on average have the word ‘marketing’ in their job title Ranges from 0 (71% of small attractions) to 7 (average of 3 in XL attractions) Q7. What percentage of the staff in your attraction are involved in marketing? Q8. How many staff in your attraction have the word ‘marketing’ in their job title?

Some considerably better at building a following High290,18655,6009,875 Low Mean34,89610,9862,212

Social media index - quantity not necessarily quality Top 10 calculated using FB and Twitter data on Monday 8 th Feb divided by VisitEngland 2014 attraction visitor data PositionTop 10 Twitter per '000 visitorsTop 10 Facebook per '000 visitors 1stNatural History MuseumNational Army Museum 2ndBletchley ParkChester Zoo 3rdGalleries of JusticeChatsworth House 4thNational Army MuseumEureka! The Museum for Children 5thChatsworth HouseGalleries of Justice 6thChester ZooNatural History Museum 7thShakespeare Birthplace TrustChill Factore 8thLichfield CathedralBletchley Park 9thEureka! The Museum for ChildrenShakespeare Birthplace Trust 10thChill FactoreLichfield Cathedral

Lots of digital activity Q5. How often do you do the following? % saying always or often in blue and rarely or never in red Post content aimed at visitors on the attraction’s social media platforms 81%6% Respond to posts from visitors on your social media platforms (e.g. like their post, share and /or reply) 91%3% Look in detail at the analytics available for your social media pages 69%6%

But are you missing out on building relations with more visitors? Q4. How frequently do you collect contact details of your visitors? Q4a. How do you usually collect this visitor contact data? From our website when visitors buy tickets 57% Via Gift Aid forms39% Staff ask for contact details at the admission desk 36% There is a box for visitors to post details in to if wish 36% Staff ask for contact details at the exit 11% Other36%

Are you doing enough to leverage low cost or free marketing? Q5. How often do you do the following? % saying always or often 41% proactively encourage visitors to post reviews / recommendations on websites such as Trip Advisor (31% rarely or never) 22% create ‘moments’ during a visit for visitors to take a picture to post on social media (47% rarely or never)

Contact... Nick How Mill HouseDephna House North Street24-26 Arcadia Ave York,YO1 6JDLondon, N3 2JU Tel: Tel: