Many attractions can benefit from proximity marketing. By applying Airspace’s Location Intelligence methodology, venues as diverse as theme parks, museums and cultural places of interest can learn more about their visitor’s interests, offer enhanced experiences and drive increased revenues.
Use Location Intelligence to enhance the visitor experience and raise revenues
Theme parks can utilise proximity marketing to get snapshots of visitor movement patterns, offer extra entertainment opportunities and cross-sell food and other revenue sources.
The theme park that wants to sell more fast-track tickets can implement Location Intelligence and:
- Manage ride queue times
- Manage queue time experiences
- Sell fast-passes
Visitors in long queues can have their expectations managed via time-to-wait notifications. These notifications can also be used to either sell fast-passes or provide content that will either enhance the expectation of the ride or deliver useful information, such as ride safety. Social sharing features can also be enabled to encourage viral distribution directly from the experience.
The park can also use proximity and time-based notifications to up-sell the food and beverage offering and increase merchandise opportunities associated with specific entertainment.
Museums, galleries and stately homes
Any venue that displays exhibits, or where the environment itself offers more opportunities to engage the visitor, can benefit in a number of ways.
- Study visitor movement and footfall patterns
- Offer enhanced content around exhibits
- Link exhibits to gift shop merchandise
- Link specific exhibits to special exhibitions
As the visitor moves around the exhibition spaces the museum or gallery can learn from real-time analytics that show which exhibits are proving the most or least popular. Curators can place discoverable content into proximity zones around specific objects or subjects.
Whilst no-one wants to see visitor’s heads buried in smartphone screens, many visitors would like access to further information on a subject or visit, to be quickly digested in proximity to the real exhibit or read at length and leisure at a later time (the key being they have now physically experienced the subject matter).
This rewards deeper interest in the subject, something that can also be used to great effect in increasing ticket and non-ticket revenues. Visitors spending more time with a certain period or subject can be alerted to related items in the gift shop. Or tickets for an upcoming special exhibition can be flagged when the visitor is in proximity to relevant exhibits.
Auxiliary revenue from cafe sales can also be driven by using proximity and time-based incentives.
Places of interest
Cultural places of interest such as monuments and single-theme attractions – London Aquarium or the Eiffel Tower – can offer app-based experiences that enhance the visit by releasing content in precise physical locations.
Like museums and galleries, monuments can offer enhanced content that will improve the visitor’s historical appreciation. Using ‘nearby’ features, an app can also help put the place of interest into a locational context.
Places of interest can embed their content into any app – such as a city visitor’s guide – and, using Airspace, release invitations to buy tickets or give access to content that can only be viewed in close proximity to the venue – an opportunity to increase awareness and, via revenue incentives with partner apps, drive an increase in visitor numbers and ticket revenue.
If you operate a visitor attraction, talk to us about proximity marketing opportunities that can improve your visitor’s experience and drive increased revenues.