Mastering Marketing – Strategies for Growth & Success

In this episode of “Live with Sondra,” Sondra Shannon, CEO of Gatemaster Technology, hosted Stacy Reed, a Fractional CMO at Stacy Zeal & Co. Stacy is a Facebook ads expert who has driven over $150 million in sales across various brands. Together, they explored key strategies for mastering marketing, focusing on growth, success, and understanding the customer journey in today’s fast-evolving digital landscape.

Overview:

During the session, Sondra and Stacy covered a wide range of marketing strategies. Stacy shared her insights on the importance of aligning all marketing efforts in harmony, whether through social media, email campaigns, or paid ads. They discussed how critical it is for businesses, especially those in the attractions industry, to truly understand their core customers and tailor their marketing efforts to meet them where they are.

Insights from This Live:

• Understand the Buyer’s Journey: Stacy Reed emphasized the critical need to tailor marketing strategies to different stages of the customer journey. Whether guests are just discovering your attraction or are ready to make a purchase, delivering the right message at the right time is crucial for conversion.
• Attraction Isn’t Enough—You Must Engage: Building a great attraction is just the starting point. Stacy highlighted how businesses must actively market their experiences to attract customers. It’s not enough to rely on passive foot traffic; you need to reach your audience through digital channels and compelling messaging.
• Nurture Leads for Long-Term Growth: Once potential customers become aware of your attraction, nurturing them through personalized content and engagement strategies will keep your business top of mind. Email marketing, special offers, and tailored content are key to turning awareness into bookings.
• Conversions Go Beyond First-Time Buyers: Stacy explained that marketing efforts should extend beyond getting first-time visitors through the door. It’s equally important to create memorable experiences that turn them into loyal, repeat customers, driving long-term revenue.
• Tailor Marketing to Different Audiences: In attractions marketing, it’s essential to understand that both parents (decision-makers) and children (influencers) play a role in the purchase decision. Your marketing needs to resonate with both groups, while keeping the core message consistent and appealing.

Quotes from This Live:

• Meeting Your Audience Where They Are: “You cannot rely on people just driving by your theme park and saying, ‘Oh, I’m going to remember that in three months.’ You need to meet your audience where they are.” – Stacy Reed
• Staying Top of Mind: “What are you doing to stay top of mind, so that when they do want an experience, they think of you rather than your competitor?” – Stacy Reed
• The Power of Digital Presence and Planning: “People aren’t just driving by and deciding on the spot—they’re planning. You need to be part of that plan by showing up where they are online.” – Stacy Reed
• Appealing to Both Kids and Parents: “The kid’s not buying the ticket. The parent is the one who’s actually gonna buy the ticket, so you have to make sure you’re appealing to both.” – Stacy Reed
• The Role of Marketing in Ticket Sales: “Just building an amazing place or experience isn’t enough. You need marketing to bring people in. We can see the difference in ticket sales when marketing is actively happening, versus when it’s not.” – Sondra Shannon

Stacy’s Approach:

Stacy’s marketing philosophy centers on connecting emotionally with customers while leveraging the power of digital tools like Facebook ads and lookalike audiences. She explained how using these tools allows brands to scale their reach and target potential customers with similar attributes to their existing clients.

Technology & Preferences:

Stacy highlighted the importance of geofencing and how businesses can use it to target ads within specific locations down to ZIP codes. This hyper-targeted approach ensures that marketing messages are relevant to the local audience, maximizing ad spend efficiency.

Sondra’s Perspective:

Sondra underscored the importance of personalizing guest experiences in the attractions industry. From her point of view, the real challenge for businesses is to continuously evolve and meet guests where they are, whether that’s through digital engagement or in-person interactions.

Improving Guest Experience:

The speakers explored how businesses can improve the guest experience by creating memorable, emotional moments that go beyond the transactional. This involves understanding the customer’s desires and celebrating what matters most to them—whether it’s a fun family day out or a unique experience.

Creating Memories and Guest-Centric Culture:

Drawing on Disney as a powerful example, Stacy encouraged businesses to build a guest-centric culture where the focus is not just on selling but on helping people create lasting memories. By tapping into the emotional aspects of why guests visit attractions, businesses can foster deeper connections and brand loyalty.

Gatemaster’s Guests’ Appreciation and Value:

Gatemaster has always prioritized creating a seamless experience for its clients, and this session reinforced their commitment to helping attractions better understand and serve their guests. The conversation encouraged attraction professionals to rethink their marketing approach and invest in strategies that drive meaningful engagement.

Connecting with the Speakers:

Stay connected with these marketing experts! Follow Sondra and Stacy for more insights and marketing wisdom that can help take your business to the next level: