Amusement parks - Increase customer satisfaction and ROI with ID Bands

It is well known that wristbands are used for branding, security,

admission and identification. In amusement parks, waterparks and

theme parks they have already implemented all 4 mentioned factors,

but B&B Exporting Ltd would like to use wristbands even smarter i.e.

using wristbands as a marketing tool to increase client loyalty, services

and return on investment (ROI). As our two earlier articles about Permission Marketing and

Guerilla Marketing pointed out, it is possible to combine wristbands with very strong marketing

tools and this article will explain the opportunities to you focusing on selected marketing

weapons from Guerilla Marketing.

Marketing weapon 5 - Identity

I do believe that 99% of all amusement parks around the world have a clear identity

but I don’t think many of them try to strengthen the identity through wristbands.

QR barcodes can be printed on any wristband and you can even design

and customize your own with BB777 (Thermal Printer). QR barcodes are

well used in magazines, stores, billboards etc. When people scan the QR

barcode with their mobile phone you decide which website to direct them to

(How QR works http://youtu.be/X1ezGVoE4dw). I have seen many companies trying to sell

different kinds of great deals and promotions directly from the QR barcodes, but I do not

recommend it. Instead I would focus on customer service and indirect on sales as described in

Permission Marketing. A strong relationship gives loyal and profitable clients. Marketing costs

will decrease per invested unit and leave you with a better ROI.

Marketing weapon 6 – MIME design

MIME is about designing symbols, pictures and logos in a way that

makes everybody understand the message within a few seconds.

Everybody knows that a picture says more than 1.000 words. Today

the main logo is not MIME. Take Nike. They have spent around 6

billion US dollars on marketing and today everybody knows the

brand. The main companies do not have this amount of money to

spend on advertising and marketing, so it´s better to think in MIME.

Imagine a silicone wristband designed like a wave and water with a

printed identity message and a QR barcode. This can be used both as branding, admission and

marketing - all in one single wristband.

Marketing weapon 7 – Theme

Identity and theme are closely related. It is about summarizing constantly what you mean and

keep from changing your message. Stay on the same track and keep telling people about what

you stand for, so people get familiar with your identity and unique selling points (USP).

Wristbands, website, brochures, flyers, business cards, logo etc. must have the same theme.

Marketing weapon 14 – Window display

Window display can also be a website. Today we have tablets, smartphones and notebooks

everywhere and that leaves you with a very cost effective marketing tool that will get you in

touch with your customers. The wristband is the reminder and your direct permission to get the

customers attention. Use this golden opportunity very wisely and smart.

Marketing weapon 16 – Word-of-mouth

30 days after someone has visited your shop or invested in your product or service is the best

time for word-of-mouth. Also called MMS (moment of maximum satisfaction). Instead of using

the QR barcode to sell your products, you can use the wristband to help the clients to get the

right keywords. Open a site showing great pictures, happy people and your amusement park.

Explain the benefits to make it easy for your client to show the website to family members and

friends and then they will proudly tell everybody who wants to listen about what they have

experienced.

Marketing weapon 29 - Fusion marketing

In the main business during the ´80s and ´90s companies searched the markets for competitors

(Porters Five Forces) instead of exploring the market for marketing partners, also called fusion

marketing. Porters Five Forces are still the main basic knowledge in any business school

around the world, so even in 2012 you still see this hostile approach towards the market.

Guerilla Marketing sees opportunities in the search for companies which complement existing

services. As an amusement park you would find it very valuable to have fusion marketing

partners in e.g. McDonald´s, toy stores and other companies who have families with children as

their main target group.

Marketing weapon 31 – Success stories

Success stories, business cases and storytelling are very strong marketing tool. In B2B it is

important to focus on measurable results and present them in a real story.

For amusement parks it could also be videos uploaded on youtube. Videos of children winning,

family and friends having fun or some special event can be uploaded on the website. In Disney

World you often see videos featuring Mickey Mouse, Donald Duck and other Disney characters

celebrating a birthday or you see a spectacular firework celebrating some special occasion.

Marketing weapon 34 – Follow up

The world has changed dramatically since mobile devices as tablets and smartphones were

introduced to consumers worldwide. They have made the way for new marketing opportunities

because you get closer to your clients, but it also means that the clients expect more. When the

client sends you an email you have to make sure that the client gets a response immediately. It

is crucial to offer that kind of service and follow up is not restricted to certain hours but is

possible to carry out 365 days a year almost 24/7. Any request from your customers should be

answered immediately.

Marketing weapon 52 – Referral program

Referral program is related to word-of-mouth. It can also be well used together with Fusion

Marketing. Get as many clients as possible to talk positively about your business.

Social media such as Twitter or Facebook are well used in referral marketing. Facebook needs

to be used very carefully because everybody can make any comment they like. Make sure you

have a clear social media strategy. Don’t go social just because it sounds great.

If you decide to go social, wristbands are a great tool to remind people of the fact that you are

there.

Marketing weapon 56 – Gift certificates

In Permission Marketing we often talk about what we can offer. Gift certificates are a great tool

and in amusement parks it does not cost much to give away a few free tickets.

Again, use it together with QR wristbands. Create competitions for families so they learn more

about the amusement park. In that way you provide them with the knowledge they need have to

“promote” your business.

Marketing weapon 63 – Quality

Many companies spend a lot of time on telling you what you add to the product. It´s what you

get out of the product that matters. Focus on the client´s benefits and never spend time on how

much time or cost you spend. The client´s time is very valuable so don’t waste it. Even though

you have an advantage using wristbands, client´s permission etc. you only have one shot.

Marketing weapon 66 – Opportunity to upgrade

In amusement parks you often have accommodation, tickets, restaurants etc. The business has

many great opportunities to offer win-win solutions to the clients. Always think in win-win when

you offer upgrade opportunities because you don’t really want to lose the

client´s permission (About Permission Marketing http://blog.bb-exporting.com/hotel-wristbands-

business-case-permission-marketing/).

Marketing weapon 97 – Brand name awareness

As mentioned in the beginning wristbands are already well used to increase awareness on

amusement parks. Just remember to add identity, permission and MIME into the branding

design. The return of investment will improve.

Marketing weapon 100 – Satisfied customer

Measuring customer satisfaction is well used today. There are a lot of rating and review sites.

Again, use the QR barcode to ask the client to give his review. These reviews can be very

useful to improve satisfaction and also work well in the search of optimizing websites. More

reviews and more activities from existing clients give better rankings in search engines like

Google.

That means that any QR barcode traffic from wristbands can be reused in many marketing

weapons and also improve search engine marketing. The benefits in using wristbands are

essential in marketing amusement parks. The more you combine the marketing tools the more

return on investment you get.

More information:

B&B Forum: https://plus.google.com/u/4/communities/117816507380736245386

B&B Video: https://vimeo.com/groups/168192

B&B Marketing: http://blog.bb-exporting.com/

B&B Website: www.bb-exporting.com