LaneTerralever is an entertainment and attractions marketing agency that increases ticket sales and repeat visits for top attractions, including zoos, aquariums, theme parks, family entertainment centers, museums, and experiential entertainment destinations, by developing exceptional digital customer experiences and marketing strategies that lead to action.
We do primary research to uncover insights about the visitor journey and publish digital experience reports that allow attractions to benchmark against each other.
Our efforts aim to drive an increase in ticket sales and loyalty/membership program engagement. We’re proud to work with a number of partners, including The Phoenix Zoo, Heard Museum, Desert Botanical Garden, Blue Man Group, Red Bull Media House, Arizona Boardwalk, and Charles Schwab Championship.
Attractions Digital Customer Experience Report
In our Attractions Digital Customer Experience Report 2021, we assessed 100 of the top attractions in the U.S. based on their web, social, and brand experience. The assessment uncovered key trends and opportunities for attractions to differentiate by providing an exceptional customer experience.
The largest areas of opportunity we found were to enhance the mobile web experience to drive an increase in online ticket sales and more effective use of social media content to drive loyalty and more frequent attendance. Many of the opportunities for improvement are what we consider to be low effort but high impact, meaning there is a lot of low-hanging fruit for those surveyed for attractions to take advantage of.
LaneTerralever’s Attractions Marketing Strategies
Consumer spending on experiences is higher now than at any other point in history. All signs point to this as a trend that will only continue to grow exponentially. While this may, on the surface, seem like good news for attractions, the reality is that there are more entertainment experiences now competing for those consumer dollars. The competition includes many traditional forms of entertainment like movie theaters, home entertainment, restaurants, and vacation travel. Increasingly we are seeing upstart experiences like pop-up attractions and museums competing for share of wallet.
Whether you are a national, regional, or local player, the tried-and-true marketing tactics of the past are no longer on their own enough to stand out from the crowd. You need to have a strategy for leveraging influencers, a framework for capturing and leveraging consumer data, and an ability to provide a digital experience that is on par with what they have come to expect from the other brands they love. These are the areas where we’ve seen so many attractions – including zoos, aquariums, theme park rides, and museums – fall short, and we’re on a mission to change that.
KPIs We Move
- Attendance, Ticket Sales, & Bookings
- Special Event Attendance
- First-Time Visitors
- Season Pass Sales
- Loyalty & Membership Program Signups
- In-Park Spending
- Customer Lifetime Value
- Net Promoter Score
- Non-Profit Fundraising