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Getting hired to market a waterpark..

by SoloSalinas
32 replies
Supp,

I worked at a water park as a supervisor for a couple years now. I proposed
internet marketing to the franchise owner. He was highly interested.

He told me that I'll just need to come up with a presentation for the sales team but I have his endorsement.

Anyhow, I plan on using email marketing because that's what he was interested in to get a better ROI.

How would you go about marketing a water park?

Not driving traffic but after they've gotten in your list what would your campaign look like?
#hired #market #waterpark
  • Profile picture of the author Cool Hand Luke
    Originally Posted by SoloSalinas View Post

    Supp,

    I worked at a water park as a supervisor for a couple years now. I proposed
    internet marketing to the franchise owner. He was highly interested.

    He told me that I'll just need to come up with a presentation for the sales team but I have his endorsement.

    Anyhow, I plan on using email marketing because that's what he was interested in to get a better ROI.

    How would you go about marketing a water park?

    Not driving traffic but after they've gotten in your list what would your campaign look like?
    Daily or semi-daily emails providing infotainment, stories of fun things happening at the water park, reasons they should come back to visit on certain days, deals for subscribers to come back in (Huge, huge, hugely important!), mixed in occasionally with pictures of recent fun events or people having fun at the park, etc.

    Ideally, the emails themselves should be enjoyable and entertaining on their own, and people should be looking forward to reading them, while also taking advantage of the sales, deals, coupons, or whatever you're offering.

    Also, if you can tailor the emails so that they're from a person [i.e. Bob Jones] rather than from a corporation [i.e. Splish-Splash Waterpark] in terms of FEEL and in the FROM email field, I can just about guarantee you'll see a boost in response.

    As a matter of fact, I haven't seen a single business yet, from plumbers to pool cleaners to sports teams, to investment advisors, etc that hasn't seen a significant boost in response by emailing this way.
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    • Profile picture of the author SoloSalinas
      Originally Posted by Cool Hand Luke View Post

      Daily or semi-daily emails providing infotainment, stories of fun things happening at the water park, reasons they should come back to visit on certain days, deals for subscribers to come back in (Huge, huge, hugely important!), mixed in occasionally with pictures of recent fun events or people having fun at the park, etc.

      Ideally, the emails themselves should be enjoyable and entertaining on their own, and people should be looking forward to reading them, while also taking advantage of the sales, deals, coupons, or whatever you're offering.

      Also, if you can tailor the emails so that they're from a person [i.e. Bob Jones] rather than from a corporation [i.e. Splish-Splash Waterpark] in terms of FEEL and in the FROM email field, I can just about guarantee you'll see a boost in response.

      As a matter of fact, I haven't seen a single business yet, from plumbers to pool cleaners to sports teams, to investment advisors, etc that hasn't seen a significant boost in response by emailing this way.
      Yeah this is along the lines of what I was thinking. Sort of like the "sneak up" tactic that Dan Kennedy endorses. It's a waterpark tailored for children.
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      • Profile picture of the author agmccall
        Coupons at every gas station and convenience store in a 50mile radius

        al
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        • Profile picture of the author SoloSalinas
          So you recommend offline marketing over internet? Or should I do both but prioritize offline marketing?
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          • Profile picture of the author Cool Hand Luke
            Originally Posted by SoloSalinas View Post

            So you recommend offline marketing over internet? Or should I do both but prioritize offline marketing?
            Wow. I assumed a business as big as a water park already had a marketing department or at least some form of offline marketing... if you don't, definitely convince your bosses to start.

            Email marketing can be massively beneficial and profitable, but so can television and/or radio commercials, coupons in local newspapers, magazines, etc.

            In fact, none of that may be necessary just yet because just helping get the park exposure can be HUGE. A water park actually opened near my home this past summer with very little direct marketing in the form of commercials or print advertising, instead focusing on a lot of social media, getting the park's development on the news, etc.

            The result? The park sold out of season passes within 2 days (more than 20,000 passes at $80-$150 pop!) and they had a waiting list of people trying to buy season passes that was more than 30,000 strong... they're now building the park out and literally tripling it's size.

            Just goes to show what a little exposure can do for a water park.
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            • Profile picture of the author SoloSalinas
              Originally Posted by Cool Hand Luke View Post

              Wow. I assumed a business as big as a water park already had a marketing department or at least some form of offline marketing... if you don't, definitely convince your bosses to start.

              Email marketing can be massively beneficial and profitable, but so can television and/or radio commercials, coupons in local newspapers, magazines, etc.

              In fact, none of that may be necessary just yet because just helping get the park exposure can be HUGE. A water park actually opened near my home this past summer with very little direct marketing in the form of commercials or print advertising, instead focusing on a lot of social media, getting the park's development on the news, etc.

              The result? The park sold out of season passes within 2 days (more than 20,000 passes at $80-$150 pop!) and they had a waiting list of people trying to buy season passes that was more than 30,000 strong... they're now building the park out and literally tripling it's size.

              Just goes to show what a little exposure can do for a water park.
              Well they do have a their own offline marketing team but he's hiring me for the online marketing. I'm sure I can increase ROI using email marketing considering it's a lot cheaper than other methods because you don't have to constantly pay for a distribution network. We have annual passes that sell for $100 so I'll focus on selling those.
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              • Profile picture of the author koreancowboy
                Originally Posted by SoloSalinas View Post

                Well they do have a their own offline marketing team but he's hiring me for the online marketing. I'm sure I can increase ROI using email marketing considering it's a lot cheaper than other methods because you don't have to constantly pay for a distribution network. We have annual passes that sell for $100 so I'll focus on selling those.
                Is he wanting to target the area? I'm thinking that being on Google Local would be a start...are there any other water parks nearby? Have you done any KW research yet? Is there a blog on the main site?
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                • Profile picture of the author parvezjasani
                  Use Social media marketing and YouTube for promotion ,it will really help to attract traffic
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                • Profile picture of the author SoloSalinas
                  Originally Posted by koreancowboy View Post

                  Is he wanting to target the area? I'm thinking that being on Google Local would be a start...are there any other water parks nearby? Have you done any KW research yet? Is there a blog on the main site?

                  Yeah they have are on page 1 of Google, they outsourced it to another company for SEO. I'm not really focused on getting traffic, that's the easy part. I want to create a list so I can help rake in customers on days where it's usually "dead."
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                  • Profile picture of the author savidge4
                    "I want to create a list so I can help rake in customers on days where it's usually "dead." "

                    Are we talking there are days in the week that are dead? or are we talking its noon and we need more people kinda days?

                    If its days of the week, offer Local Mondays 50% off with local ID. Or return visit Wednesday, show a previous ticket stub get 50% off etc...

                    The list building is a great idea. Selling season passes for xmas presents etc, the potential for sales growth would be huge. It will help your "Dead day" sales, but not by much. Again, if you are talking a day of the week dead, then the posted signage at the waterpark, printed on the ticket, etc is the way to go, as well as implementing the e-mail advertising

                    good luck!
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                  • Profile picture of the author koreancowboy
                    Originally Posted by SoloSalinas View Post

                    Yeah they have are on page 1 of Google, they outsourced it to another company for SEO. I'm not really focused on getting traffic, that's the easy part. I want to create a list so I can help rake in customers on days where it's usually "dead."
                    Awesome, good deal.

                    I would develop a rewards programme to encourage peeps to come back often...I wish that some of the places that I frequent had one.
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  • Profile picture of the author joaquin112
    Sounds like a fun job. I always enjoy the challenge of helping a company explode with customers.

    Having said that, I think Facebook marketing would work great. If there are other water parks in the area, use a FB tool to grab their fan ids and market to them (easiest customers ever!) then get a detailed profile of your ideal customer and market market market online and offline. You have to get to know your customer better than they know themselves. Don't forget to remarket to those who showed interest.

    Lastly, create a "buyers list". This works great regardless of business and sell them higher priced services in the backend. If there arent any, encourage the owner to create them. I get excited thinking about all the possibilities. Best of luck.
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    • Profile picture of the author Daniel Evans
      Maybe you jumped in at the deep end?
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      • Profile picture of the author SoloSalinas
        Originally Posted by Daniel Evans View Post

        Maybe you jumped in at the deep end?
        What do you mean?
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        • Profile picture of the author Daniel Evans
          Originally Posted by SoloSalinas View Post

          What do you mean?
          Maybe it's an opportunity you should just let slide?
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          • Profile picture of the author seonutshell
            Originally Posted by Daniel Evans View Post

            Maybe it's an opportunity you should just let slide?
            Just stop. I guess you could say he is



            in to deep
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  • Profile picture of the author GarrieWilson
    You should really try and get their cell number. This way you can text coupon codes the night before or whatever. A lot of people don't check their email as often.

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  • Profile picture of the author RyanGueterbock
    Have a free access day. Promote it with radio driving listeners to sign up for their free pass at landingpage.com. Not everyone that signs up will take advantage of the free day, and you will have a ton of qualified leads to mail to in exchange.

    I agree with the cell # Idea. SMS is near 100% open rate.
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    • Profile picture of the author lerxtjr
      Don't forget to demand a $100K raise. After you do this for the water park, head hunters will be after you offering you twice that amount in a year.
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      • Profile picture of the author SoloSalinas
        Originally Posted by lerxtjr View Post

        Don't forget to demand a $100K raise. After you do this for the water park, head hunters will be after you offering you twice that amount in a year.
        Seriously? You think the potential is that big for it?
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  • Profile picture of the author Jtraits
    email marketing should be a part of your whole marketing plan. i work with a good email marketing company that has statistics, free templates and attractive packages. i`m really happy with it
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    • Profile picture of the author damongreene
      All of the ideas above are solid . You stubled on a great opportunity. Here is another idea. Since you are focusing on email marketing, what is being done once folks get in the part. With a little ingenuity and work, you can create an SMS shortcode or QR code to attract the "Buyers" that are already in the park.

      Text WATERPARK to 123456 and get todays discount, just enter your name, email and cell phone number for todays deal.

      Or a QR Code

      Something along these lines to encourage the visitor to take action and provide daily discounts at the snackbar, or double rides, or coupons for another day and get a friend in free.

      This strategy should work like gangbusters to build a buyers list. The park will just need to make sure to put appropriate signeage EVERYWHERE. I would also encourage creating a separate list for these customers because you can almost guarantee if they are on this list that they are buyers and will want to address them differently.

      What do you think about the concept?
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      • Profile picture of the author SoloSalinas
        Originally Posted by Daniel Evans View Post

        Maybe it's an opportunity you should just let slide?
        I'll be damned if I ever let an opportunity slide, unwise decision my friend.

        Originally Posted by damongreene View Post

        All of the ideas above are solid . You stubled on a great opportunity. Here is another idea. Since you are focusing on email marketing, what is being done once folks get in the part. With a little ingenuity and work, you can create an SMS shortcode or QR code to attract the "Buyers" that are already in the park.

        Text WATERPARK to 123456 and get todays discount, just enter your name, email and cell phone number for todays deal.

        Or a QR Code

        Something along these lines to encourage the visitor to take action and provide daily discounts at the snackbar, or double rides, or coupons for another day and get a friend in free.

        This strategy should work like gangbusters to build a buyers list. The park will just need to make sure to put appropriate signeage EVERYWHERE. I would also encourage creating a separate list for these customers because you can almost guarantee if they are on this list that they are buyers and will want to address them differently.

        What do you think about the concept?
        I actually had an idea similar to this with SMS marketing, very good concept. I'll definitely implement something like this.
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  • Profile picture of the author visimedia
    interesting topic... if I was asked to do this, I will need to know their budget, if they have a website optimized for reservation and list building offer or not, after that we just need to :
    -send regularly the promotion to our list
    -drive more traffic by advertising that website, you can buy banner ad space, all about advertising.

    About offline promotion you can give special offer for weekdays to some organization like companies maybe they'll have a meeting there or training for their employees, etc.

    Then about the email marketing campaign, I think regular promotion is important, you can give like must-read promotion (christmas, regular national holiday, etc) that's a must to blast it out.
    I think once a month or bi-weekly newsletter promotion is very important, and you don't have to be like once a week email because your job is just to remind them about your waterpark and the most important thing is:

    Offer them something special if they choose to book/ buy your ticket earlybird before the holiday, let's say at least they buy 2 months upfront (or maybe 3 months or something you think that's good for you) or the longer the better. =)

    I think you have to do it regularly...
    Don't forget to create your sales and distrbution channel to other traveling websites online. =)


    so, I think that's my 2cent
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    • Profile picture of the author SoloSalinas
      Originally Posted by visimedia View Post

      interesting topic... if I was asked to do this, I will need to know their budget, if they have a website optimized for reservation and list building offer or not, after that we just need to :
      -send regularly the promotion to our list
      -drive more traffic by advertising that website, you can buy banner ad space, all about advertising.

      About offline promotion you can give special offer for weekdays to some organization like companies maybe they'll have a meeting there or training for their employees, etc.

      Then about the email marketing campaign, I think regular promotion is important, you can give like must-read promotion (christmas, regular national holiday, etc) that's a must to blast it out.
      I think once a month or bi-weekly newsletter promotion is very important, and you don't have to be like once a week email because your job is just to remind them about your waterpark and the most important thing is:

      Offer them something special if they choose to book/ buy your ticket earlybird before the holiday, let's say at least they buy 2 months upfront (or maybe 3 months or something you think that's good for you) or the longer the better. =)

      I think you have to do it regularly...
      Don't forget to create your sales and distrbution channel to other traveling websites online. =)


      so, I think that's my 2cent
      Great info! I'm taking a lot of good ideas in, thanks everyone.
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  • Profile picture of the author SoloSalinas
    Decided that SMS marketing will be the first thing to test.
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    • Profile picture of the author ClickDale
      I am sorry to sound like such a downer, but I am not a big fan of the SMS idea for a small amusement park. I don't know about you guy, but I wouldn't give anyone my cell phone number to send promotions. Text messages have a good open rate, but they are quickly discarded.

      I would personally go with collecting emails. A local amusement park near me does this very successfully. People are much more willing to give up their email address. I would send a coupon for the monthly promotion. PLEASE whatever you do, just don't email every day or two days. It isn't like an email list from a blog. They don't want content from you. They want to save money! Best of luck to you!
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      • Profile picture of the author SoloSalinas
        Originally Posted by ClickDale View Post

        I am sorry to sound like such a downer, but I am not a big fan of the SMS idea for a small amusement park. I don't know about you guy, but I wouldn't give anyone my cell phone number to send promotions. Text messages have a good open rate, but they are quickly discarded.

        I would personally go with collecting emails. A local amusement park near me does this very successfully. People are much more willing to give up their email address. I would send a coupon for the monthly promotion. PLEASE whatever you do, just don't email every day or two days. It isn't like an email list from a blog. They don't want content from you. They want to save money! Best of luck to you!
        How would you know what the market wants without actually doing any split testing?

        & btw, most people are sold by getting entertained lol at least that's what top marketers say.
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  • Profile picture of the author automationhero
    An easy sell to the franchise owner would also probably connecting with people through Twitter or Facebook messages. It is newer technology. Email works great and I would still go with that as well, however, being able to connect with your customers on social media is huge these days.
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  • Profile picture of the author extremeboy
    above mates explained perfectly my 2cents

    Use fb fan page and post real things of your water park and take snap shoots of events etc things with High End Camera and face lift the picture for exposure.

    Do some marketing on FB promotion way and make sure to build list as well to engage them for long term and not forget targeted location of your water park where reachable
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  • Profile picture of the author jgant
    If you're getting well paid for this, try different Facebook pages with a community focus. Yes, definitely promote the waterpark, but frame the page more community oriented such as fun things for kids, community events, sporting events etc.

    This is a fair amount of work since you'll need to stay up-to-date with community events, but if you're making a pile of money, this could be a good route and it promotes without being a sales message.
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    • Profile picture of the author SoloSalinas
      Originally Posted by jgant View Post

      If you're getting well paid for this, try different Facebook pages with a community focus. Yes, definitely promote the waterpark, but frame the page more community oriented such as fun things for kids, community events, sporting events etc.

      This is a fair amount of work since you'll need to stay up-to-date with community events, but if you're making a pile of money, this could be a good route and it promotes without being a sales message.

      Sounds good, pretty good ideas here.
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