Hidden Caverns Under the Zoo - What would you do?

Cool.

What I would try to do is add a direct-response offer and
an incentive to act immediately. Unless you can talk to
someone who has the power to implement such an offer
it's a sticky situation. Marketing isn't only about what
you promise, but how well your fulfill that promise.

i took a look as well, and i think the site is a bit too dark, maybe its just my computer, and maybe thats the look they are going for, just like in a cave. I would like to see more photos , maybe of people who were in the cave and did the tour-souvenir photos..

Site looks awesome to me, can't imagine what they would want changed....

Michael,

Good site. I agree that more pics would help capture the fun people are having on the tour. A few other things to consider ...

1. The Special Events section requires viewers to install a QuickTime add-on. Not a big deal, but may still be an uncomfortable extra step for people who have never seen that "trusted site" warning before installing an activeX control.

2. Video testimonials could work well. Interviews with the kids, parents, and/or grandparents before and after the tour would kill, especially if they begin somber and exit smiling, laughing, and talking a mile a minute

If no video is available, you may want to pitch your client on the idea. Or, simply call up a local TV station and see if they want to do a special interest piece on how families struggling during the bad economy are finding fun, low-cost ways to entertain themselves this summer. Give them a short list and include Louisville Mega Caverns near the top (Around $50 total for a family of 5? Pfft, no brainer.)

3. Need a Press section. Your clients older, mature visitors may want to see some good press before deciding to take their grandchildren to a big cave. Fun and safety will both be on their minds ... they will read the entire site voraciously. The Press section gives them an unbiased view from local media. Sets their mind at ease.

4. Make celebrities of LMC's employees. Pics and bios of all the tour guides, managers, groundskeepers, and even the office personnel. Viewers will feel more comfortable "getting to know" the staff beforehand. Plus, your client may enjoy seeing their name in lights and the sense of "family" a section like this may create.

5. Need some interaction. Not everyone will hop on the phone with their questions. Afraid of getting roped in by "salespeople". A FAQ section followed by a simple contact form could get the conversation going with prospective customers. A Contact Us section with phone and email works too. Plus, you get to build a list of prospects.

6. Autoresponder offers. Having people check back to a specials page may work to some degree. But I think your client may be better served by offering specials and discounts to people who sign up to their list. Discounts, coupons, specials ... they can just drop an email and drum up business. Plus, they'll be able to send invites year after year.

7. Get your client some free money. I noticed LMC concentrates on education and special group rates. (ie - field trips for kids). Why not include a special section on the site where generous benefactors can sponsor field trips for entire classes. LMC would simply collect the donations and call schools offering the free tour. Promote this "unique" idea with press releases all over Louisville.

Anyway, just a few ideas for you. Hope this helps

~Jeff

Some good suggestions above but I don't see where you have indicated what the client wants.

Call me old fashioned, but isn't the customer 'king' any more? Why are you asking a load of marketers who are automatically going to be impressed with your product?

For me, this looks like mutton dressed as lamb. This does not seem to be the sort of site that would attract and (more importantly) HOLD the attention of parents looking to find a nice day out. It simply demands too much tme and spreads the information too thinly.

The opening music sounds more suitable for a site promoting overland safaris of river canoeing. Maybe it would be worth getting the client to buy a licence to have 'Fingal's Cave' as the introductory music.

A major problem I found was that while my ears were being assailed by the muzak, I didn't spot the 'enter' button to open the site and gain access to other pages - why is it so small and tucked away at the bottom of the page where it did not show on my screen until I scrolled down - which there was no compelling reason for me to do?

If I was the client, I would feel exactly as he probably does - the site is too damned clever and misses the whole point of caves - silence, tranquillity, coolness and timelessness.

Michael

After giving it some more thought, here's what I'd do. Instead of the intro as it is now, I'd have the large image of the cave like they have - fading into pitch black darkness all around. Then, have the guide walk out into the middle of the cave and welcome visitors - telling them the fun and exciting things they'll do, etc.

Then, I'd do something new movie releases have been doing with success here. They intercept people as they come out of the movie theater, so you get all these quick cuts of "OMG! What a fantastic movie. Blah Blah." These could be quick video clips of people in the caves getting all excited about the worms or something. Bring these videos in over the cave background.