With the holidays centered around spending time together, this time of year is the perfect excuse for destination marketers to experiment with new, family-focused events, or to leverage existing events to help generate additional turnstile turns for your attraction.
Today, one of the most effective ways to create “buzz” around your brand is through word-of-mouth: this is where including public relations in your overall marketing strategy will greatly benefit your organization, especially when it comes to key events or moments-in-time (such as winter break).
Here are three ways your organization can increase foot traffic this holiday season:
Create a Unique, One-of-a-Kind Experience
To help your organization garner media attention around a particular event, the event needs to be newsworthy. To determine whether or not your event is newsworthy, ask yourself, “why would media care about this?”
Answering this question will help you determine what it is about your event and/or experience that makes it different from that of your competitors. By setting your organization apart from the rest, you’re more likely to pique the interest of your local media.
For example, let’s say your organization brings Santa in each year to offer visitors the opportunity to sit on his lap. How can you make the experience unique this year? Knowing that many other organizations will be doing the same, perhaps your Santa arrives each day on a sled pulled by a real reindeer…or knows how to skateboard…who wouldn’t want to come see that!
Is there something about your offering that makes it timely? Give the media a reason to tell your story right now—perhaps your offer only valid for a limited time, or coincides with a specific holiday. Emphasizing the relevance of your experience creates a sense of urgency that can help generate greater media buzz and drive traffic through your door during crucial moments-in-time for your business.
Providing your local media with a schedule of activities is also a great tactic for piquing their interest. Since media have to plan their day, having your schedule allows them to think ahead and identify events or stories they’d want to cover. Not only that, it may also result in them sharing your schedule with their viewers/readers, or on their community calendars.
Partner With Other Businesses in Your Community
Chances are, other businesses in your community are concerned about foot traffic during the holidays as well. This time of year is a great opportunity to run cross-promotions and reap the benefits of joint partnerships. By offering a joint promotion or hosting a joint event, you can pool your resources together to increase word-of-mouth among consumers and attract greater media interest!
Overall, the holidays are a great opportunity for your organization to get creative with events, leverage the moment, and form partnerships with like-minded organizations in your community to help create more buzz—and turnstile turns—for your organization during this time of year.
Interested in learning more about how PR could benefit your business? Give us a shout at firstname.lastname@example.org.