WHY VISIT A Brand Destination?


How do you begin to identify your biggest fans? If you’re Groupon or Amazon, you encourage your customers to share their purchase on social media with friends, tracking that ever- desired higher net promoter score. You might encourage your customers to join your mailing list, tracking their click-throughs, while other services like Dollar Shave Club and Trunk Club offer customer opinions back to retailers.


But a dedicated brand destination provides a daily bellwether for your strongest brand advocates. According to our study, brand destination visitors are 38% more likely to already be using the product or service that the destination promotes, as opposed to non- visitors. Tat means that a sizable portion of these guests are already advocates, and an even larger portion are already interested enough in the brand to visit the destination – and may be easier to convert to repeat buyers/users than non-visitors.


When given 16 different options of why guests chose to visit a brand destination, across all four types, the same two answers rose to the very top:


1. “Have a fun experience” 2. “Enjoy the brand in a new way”


How many brand managers yearn for their customers to associate those two attributes with their brand? To have their target audience associate “fun” with their product, or pine to experience their brand in a new way? For some, and possibly most, it’s a dream come true.


But really, how powerful are these brand destinations? We asked our respondents to rate various visitation motivations on a Likert Scale (strongly disagree to strongly agree), and 64% of our respondents said that they visited a region specifically to attend a particular brand destination. It wasn’t an ancillary part of their itinerary, and it wasn’t that they had some free afternoon time and filled it with a brand destination: they went to that city or town with the primary intent to visit that brand destination.


52% of respondents noted that they visited to learn more about the brand itself, while 50% said they went because they had a “brand enthusiast” in their family or party. How many of your customers go out of their way to learn more about your brand, and bring their friends and family along with them? Talk about infectious marketing.


Reasons for Visiting


Visitors say they were compelled to visit the Branded Experiential Destinations to learn more about the brand and for a brand fanatic in their family.


64%


Visited the Area Specifically for the Attraction


52% To Learn


More About the Brand


50% We Have a


Brand Fanatic in our Family


42%


The Attraction Sounded Fun


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8