Biz Tips: What I learned about marketing from my trip to Tenerife

Biz Tips: What I learned about marketing from my trip to Tenerife

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What I learned about marketing from my trip to Tenerife

The things I learned from my trip to Tenerife

How to combine offline marketing with online marketing — Loro and Siam Parque

An orca whale 5 meters from us

In the last couple of weeks, I was in Tenerife on my honeymoon. There the I had many adventures but the thing I want to talk to you about is Loro and Siam Park. If you never been in Tenerife, the island has more than 16 different climate zone, but mainly is a subtropical island that is 300 km away from Africa and 1000 km away from Spain. Tenerife is also called the eternal spring island because the temperature is between 15–20 degrees Celsius in the winter and 25 to 30 degrees Celsius in the summer.

“People don’t buy what you do, they buy why you do it.” – Simon Sinek

If you love animals you have to include parks like Loro on your next trip, but now let’s talk about marketing. Loro and Siam parks work together on attracting new clients. Each offers visitors special discounts if you buy tickets for Siam and Loro and special prices inside in order to send visitors to the other park.

Online marketing at Loro and Siam is done mostly automatic. Loro has a Facebook page with more than 218k fans and Siam has a little bit more with 224k fans. Both offer people the so many interesting things that they have to share them with their friends. The websites for both parks do not offer people any chance to download something for free in order to capture email addresses and do any kind of email marketing. However, they have a large social followership and the websites mainly present the attractions and sell tickets. The best thing the marketing department for these parks done is to make tickets available on almost all the websites that sell tickets online. Sites like TripAdvisor, Tiqets and almost all the big travel sites have the possibility to sell you the entry pass.

Taxi promoting Loro Parque

Offline there is another situation. All the island is cover in ads that are pointing people to Loro and Siam Park. You can find them on the taxi cabs, you can find them as a billboard when you walk down the beach and even on the recycle bins.

It doesn’t matter if you like or don’t like animal parks, you will definitely know that the park is there. Every add for Loro Park features another animal. This way they cover a lot of people. If you don’t like iguanas, we show you a red panda. If you don’t like red panda we show you a white tiger and so on. At some point, you will definitely find an animal that you like and be intrigued to buy a ticket and visit the park. The same thing does Siam park but instead of featuring animals, it features beautiful smiling women that are having a great time on the slides. On other ads they put families having fun so they can attract children as well.

All offline marketing is done correctly and is making people aware of the two parks.

What I really loved happened inside the park. From the entry, they are upselling and down selling you different things.

At the entry, they offer you a cap on “sale” for just 1 euro. After that, they have an area where they make you a picture so that at the exist they could sell you that picture framed for 7 euros.

“Marketing is no longer about the stuff that you make, but about the stories you tell.” — Seth Godin

At Loro Park, they have different shows, dolphins, orcas, seals, etc. Each show has a large monitor behind the pool where people can see the performance on a big screen. Before the show begins when people are already starting to come, they catch people on the screen and add different hilarious comments. All the people start to laugh and try to look at the big screen. As they got your attention they start a short add, upselling you the ticket for the other park for 27 euros instead of 37 euros. The next ad comes as a down sell if you didn’t have time to see everything in the park today, you can buy another ticket at half price and come again. This is really clever because parents with small children might not have the speed we had in order to see everything in the park in one day. The park also has a special offer for locals. If you live in Tenerife, you can buy a one year pass that allows you to visit the park as much as you like. This is like gym memberships that sell in January almost 80% of their passes. The park knows that you might only visit them once a month if you do that, and they make their money from selling you food and beverages inside.

At Siam park they do the same thing, but with slides. The thing that is added that Loro can’t do is a fast lane upsell. For just 15 euros you can skip the lines and get more rides in one day. The slide you see in the picture above has more than 28 meters high, just like a 10 stories building and as we were standing in line, my wife wanted to quit. I know she really likes rides and roller coasters so I talked her into it. After she said that she really loved it.

Both parks had a lot of souvenirs at the exit and large stuffed animals that children really like, but the most interesting thing for me was the marketing cross promoting between the parks.

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” — Maya Angelou

What can you do with this information

  • Find a local business that serves the same clients, even if is a competitor (these parks compete for people’s time and money) and makes a deal in order to exchange clients.
  • Sell more to people that are already in your store by offering them something at a lower priced or for free.
  • Do offline marketing if the numbers work for you.

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