My! How weve grown! Some things weve learned from a decade of growth - - PowerPoint PPT Presentation

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My! How weve grown! Some things weve learned from a decade of growth - - PowerPoint PPT Presentation

Feb 15, 2024 28 likes •359 views

My! How weve grown! Some things weve learned from a decade of growth Ok, so weve grown. Particularly recently. In the last two years alone we have seen members increasing by 15% and visitors to our pay-for-entry properties by 17%. ..

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My! How we’ve grown!

Some things we’ve learned from a decade of growth

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Ok, so we’ve grown….

Particularly recently. In the last two years alone we have seen members increasing by 15% and visitors to our pay-for-entry properties by 17%.

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.. And families have been the fastest growing part of our audience.

A decade ago, families made up: Less than 20% of our memberships About 35% of our members About 1,182,000 people Now, families make up: 24% of our memberships 40% of our members More than 2,000,000 people

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Three catalysts for growth:

1.Segmentation. 2.Enjoyment. 3.Everything Speaks.

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Putting our audience at the heart of our thinking

Things we’ve learned #1:

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Live Life to the Full Explorer Family Kids First Family Home & Family Out & About Young Experience Seekers Curious Minds

Segmentation:

Different strokes for different folks

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Kids First Families….

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Explorer Families

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  • The Audience Agency model (used by ACE):

https://audiencefinder.org/ and a quick summary of 10 segments here: https://www.theaudienceagency.org/audience- spectrum/profiles

  • The international model (developed by Morris

Hargreaves McIntyre): http://mhminsight.com/articles/culture-segments-1179

Its not all about the model: its about your mind-set

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Stuff we’ve learned: #2

Getting our core offer right – and holding

  • urselves to account

Things we’ve learned #2:

Getting our core offer right – and holding ourselves to account

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What makes people tick this box? “We need to learn to love people as much as we love places”

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What we’ve learned about enjoyment….

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Unexpected Deligh ghters Things they don’t expect us to do but if we do them well we could really wow, and if we don’t do it well it can backfire Expected Basic ics Things they expect us to get right. If we get it right, we’ll just satisfy. Unexpected Irrit itant ants Things they don’t expect us to get wrong

EXPECTATIONS

Where we get the basics and remove irritants– we have a better chance to surprise and delight

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People make the difference.

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… and everything speaks

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Things we’ve learned #3:

Sending out the right signals

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enabling memorable family experiences

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  • Focus on core offer and

facilities

  • Making life easier for families
  • Helping them feel valued
  • Giving them choice

What changes did we need to make at properties?

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Working out which components are repeatable and dialling them up

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We focussed

  • n play...
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Things we’ve learned #4:

It’s all about the programme

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Duration Size of audience

Risky Exhausting

Programming

Routine

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Working with natural rhythms

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Until we eventually felt confident enough to go public…

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