Grabbing the attention of potential customers is more important than ever before. There’s no better way to do that than by using real customer memories to drive new referral bookings and re-market to past customers.
In fact, research from Nielsen, states that advertisers and those who measure the impact of advertising are “obsessed with memory”.
There’s a good reason for that. It’s believed that, due to the digital age and the launch of smartphones, the average human attention span has fallen from 12 seconds in 2000 to just eight seconds today.
Businesses today have less time to gain the attention of customers.
That’s where the power of memory marketing comes in. Memory marketing uses the emotions of real-life experiences to build powerful advertising opportunities for your tour or activity business - targeting both new and past customers.
In this blog, we take a look at what memory marketing actually is, why it should be an important component of your tour or activity company’s marketing initiative and how you can use photo and video to build an effective memory marketing strategy.
What is memory marketing when it comes to experiences?
Memory marketing is the process of using real-life customer experiences to both remind customers of their past experience with your brand, as well as showcase the true emotions delivered by your experiences to potential future customers.
It’s time to start leveraging memorable experiences into your marketing strategy by providing your past customers with photo memories for free.
Traditionally, companies in the tour and activity space have captured memories passively. They let the customer document the experience themselves, or they even try to sell them photo memories immediately after the experience.
But monetizing the experience can also sour it.
Memory marketing is a way of actively capturing the real emotions and memories of an experience. By providing these memories to guests for free, as well as sharing them with customers strategically on their favourite touch-points, you can encourage customers to not only relive their experiences weeks, months and years after the actual event, but also share those memories with their friends and family.
The result? Your business is able to drive up repeat bookings from past customers, and gain new referral bookings once they share those memories on their social media pages.
Why is memory marketing important for tour and activity businesses?
By actively capturing memories of your customer experiences and sharing them with past customers and across your tour/activity’s social channels, your organization can realize a vast number of benefits.
That’s because memory marketing focuses on one powerful consumer desire - the requirement to take part in new experiences. In fact, 74 percent of Americans favour experiences over products, according to a study from Expedia.
Photo memories are rarely kept to oneself. They are retold and shared across social media channels by your past customers, helping your business to create its own user-generated content advertising strategy.
You can remind past customers of your brand through memory marketing, simply by sharing photos and videos of their experience on special occasions such as their birthday, the anniversary after their experience and other public holidays such as Christmas.
With photo memories, customers will relive and enjoy the experience with your brand long after it’s actually over, and share those memories with their friends and family for years to come.
With that in mind, here are just a few of the top benefits that your tour or activity business could realize from a successful memory marketing program.
✔️ Increase repeat bookings: It’s not enough to just provide your customers with an amazing experience, to cultivate true customer loyalty you need to remind past customers of their memory with your brand and help them relive it. This will help your business drive up repeat bookings.
✔️ Encourage the sharing of visual content: By engaging with your audience and reminding them of their great experience with your brand, you will encourage customers to create and share positive content about your brand with others. User-generated content is a great way to drive up new bookings.
✔️ Tap into positive emotions: The experience you provide offers excitement, fun and joy to your audience. When you showcase that through photos and videos, you increase the chances that your audience will remember your brand. With positive brand memory comes the opportunity to ramp up the number of new bookings.
How can Fotaflo help you succeed with memory marketing?
Storytelling, emotion and personalization lie at the very core of a successful memory marketing strategy. The customer comes first, and showing their true experience through photo memories is the key to success.
But how exactly can your tour or activity business do that?
Fotaflo is here to help. Fotaflo is an innovative memory marketing platform that simplifies and automates how tour and activity businesses distribute photos and videos to their customers.
By using the Fotaflo platform to provide guests with meaningful photo memories to relive their experience and share on their social media platforms, your business can easily generate reliable, consistent and trackable word-of-mouth marketing that drives both referral bookings and repeat booking.
Want to learn more about how we can help your business do just that? Get in touch with our team today. We would love to answer any questions that you may have.
