6 Tips to Successfully Utilise Word of Mouth Marketing

Word of mouth is consistently hailed as the No.1 way to increase sales. Neilsen reports that 84% of people are likely to listen to the recommendations of their friends and family, and 70% would follow online opinions. Put it simply, people trust people more than brands!

So how do we tap into this? In this blog post we’ll be investigating some of the key ways to harness social media to turn our customers from attendees to ambassadors.

6: Appeal to Groups by Appealing to Individuals

Chances are, if a group of friends all decide at once to visit your event or attraction, there was one ringleader who has painstakingly organised the outing. That ringleader is our champion and we should do what we can to make their life easier!

Try using services such as Groupon to package multiple tickets with discounts built in. This both encourages our champion to find the qualifying number of friends to make use of the deal, and simplifies the booking process by condensing it into a single transaction.

5: Offer Referral Discounts

Giving our customers a direct financial incentive can be a great way to effectively market to the decision makers within our groups. Offering a fraction of the admission cost as a referral bonus for example means our champions are rewarded for loyalty and advocacy, with the potential to even earn a profit for attending!

A great advantage to this method is that as named referees begin to repeat, we can start to identify our key influencers, and even target them with special offers for future events.

4: Social Media Giveaways

There’s a reason why Facebook and twitter are constantly full of “like & share” posts, they generally work! “Like and share to win a free iPad” will go down in history as one of the most overused phrases of the 2010’s.

Beware however of the common pitfall of gaining a large following and never engaging; 79% of people say their primary reason for liking a Facebook page is to get discounts, but few of these will actually purchase anything.

The smart way to hold competitions is to create a tantalising experience which is closely aligned with your existing events. For example, try creating an exclusive VIP experience for your competition winners with special perks and a free bottle of Prosecco!

3: Create an Online Identity and Own it

While it’s unlikely that a tweet will make someone drop what they’re doing and come to your event, hashtags on Twitter are a great way to tie together a compelling story from multiple sources of what your event is about.

Start early, share your preparation process, encourage your guests to share their experiences and engage with them. If each tweet is a thread, by the end of your event you should have a rich tapestry to drive recognition and future attendance.

2: Go live!

Live streaming is the most recent trend in social media and drives some of the highest engagement of any medium. Facebook’s execution of this is fantastic, as comments and likes appear in real-time, delivering a unique snapshot of public opinion.

Twitter too, now comes standard with a live-streaming service. The allure of a live show is something first recognised with Big Brother years ago, and has scarcely dulled. Take extra precaution with your production values and this could be a great shared experience to draw a new crowd!

1: Get Creative

The No.1 consideration when attempting to gain traction in social media is to do something unique! Create a spectacle that people will want to share and you could find yourself in the centre of an exponential maelstrom of engagement.

No amount of incentive can compete with a genuine human need to share something brilliant, so try to keep in mind that our first objective is not to bribe our guests into call-to-actions, but to inspire them to say they were there.

 

Merlin Software Granted 2017 Rising Star and Great User Experience Awards for Event Management Software

We’re privileged to announce that a leading business software review site has granted Merlin Software two industry recognitions. FinancesOnline, which has reviewed over three thousand business solutions to date, awarded us with 2017 Great User Experience and Rising Star for our solution’s intuitive UI and solid user base experience. The awards are given to top solutions in their niche.

Finances online has reviewed thousands of business software packages online here.

 

The Great User Experience Award for top event management software recognizes business solutions that are simple to set up and use but feature powerful tools. Our event management software has all the essential standard functionalities, plus unique elements like wristband entry and our EPOS and retail platform integration. These give our users a wide range of tools to manage their events more efficiently.

Our software received commendation in particular for its versatility. The standalone web portal excels in meeting the needs of small businesses, offering a highly affordable platform for selling event and admission tickets, whilst keeping marketing data in-house and payments up-front. Merlin 8 on the other hand delivers a considerable range of enhanced business applications, functioning as a fully integrated EPOS, stock management and reporting package with membership controls and gift-aid features.

The Rising Star Award was attributed to Merlin Online, as a newly launched service with great potential to meet the ticketing needs of event managers. Merlin Online stood out for offering fantastic value and flexibility, with full telephone customer support and the availability of hardware packages to benefit queue management and reporting.

3 things you should be prepared for in 2018

Okay it’s now October, we’re now officially in Christmas-aisle season (not to be confused with the actual festive season, which starts December 1st). With any luck, the summer has been kind and those of us in the business of outdoor events can now start to concentrate on next year.

Grab a coffee, take a well earned break and let’s go through a few of the major considerations as we approach 2018.

 

Data protection is back in a big way

The more ominous sounding GDPR, or General Data Protection Regulation is on its way and will be in effect from May next year. This means some major changes in how we can collect and deal with customer data.

This update in essence will widen the definitions of what constitutes data, to include IP addresses and cookies, and improve consumer rights by offering the right to be forgotten and requiring clear opt-in consent.

 

Fee ya later!

As of the 13th January 2018, all credit and debit card fee’s will be shelved. You read that right, they will be illegalised, outlawed, scrapped, binned, thrown and dusted. They are scheduled to be jettisoned, evicted, dismissed, expelled, dropped, abandoned and ejected from the UK. And this is good and bad news!

Firstly, we can expect a short-term rise in small transactions under £5, which usually generate card usage fees of around 50p per transaction. Secondly, we may likely see many PDQ operators change and increase their pricing structure to deal with the loss in revenues.

Our advice – use this time to reevaluate your PDQ contract and move from fixed to variable commission where average transactions are £10 or less. 

 

The B word

Since June 2016 we’ve seen record inbound tourism, which may have a little to do with the 12% sterling devaluation. Since this point, we’ve seen massive fluctuations whenever the B-word is mentioned, as people choose to invest in Sterling, or the other B-word – Bitcoin.

This has been great news for tourism and hospitality throughout the holiday season, and while rates are low we can expect the continued surge in visits and staycations to continue. As we progress towards Michel Barnier’s October 2018 wrap-up date we will see how investors and speculators fancy our chances out on our own!

Is there something else we’ve missed? What is your business worried about the most next year?

Questions in the comments!