40 ways to promote your audio guide
With a continuous marketing schema you can get most out of your tours and more importantly ensure your visitors will get most out of your offer.
- Understand what channels your visitors use to prepare for their visit:
Your visitor will get the best user experience if the izi.TRAVEL app is already downloaded on their phone, for example when they are at home or in their hotel. It is even better when the guide or tour is also downloaded so visitors do not need an on-site internet connection.
- Check your on-site free WiFi anyway:
We found that a slow or paid WiFi connection will have a negative effect on the number of people who consume your content. If possible then provide your visitors with free WiFi.
- Train your staff:
your staff will welcome your guests and identify their needs. They need to understand the value of your audio guides and steer the visitors towards your stories.
The best way to promote an audio guide is online. It is a digital service and visitors have to download and/or install it. Therefore the closest you can get them to start using your guide is when they are already using digital services, like visiting your website or reading your newsletter or social media. Here is an overview of the best online promotion methods.
Link on homepage
Link on the webpage with opening hours / parking information
Separate webpage with an overview of your tours
|4||+++||Show a preview on your own website with the widget|
With the izi-widget you publish (parts of) your tour on your own website. See http://widget.izi.travel for instructions.
Add an audio guide icon to your social media icons
|6||+||News item on website|
Announcing a free mobile audio guide is great content for your news section. Make sure you added a direct link to the app in the store or your landing page.
Special layout for mobile website
LinkedIn, Google+, Pinterest, Instagram
Give your Tour an appealing name
|Complete the content provider profile page on izi.TRAVEL|
Create and maintain a strong brand identity on our platform. Make sure your CP profile in the izi.TRAVEL CMS is fully up to date.
Leverage your institutions sponsors and donors and let them communicate your mobile audio stories to their customers. Discuss with sponsors how to include references to your content in their marketing communication.
If you have more than one guided tour you can link them, so that they reference to each other. The visitors will see all tours available under your brand in the section 'See also'.
|15||++||Cross-links with other CPs|
Cooperate with CPs of nearest museums/tours and ask them to make a link from their content to your content. And you can return the favor.
|16||++||Search engine optimization|
Improve guide/tour description by adding relevant key words and hashtags to improve search engine ranking.
|OTHER DIGITAL MEDIA|
|17||+++||Article in newsletter|
Announce the tour in every newsletter. Use the stories in the tour to provide a different angle.
QR-code and link on your etickets
|19||+++||IP address of WiFi network|
If the WiFi network in the museum has a static IP-address - enter it in izi.TRAVEL CMS. In this case when visitors launch the izi.TRAVEL app, the app will prompt like "it looks like you are in XXX museum. Open it?". To know the IP-address of the WiFi just connect to this WiFi and open in browser web-page http://whatismyipaddress.com/
|20||+++||Landing page for WiFi|
Make a special landing page for your local WiFi. This is a web-page where the visitor will be forwarded automatically immediately after connection to the WiFi. Put on this page information about your audio guide or even just forward to www.izi.travel/app. It will significantly simplify the app installation procedure for visitor.
Offline and on site promotion are very important to trigger your visitor to start using your guides. Here is a link to the promotion kit that you may freely adapt to your needs and use.
Place a roll up at the entrance of your location
Announce your tour on your entrance tickets. Staff can point the link or the QR code out as they hand over tickets.
|25||++||Table 'posters' in café or restaurant|
Place an announcement on the tables in your museum's café
|26||+++||Update existing POS materials|
Announce a free mobile audio guide in all existing POS materials. It might take some time, though, to reprint them.
Place a sticker with a reference to your guide on the floor
Provide (free) headphones at the start of your tour for those who download the app and content.
Train your staff
|33||++||Make your management to experience the tour|
Usually the management of a institution is very happy with the result of your work, but did they actually listen to your stories? In practice we find that when management really experiences the product themselves their opinion is very positive and you will get more support/budget for promotion of your guides.
|34||+||Newsletter for employees|
Don't underestimate the network of your employees. It is a free word-of-mouth advertisement.
|35||++||Free drink (if they share on social media)|
Stimulate your visitors to take the time for downloading the app and content by offering them a free cup tea or coffee in the museum cafe while they do it. The introduction story for the museum is also a good way to entertain the visitor while they download the content!
Organize a meeting or a drink to launch your stories; invite press, friends of the museum, colleagues from other museums. In this occasion the director/curator of the museum will entertain the visitors with curiosities about the collection. Make sure the visitors use social media on the event.
Cooperate with the local tourist authority
Find partners in the hospitality industry to promote your guide/tour as complementary service like hotels, restaurant, tour operators, tourist organisations, etc. You may consider creating a city tour that names the venues that promote it.
|40||+++||Start crowd sourcing projects|
Use the izi.TRAVEL platform to set up projects where you engage with external parties like schools, (other) historic associations or expert groups,like bird or technology lovers. They will promote your publications when they participate.
We hope this overview inspires you to promote your tours in an effective way. If you have questions or suggestions please let us know at firstname.lastname@example.org
The pictures in this article are provided by http://www.just-justa.nl/