3. They’re Easy to Promote.
As we’ve said, themed events are different and timely. In other words, they’re exactly what journalists look to cover. When you’re developing a themed tour, announce it with a press release.
Pingle did this to announce ZipZone’s Full Moon Tours, which happen once a month between July to October. Sure enough, it got the media talking.
Between news outlets and magazines, “most of the local media has covered the Full Moon Tours at this point,” Pingle says. Some reporters had covered ZipZone in general and then circled back to write about the Full Moon Tours separately.
“It provides another thing to talk about, another angle,” she notes, both for her customers and the media.
But Pingle upholds that word of mouth is still the best form of promotion, and guides can help with that.
“All of our guides encourage guests to come back for a Full Moon Tour at some point during or after the regular zip,” she explains. That’s slam-dunk marketing, and here’s why:
When your customers are with your guides, chances are they’re doing something fun. They’re either on the course or they’ve just finished ziplining and are wishing for more. Now a guide tells these endorphin-overloaded guests that the fun can indeed continue with your themed tour later this month. Smiles widen, eyes brighten, and presto, you’ve paved the way for additional sales.
Guides are interacting with customers all day, and what they say heavily influences customers’ opinions of a tour. By plugging your special events, your guides can transform a “bucket-lister” into a returning customer.
What to Consider When Planning a Themed Tour
Pick Your Theme Strategically.
Rule #1 in marketing: know your audience. When designing a themed tour, think first about whom you want to attract—and why.
For example, if your target market is mostly families, a zombie-themed night might discourage parents from bringing smaller kids. But if your goal is to attract more young adults, then it could be a hit!
Everything, from what you call your tour to the activities you offer, affects your audience—so choose wisely.
Worried About Setup? Don’t be.
I’d be lying if I told you that it’s easy to develop a themed tour from the ground up, but I’ll bet it’s not as hard as you think.
“It’s not that complicated,” Pingle says. For the Full Moon Tour, Pingle ensures that she has guides on deck for some extra setup, and that tour guides have gone through a little extra training to operate smoothly in the dark.
In return for this effort, she has a popular tour that easily books up as the season comes to a close. It’s an equation that will keep ZipZone in the black time and again, even with summer long behind.
Keep the Themes Going!
By the time you read this, Halloween will be on your doorstep. But moonlit tours and haunted zips aren’t the only ways to spice up your tour offerings. Here are a few more ideas for themes:
- Space exploration
- Country hoedown
- Dress from a decade (’70s, ’80s, etc.)
- Hollywood night
- Superheroes
- Hometown sports teams
- Around the world
- Favorite movie or TV show (*cough* *cough* Game of Thrones *cough*)
Now it’s your turn. This fall, winter, and spring, spend a little time dreaming up ways that themed zips could boost your revenue. You just might surprise yourself!
