Summer Marketing Essentials: Segmenting Your Audience and Rewarding Customer Loyalty

That means segmenting your audience and tailoring your messages to meet their specific interests and behaviors.

This is Part 2 of our Summer Marketing Essentials series: Check out Part 1 (Strategic Calendars, Event Ideas, and Understanding Buying Behaviors).

Why Segmentation Matters

Breaking down your audience into smaller, specific groups can increase your marketing effectiveness.

According to Optimove, while the average revenue per customer might hover around $28, when you target your messages to specific segments, those numbers can jump significantly higher. Check out this chart from their research, which looks at over 30 million customers and 2,000 campaigns.

It’s pretty clear that when you speak directly to someone’s needs, they’re more likely to engage — and that’s good for business.

Practical Segmentation Tips

1. By Country and Holiday:

Jazz up your emails by matching them with regional holidays. For our friends in Canada, think red and white with maple leaves for Canada Day on July 1st. For your US audience, go for red, white, and blue with a splash of fireworks for Independence Day on July 4th.

2. By Behavioral Segments:

Tailor your marketing efforts based on the past activities and interactions customers have had with your tours and attractions. This tailor-made approach allows you to connect on a personal level with each visitor segment.

• Frequent Visitors: Show some love to your loyal fans with perks like VIP access to new attractions, exclusive night tours, or sweet deals on season passes.
• First-time Visitors: Roll out the red carpet with a welcome package that might include a guided tour to really make their first visit special. Throw in some handy tips and recommendations for nearby attractions to turn their visit into an adventure-packed day.
• Occasional Visitors: Keep them in the loop with updates on what’s new since their last visit. Got a new exhibit or an upcoming event? Give them a heads-up and maybe tempt them back with a special discount or a combo deal that includes some tasty treats and cool merch.
• Event Attendees: If they loved your events before, chances are they’ll want to come back for more. Keep them excited with info on upcoming events that match their interests, maybe with some early bird specials or exclusive packages that let them peek behind the curtains.
• Engaged Online Users: For those who are all over your online content but haven’t visited in a while, craft messages that link their online engagement with actual visits. How about online contests with prizes they can claim in person, or virtual tours that offer a discount for coming in real life?

Leveraging Data for Deeper Engagement

Getting smart with behavioral data can level up your marketing game. When you mix this data into your segmentation strategy, you’re not just sending out personalized messages—you’re hitting right when it counts.

Imagine sending out sunny day specials to locals when the forecast is clear, or offering cozy rainy day discounts when the weather turns. By keeping an eye on your guest attendance, you can start to see patterns in what they like and when they’re most likely to visit.

Use this insight to send out spot-on promotions that not only make your customers happy but also boost your bottom line.

Reward Customer Loyalty

Walt Disney once said, “Do what you do so well that they will want to see it again and bring their friends.” That timeless advice captures the essence of why rewarding customer loyalty isn’t just nice, it’s a smart business strategy.

The Power of Loyalty

Loyalty doesn’t just keep your business alive; it helps it thrive and grow. According to a Statista survey from May 2022, half of U.S. consumers demonstrate their loyalty by recommending brands to friends and family.

Moreover, as highlighted by the Harvard Business Review, retaining an existing customer is 5-25 times more cost-effective than acquiring a new one.

How to Reward Loyalty

Using the audience segmentation strategies we’ve covered, you can roll out loyalty programs that click with different groups of your visitors. Here’s how to make it happen:

1. Citywide Partnerships: Team up with local eateries and shops to offer exclusive deals to your loyal customers. This not only gives your guests more value but also supports other local businesses, building a supportive community that everyone loves being part of.
2. VIP Programs: During the holidays, why not treat your regulars like royalty? Launch VIP perks like members-only access to new exhibits or special holiday sales. It’s a fantastic way to make your loyal fans feel extra valued and deepen their connection with your attractions.
3. Surprise Perks: Everyone loves a good surprise! Send your most active subscribers unexpected treats, like a discount code or a small gift. A special offer arriving in their inbox or a cool souvenir appearing in their mailbox can transform a happy visitor into a lifelong advocate.

Celebrating Your Customers

Spotlight your loyal customers in your newsletters and share their exciting stories on your social media platforms. This strategy not only makes your loyal fans feel celebrated but also showcases a vibrant community of satisfied customers surrounding your brand.

Building this community doesn’t just express gratitude—it turns every visit into an opportunity to create ambassadors for your brand.

For example, consider the success of fan-driven websites like DisneyFans.com, which started in 1995 and now boasts over 200,000 digital pictures from Disney parks.

Or consider the amount of content that's created around "Disney tips" in TikTok, where the top 6 videos have garnered over 6 million views collectively. That's a lot of eyeballs on user-generated content about a single brand.

When you reward customer loyalty, you tap into an engaged community that's passionate about your brand and eager to share their experiences with others.

Building Lasting Connections

As we’ve explored, segmenting your audience and rewarding loyalty are powerful strategies not just for enhancing sales—they’re also about building lasting relationships. By understanding and addressing your customers’ specific needs, you’re not just driving revenue; you’re cultivating a community of enthusiasts who will champion your brand long-term.

As you implement these tactics, remember that every interaction is an opportunity to deepen your visitors’ experiences and foster lasting loyalty. Stay tuned for Part Three of our Summer Marketing Essentials series, where we’ll delve into maximizing engagement through social media, SMS, and influencer strategies. Make this summer your most successful yet by connecting deeply with your audience.