Selling an intangible product such as activities, attractions and events requires a lot of attention to detail from the outset. But done right, and it can make a big difference to the business you receive. Here are some pointers on how to create something wonderful...
Focus on your USP - Why is your event special? What is your 'magic sauce' that makes your experience epic?
Focus on your customers - Who is your ideal customer? Build out a description of the activity that would suit the type of person who is likely to book your activity.
Focus on the competition - If many companies a similar service, be sure to differentiate. This is not always on price. But could be based on having greater experience, a better route, VIP seats, providing food, more flexible options or terms, better imagery or description. These are all ways of getting booked over others.
Information is key - Consumers need enough information at their fingertips to be able to book. The more you can spell out what the activity includes, who its suitable for, what will happen over each aspect of the activity, day or week, the more a consumer will know if its suitable for them.
Copy & Pictures
Try to take a bit of time to make your experience description rich in information. Not only do full and appealing description attract more customers, but it will save you time later answering any questions that may otherwise arise.
A picture is worth a thousand words, and that’s never truer than for selling experiences. Many consumers are inspired by Instagram and social media and want to create their next social media post on your activity. Make sure to upload the best pictures you have (or even invest in getting some photography done professionally if you haven’t already). We’d recommend adding up to 10 photos. Sell the dream. Images of people laughing, sunsets, sunrises, BBQs, starlit skies, stunning views and emotion-encouraging photos will drive the success of your bookings.
Dates, Dates, Dates
Those experiences that have frequent dates perform significantly better than those with rare dates. Clearly the amount of dates available is difficult to control for certain events that require significant planning. The chances that someone is in the area, wishes to do your activity and they're also free on the single day you have made available in the next month, is very low. Consumers are having shortening attention spans and over 50% of people would prefer to book directly than pick up the phone. Catering for instant booking for lots of dates can significantly bolster the amount of consumers who will book.
Try to respond to customers as soon as possible whilst they're interested and engaged. We've seen over 60% of enquiries that are not responded to within 24 hours end up going nowhere as consumers lose interest or get distracted.
Beyonk allows you to set different types of discounts. Make sure you take advantage of these to allow for single bookings so you can cater for individuals only, or group discounts so your experience is suited to families, corporates or a bunch of friends.
With events, consumers expect more flexibility than ever before. Those events that can offer flexible booking and cancellation terms will attract more bookings. Look at other websites where consumers can book and make sure your terms are competitive.
Offer discounts to entice group bookings and add-ons to bolster your revenue per bookings from added food, equipment or something extra special with your experience.
Once you've optimised your experience listings - why not take advantage of Beyonk Connect - our powerful yet effortless booking software that shares your live inventory on your own website and other Beyonk channels so you can maximise your booking potential online. Even share the widget so your partners can share your live availability on their website.