Welcome to episode 154 of the Marketing Freaks Podcast. In this episode, we’re joined by Zack Wragg, Head of Global Optimisation and Development at Merlin Entertainments. Zack, an ex freestyle skier, talks to us about how his passion for Skiing lead naturally into marketing. Having worked in various industries including travel, multinational corporations and the charity sector, in print media, eCommerce, data science and analysis, Zack describes himself as a generalist marketer with a focus on the digital customer experience.
Jon and Zack get into the detail around multiple challenges, from understanding and fulfilling customer needs, to managing the delicate balance between individual attraction brands and the overarching group brand, and the strategies employed to maintain global consistency while allowing for local adaptation. Additionally, this episode explores how legacy brands can balance tradition, with the need to stay relevant and innovate.
This episode is brimming with advice and insights particularly beneficial for marketers working within the entertainment industry and those marketing global brands and legacy brands.
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KEY TAKEAWAYS:
Learn how Merlin Entertainments manages the Marketing for both the global brand, and the individual attractions.- How to Merlin recognise different segments and how to target them effectively, based on age and preferences to ensure that attractions evolve with the customer lifecycle, to remain competitive.
- How Merlin Entertainments are planning to achieve global consistency whilst allowing for local adaption, both online and offline.
- Gain insight into how to streamline the customer experience both online and offline, from booking your tickets, pre, during and post visit. And the different opportunities for innovation within that.
- Advice for people who are trying to bring in new ideas and ways to innovate, and how to get buy in from your stakeholders.
- Understand the importance of the customer experience and the best ways to achieve customer loyalty.
