Your CMO, led by fractional marketing consultant Laura Baxter, has announced the launch of Your Attractions Marketer.
The free diagnostic tool is designed to provide UK visitor attractions, including theme parks and leisure venues, with an instant evaluation of their digital marketing performance.
Now available at yourattractionsmarketer.com, the new tool evaluates attractions from a guest perspective. Operators complete a five minute questionnaire, generating immediate online scores followed by a tailored report delivered within two working days. Each completed audit receives a review and sign off from Laura Baxter prior to distribution.
Benchmarking Digital Performance Across Five Key Areas
The audit assesses performance across five core areas of the guest journey:
- Being Found: Visibility across search engines and Google reviews.
- First Impression: Mobile website user experience and presentation.
- Ready to Book: Evaluation of the online ticketing sales funnels.
- Social That Sells: Engagement and effectiveness across major social media channels.
- Keeping in Touch and Measuring: Email capture mechanisms, conversion tracking, and digital advertising setup.
To establish baseline standards for the platform, Laura Baxter conducted research across more than 700 UK visitor attractions, including theme parks, zoos, heritage railways, piers, and cultural sites. This underlying dataset allows the platform to benchmark every participant against direct peers in their specific sector.
Initial findings from the baseline study revealed common operational gaps across attraction websites:
- Pricing Transparency: 70 per cent of attraction homepages do not list ticket prices.
- Database Growth: 65 per cent lack an email sign up capture mechanism on their site.
- Advance Booking Incentives: Only 6 per cent of homepages highlight that booking online offers a cost saving.
Support Designed for Attraction Marketing Teams
Laura Baxter currently serves as fractional Head of Marketing at Blackgang Chine on the Isle of Wight, where recent campaign strategies yielded a 16 per cent increase in ticket revenue, an 18 per cent gain in visitor numbers, and a 104 per cent growth in web traffic within a single year.
Your Attractions Marketer has been developed to support independent attraction operators and small marketing teams who manage multiple promotional channels without dedicated senior leadership. Alongside the written report, participating operators have the option to schedule a complimentary 20 minute follow up consultation to discuss practical adjustments.
"I have sat in the in-house seat, and I know how rarely anyone gets an honest second opinion on their marketing. Most attractions are doing far more right than they think. It is usually two or three things in the set-up that are quietly costing them. I wanted to give people a clear, honest picture of where they stand against attractions like them, for free, and make it something they would genuinely want to read."
Laura Baxter, Fractional Marketing Consultant at Your CMO
The free diagnostic tool is open to theme park and attraction operators at yourattractionsmarketer.com.
