Presented By: Bob Schwartz Duck Tours BOSTON DUCK TOURS Boston Duck Tours provides a fully narrated, land and water tour of Boston in “DUCKs,” W.W.II style amphibious vehicles. See what makes Boston a city of Freedom, Firsts and Fun! • Boston’s Most Popular Tour • World’s Most Popular & the first big city Duck Tour • Carry over 600k a season (March – November) from 3 locations (Museum of Science, and Prudential Center). • Over 50 attraction and restaurant partners • 20th Anniversary Season • 1st Duck tour to offer tours in other languages • 28 DUCKs in the fleet DIGITAL MARKETING FOR BOSTON DUCK TOURS

• No ad budget (decide as we go) • Some Google Ads words • Social outreach (Facebook, Twitter, Pintrest, Instagram, Google+, Tumblr, LinkedIn). Very little Facebook ads. • iOS app with tour outline in other languages with images. • Mobile site with ticketing system integration (with info in other languages). • Work with reputable bloggers (because everyone is a blogger nowadays) • A guest service manager that tracks online chatter through Tripadvisor and Yelp. • We also survey all guests that take the tour and take action if need be. Our #1 form of advertising is, and has always been, word of mouth. The most important form of advertising in our eyes.

PARTNERSHIPS 101

Group Partnerships – Securing a partner that can abide by your group minimums and comp policies as well as your cancellation and payment requirements

Combo Partnerships – By leveraging your attraction or restaurant’s brand recognition you can partner with other great area attractions or restaurants to help bring in more business to the both of you

Added Value Partnerships – Align yourself with a smaller local area attraction that can offer a free entry when someone purchases your ticket.

WHO ARE YOU?

Think about trends, sites or attractions in your area that are unique. Trends – Genealogy Boston – Sports, Harvard

In 2011 and 2012 Genealogy was booming so we aligned ourselves with the New England Historic Genealogical Society (NEHGS). • Great exposure • Boston was the 2nd largest port of entry from 18 – 1920 for European immigrants who moved all around the U.S. Great way to trace your roots • NEHGS is the country’s leading resource for family history research FREE WITH PURCHASE OFFERS FOR 2015 WHY OFFER MY GUESTS FREE ENTRY?

The smaller attraction/experience can benefit through added value marketing initiatives that you can offer them such as: • Mentions for the attraction or service through your, guidebook, phone messaging, brochure, website or coupon sheet plus other marketing channels via print, television, radio or online advertising. “Plus get free entry to XYZ attraction” • Offer the attraction a certain amount of your services for free or at a steeply discounted rate that the small attraction can resell and make money from. This way you are offering something without paying for it. • Merchandise Sales • Word of Mouth advertising from guests that experience the attraction or service and had a good time. • Mentions at tradeshows that you can afford but they can’t.

Marketing & Branding Charitable Giving & Merchandise Sales THE BENEFITS OF PARTNERING

• Group partnerships and packaging with reputable partners helps ease the booking process for your groups. In most cases, your consistent business with your partners (attractions/restaurants) will help leverage great rates and comp policies that the groups may not have been able to secure themselves. • Combo ticket partnerships with other great reputable area attractions are great, as you can strategically work together so that you both some out on top. • Added Value partnerships will create the perception of a better deal and guests will be more open to paying for combo purchases through other partners. (Museum of Science, New England Aquarium & Skywalk Observatory) • Working with your area attractions and restaurants in any aspect will help benefit both of you when you help cross promote each other. You are also helping promote the destination instead of just yourself and showing your guests that you care about their experience by pointing them to the right places. It’s a win/win situation.

Partner Stumbling Blocks

• Quality – Does the product you are offering meet or exceed your standards • Phone Calls – Must return within 24 hours. • Policies – Headcount Changes, Cancelation/Refund and Comp policies • Continuity – Especially for restaurants. Partners need to be in the know about the partnership • Flexibility – Partners need to be able to take reservations at any time (within reason.) • Feedback – Survey your guest to ensure the products you are offering meet their standards • Knowing when to walk away – Sometimes partnerships do not work & become more of a hassle than it’s worth. At that point you need to focus your energy and resources elsewhere. • It’s best to get everything in a contract as management changes and contacts change (Especially when you have up to 50 partners that you work with.)

Questions?