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Covering off some big questions to ask yourself if you are an experience provider considering whether licensing is right for you. Objectives, audiences, costs and capability are 4 big considerations.
Every business has bespoke objectives and context - and so, it may not be the biggest or most expensive IP that is best for you.
What are some of the big considerations?
Successful IP projects are not just about finding the right partner...it's all about what you do with them! From execution to (authentic) commercialisation to keeping it fresh.
A Q&A with Aardman, Mattel, Moonbug & Magic Light about their thoughts on the role of brand licensing in the leisure & attractions space.
There are lots of misconceptions about licensing. In this article, we help to clarify, debunk, and explore some of the common missteps businesses make when exploring IP partnerships.
Even multi-billion dollar theme park resort operators have big decisions to consider when selecting the IP to invest behind.
Everyone's context and considerations are different.
Working with an external IP partner is not always the best or only option. Nemesis is a great example of a theme park attraction developed and managed as a brand over 30 years - delivering amazing outcomes at Alton Towers.
As well as creating an impressive revenue stream - Retail can also enhance the guest experience, provide solutions, extend the guest journey - and drive loyalty.
It all starts with understanding guests. But then understanding their journey through the experience, the range that enhances it - and thinking how retail can become an experience are critical.
Grocery is one of the most competitive, customer focused retail sectors out there. This article covers five core principles that attractions and experience operators can learn from this field.
Retail doesn't just have to be a 'gift shop at the exit'...how can you think differently and make retail as much something on a guest's 'to do list' with you as going on rides, seeing animals or exploring exhibits?
Leveraging stories not only creates the foundations for great guest experiences - but also provides opportunities for guests to 'buy in' to your proposition more...be that merchandise, partnerships, premium experiences, or more frequent return visits.
It's not always the highest, fastest and most technologically advanced...sometimes when stories and IP are brought to life, audiences are truly understood, and nostalgia is leveraged - you can create great experiences (and opportunities for commercialisation).
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