Madame Tussauds brings you Leisure and Tourism An exciting resource to support the learning and teaching of Travel and Tourism and Applied Leisure and Tourism for Key Stages 4 and 5, Levels 1, 2, 3
Welcome to Madame Tussauds Leisure and Tourism resource These resources have been written in partnership with practising teachers Madame Tussauds London is a fantastic case study for students of Travel and Tourism and Applied Leisure and Tourism. Millions and millions of people have flocked through their doors since they first opened in 1884 and it remains just as popular as it ever was. Madame Tussauds has attractions in London, New York, Las Vegas, Washington D.C., Amsterdam, Berlin, Hong Kong and Shanghai with interactive figures and experiences built around fame and celebrity. It is owned by the Merlin Entertainments Group, the second largest leisure organisation in the World after Disney. Merlin aims to deliver memorable and rewarding experiences to its millions of visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and employees. Using Madame Tussauds London as a model for a successful leisure business, each section of the resource focuses on key study areas an introduction to Leisure and Tourism, Marketing and Sales and Customer Service. Main sections Section 1: Introduction to Leisure and Tourism Section 2: Marketing and Sales Content outline What is leisure? The leisure industry key components Factors influencing how leisure time is spent Market segmentation in action SWOT analysis for Madame Tussauds What is the marketing mix? Exploring the marketing mix for Madame Tussauds London Understanding the costs of running a business Making a profit Resources available Teacher notes pages 3 5 Student worksheets 1 7 Introduction to Leisure and Tourism PowerPoint presentation Teacher notes pages 6 10 Student worksheets 8 13 Marketing and Sales PowerPoint presentation Section 3: Customer Service What is customer service? Madame Tussauds 10 rules of customer satisfaction Customer service in action Devising customer satisfaction questionnaires Teacher notes pages 11 and 13 Student worksheets 14 and 15 Customer Service PowerPoint presentation 2
Section 1: Introduction to Leisure and Tourism An introduction to the different components of the leisure industry What is leisure? Introduce the topic of leisure by using the PowerPoint slides. These show images of different leisure activities from visitor attractions such as Madame Tussauds to reading, watching television and playing computer games. Brainstorm leisure. What key words can help to describe the word leisure? Capture these on slide 11 or on the board. In pairs, students should now develop a clear and concise definition using these key words as inspiration. Definitions can be captured on worksheet 1. To consolidate learning, ask students to select which they feel is the correct definition and why from the three provided on slide 13. Using the slides, introduce students to the four main categories of leisure activites active, passive, home-based and away from home. To aid understanding of these terms, students complete worksheet 2 which sees them classifying different types of activities. Where do they spend most of their leisure time? Resources: Introduction to Leisure and Tourism presentation slides 1 16; Worksheets 1 and 2 The leisure industry key components This section has been designed to help students understand the different components of the leisure industry. Using the PowerPoint slides, introduce them to the seven key components sports and physical recreation, arts and entertainment, countryside recreation, home-based leisure, children s play activities, visitor attractions and catering. Using worksheet 3, students have to give one example for each of the components. They have to name the facility, detail the main activity and provide an example of an employment opportunity. The visitor attraction has been completed for them to start them off. Resources: Introduction to Leisure and Tourism presentation slides 17 26; Worksheet 3 3
Section 1: Introduction to Leisure and Tourism An introduction to the different components of the leisure industry Factors influencing how leisure time is spent Brainstorm what the class like doing in their leisure time. Capture these on slide 28 or on the board. Now capture what their parents / grandparents / younger or older siblings like to do. The PowerPoint slides can be used to explain the following: How there are many factors governing the type of leisure activity an individual may choose. How organisations spend a great deal of time and money identifying their market segments to develop products and services to meet their needs. The different ways markets can be segmented. Using worksheets 4 and 5, students now conduct a survey to find out what people of different ages like to do in their leisure time. Would they like to visit Madame Tussauds, and which three wax figures would they like to see the most? They should vary the ages of the people they ask. Alternatively, the class can be divided into groups, with each group tasked with surveying a specific age band. What findings can they deduce from this activity? Resources: Introduction to Leisure and Tourism presentation slides 27 31; Worksheets 4 and 5 Market segmentation in action Madame Tussauds has stars from Bollywood at its attraction. Using worksheet 6, students consider why Madame Tussauds has extended its product offering. Madame Tussauds also markets to schools providing teachers and students with a fun destination that offers educational learning opportunities. In response to demand, Madame Tussauds has designed a number of resources available free of charge to teachers and students visiting the attraction. Again, using worksheet 6, students consider why Madame Tussauds might produce a package of resources especially for schools. What are the benefits for schools? What are the benefits for Madame Tussauds? Resources: Introduction to Leisure and Tourism presentation slides 32 35; Worksheet 6 4
Section 1: Introduction to Leisure and Tourism An introduction to the different components of the leisure industry SWOT analysis for Madame Tussauds Use the PowerPoint slides to explain the role of SWOT analysis to students: A useful technique to find out how the organisation is performing. To understand internal factors strengths and weaknesses. To understand factors outside the organisation s control. Students are then tasked with carrying out a SWOT analysis for Madame Tussauds. In order to carry out their SWOT analysis successfully, they will need to examine what Madame Tussauds has to offer. Hand-out worksheet 7 to students. It includes some examples of questions they could ask to help with their analysis. Can they add some more of their own? To compile their SWOT they will need to find the answers to these questions. They can do this by: Visiting Madame Tussauds dedicated website at www.madametussauds.com/london Visiting the attraction as part of a school visit. Conducting wider online research to gather information about the competition, for example. In groups, students can discuss their findings. To conclude this task, there is an example SWOT analysis for Madame Tussauds on slide 39 that can be shared with the class. Resources: Introduction to Leisure and Tourism presentation slides 36 39; Worksheet 7 5
Section 2: Marketing and Sales Getting to grips with the role of marketing What is the marketing mix? Using the PowerPoint slides, introduce the four Ps. Then using worksheet 8, students describe what they understand by each of the Ps. They can discuss their work in pairs or small groups and feedback to the class. Answers can be captured before revealing the text book definitions to the class on slides 6 9. Resources: Marketing and Sales presentation slides 1 9; Worksheet 8 Exploring the marketing mix for Madame Tussauds London Using Madame Tussauds as a case study, students can conduct a more in depth study of a leisure organisation s marketing mix. The activities detailed within this section provide students with opportunities to develop their understanding of product, price, place and promotion. There are many ways the relevant information can be gathered to complete this section successfully: By visiting Madame Tussauds dedicated website at www.madametussauds.com/london By visiting the attraction as part of a school visit. By searching online. For example, to find up-to-the minute information on third party agents and ticket offers. Third party agents include Evan Evans, Newmarket and lastminute. By using the supporting PowerPoint slides that provide reference to additional materials such as marketing collateral. 6
Section 2: Marketing and Sales Getting to grips with the role of marketing Product What about me? It is important that the right product gets to the right people. Using worksheet 9, students describe parts of the product at Madame Tussauds that have been designed to meet the needs of the following groups: Ethnic groups Schools Corporate guests Families SCREAM the brand name: As part of their extended product offering, there is an attraction called Madame Tussauds SCREAM. It s deep within the Chamber of Horrors, where visitors come face-to-face with live serial killers, horrors from the past and instruments of torture. Madame Tussauds has developed a combined brand name and logo for this attraction. Using worksheet 10, students suggest another name for this aspect of Madame Tussauds product offering. They are also tasked with designing a new logo for the experience, focusing on the colour and style of the lettering they use. Enjoy the Spirit of London: At Madame Tussauds there is also a ride called the Spirit of London. Visitors hop into a black cab and take a journey back in time. These special, mini versions of London s world famous taxis have room for two and drive visitors through the historic and cultural events that have shaped London into the great city it is today. Using worksheet 10, students suggest a new ride for Madame Tussauds and provide reasons for their choice. New news: Students have the opportunity to look at other ways of developing new news for Madame Tussauds. They can be set one of the following tasks: To introduce a new wax figure. Who would they choose, why and when would they launch it? To devise a new product for schools. Can they link it to their favourite subject, for example? Resources: Marketing and Sales presentation slides 10 14; Worksheets 9 and 10 7
Section 2: Marketing and Sales Getting to grips with the role of marketing Price Use the PowerPoint slides to get students thinking about pricing: What is Madame Tussauds pricing? Are there different prices for different groups? They should suggest reasons for any variations in entry price. How do their prices compare with those of their competitors? Are there any other costs for additional facilities? How do these compare with those of others in the market? These prompts will help them to consider the different aspects that influence an organisation s pricing policy. Resources: Marketing and Sales presentation slides 15 18 Place Use the PowerPoint slides to get students thinking about place: How place includes all the activities involved in making the product available to consumers e.g. the attraction itself, online booking, buying tickets on the telephone, buying tickets through third party agents. The importance of location and access. Students can be encouraged to think about the following aspects when completing this part of the marketing mix for Madame Tussauds: When is it open? How would they plan their journey to the attraction? How easy is it to get there? Are there special facilities for people with special needs? Do they foresee any problems? If so, do these apply to most London tourist attractions? Is there a better location? What other attractions are there in the vicinity? Can they design a route on foot to another attraction? Can they easily design a route to another London based Merlin attraction i.e. The London Dungeons, The London Eye or the London Aquarium? Resources: Marketing and Sales presentation slides 19 25 8
Section 2: Marketing and Sales Getting to grips with the role of marketing Promotion Meet your match: Brainstorm promotion. What different promotional techniques can the class think of? Capture these on slide 27 or on the board. Now using worksheet 11, students have to complete a matching exercise i.e. match the definition to the promotional technique. What an advert! Ask students to list three adverts they have seen or heard that have encouraged them to buy a product or service. What do they feel make these adverts successful? Students can be encouraged to record a current advertisement of their choice or to bring in a copy of what they feel is a strong print ad to share with the rest of the class. You ve got the job: Worksheet 12 shares four different marketing techniques Madame Tussauds has used advertising, DM, sales promotion and PR. In their new role as Marketing Manager at Madame Tussauds, students are briefed to: Plan a special event at Madame Tussauds as another way to attract visitors. Will there be a supplementary charge? Will visitors be prepared to pay for it? Develop two different pieces of communication to promote the event e.g. advertising and PR. Students should be encouraged to provide reasons for their choices. Promotional portfolio: Students can develop a promotional portfolio for Madame Tussauds. They can pick up leaflets at the attraction, take photos of any posters they may spot, cut out ads they may find and print out any online offers they may discover. The portfolio can act as a useful reference point of the different types of promotional techniques available. Resources: Marketing and Sales presentation slides 26 38; Worksheets 11 and 12 9
Section 2: Marketing and Sales Developing an appreciation of the financial aspects Understanding the costs of running a business Brainstorm as a class the type of costs Madame Tussauds might have to pay out as a business. These should include costs such as staff wages, electricity bills, phone bills, cost of materials to make new wax figures and promotions. Use the PowerPoint slides to explain that in order for a business to be successful it needs to make money. Therefore, Madame Tussauds needs to work out exactly how much it costs to offer their services, and then add a percentage to make a profit. In pairs, task them with writing definitions for running costs, start-up costs, turnover, sales, gross profit and net profit. A matching exercise has been provided on slide 42 to conclude this activity. Resources: Marketing and Sales presentation slides 39 43 Making a profit Using worksheet 13, students complete a profit and loss sheet for a fictitious event at Madame Tussauds. They must calculate the following from the information provided: Turnover = 1,613,850 Gross profit = 1,348,600 Net profit = 768,600 Gross profit margin = 83.56% Net profit margin = 47.63% Resources: Marketing and Sales presentation slides 43 and 44; Worksheet 13 10
Section 3: Customer Service Exploring the role of customer service What is customer service? Discuss as a class why it s important to an organisation that its customer s return and / or speak positively about their experience. The outcomes of the discussion should include: If visitors have an enjoyable experience they will return again. If visitors feel they have received a good service, they will tell their family and friends. If visitors spread the word about their positive experience by telling family and friends, the organisation will build a good image. Ask students to write a definition of customer service. Students can be encouraged to discuss their definitions in groups before the definitions on slide 5 are revealed to the class. Now explore good and bad customer service with students. To help with this, a sorting exercise has been provided on slide 7. From the list of words provided, students decide which suggest good service and which suggest bad service. Ask them to think about the customer service they have received in the past. They should detail one good and one bad experience of their own. They can share these with the person sitting next to them. How did the experiences make them feel? How should the person have behaved? Resources: Customer Service presentation slides 1 9 11
Section 3: Customer Service Exploring the role of customer service Madame Tussauds 10 rules of customer satisfaction Introduce students to Madame Tussauds 10 rules of customer satisfaction: 1. Warm welcome4 the key to a successful attraction. 2. First impressions4 are lasting and our visitors will remember the impression you give. 3. Stars of the show4 you are part of the show, your presence can bring the attraction alive. 4. Appearances count4 you are on show, look the part to meet our visitors. 5. Excuse me?4 know the attraction and be ready to answer questions. 6. Fun, fun, fun you are in the entertainment business, show you enjoy your work. 7. Be prepared4 for unexpected emergencies and know how to handle any situation. 8. Positive thinking take the initiative; make suggestions to make your attraction even better. 9. Litter4 is everyone s problem, so take pride in your site. 10. Winning team4 work together and use your talents to the best. Using worksheet 14, students complete the diagram by detailing the benefits of good customer service. The suggested answers can be found on slide 13. Resources: Customer Service presentation slides 10 13; Worksheet 14 12
Section 3: Customer Service Exploring the role of customer service Customer service in action Using the PowerPoint slides, explain to students how Madame Tussauds deals with customer complaints. Stay calm Empathise / sympathise with the customer Use positive body language Don t justify offer solutions, not explanations Use an area where the staff and the guest feel comfortable to deal with the complaint Listen be patient and pay attention Try to find out what can be done to make the guest feel better and act on it Be aware of when to call for assistance Make sure any further communication is as agreed with the guest Students get into pairs and take part in some role-play activity that focuses on interactions between a visitor and a staff member at Madame Tussauds. The different role-play scenarios have been provided on worksheet 15. Resources: Customer Service presentation slides 14 16; Worksheet 15 Devising customer satisfaction questionnaires This section encourages students to think about how organisations like Madame Tussauds are keen to find out more about their customer experiences through customer satisfaction questionnaires. Prior to visiting the attraction, ask students to create their own customer satisfaction questionnaire. On what criteria will they judge their experience? Supporting slides have been provided to highlight some key areas for consideration. Encourage students to incorporate a ranking device into their questionnaire. This is an important consideration for organisations needing to collate a lot of information effectively and efficiently. After their visit to Madame Tussauds, students can share the findings of their research as part of a class or group discussion. Resources: Customer Service presentation slides 17 27 13