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Interacting at Stop By Locations

Stop By Locations can be tricky. The scripts & tips below have been tested over thousands of locations.

Capturing can be like sales. We’re often capturing at DMO partner locations (they don't pay, the DMO does) so some of these locations didn’t choose to be a part of this program. It’s like a free gift has shown up at their doorstep. Many location owners, staff, and management will be pleasantly surprised. We have a plethora of stories of Creators receiving #creatorperks - meals, goodies, and hotel rooms (true story!). However, locations here and there will be hesitant. That’s why it’s important for Creators to be as prepared as possible before starting their project. Below you’ll find simple scripts that we’ve relied on over the years and how to handle common objections you might face, but before we get to that, let’s go over a Creator’s goals, requirements, and tips.

Goals, Requirements, and Tips

Location Goals

  1. Quality. Capturing a great experience is first and foremost. 
  2. Leave a good impression. Creators represent Threshold 360 and our customers. Professionalism and positivity are paramount.
  3. Generate a lead. Not only DMOs are subscribed to the Threshold Platform, but hotels, venues, attractions, and management groups work with us directly too. In fact, those location types are a huge part of our future, which is why we pay Creators $100 for every location captured that becomes a Threshold 360 customer.  One of the best ways to keep the location engaged is to ask them to fill out the Location Feedback Survey, found here. This way they'll be prompted to view and share their content, making it more likely that they'll want to go deeper. Refer to the slide about our SPIFF program in the Creator onboarding deck or ask a Field Team member for more info.

The #1 issue we want to avoid is a location being upset or disturbed to the point that they contact our customer, the DMO. After 100 great locations, the one incident that’s stuck in a customer’s mind is their single unhappy partner. Avoid this at all costs. Locations owners & staff can be sensitive and Creators must be considerate of that. 

Creator Requirements

  1. Professional dress. Threshold 360 Creators should be in Capture Casual dress. Yep, we made that up. What we’re doing is new and there isn’t a standard, but we want to put our best foot forward while staying comfortable. We ask that Creators wear close toed shoes and sleeves. Essentially, dress as if you’re going to a casual business meeting with these locations even though you may not interact with them much. 
  2. Creator Badge. Threshold 360 Creators must be wearing their badge at all times when at a location they’re capturing. 
  3. Always tell the truth. Be forthright about what you, Threshold 360, and our customer is trying to accomplish. We never want to represent ourselves, our customers, or our platform as something that it’s not. 

Capture Tips

    1. Smile!
    2. Get excited - We’ve learned that this energy goes a long way. It’s hard to resist someone who’s positive and excited. A Creator's excitement tends to rub off on the location's staff.
    3. Keep it simple - Sometimes too much can cause confusion and create barriers.
    4. Build rapport - Enjoy it! You get to meet a lot of new people and give them a gift.
    5. Stick to the process - Later in this article, you’ll learn how to respond to anything that comes your way. Be confident in the process and rely on it.
    6. Be kind - This is baked into the ethos of Threshold. Our default posture is one of customer service and helpfulness.
    7. Be professional - We’re a fun loving emerging company, yes, but we want to leave a lasting impression on locations that instills confidence. Ultimately, we would love for all of these locations to become our customers too.

      Simple Scripts

      The instruction & technique in this document has worked for us at 100,000+ locations. It’s proven, it works! We’ve found that it’s best to keep it short and sweet. Oftentimes, keeping it simple is enough. Remember, time is of the essence, so it’s best to cut to the chase, capture the content, and move on. To that end, let’s start by creating your own Simple Script.

      Creating a Simple Script:

      A simple script is a personalized one-liner that you lead with when capturing at a location, most often at stop bys. You can use it once you’ve started to capture, or just before - it all depends on the situation. Much of the time, you won’t see a staff person when you enter a location, so you start capturing until you’re approached. Other times, you’ll be met by someone at the front door, like a host at a restaurant. Regardless, your Simple Script is your go-to. A Simple Script contains three key elements:

            1. Who you are
            2. Why you’re here
            3. What they get

      Examples of Simple Scripts:

      Hey there! I’m Will with Threshold 360 and I’m here to capture a virtual tour for DMO X’s website and to be added to your Google listing page. This program is paid for by DMO X. I’ll be just a few minutes.


      Hi! I’m Lizzie, a local photographer with Threshold 360. We’ve been contracted by DMO X to capture a quick virtual tour for your listing page on their website. This imagery will also be uploaded to Google for free! I just need to take a few photos.


      Hello. I’m sure you're wondering what I’m doing. I’m Ben with Threshold 360 and I’m capturing 360° photos to create a virtual tour for DMO X who sponsored this program. The imagery will be used on their website and we’ll also upload it to your Google business listing page. 

      Now, go ahead and write out your simple script in your own words. Keep it clear and concise. Once you’ve decided on a script, memorize it and practice it out loud.

       

      Good to know: These Destination Marketing Organizations, or DMOs (also known as Convention & Visitors Bureaus, or CVBs), are non-profit tax-funded organizations. Sometimes they are divisions of the county or city. Most of them are heavily funded by your state's hospitality/bed/tourism tax. The point is this, your local DMO is the tourism arm of your city. It’s their job to take tax dollars and promote the area, bring in leisure travelers and large groups, and generate business for these partners. The Threshold 360 program is an effort toward this.

      Objection Handling

      At most locations, your Simple Script will suffice. You won’t need to do much more. But at some locations, you may need to do a bit more. You’ll need to address their concerns in a patient and strategic manner. Objection handling is all about alleviating concerns, not forcing your way in. Remember, this is probably new for the location you're capturing. When faced with resistance, we find it effective to listen to their concerns, acknowledge & validate what they’re saying, explore options to remedy, and then respond. This is known as the LAER technique:

      Listen

      Acknowledge

      Explore

      Respond

      Here are some resources to learn more about LAER:

       

      With capturing, typically the location's concerns are pretty straight forward. The listening & acknowledging aspects of this process is easy. Exploring requires a bit more attention and this is where you ask questions to refine and/or clarify their concerns. Once everything is clear, and the individual knows that you’re listening and you’re on their side, it’s time to respond with a remedy that will satisfy them. Below is a table with common objections by location type that we’ve observed over the last few years, alongside a solution that addresses that objection. They all assume that you’ve delivered your simple script and it was followed up with an objection.

      * Note that some of the location types below should be scheduled. These interactions are drawn from past experience capturing a wide range of Stop By Locations and are expressed here purely for teaching purposes. 

       

      Location Type

      Objection

      Response

      High end restaurants

      Corporate - We have a policy that states “no photography allowed”. I would need to get it approved by corporate.

      Oh, ok, I understand. How about I do this? I can capture your restaurant and we can send you a link to preview the content before it goes live. If you want to make changes at that point, or schedule with us for another time, no problem. Or if you want us to delete the content, we can do that too. Would that work?


      [You get a yes]


      Great. Here’s a Leave Behind Card. You can email us to receive the link to your tour. 


      [Also consider showing them a similar location on map.threshold360.com]

      Chain restaurants

      Management - Similar to the corporate objection. I need to run this by my GM, management, or my boss. 

      I understand. How about this? I can capture your restaurant in just a few minutes and we can send your GM a link to preview the content before it goes live. If they want to make changes at that point, or schedule with us for another time to recapture, no problem. Or if you want us to delete the content, we can do that too. Would that work?


      [You get a yes]


      Great. Here’s a Leave Behind Card. You can email us to receive the link to your tour. 


      [Also consider showing them a similar location on map.threshold360.com]

      Golf clubs, membership clubs, & limited access locations

      Exclusivity - Members only & paid-access places can be tough. They might have a tighter grip on what they allow on the premises.

      Ah ha, totally understood. That’s why we privacy blur all faces and give you the opportunity to review the content and make changes if you’d like. Since I’m here, what I can do is capture for just a few minutes and be on my way. Here’s a card with more information on our Platform [hand them the Lead Card]. If you want to know more about the program, I suggest contacting the email on this card and someone from our Hotels & Venues team will be in touch. At that point, if you want us to remove the content or if you’d like to schedule a time for me to come back, you’ll be able to do so. The content is totally within your control. This is a benefit for you from the DMO. How does that sound?


      [You get a yes]


      Thank you! I really appreciate it.


      [Also consider showing them a similar location on map.threshold360.com]

      Art Galleries & Museums

      No Photography Allowed - Similar to exclusivity, these locations have a tight grip on imagery of their interior being released to the public.

      Ah yes, I totally understand. I think that the DMO would like to show prospective guests the interior. This virtual tour content is proven to increase online engagement and the likelihood that someone will actually visit in person. Would you be ok with me capturing the common areas that don’t have limited access? If I capture the exterior leading into the lobby, that would be fantastic. I can show you some of the imagery at that point and you can decide if it’s ok for me to capture more. I also have this card that explains the program a bit [hand them Leave Behind]. Sound good?


      [You get a yes]


      Thank you! I really appreciate it.


      [Also consider showing them a similar location on map.threshold360.com]

      Laggards

      Not interested - These are the location types that aren’t open to new technology. They may not understand it or have a moral objection to the idea. 

      Ah, yes. I totally understand. Just so you know, included in the program sponsored by DMO X is Google Upload where we take this virtual tour content and put it on your Google listing page so that anyone searching for your location on Google will be able to see it. 360° content on Google is highly successful. They say that it doubles the likelihood of a person actually visiting the location. If I capture now, you can always contact us to take down the imagery at any time. Here’s a card with more information on the program [hand them Leave Behind]. Do you feel more comfortable with me capturing now?


      [You get a yes]


      Thank you! I really appreciate it. I’ll just be a few minutes. 

       

      As you can tell, many of the responses above are similar - you can create your own mix of explanations and the collateral you use to best address people's concerns in your own way. Much of the time, a location simply needs a better explanation of what this is and assuring them that DMO has paid for it.

       

      You should always have the goal of capturing some content. Do this by giving the location the option of reaching out to us to take content down, make changes, or to schedule an appointment in the future.

      Collateral

      Physical or visual assets can go a long way in making someone feel comfortable. To that end, we’ve developed the following to help your interactions, as you previously saw in the Capture Training Course. Feel free to mix and match these items. The only firm requirement is that you wear your Creator Badge.

      1. Creator Badge - Designed to help you establish legitimacy on-site, the badge includes a basic explanation of what a Creator does along with a URL and QR code that goes to the Threshold Map, full of example content. 
      2. Leave Behind Cards - Designed for all location types and anyone interested in the program, this card explains the who, what, and why of Threshold and our relationship with the DMO. Check out the Leave Behind Card here. If you need physical copies, email fieldoperations@threshold360.com or Slack message a team member. 
      3. Example Content - map.threshold360.com is a great repository of content to show off. Search the map for nearby locations so that the staff members can see a reference they know. You can also lookup the Google listing page of a location that you know has been captured, like this one
      4. Materials from the DMO Partner - Before a Creator starts a Stop By Work Order, the DMO should have sent a Partnership Announcement Email to these locations. Ask your Project Manager to forward it to you. The DMO may have created a landing page on their website or they’ve sent other newsletters out regarding the program. It’s best to have all of these references at your disposal.

      What Others Are Doing

      Creators have stumbled upon a variety of fun techniques and tricks while capturing. You’re free to come up with your own (let us know! We’ll throw them into training :). Below are a few of those ideas:

      • It’s great if you can show examples of content nearby. Get a Share Page link from a location in your area. When Ben, our Content Development Manager, is in the Tampa Bay area he uses this one. If you’re not aware of a great local example, ask your Project Manager.
      • Show the Threshold 360 Instagram page
      • Pull up a nearby Google listing page with 360° views. This is a familiar visual to locations. They might say “Oh yea! I’ve seen this before”
      • Pull up examples of Threshold content on a major DMO website. E.g. if you’re in College Station, TX it might make sense to have a Visit Dallas page ready. If you’re not sure what would be best, ask your Project Manager.
      • Contextualize your script - James, a Creator in the Washington D.C. area, captures in nearby Loudoun County, which recently built a large Amazon facility. He mentions Amazon as something happening in “tech” in the area, which made locations feel like this is a natural part of the local tech wave.

       

      The more you know about the product and what our customers are receiving, the better. To take a deeper dive, check out this article on Product Education