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Create a visitor center for a commercial company that won't feel like a hidden advertisement

One of the most valuable things people have today is their time. Time cannot be exchanged for money and there is no way to return lost time.

When a person enters a visitor center, and it does not matter if it is the center of a commercial company such as Tnuva or Elit or some winery, or a center of the Council for the Preservation of Sites in Atlit or the Ilanot Forest Center of KKL-Junk, he expects to receive full value for the time he spends visiting.

When the visitor enters a visitor center, he signs a secret contract with the entrepreneurs of the place - I give you my time (and sometimes also pay an entrance fee) and in return you give me an experience: teach me something new, excite me, and make me have fun.

The secret contract exists equally whether it is a center of a commercial company or whether it is a center of a public organization, KKL-Junk, Yad Vashem (minus the fun part) or others.

So how is it possible to establish a commercial visitor center that will respond to the hidden contract with the visitors, and not fall into the trap of hidden advertising and the company's products?

The last thing a visitor wants is to enter a visitor center and feel that they are trying to 'sell him something', whether it is chocolate, a bottle of wine, or some other product. We have more than enough advertisements for consumer products in every direction we turn our heads.

Every commercial company has core values ​​that drive it, beyond the business plans and beyond the need to be profitable for the owners, and if you create a program that tells an interesting story and plan a series of meaningful experiences, then even when you get to the details of the products that the company produces, they will be received with positive feelings.

An example from the security sector:

Defense companies such as Elbit, Altel, Elta, etc., are indeed busy every day developing and selling their products - advanced drones, weapons, and more, but the core values ​​of the companies will usually be maintaining the security of the State of Israel, developing Israeli high-tech as part of national resilience, and more.

The establishment of a visitor center for a defense company should start with a focus on goals and core values, and from there continue to different products that bring the values ​​to the fore. When you get down to the details of the content after defining the core values, you can examine the ways and means that will respond to the three clauses that were in the secret contract - learning, emotion and fun.

An example from the wineries sector:

There are many wineries in Israel that produce excellent boutique wines, from the Golan to the Negev. Obviously, every winery wants to sell wine and promote their products, but to create a great visitor center you have to start with the core values ​​of the winery. What can be the core values ​​of a winery? The connection to the region of the land where he operates - such as the Galilee and the Golan, the settlement of the land - such as the Samaria Binyamin wineries and the Hebron mountains, and human social values ​​- such as the Or Haganuz winery and more.

Proper planning of a program for a visitor center of a commercial company that bases the story and the sequence of experiences on the core values ​​that distinguish the place, creates a positive emotion in the visitors, and then even when the center's story comes to detailing the products it offers, the attitude towards them will be different, and the visitor will feel that the hidden contract took place and he received full consideration for the time he gave.


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