A mobile app linking the high street with the internet, helping businesses in Skegness reach up to 15 million smartphone users, launches next month.
Skegness Partnership and Visit the Seaside hope the ‘Skegness App’ will enable the town to capitalise on the opportunities of digital marketing in attracting visitors to the resort.
Town manager Stefan Krause said: “This will build a bridge between the high street and the online world, which we will be able to control ourselves.
“It’s a huge opportunity for Skegness to do something with modern marketing in a digital world.“
Following last year’s introduction of TikTap, which businesses in Skegness could use to publicise special offers, Mr Krause believes the partnership has ‘learned a lot’ about digital marketing and is now positioned to deliver a better, further reaching form of technology.
The app will feature content managed by Visit the Seaside, which hosts 4,500 pages of information, each about different businesses, attractions and services in the local area.
Smartphone users will be able to download the free app, gaining access to regularly updated information about visitor attractions in Skegness and the surrounding area.
Mr Krause has also said there will also be special packages including hotel offers and deals at various local attractions, so that potential tourists are given frequent incentives to visit the resort.
Visit the Seaside’s Martin Brown believes it will provide a fantastic new marketing tool for Skegness.
“We live in a world that’s dominated, desiccated and saturated with advertising, so we need to be able to use that as effectively as possible,” he said.
“This app is unique, special and gives Skegness something quite extraordinary.”
Whereas TikTap was controlled centrally by a separate company, the Skegness App will be maintained locally by visit the Seaside, providing greater control and access to the valuable data derived from its usage.
It also escapes the pricing issues affecting TikTap, which was off-putting to many businesses, due to the fee they had to pay every time a customer redeemed on of the offers promoted through the device.
Mr Brown says the app is in its final stages of testing and will be ready for an official launch on the May Day bank holiday, coinciding with the Hildreds Centre’s International Star Wars Day celebrations.
A total of 100,000 adverts promoting the new app, featuring QR codes linking with a site where it can be downloaded for free is hoped to gain instant subscribers.
And thousands of additional leaflets will also be distributed at county shows and other promotional events.
The app is available for Android and Apple devices.