Recently one of Jenny's marketing clients - a large botanical garden - invested in creating an online map. So, we asked Anna Busby from Engage by Cell to help us understand the pros and cons of creating an online map for non-profit attractions. 

We discuss...

• Costs - time and financial - for developing an online map 
• Ideas on getting your visitors to use your maps 
• Customizing maps for your special events 

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Tim Morrow shares his perspective on how ticket revenue can help spread the mission for non-profit attractions. He aims to make San Antonio Zoo not just the top zoo in Texas but the top attraction in the state. He spent 18+ years with SeaWorld and talks what he's brought from the for-profit side to the non-profit side.  

We talk about...

• How zoos can learn from how theme parks are marketing and selling tickets and guest experiences
• The power of 'repeatability' and creating a year-long calendar of events 
• Different pricing packages to enhance the guest experience and increase revenue 

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

We talk with Alyssa Fagien from ATL Bucket List to learn some best practices on how influencers want to work with nonprofit attractions. We talk about what makes a good brief for a creator, sharing your attraction's 'hidden gems,' and whitelisting creator content for ads.  

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Jack Stevenson from Cedar Fair Entertainment Company produces 50+ events at theme parks. He shares his ideas on how non-profit attractions can increase attendance by focusing on events. 

We discuss...

1. What goes into creating an event from scratch
2. Using variable pricing to generate value for events 
3. Selling memberships (or, season passes as they call it) 

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Jenny shares strategies and ideas to help zoos, aquariums, gardens and museums plan their advertising for their 2024 holiday events. Political ads will flood the media market which will drive up ad costs.  And, many attractions are looking to increase attendance after record-setting years further. 

We discuss...

1. Buying non-preemptable ad inventory on TV and radio 
2. Using programmatic out-of-home to drive ticket sales on 'off nights'
3. How Pinterest can drive ticket sales in early November 
4. Using Influencer Marketing to set guest expectations when your attraction is at capacity 

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Jim Bartoo from the Nashville Zoo joins the show to talk marketing. 

We discuss...

• The value of relationships with local TV, radio and newspaper outlets 
• His approach to getting earned media
• A plan to spend ad dollars outside the Nashville market 

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

We bring in attraction industry veterans Matt Heller and Josh Liebman to discuss the intersection of guest experience, employee retention, and marketing.


About our guests...

Matt Heller - PerformanceOptimist.com

After 20+ years in hospitality leadership and human resources, Matt Heller founded Performance Optimist Consulting in 2011 with one simple goal: Help Leaders Lead.

Matt does this through training workshops, coaching programs and ongoing development initiatives. He is fortunate to work with individuals and organizations large and small to help them improve leadership competencies, customer service, employee motivation and teamwork.

Matt has written two books: The Myth of Employee Burnout and ALL CLEAR! A Practical Guide for First Time Leaders and the People Who Support Them.

Josh Liebman - LiebmanLeisure.com

Josh Liebman specializes in guest experience within attractions, tourism, and hospitality, including service standards, complaint resolution, and driving guest loyalty. Josh is a serial entrepreneur, consultant, and speaker.

AttracionPros Podcast - AttractionPros.com

AttractionPros brings you into the room with the top leaders, executives, and influencers in the attractions industry, to gain the widest possible perspective of all areas of the industry.

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Crafting a media plan is a little like building a house. The architect is like the media planner. Their job is to create plans that are clear, detailed and easy to follow. Just like an architect can't say "build a roof" a media planner can't just say "run ads on connected TV." More detail is required. 

In this episode, Jenny shares practical tips on what buying guidelines should be included in your media plan so that the person - whether in-house, at an agency or a vendor - can properly invest your attraction's advertising dollars.  

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Jenny dives into her: "Media Planning Guide for Nonprofit Attractions." It outlines 4 rules to help marketers plan their annual paid media budgets. 

The rules are: 
1. The Bucket Rule - all media channels (TV, radio, social, etc.) should be bucketed into either Opportunistic or Impactful. 

2. The 60-40 Rule - spend 60% of your budget on Impactful channels and 40% of your budget on Opportunistic channels. 

3. The 5% Rule - only invest in a channel if you can allocate at least 5% of your budget to that channel. IE - don't spread yourself too thin. 

4. The Social Rule - zoos, aquariums, gardens and museums should be spending at least 10% of their marketing budget on paid social. 

Read the full guide here - https://attend.media/
 

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Jenny gives examples and ideas on when and why zoos, aquariums, museums and gardens run ads on social media platforms other than Facebook, Instagram and TikTok. 

We talk about...

1. Pinterest = wedding planning, holidays, fashion and art 
2. Reddit = really niche audiences like sneakerheads 
3. LinkedIn = corporate audiences for meetings and events, donations
4. Snapchat = not worth it unless you have a large social budget 
5. X = stay away
6. Threads = not there yet

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com