Spotlight: Scott McPherson, Director of Sales and Marketing at Royal Botanical Gardens

Scott McPherson takes a 'noses-in-roses' approach to selling tickets and weddings at Royal Botanical Garden. Scott joins us to talk about creating and marketing events to bring new, diverse audiences to the garden. We dive into how and why he uses influencer marketing in his advertising strategy.Scott shares...Tailoring Content to Audience Segments: Scott explains the importance of designing events for various demographics, from elderly visitors to young families, using seasonal and unique experiences to draw in different groups.Working with Micro-Influencers: Scott discusses the benefits of partnering with local micro-influencers who, despite having smaller followings, offer authentic content and effective local engagement at a lower cost compared to high-profile celebrities.Authenticity Over Polished Content: Emphasizing that influencers should share genuine experiences rather than adhering to scripted content, Scott highlights the value of authentic, relatable content in building trust with audiences.Navigating the Influencer Landscape: The episode covers the challenges of inconsistent pricing and professionalism among influencers. Scott shares how to use social listening tools and geographic insights to find the right local influencers.The Importance of Research: Scott advocates for investing in research to understand and attract new audiences, ensuring that programming aligns with visitor interests and maximizes marketing ROI.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.mediaInterested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com