The Marketing Attractions Podcast

Social media trends move fast. But not all of them matter for your institution.In this episode, we’re joined by Becky Paxton from Garden Media Group to break down how to separate fleeting trends from the ones that actually drive visitation, revenue, and long-term relevance.We talk about:How to identify “sticky” trends that influence real-world behavior—not just viral momentsWays to turn cultural trends like pet ownership and gaming into programming that brings new audiences through the gateWhy aesthetic trends matter more than ever in a mobile-first world—and how they shape the visitor experienceHow to use trends to fill shoulder seasons and create repeat visitation through episodic programmingWhy younger audiences are craving expertise—and how institutions can meet that demandIf you’re trying to connect with the next generation of visitors without chasing every TikTok trend, this episode offers a practical way to think about what actually works.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

Madeline Walden manages social media for the Aquarium of the Pacific — an audience of more than 3.5 million followers across platforms, including 2.8 million on TikTok.In this Spotlight episode, Madeline shares how the Aquarium built a massive global following by blending entertainment with education — and why their TikTok Live strategy eventually evolved into a podcast, Aquarium of the Pod-cific.We talk about:How “tricking” audiences into learning builds mission awarenessWhy behind-the-scenes animal care content performs so wellMeasuring success through real-world guest conversationsTurning TikTok Lives into a long-form podcastThe real lift required to launch and maintain a showTools she relies on daily, including Sprout Social and RepurposeThinking about launching a podcast for your institution? This episode breaks down what it really takes — the time, structure, promotion strategy, and internal buy-in needed to make it work. 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

Email is the most important channel cultural attractions use to communicate with members and potential members. It drives renewals, upgrades, event awareness, and ongoing engagement.This conversation explores what it looks like to level up email. What would a smarter email plan look like? How would it impact member retention, renewals, and long-term revenue?We’re joined by TJ Christensen, founding partner at Blue Gator, to talk about how connecting ticketing, membership, fundraising, and marketing data inside Salesforce makes more intentional, automated email possible.We cover:Why disconnected systems lead to outdated email lists and wasted ad spendHow Salesforce enables real-time audience segmentation across email and paid mediaA practical breakdown of RFM (recency, frequency, monetary value) for gardens, zoos, aquariums, and museumsHow smarter email journeys can unlock six figures in incremental membership revenueWays email, CRM data, and paid advertising can work together without constant manual list pullsWhy improving retention by just a few percentage points can dramatically reduce annual “go-get” pressureThis episode is especially relevant for marketing leaders who own membership growth but feel limited by their current email tools, CRM setup, or internal data silos.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

Public relations and paid media may sit on different sides of the marketing umbrella, but they both shape how visitors, donors, and stakeholders perceive your institution.In this episode, we bring in Sharon Dewar, Senior Vice President of Wild Care and Conservation at Public Communications Inc. (PCI), to break down how PR actually works inside zoos, aquariums, gardens, and museums - and when it makes sense to bring in outside help.We talk about:How PR influences long-term reputation, donor confidence, and public trustWhy earned media matters more than ever in an AI-driven search worldWhat internal teams should evaluate before hiring an external PR partnerHow to measure PR impact when success isn’t tied to ticket salesClassic newsroom “news values” and how to identify stories that landHow in-house PR teams can proactively uncover stories - not wait for submissionsWhy owned and earned media must balance social to protect institutional reputationIf your team has ever wondered what outside PR support can bring to your cultural attraction, this episode offers a clear, grounded look at how strategic communications can strengthen both mission and marketing.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

Ticket trades only get you so far. We break down four common approaches to influencer marketing for cultural attractions – media nights, CVB co-ops, big local publishers, and amplified influencer campaigns – and explain why paying creators often drives the best results.We talk about…How to reach audiences who aren’t already coming by proactively recruiting creators that match growth goals, including bilingual voices.Why paying creators lets you control the brief, from must-hit talking points to keywords that rank for “things to do in [city].”How nano and micro creators function as your on-platform video team, delivering Reels and TikToks built for performance.Storytelling prompts that brand spots can’t do, like dynamic pricing walk-throughs, parking tips, and hidden-gem highlights.The role of ad codes and usage rights so you can boost creator posts, measure ticket sales, and compare creator vs brand assets.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

When your attraction has already maxed out on attendance, where does new revenue come from? In this episode, we sit down with John Abrahamson – formerly of the Monterey Bay Aquarium and the upcoming Nat Geo Museum – to talk about creative ways cultural attractions can grow earned revenue while staying true to their mission.John shares how he helped Monterey Bay Aquarium expand beyond its walls through immersive VR experiences, sustainable food and beverage programs (including saying goodbye to Big Soda), mission-driven retail partnerships, and national licensing opportunities.We talk about…Immersive storytelling through VR – How Monterey Bay Aquarium used Apple’s spatial video to bring underwater experiences into homes and attract new audiences.Mission-aligned food and beverage – Why eliminating single-use plastics and cutting ties with Coke and Pepsi didn’t hurt sales—it grew them.Chocolate with a purpose – The story behind the “Deep, Dark, and Salty” chocolate bar collaboration that became a model for other aquariums and zoos.Licensing with impact – Turning the aquarium’s logo and mission into national retail partnerships that extend reach and raise revenue.Creative diversification – John’s advice on forming cross-departmental teams to brainstorm new income streams that expand mission impact, not just budgets.Listen to learn how forward-thinking leaders are reimagining what “earned revenue” can mean for gardens, zoos, aquariums, and museums – without losing sight of their mission.John shares more thinking on his Substack.Learn more about Blue Ocean Strategy.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

Dynamic pricing is gaining momentum across gardens, zoos, aquariums, and museums. But what does it mean for marketing teams, and how does it affect revenue, accessibility, and guest experience?We talk about:The difference between variable pricing and true dynamic pricingWhy many attractions market it as “plan ahead pricing”How dynamic pricing smooths attendance at blockbuster events like holiday lightsRevenue lifts institutions are seeing — often 5–20%How to communicate pricing changes without losing guest trustThis 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

The Google Ad Grant offers up to $10,000 a month in free search ads for qualifying nonprofits, including gardens, zoos, aquariums, and museums. But without the right setup, much of that potential goes unused. In this episode, we outline the ideal campaign structure to make the grant work harder for your institution.We talk about:Separate branded and non-branded search terms into distinct campaigns for clarity and control.Build four core campaigns: Brand, Location + Category, Weddings & Private Events, and Things to Do.Use the grant to capture high-value non-branded searches you might skip in paid campaigns.Layer in seasonal event keywords to boost traffic during peak visitation periods.Audit your paid search to shift branded terms into your grant—freeing up budget for harder-to-reach audiences.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

We explore whether it’s time for your garden, zoo, aquarium, or museum to go beyond the printed map—and into the world of mobile apps.We’re joined by Jacob Thompson, CX Director at Attractions.io, who works across both nonprofit attractions and for-profit parks. Together, we talk about what makes an institution ready for an app, what features actually drive revenue (hint: it’s not just a prettier map), and how apps can enhance both the guest experience and your marketing efforts.Topics include:The tipping point for investing in an appHow mobile tech supports secondary spend and premium upgradesReal results from institutions like Chester Zoo and ZooTampaBest practices for adoption, retention, and sponsorship integrationWhether you’re just exploring the idea or already pricing vendors, this episode gives you a practical look at how mobile apps are evolving in the cultural attraction space.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

Augmented reality isn’t just for tech companies - it’s helping zoos, aquariums, museums, and gardens create more engaging, measurable guest experiences.In this episode, we’re joined by Anna Graham, Manager of Marketing Services at Ricoh USA, who shares how AR is being used across the cultural attraction space to enhance exhibits, tell mission-driven stories, and even sell more tickets.We cover:The difference between AR and VR—and why AR is often the better fitHow AR can boost foot traffic to under-visited areasWays to extend your mission off site (including a hospital partnership that brought the zoo to kids)How to use AR in direct mail—and earn a USPS discount while tracking resultsConnect with Anna Graham at ricoh-usa.com/marketing-servicesThis 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

Shawna is a 'newbie' to cultural attraction space. But, she's a seasoned pro in building a collaborative space within diverse organizations. Join us as Shawna shares how she and her team created a system and culture for employees across all departments to create and amplify social media content for Riverbanks Zoo and Garden. Shawna walks us through: Creating a zoo-wide meeting focused on social mediaHow she leveraged Hootsuite’s Amplify tool to empower staff to post on their own personal accounts How small wins like “keeper chat” videos now serve both on-site visitors and social followers You’ll hear how open dialogue, creative problem-solving, and a little vulnerability helped Shawna and her “team of one-and-a-half” shift from scrambling for content to inspiring a whole zoo of storytellers. 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

Jenny makes the argument that most nonprofit attractions don't need a separate, disjointed tourist marketing plan. They need more influencer marketing. We talk about...How TikTok and Instagram (not Google) are the go-to platforms for travel and trip planning Why influencer content can make your attraction more discoverable on social media Ways to increase visitation with locals and tourists alike with influencer marketing Join us as we discuss a 'quick win' way to attract more tourists. 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

User-generated content (UGC) is the word-of-mouth marketing of the digital age—and it’s changing how cultural attractions reach new visitors.In this episode, we're joined by David Leach, who has deep experience helping attractions get the most out of their video content. We talk about how zoos, aquariums, museums, and gardens can build momentum with creators, visitors, and influencers who are already sharing their experience online. We cover:How UGC helps you reach new audiences who don’t follow your brand yetThe difference between “free content” and strategic contentReal examples of UGC in action—from rooftop penguins to baby goat seasonWhy sharing visitor photos is only step one (and what to do next)Check out FECLaunch.comConnect with David Leach on LinkedInThis 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

Eric and the Elmwood Park Zoo are working to make their zoo more accessible, inclusive, and inviting to everyone.We talk to Eric about how the team turned bold questions into real change—like letting dogs visit the zoo and becoming the first Certified Autism Center zoo in the world.Eric shares:The behind-the-scenes process of creating a dog-friendly program that staff and animals could all get behindWhy “Yappy Hours” became a marketing superpowerHow accessibility upgrades went from “nice-to-have” to core strategyThe mindset shift that keeps Elmwood innovating: don’t stay in your laneThis 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

Dynamic ticket pricing isn’t just for airlines. In this episode, we’re joined by Wendy Babineaux from the Houston Zoo to dive into how her team rolled out dynamic pricing—starting cautiously with Zoo Lights in 2019 and gradually expanding across general admission.She breaks down how pricing now fluctuates daily, even within a single day, and how that’s impacted attendance patterns, guest experience, and revenue goals.We also talk about:Why starting small (like a seasonal event) is the way to goHow a few cents’ difference can drive major revenueThe internal sell: getting buy-in and managing changeThe tech lift: integrations, testing, and trustGuest education: training buyers to “purchase early for the best price”Real-time flexibility: letting partners adjust pricing within approved thresholdsWhat Houston Zoo is doing to broaden its audience through 21+ events and social strategyThis 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

Most nonprofit attractions are doing some sort of ticket trade in exchange for influencers posting content. Jenny lays out a few reasons to financially compensate influencers and shares tips on how to do it. We talk about: Looking at influencer marketing as a part of your paid advertising strategy How a small financial consideration changes the working relationship between a brand and an influencer The 6 things to include in your influencer's creative brief A formula to determine compensation 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

Nancie from Noetic Consultants shares her 4 key steps of rebranding nonprofit attractions. Plus, Nancie shares real-world insights, including a case study on a recent zoo rebranding project, and offers practical advice for navigating the RFP process to find the right branding partner.We talk about: Defining the Brand’s North Star – Understanding mission, vision, and purpose.Brand Distinction through Research – Utilizing internal stakeholder interviews, guest surveys, and competitive analysis.Bringing the Brand to Life – Developing cohesive messaging and creative execution across channels.Measurement & Optimization – Tracking brand affinity, loyalty, and campaign effectiveness over time.And, here's the link to Noetic's free Brand Health Diagnostic Assessment. Listen in and get prepped for your attraction's next rebrand. 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

Corey Romberg joins us to share his ideas on enhancing guest engagement through multi-sensory experiences, storytelling, and audience-focused programming.We talk about:Multi-Sensory Engagement: Using decor, food, hands-on activities, and entertainment to create immersive experiences.Character Development: How mascots and puppets help build empathy and connect young audiences to conservation.Guest Feedback & Adaptive Management: Leveraging surveys to drive organizational improvements and inter-departmental collaboration.Marketing Fun & Connection: The importance of prioritizing fun and family experiences over mission-driven messaging to attract a wider audience.Expanding Audience Appeal: Utilizing events like food tastings, drone shows, and adult-only nights to attract young adults and non-traditional visitors.Join us and get ideas on how to elevate your attraction’s guest experience.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

Diana Vega from Zoo Miami discusses how collaboration and creativity can elevate guest experiences at nonprofit attractions. It’s our view that marketing gets people through the door and guest experience turns them into members.We talk about:Empowering Staff: Involving frontline employees in solutions enhances both operations and the guest experience.Revamping Internal Meeting Structure: Ways Diana changed weekly internal meetings to increase employee buy-in.Accessibility Upgrades: Partnering with the county ADA office, they improved pathways, doors, and spaces for better mobility and inclusivity.Streamlining Animal Experiences: Reorganized flow and added shaded waiting areas, improving efficiency and guest satisfaction.Join us as we talk about elevating the guest experience at Zoo Miami.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

Jenny breaks down what nonprofit, cultural attractions would lose if the TikTok ban comes to fruition. We purposefully recorded this episode prior to the January 19, 2025 'deadline' for TikTok. This allows to reflect on why TikTok is a powerful advertising platform for zoos, aquariums, gardens, and museums. We talk about... Why (most) nonprofit attractions should invest paid advertising dollars into influencer marketing What exactly makes TikTok the best platform for influencer marketing What to do if TikTok goes away Check out our Guide to Nano Influencer Marketing for Nonprofit Attractions to lThis 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

Briana and her team won APGA's 2024 Marketing Excellence Award. She shares insights from this award-winning campaign: When the Wind Came Sweeping Down the Plain. Plus, we also discuss: Marketing a public garden with a minimal advertising budget Creating more visual impact on Instagram Running sponsorships on NPR radio Join us as we talk about marketing the Tulsa Garden Center. 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

Erin Ward from the Palm Beach Zoo joins us to talk marketing. We dive into...Palm Beach Zoo's most recent, conservation-focused marketing campaign - "Zoo More Good" How to use Birdeye to generate more positive Google reviews A text and email 'drip' strategy to upsell animal experiences, food and beverage, and increase repeat visitation How customer data is impacting their advertising strategy This is a great listen for any marketing director at a zoo, aquarium, garden, or museum. 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

Attraction veteran, David Rosenberg, shares his thoughts on seamless visitor experiences, networking, and, Gen Z. Here's what we talk about: Using technology to create a more 'seamless' visitor experience Some ways to grow your career in the attractions space How GenZers are different than previous generations Plus, David shares his journey from Monterey Bay Aquarium to SSA Ventures 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

Jenny considers influencer marketing a 'paid advertising' tactic, not just a PR play. She argues that we need to look at influencer marketing the same way as we look at billboards, radio, or any other form of advertising. Influencer marketing as paid advertising means...We need to determine a budget and develop a strategic plan like we would with radio, TV, or any other ad investment. We can proactively find influencers that align with the audiences we want to target. Secure usage rights to use the influencer's video content Run that content as paid ads on TikTok and Instagram Measure and report Get our Free Guide to Nano Influencers for Nonprofit Attractions here. 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

One of the pain points for marketing teams always seems to be their organization's ticketing system. They can't get the customer data and/or they can't attribute back online ticket sales to online advertising. We brought in Michelle Paul from BackOffice Thinking to get her thoughts on how marketing can get the most out of their ticketing system. We cover:A few good and not-so-good reasons to switch ticketing systems The common mistakes organizations make when looking for a new system Many ticketing systems can cover our 'marketing wishlist', but we need to know how to utilize itSign up for BackOffice Thinking's e-book on successfully changing technology here.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

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

Google wants to give every nonprofit attraction $10,000/month in free advertising. But, some zoos, aquariums, museums, and gardens don't maximize this program...or...don't utilize it all. Jenny and the team cover these 10 questions about the Google Ad Grants for Nonprofits program:What is Google Ad GrantsWhat’s the catch?Can I use it to sell tickets?What are the rules to ensure I have a compliant campaign? What is the strategy to maximize the grant?Can this grant replace my paid advertising with Google? What should I do if we’re not spending the $10k?What happens if I get canceled?What about Bing?What’s this going to cost me?  Get our free Checklist for Google Ad Grants here. 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

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.mediaInterested 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 experiencesThe 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.mediaInterested 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.mediaInterested 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...What goes into creating an event from scratchUsing variable pricing to generate value for events 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.mediaInterested 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...Buying non-preemptable ad inventory on TV and radio Using programmatic out-of-home to drive ticket sales on 'off nights'How Pinterest can drive ticket sales in early November 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.mediaInterested 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 mediaA 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.mediaInterested 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.comAfter 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.comJosh 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.comAttractionPros 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.mediaInterested 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.mediaInterested 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.mediaInterested 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...Pinterest = wedding planning, holidays, fashion and art Reddit = really niche audiences like sneakerheads LinkedIn = corporate audiences for meetings and events, donationsSnapchat = not worth it unless you have a large social budget X = stay awayThreads = not there yetThis 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

We talk with a DSP rep to get the most up-to-date approaches on how to use a DSP to plan your next programmatic ad campaign. We discuss...What media channels attractions can really buy programmatically in 2024. A few tactics to buying streaming TV and radio on a local level. What you can't buy with a DSP (Meta, YouTube) Why it's important to communicate with your DSP rep and/or campaign manager as you begin to plan your digital media budgets, strategies and tactics. 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

Most nonprofit attractions aren't allocating enough of their marketing budget to paid social. Paid social now rivals television in terms of reach and impact. Yet, we see TV budgets increase while paid social budgets stay flat. We discuss...How paid social can be used to both achieve your Impactful and Opportunistic goals. (See our Media Planning Guide for Nonprofit Attractions for more.)When zoos, museums, and public gardens should consider adding TikTok to their paid media strategy. Some pitfalls attractions get caught in when running paid social media campaigns. 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

Jenny shares her 5 steps to launch - or double-down on an existing - social media influencer campaign. Most nonprofit attractions are doing some sort of influencer marketing now.  We suggest doing more. Our plan uses 'nano influencers' to quickly build a library of user-generated content...without breaking the bank. We discuss why TikTok is the best place platform to find, pay, and promote 'nano influencers.'   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

Should zoos, aquariums, museums and gardens move their TV advertising dollars away from broadcast TV and into streaming TV? Jenny makes the case for keeping broadcast television in your marketing plan. She also dives into best practices on planning and buying streaming TV (OTT, CTV). We discuss...Look at TV and Online Video as two different tactics in your marketing planThe reasons why not to abandon broadcast TV just yet What questions to ask when you are buying streaming TV 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

Jenny shares how she would build an in-house media buying team at a zoo, aquarium, museum or garden. She takes on the challenge from the perspective of a 15-year ad agency pro. Her steps are... Get the attraction's visitation numbers in a place where she can see them weekly Get access to all ad buying platform - Google Ads, Facebook, etc. And, start paying all the media bills directly. Hire a 'media coordinator' and not a 'media buyer/planner' Find the best consultants and freelancers to do the specialty work 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