Explorez tous les épisodes de The Marketing Attractions Podcast
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1–20 of 20
Date
Titre
Durée
16 Oct 2023
Why is Our Attraction Still Buying Ads on Broadcast TV?
00:25:54
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 plan
The 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.media
In-Housing Your Attraction's Media Planning and Buying
00:31:07
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.media
Bootstrapping Your Attraction's Influencer Marketing
00:35:40
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.media
Why Your Attraction Should Spend More on Paid Social
00:29:17
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.
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.media
Using a DSP to Help Plan Your Attraction's Digital Marketing
00:30:15
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.media
Expanding Your Social Media Ads Beyond Meta and TikTok
00:22:11
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, donations
Snapchat = not worth it unless you have a large social budget
X = stay away
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
4 Rules Nonprofit Attractions Should Follow When Planning Their Ad Budgets
00:39:56
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
Establishing Buying Guidelines for Your Media Plan
00:27:48
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
Guest Experience, Employee Retention, and Marketing with Josh Liebman and Matt Heller
00:23:29
We bring in attraction industry veterans Matt Heller and Josh Liebman to discuss the intersection of guest experience, employee retention, and marketing.
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 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.
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
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.media
Spotlight: Jim Bartoo, Director of Marketing and Public Relations at the Nashville Zoo
00:29:49
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
How Events Drive Visitation with Jack Stevenson from Cedar Fair Entertainment Company
00:44:46
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 scratch
Using 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.media
How Nonprofit Attractions Can Work With Social Media Influencers
00:31:18
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
Spotlight: Tim Morrow, President and CEO of San Antonio Zoo
00:29:48
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
Should Your Nonprofit Attraction Invest in an Online Map?
00:24:17
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
10 Questions About Google Ad Grants for Nonprofit Attractions
00:37:52
Google wants to give every non-profit 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 a Google Ad Grants
What’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?
attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media
Spotlight: Scott McPherson, Director of Sales and Marketing at Royal Botanical Gardens
00:33:56
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.media
What Marketing Should Look for in their Next Ticketing System
00:37:12
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 it
attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media
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
attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - 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
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