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our approach: marketing for zoos, aquariums, gardens and museums

This is a collection of thoughts, quotes and general observations we’ve made over the years. 

Influencers can highlight your attraction's 'hidden gems' and drive repeat visitation.

>> Listen to the Podcast Episode: How Non-Profit Attractions Can Work with Influencers

Utilize influencers to alleviate the less positive feedback you get from crowds, parking, and cost...especially for your popular holiday event.

>> Listen to the Podcast Episode: 4 Ideas for Holiday 2024

You shouldn’t buy Streaming TV the same way you were buying display ads programmatically. We need to pay attention to where it is running.

>> Listen to the Podcast Episode: Establishing Buying Guidelines For Your Media Plan

By allocating 60% of your media budget to impactful channels throughout the year, you allow yourself the ability to run 100% opportunistic channels for smaller, one-off campaigns.

>> Listen to the Podcast Episode: 4 Rules Non-Profit Attractions Should Follow When Planning Their Ad Budgets

If you’re not willing to spend more than 5% of your budget on a channel or tactic, its probably because you know its not right for your plan.

>> Read the Guide: The Media Planning Guide for Non-profit Attractions

Many non-profit attraction marketers invest in too many media channels. Their media budget is ‘spread too thin’ resulting in ineffective investments.

>> Read the Guide: The Media Planning Guide for Non-profit Attractions

Don’t make the mistake of utilizing multiple DSPs to execute the same programmatic buy. You’re just bidding against yourself when that budget could be better spent elsewhere.

>> Listen to the Podcast Episode: In-Housing Your Attraction's Media Planning and Buying

Bringing media in-house doesn’t have to mean everything. Lean on contractors and agencies to support certain projects. But own your media accounts. Pay the vendor bills. This ensures complete transparency between you and your partners.

>> Listen to the Podcast Episode: In-Housing Your Attraction's Media Planning and Buying

Streaming TV may have surpassed Linear in total users, but from an advertising perspective, you can’t reach as many people in streaming because the inventory still isn’t available to run ads in the major platforms for all users.

>> Listen to the Podcast Episode: Why is Our Attraction Still Buying Ads on Broadcast TV?

As many people are using social media as watching linear TV now. Social is just as much a reach channel as TV is.

>> Listen to the Podcast Episode: In-Housing Your Attraction's Media Planning and Buying

The lower the media budget, the higher the percent of spend should be in social. Small budget events can run 100% social.

>> Listen to the Podcast Episode: Why Your Attraction Should Spend More on Paid Social

"I think one of the reasons paid social is still a low investment for many zoos, aquariums, museums and gardens is it was always a channel where you could spend what you want. There are no minimums and no one to explain why you shouldn’t spend as low as you might be."

>> Listen to the Podcast Episode: Why Your Attraction Should Spend More on Paid Social

CPMs have increased quite a bit in social over the last several years. The more data you layer and the more specific your objective, the higher the CPM. Budgets, however, have stayed the same rate for many attractions. However, attractions haven’t increased their spends to keep pace.

>> Listen to the Podcast Episode: Why Your Attraction Should Spend More on Paid Social

Don’t take away from your Meta budget to add TikTok. Increase your overall social budget to add TikTok. Look at some of your other digital channels that support “awareness” to pull budget away from.

>> Read the Guide: A Guide to Nano Influencer Marketing for Non-Profit Attractions

"I see non-profit attractions spending more in display than social many times and that is so backwards to me."

>> Listen to the Podcast Episode: Why Your Attraction Should Spend More on Paid Social

Social media is the best channel at supporting all objectives, from awareness to conversion. It fits every stage of the funnel, every objective and every purpose for non-profit attractions.

>> Listen to the Podcast Episode: Why Your Attraction Should Spend More on Paid Social

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