10 Modern Zoo Advertising Ideas to Drive Visitation
Zoos marketers face the ongoing challenge of attracting new visitors to their zoo. Use these modern zoo advertising ideas for for inspiration to grow attendance and memberships.
1. Consider Influencer Marketing as Paid Advertising
Zoos do a great job of creating content for social media. But, there’s something different when you watch content from the visitor’s point-of-view.
In fact, user-generated content is proven to be more effective than content created by the brand and way more effective than a typical ad.
Incorporate user-generated content into your paid advertising campaigns on Instagram and TikTok. We dive deeper into this strategy in our Guide to Nano Influencer Marketing for Nonprofit Attractions.
2. Run more ads on Instagram and TikTok, Less on Facebook
Millennial moms tend to prefer Instagram over Facebook.
When running ad campaigns in Meta be sure to not allow Meta to auto-optimize your campaign all to Facebook.
Instead, create separate campaigns (and budgets) for Facebook and Instagram.
Don’t forget to expand your social channels to platforms like TikTok and YouTube to to find your zoo’s next generation of visitors and members.
3. Event-triggered Programmatic OOH
More digital billboard inventory is available to be bought programmatically than ever before.
Zoos can take advantage of this technology to run billboard ads based on the weather, day of the week, or even change messaging based on ticket sales
4. Build Video Ads for YouTube
The good news is that everyone gets the idea of a zoo. We need to remind them that the zoo is a great place to spend the day.
YouTube’s massive Connected TV ad inventory provides a prime opportunity for short, engaging video ads.
Repurpose your video assets into a six-second format and run YouTube’s bumper ads.
5. Ask Your TV Station About Bumper Ads
Speaking of short-form video ads, ask your local broadcast TV stations if they offer alternatives to a :15 or :30 spot.
These are sometimes called bumper or billboard inventory. And, these unique ad slots are typically available at the beginning of the commercial pod which increases the chances your message will be seen.
This is an effective way to remind your local community about what’s going on at the zoo.
6. Run Premium Connected TV, Not the Cheap Stuff
It’s even easier now to buy ads on Hulu, Peacock, and other premium TV publishers. We’ve seen zoos buy Connected TV with CPMs in the teens but you don’t know where your ads run.
You’re a mission-based organization. Where your ads run matter.
7. Reboot Your Google Ad Grant
Google offers every nonprofit zoo up to $10,000 a month in free advertising. With the right strategy and management Google Ad Grants can help zoos sell tickets, drive donations, book more events, and spread their mission.
Check out our Google Ad Grants Guide for Zoos, Museums, and Public Gardens.
8. Create Ads for Google Things to Do
For zoos in tourist markets, it’s possible to compete with ticket resellers like Tiqets.
Zoos can run ads on Google’s unique mobile ad inventory. Look into building an API connection or using this done-for-you provider.
9. Don’t Sleep on Pinterest
Pinterest is an often overlooked social media platform. Time spent on the platform is on the rise with younger moms looking to plan family friendly activities.
Consider running ads on Pinterest to promote Halloween and Holiday events.
10. Include Inflatables on your Billboards
Billboards is a go-to media channel for zoo advertisers. We consider billboards an ‘impactful’ media channel – meaning billboards can drive excitement about your zoo.
Vinyl inflatables offer a cost-effective alternative to fiberglass 3D extensions.
It’s gotten cheaper to create eye-catching, 3D billboards. Check out SoftSigns 3D and their innovative inflatable vinyl.
Bonus Idea: Create a Marketing Mix Model
Zoo advertisers are becoming more sophisticated on how they invest their advertising dollars with marketing mix modeling.
A marketing mix model can tell you which of your advertising channels – TV, radio, Meta, outdoor – are impacting visitation and which are not.
Written by: Jenny Williams
Jenny is the lead Media Strategist at attend. She has helped attractions drive visitation with paid media strategies for over 15 years.
