The Marketing Attractions Podcast

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5 Ways to Evaluate Influencers for Your Cultural Attraction

mardi 2 juin 2026 • Durée 28:04

Most cultural attractions have no shortage of influencers asking for free tickets. The challenge isn't finding creators. It's finding the right creators.

In this episode, Jenny shares a framework for evaluating influencers through the lens of casting a commercial. Rather than focusing on follower counts, she explains how attractions can identify creators who align with specific audiences, tell compelling stories, and create content that performs both organically and as paid advertising.

We talk about:

Why audience alignment matters more than follower size
How to find creators who can help you reach new visitor segments
The importance of local audiences when promoting memberships, events, and repeat visitation
What to look for in a creator's content, including storytelling, voiceovers, and search-friendly videos
Why views, shares, and saves often matter more than comments
How responsiveness and professionalism can predict a successful influencer partnership

If you're treating influencer marketing as part of your paid advertising strategy, this episode offers a practical checklist for finding creators who can deliver both great content and measurable results.

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

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

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Translating Social Media Trends into Marketing

mercredi 25 mars 2026 • Durée 26:33

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 moments
Ways to turn cultural trends like pet ownership and gaming into programming that brings new audiences through the gate
Why aesthetic trends matter more than ever in a mobile-first world—and how they shape the visitor experience
How to use trends to fill shoulder seasons and create repeat visitation through episodic programming
Why younger audiences are craving expertise—and how institutions can meet that demand

If 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.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

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How Nonprofit Attractions are Utilizing Augmented Reality

mardi 8 juillet 2025 • Durée 25:11

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 fit
How AR can boost foot traffic to under-visited areas
Ways 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 results

Connect with Anna Graham at ricoh-usa.com/marketing-services

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

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

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Spotlight: Shawna Brumfield-Washington, Director of Marketing and Communications at Riverbanks Zoo & Garden

lundi 23 juin 2025 • Durée 37:03

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 media
How 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.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

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Influencers as Your Tourist Marketing Plan

mercredi 11 juin 2025 • Durée 39:29

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.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

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10 Tips for Creating UGC-Style Content

mardi 13 mai 2025 • Durée 33:51

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 yet
The difference between “free content” and strategic content
Real examples of UGC in action—from rooftop penguins to baby goat season
Why sharing visitor photos is only step one (and what to do next)

Check out FECLaunch.com

Connect with David Leach on LinkedIn

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

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

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Spotlight: Eric Donovan, Chief Operating Officer at Elmwood Park Zoo

mardi 22 avril 2025 • Durée 36:51

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 behind
Why “Yappy Hours” became a marketing superpower
How accessibility upgrades went from “nice-to-have” to core strategy
The mindset shift that keeps Elmwood innovating: don’t stay in your lane

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

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

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Spotlight: Wendy Babineaux, Director of Event Operations at Houston Zoo

mardi 8 avril 2025 • Durée 30:04

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 go
How a few cents’ difference can drive major revenue
The internal sell: getting buy-in and managing change
The tech lift: integrations, testing, and trust
Guest education: training buyers to “purchase early for the best price”
Real-time flexibility: letting partners adjust pricing within approved thresholds
What Houston Zoo is doing to broaden its audience through 21+ events and social 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.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

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When, Why, and How to Pay Influencers

mercredi 26 mars 2025 • Durée 50:32

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.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

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Building and Strengthening Your Attraction’s Brand with Nancie McDonnell Ruder

mardi 4 mars 2025 • Durée 36:26

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.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

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