The Marketing Attractions Podcast – Details, episodes & analysis

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

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

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

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

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

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

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

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

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

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