The Marketing Attractions Podcast – Details, episodes & analysis

Attraction veteran, David Rosenberg, shares his thoughts on seamless visitor experiences, networking, and, Gen Z. 

Here's what we talk about: 

• Using technology to create a more 'seamless' visitor experience 
• Some ways to grow your career in the attractions space 
• How GenZers are different than previous generations 

Plus, David shares his journey from Monterey Bay Aquarium to SSA Ventures 

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 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...

1. We need to determine a budget and develop a strategic plan like we would with radio, TV, or any other ad investment. 
2. We can proactively find influencers that align with the audiences we want to target. 
3. Secure usage rights to use the influencer's video content 
4. Run that content as paid ads on TikTok and Instagram 
5. Measure and report 

Get our Free Guide to Nano Influencers for Nonprofit Attractions here. 

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

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

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

We bring in attraction industry veterans Matt Heller and Josh Liebman to discuss the intersection of guest experience, employee retention, and marketing.


About our guests...

Matt Heller - PerformanceOptimist.com

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 - LiebmanLeisure.com

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.

AttracionPros Podcast - AttractionPros.com

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

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

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

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

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

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

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...

1. Pinterest = wedding planning, holidays, fashion and art 
2. Reddit = really niche audiences like sneakerheads 
3. LinkedIn = corporate audiences for meetings and events, donations
4. Snapchat = not worth it unless you have a large social budget 
5. X = stay away
6. 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

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

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...

1. What media channels attractions can really buy programmatically in 2024. 
2. A few tactics to buying streaming TV and radio on a local level. 
3. What you can't buy with a DSP (Meta, YouTube) 
4. 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

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

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. 

We discuss...

1. How paid social can be used to both achieve your Impactful and Opportunistic goals. (See our Media Planning Guide for Nonprofit Attractions for more.)
2. When zoos, museums, and public gardens should consider adding TikTok to their paid media strategy. 
3. 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

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

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

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