The Marketing Attractions Podcast

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.mediaInterested 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 momentsWays to turn cultural trends like pet ownership and gaming into programming that brings new audiences through the gateWhy aesthetic trends matter more than ever in a mobile-first world—and how they shape the visitor experienceHow to use trends to fill shoulder seasons and create repeat visitation through episodic programmingWhy younger audiences are craving expertise—and how institutions can meet that demandIf 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.mediaInterested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Madeline Walden manages social media for the Aquarium of the Pacific — an audience of more than 3.5 million followers across platforms, including 2.8 million on TikTok.In this Spotlight episode, Madeline shares how the Aquarium built a massive global following by blending entertainment with education — and why their TikTok Live strategy eventually evolved into a podcast, Aquarium of the Pod-cific.We talk about:How “tricking” audiences into learning builds mission awarenessWhy behind-the-scenes animal care content performs so wellMeasuring success through real-world guest conversationsTurning TikTok Lives into a long-form podcastThe real lift required to launch and maintain a showTools she relies on daily, including Sprout Social and RepurposeThinking about launching a podcast for your institution? This episode breaks down what it really takes — the time, structure, promotion strategy, and internal buy-in needed to make it work. 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.mediaInterested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Email is the most important channel cultural attractions use to communicate with members and potential members. It drives renewals, upgrades, event awareness, and ongoing engagement.This conversation explores what it looks like to level up email. What would a smarter email plan look like? How would it impact member retention, renewals, and long-term revenue?We’re joined by TJ Christensen, founding partner at Blue Gator, to talk about how connecting ticketing, membership, fundraising, and marketing data inside Salesforce makes more intentional, automated email possible.We cover:Why disconnected systems lead to outdated email lists and wasted ad spendHow Salesforce enables real-time audience segmentation across email and paid mediaA practical breakdown of RFM (recency, frequency, monetary value) for gardens, zoos, aquariums, and museumsHow smarter email journeys can unlock six figures in incremental membership revenueWays email, CRM data, and paid advertising can work together without constant manual list pullsWhy improving retention by just a few percentage points can dramatically reduce annual “go-get” pressureThis episode is especially relevant for marketing leaders who own membership growth but feel limited by their current email tools, CRM setup, or internal data silos.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.mediaInterested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Public relations and paid media may sit on different sides of the marketing umbrella, but they both shape how visitors, donors, and stakeholders perceive your institution.In this episode, we bring in Sharon Dewar, Senior Vice President of Wild Care and Conservation at Public Communications Inc. (PCI), to break down how PR actually works inside zoos, aquariums, gardens, and museums - and when it makes sense to bring in outside help.We talk about:How PR influences long-term reputation, donor confidence, and public trustWhy earned media matters more than ever in an AI-driven search worldWhat internal teams should evaluate before hiring an external PR partnerHow to measure PR impact when success isn’t tied to ticket salesClassic newsroom “news values” and how to identify stories that landHow in-house PR teams can proactively uncover stories - not wait for submissionsWhy owned and earned media must balance social to protect institutional reputationIf your team has ever wondered what outside PR support can bring to your cultural attraction, this episode offers a clear, grounded look at how strategic communications can strengthen both mission and marketing.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.mediaInterested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Ticket trades only get you so far. We break down four common approaches to influencer marketing for cultural attractions – media nights, CVB co-ops, big local publishers, and amplified influencer campaigns – and explain why paying creators often drives the best results.We talk about…How to reach audiences who aren’t already coming by proactively recruiting creators that match growth goals, including bilingual voices.Why paying creators lets you control the brief, from must-hit talking points to keywords that rank for “things to do in [city].”How nano and micro creators function as your on-platform video team, delivering Reels and TikToks built for performance.Storytelling prompts that brand spots can’t do, like dynamic pricing walk-throughs, parking tips, and hidden-gem highlights.The role of ad codes and usage rights so you can boost creator posts, measure ticket sales, and compare creator vs brand assets.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.mediaInterested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

When your attraction has already maxed out on attendance, where does new revenue come from? In this episode, we sit down with John Abrahamson – formerly of the Monterey Bay Aquarium and the upcoming Nat Geo Museum – to talk about creative ways cultural attractions can grow earned revenue while staying true to their mission.John shares how he helped Monterey Bay Aquarium expand beyond its walls through immersive VR experiences, sustainable food and beverage programs (including saying goodbye to Big Soda), mission-driven retail partnerships, and national licensing opportunities.We talk about…Immersive storytelling through VR – How Monterey Bay Aquarium used Apple’s spatial video to bring underwater experiences into homes and attract new audiences.Mission-aligned food and beverage – Why eliminating single-use plastics and cutting ties with Coke and Pepsi didn’t hurt sales—it grew them.Chocolate with a purpose – The story behind the “Deep, Dark, and Salty” chocolate bar collaboration that became a model for other aquariums and zoos.Licensing with impact – Turning the aquarium’s logo and mission into national retail partnerships that extend reach and raise revenue.Creative diversification – John’s advice on forming cross-departmental teams to brainstorm new income streams that expand mission impact, not just budgets.Listen to learn how forward-thinking leaders are reimagining what “earned revenue” can mean for gardens, zoos, aquariums, and museums – without losing sight of their mission.John shares more thinking on his Substack.Learn more about Blue Ocean 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.mediaInterested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Dynamic pricing is gaining momentum across gardens, zoos, aquariums, and museums. But what does it mean for marketing teams, and how does it affect revenue, accessibility, and guest experience?We talk about:The difference between variable pricing and true dynamic pricingWhy many attractions market it as “plan ahead pricing”How dynamic pricing smooths attendance at blockbuster events like holiday lightsRevenue lifts institutions are seeing — often 5–20%How to communicate pricing changes without losing guest trustThis 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.mediaInterested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

The Google Ad Grant offers up to $10,000 a month in free search ads for qualifying nonprofits, including gardens, zoos, aquariums, and museums. But without the right setup, much of that potential goes unused. In this episode, we outline the ideal campaign structure to make the grant work harder for your institution.We talk about:Separate branded and non-branded search terms into distinct campaigns for clarity and control.Build four core campaigns: Brand, Location + Category, Weddings & Private Events, and Things to Do.Use the grant to capture high-value non-branded searches you might skip in paid campaigns.Layer in seasonal event keywords to boost traffic during peak visitation periods.Audit your paid search to shift branded terms into your grant—freeing up budget for harder-to-reach audiences.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.mediaInterested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

We explore whether it’s time for your garden, zoo, aquarium, or museum to go beyond the printed map—and into the world of mobile apps.We’re joined by Jacob Thompson, CX Director at Attractions.io, who works across both nonprofit attractions and for-profit parks. Together, we talk about what makes an institution ready for an app, what features actually drive revenue (hint: it’s not just a prettier map), and how apps can enhance both the guest experience and your marketing efforts.Topics include:The tipping point for investing in an appHow mobile tech supports secondary spend and premium upgradesReal results from institutions like Chester Zoo and ZooTampaBest practices for adoption, retention, and sponsorship integrationWhether you’re just exploring the idea or already pricing vendors, this episode gives you a practical look at how mobile apps are evolving in the cultural attraction space.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.mediaInterested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com