The Marketing Attractions podcast

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The Agile Brand with Greg Kihlström®

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#657: Augmenting front-line employees with AI for better experiences, with Fabrice Martin, Medallia 22:42

vor 15 Tagen22:42

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We are here recording live at Medallia Experience at the Wynn in Las Vegas, and have been seeing and hearing some amazing things about how AI can enhance the customer experience as well as enable teams at organizations to create more meaningful connections with customers. Today we’re going to talk about how AI can help to create better experiences for customers before, during, and after their interactions. To help me discuss this topic, I’d like to welcome Fabrice Martin, Chief Product Officer at Medallia. RESOURCES Medallia: https://www.medallia.com Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company…

The Marketing Attractions Podcast

Serie-Home•Feed

Conversations on how zoos, aquariums, museums, gardens, and other nonprofit attractions are increasing attendance and sharing their mission through marketing.
Presented by attend media.

28 Episoden

#Business #Marketing #Attendant #Attraction #Zoo Marketing #Aquarium Marketing #Other Nonprofit Attractions #Museum Marketing

The Marketing Attractions Podcast

updated vor 7 Tagen

Serie-Home•Feed

Conversations on how zoos, aquariums, museums, gardens, and other nonprofit attractions are increasing attendance and sharing their mission through marketing.
Presented by attend media.

28 Episoden

#Business #Marketing #Attendant #Attraction #Zoo Marketing #Aquarium Marketing #Other Nonprofit Attractions #Museum Marketing

Alle Folgen

The Marketing Attractions Podcast

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Spotlight: Wendy Babineaux, Director of Event Operations at Houston Zoo 29:28

vor 7 Tagen29:28

29:28

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…

The Marketing Attractions Podcast

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When, Why, and How to Pay Influencers 49:56

vor 20 Tagen49:56

49:56

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…

The Marketing Attractions Podcast

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Building and Strengthening Your Attraction’s Brand with Nancie McDonnell Ruder 35:50

vor 6 weeks35:50

35:50

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…

The Marketing Attractions Podcast

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Spotlight: Corey Romberg, Director of Guest Engagement at The Florida Aquarium 29:48

vor 9 weeks29:48

29:48

Corey Romberg joins us to share his ideas on enhancing guest engagement through multi-sensory experiences, storytelling, and audience-focused programming. We talk about: Multi-Sensory Engagement: Using decor, food, hands-on activities, and entertainment to create immersive experiences. Character Development: How mascots and puppets help build empathy and connect young audiences to conservation. Guest Feedback & Adaptive Management: Leveraging surveys to drive organizational improvements and inter-departmental collaboration. Marketing Fun & Connection: The importance of prioritizing fun and family experiences over mission-driven messaging to attract a wider audience. Expanding Audience Appeal: Utilizing events like food tastings, drone shows, and adult-only nights to attract young adults and non-traditional visitors. Join us and get ideas on how to elevate your attraction’s guest experience. 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…

The Marketing Attractions Podcast

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Spotlight: Diana Vega, Chief of Operations at Zoo Miami 27:44

vor 12 weeks27:44

27:44

Diana Vega from Zoo Miami discusses how collaboration and creativity can elevate guest experiences at nonprofit attractions. It’s our view that marketing gets people through the door and guest experience turns them into members. We talk about: Empowering Staff: Involving frontline employees in solutions enhances both operations and the guest experience. Revamping Internal Meeting Structure: Ways Diana changed weekly internal meetings to increase employee buy-in. Accessibility Upgrades: Partnering with the county ADA office, they improved pathways, doors, and spaces for better mobility and inclusivity. Streamlining Animal Experiences: Reorganized flow and added shaded waiting areas, improving efficiency and guest satisfaction. Join us as we talk about elevating the guest experience at Zoo Miami. 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…

The Marketing Attractions Podcast

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TikTok May Go Away; Influencer Marketing Won't 33:08

vor 14 weeks33:08

33:08

Jenny breaks down what nonprofit, cultural attractions would lose if the TikTok ban comes to fruition. We purposefully recorded this episode prior to the January 19, 2025 'deadline' for TikTok. This allows to reflect on why TikTok is a powerful advertising platform for zoos, aquariums, gardens, and museums. We talk about... Why (most) nonprofit attractions should invest paid advertising dollars into influencer marketing What exactly makes TikTok the best platform for influencer marketing What to do if TikTok goes away Check out our Guide to Nano Influencer Marketing for Nonprofit Attractions to l 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…

The Marketing Attractions Podcast

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Spotlight: Briana Hefley-Shepard, Director of Marketing & Communications at the Tulsa Garden Center 40:50

vor 18 weeks40:50

40:50

Briana and her team won APGA's 2024 Marketing Excellence Award . She shares insights from this award-winning campaign: When the Wind Came Sweeping Down the Plain. Plus, we also discuss: Marketing a public garden with a minimal advertising budget Creating more visual impact on Instagram Running sponsorships on NPR radio Join us as we talk about marketing the Tulsa Garden Center. 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…

The Marketing Attractions Podcast

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Spotlight: Erin Ward, VP of Marketing at Palm Beach Zoo 25:31

vor 21 weeks25:31

25:31

Erin Ward from the Palm Beach Zoo joins us to talk marketing. We dive into... Palm Beach Zoo's most recent, conservation-focused marketing campaign - "Zoo More Good" How to use Birdeye to generate more positive Google reviews A text and email 'drip' strategy to upsell animal experiences, food and beverage, and increase repeat visitation How customer data is impacting their advertising strategy This is a great listen for any marketing director at a zoo, aquarium, garden, or museum. 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…

The Marketing Attractions Podcast

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Spotlight: David Rosenberg, Executive Vice President, Growth and Experience at SSA Ventures 29:33

vor 23 weeks29:33

29:33

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…

The Marketing Attractions Podcast

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Influencer Marketing as Paid Advertising 33:54

vor 25 weeks33:54

33:54

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

The Marketing Attractions Podcast

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What Marketing Should Look for in their Next Ticketing System 37:39

vor 27 weeks37:39

37:39

One of the pain points for marketing teams always seems to be their organization's ticketing system. They can't get the customer data and/or they can't attribute back online ticket sales to online advertising. We brought in Michelle Paul from BackOffice Thinking to get her thoughts on how marketing can get the most out of their ticketing system. We cover: A few good and not-so-good reasons to switch ticketing systems The common mistakes organizations make when looking for a new system Many ticketing systems can cover our 'marketing wishlist', but we need to know how to utilize it Sign up for BackOffice Thinking's e-book on successfully changing technology 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…

The Marketing Attractions Podcast

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Spotlight: Scott McPherson, Director of Sales and Marketing at Royal Botanical Gardens 34:23

vor 30 weeks34:23

34:23

Scott McPherson takes a 'noses-in-roses' approach to selling tickets and weddings at Royal Botanical Garden. Scott joins us to talk about creating and marketing events to bring new, diverse audiences to the garden. We dive into how and why he uses influencer marketing in his advertising strategy. Scott shares... Tailoring Content to Audience Segments : Scott explains the importance of designing events for various demographics, from elderly visitors to young families, using seasonal and unique experiences to draw in different groups. Working with Micro-Influencers : Scott discusses the benefits of partnering with local micro-influencers who, despite having smaller followings, offer authentic content and effective local engagement at a lower cost compared to high-profile celebrities. Authenticity Over Polished Content : Emphasizing that influencers should share genuine experiences rather than adhering to scripted content, Scott highlights the value of authentic, relatable content in building trust with audiences. Navigating the Influencer Landscape : The episode covers the challenges of inconsistent pricing and professionalism among influencers. Scott shares how to use social listening tools and geographic insights to find the right local influencers. The Importance of Research : Scott advocates for investing in research to understand and attract new audiences, ensuring that programming aligns with visitor interests and maximizes marketing ROI. 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…

The Marketing Attractions Podcast

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10 Questions About Google Ad Grants for Nonprofit Attractions 38:19

vor 32 weeks38:19

38:19

Google wants to give every nonprofit attraction $10,000/month in free advertising. But, some zoos, aquariums, museums, and gardens don't maximize this program...or... don't utilize it all. Jenny and the team cover these 10 questions about the Google Ad Grants for Nonprofits program: What is Google Ad Grants What’s the catch? Can I use it to sell tickets? What are the rules to ensure I have a compliant campaign? What is the strategy to maximize the grant? Can this grant replace my paid advertising with Google? What should I do if we’re not spending the $10k? What happens if I get canceled? What about Bing? What’s this going to cost me? Get our free Checklist for Google Ad Grants 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…

The Marketing Attractions Podcast

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Should Your Nonprofit Attraction Invest in an Online Map? 24:44

vor 35 weeks24:44

24:44

Recently one of Jenny's marketing clients - a large botanical garden - invested in creating an online map. So, we asked Anna Busby from Engage by Cell to help us understand the pros and cons of creating an online map for non-profit attractions. We discuss... Costs - time and financial - for developing an online map Ideas on getting your visitors to use your maps Customizing maps for your special events 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…

The Marketing Attractions Podcast

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Spotlight: Tim Morrow, President and CEO of San Antonio Zoo 30:16

vor 42 weeks30:16

30:16

Tim Morrow shares his perspective on how ticket revenue can help spread the mission for non-profit attractions. He aims to make San Antonio Zoo not just the top zoo in Texas but the top attraction in the state. He spent 18+ years with SeaWorld and talks what he's brought from the for-profit side to the non-profit side. We talk about... How zoos can learn from how theme parks are marketing and selling tickets and guest experiences The power of 'repeatability' and creating a year-long calendar of events Different pricing packages to enhance the guest experience and increase revenue 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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