The Marketing Attractions Podcast

Hosted by attend.media

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Latest episode

Jun 2026

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EN-US

About the show

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

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43 recent

June 2, 202628 min

5 Ways to Evaluate Influencers for Your Cultural Attraction

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

March 25, 202626 min

Translating Social Media Trends into Marketing

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

February 24, 202633 min

Spotlight: Madeline Walden, Social Media Manager at Aquarium of the Pacific

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 awareness Why behind-the-scenes animal care content performs so well Measuring success through real-world guest conversations Turning TikTok Lives into a long-form podcast The real lift required to launch and maintain a show Tools she relies on daily, including Sprout Social and Repurpose Thinking 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.media Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

February 2, 202634 min

Selling More Memberships with Smarter Email Segmentation and Salesforce

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 spend How Salesforce enables real-time audience segmentation across email and paid media A practical breakdown of RFM (recency, frequency, monetary value) for gardens, zoos, aquariums, and museums How smarter email journeys can unlock six figures in incremental membership revenue Ways email, CRM data, and paid advertising can work together without constant manual list pulls Why improving retention by just a few percentage points can dramatically reduce annual “go-get” pressure This 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.media Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

December 3, 202537 min

Why Hire an Outside PR Firm for Your Cultural Attraction?

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 trust Why earned media matters more than ever in an AI-driven search world What internal teams should evaluate before hiring an external PR partner How to measure PR impact when success isn’t tied to ticket sales Classic newsroom “news values” and how to identify stories that land How in-house PR teams can proactively uncover stories - not wait for submissions Why owned and earned media must balance social to protect institutional reputation If 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.media Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

November 6, 202542 min

5 Reasons to Pay Micro Influencers

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

September 24, 202538 min

Non-Traditional Revenue Streams for Cultural Attractions

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

September 16, 202533 min

Exploring Dynamic Pricing for Your Institution

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 pricing Why many attractions market it as “plan ahead pricing” How dynamic pricing smooths attendance at blockbuster events like holiday lights Revenue lifts institutions are seeing — often 5–20% How to communicate pricing changes without losing guest trust 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

August 14, 202543 min

The Ideal Google Ad Grant Campaign Structure for Cultural Attractions

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

July 29, 202533 min

Is Your Attraction Ready for an App?

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 app How mobile tech supports secondary spend and premium upgrades Real results from institutions like Chester Zoo and ZooTampa Best practices for adoption, retention, and sponsorship integration Whether 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.media Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com