Today’s Zoo Marketing Embraces Conservation, Digital

AccuList USA helps a number of museums and zoos with marketing to members, donors and visitors. A 2017 report on the U.S. market for museums, historical sites, zoos and parks, worth $14.5 billion annually, noted that some of the most significant changes are occurring in the zoo market. Consumers’ rising concerns about conservation and ethical treatment of animals have been a driving force. As the public loses its appetite for viewing animals in cages, zoos are initiating a new stress on realistic exhibits and conservation–and their marketing is reflecting that shift.

Zoo Marketing Wins by Stressing Conservation and Natural Habitats

A recent Platform Magazine article on the new wave in zoo marketing, noted to its PR-pro readers that the winning zoo marketing strategy seems to lie in finding the middle ground between promoting conservation and creating entertainment. Many zoos do this by creating exhibits that mimic animals’ natural habitats. For example, the Woodland Park Zoo in Seattle, Washington, promotes exhibits for jaguars, penguins and grizzly bears, which have won exhibit design awards. Meanwhile, the Houston Zoo not only advertises the fact that it shares part of the money from each ticket with conservation programs but plans to build a new exhibit to showcase the Texas Wetlands, which have a large variety of animal and plant life.  The Platform article also cites Zoo Atlanta’s strategy for merging consumer experiences and conservation by promoting its contributions to the Association of Zoos and Aquariums’ Species Survival Plan (SSP) with new animals’ births that help “maintain healthy, genetically diverse and self-sustaining animal populations within North American zoos.”

Zoos Use Digital Marketing to Stretch Budgets

However, one marketing challenge for nonprofit zoos like Zoo Atlanta is stretching “our limited advertising budget,” Vice President of Marketing and Membership Tracy Lott acknowledges. And digital media investments are one way her zoo stretches those marketing resources. For zoos following Zoo Atlanta’s lead by starting or expanding a digital marketing strategy, Search Influence, a digital marketing agency, suggests five key steps to success.  Efforts need to begin with planning, with an emphasis on defining member/donor/visitor profiles for targeting. Then local prospects, loyal members and tourists can be sent the different messaging that will resonate and drive response. Next comes a polished website to showcase attention-getting content and provide a platform for sales and donations, supported by a traffic-building investment in search optimization and paid search. Third, zoos need a curated content-marketing strategy for website, social media and paid digital advertising to promote unique draws, from exhibits and events to conservation and education. Leveraging that great content then requires a targeted digital advertising strategy. Since 90% of time online is spent outside of search, mainly on Facebook, Instagram and other social platforms, one focus should be social media ads with enticing video, graphics and messaging. These ads can be targeted by interests, location, family status, buying behavior and more to boost response. These also can be tied into a multi-channel strategy that includes direct mail; for example, our Digital2Direct program serves Facebook ads to selected “matched” postal records.  Finally, to maximize ROI, marketers need analytics with defined KPIs per platform, including use of Google Analytics and Google Tag Manager to track multiple e-commerce platforms and websites.

 

 

Use Key Direct Marketing KPIs to Gird 2018 Plans

The busy year-end holiday season, especially for fundraisers and retailers, should not distract direct marketers from the working on the analytics they need to finalize next year’s marketing plans and ROI. A recent post by the Digital Dog Direct agency helpfully offers a checklist of basic marketing Key Performance Indicators (KPIs).

Spending and Lead Generation

Marketing ROI is about effective spending and requires tracking results by channel and campaign. KPIs use actual annual outlay for direct mail marketing (lists, print, lettershop, creative, postage), digital marketing (e-mail, SEO/SEM, landing pages, social media and creative), as well as spending on PR/events/brand/content marketing.  Marketers must keep a tally of the number of outbound leads attributed to direct mail or e-mail campaigns, as well as the inbound leads generated by efforts such as SEO, blog content or PR. Then a cost per lead acquired can be calculated by dividing annual expenditure by the number of leads generated. Since the ultimate goal is sales not merely leads, the percentage of leads that become paying customers and the dollar sales per lead are key measures.

Multi-channel Performance Rates

Beyond evaluating general performance, marketing planners should use measurement to fine-tune future marketing plans and budgets. This means identifying the response rates and conversion rates for each channel, for each direct mail and digital campaign, and for tests of creative, timing, frequency, lists and segments. Performance rates should be measured not only for campaigns to acquire new leads/customers but also targeting of existing customers and reactivation of dormant customers. Website traffic reports from Google Analytics can not only show online ad and SEM effectiveness but also track spikes around direct mail or e-mail promotions to give a fuller picture of response. A simple ratio of the annual return on marketing investment, or ROI by channel and campaign, can be calculated by adding up incremental sales from marketing and subtracting marketing amount spent, and then dividing the result by amount spent on marketing.

Long-term Growth of High-Value Customers

But remember that a focus on annual or campaign results can be myopic since these do not necessarily deliver long-term growth–for example if attrition is high so more customers are lost than added. Marketers need to look at customer and prospect databases to make sure they are growing year-over-year. Because acquiring a single sale per lead also is less profitable long-term than acquiring a repeat customer, measuring average customer lifetime value is a vital KPI and is calculated by multiplying average dollar sale per customer by the average number of purchases per year and the average retention time in years.

See the full article for the KPI checklist.