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.

 

 

Industrial Marketers Bet More on 2018 Direct & Digital

AccuList USA has a long track record of helping warehouse, industrial and back-office product marketers via data brokerage, predictive analytics and multi-channel direct marketing, and we’ve learned some important lessons along the way.

Industrial & Tech Marketing Budgets Expand in 2018

The good news is that many industrial marketers were inspired to expand investment in 2018. According to the “2018 Budget Trends in Industrial & Technology Marketing” report published by engineering.com, industrial marketing budgets in 2018 are expected to hit “the highest levels of growth (45%) and the lowest reported levels of shrinking budgets (4%), of any of the last five years.” More than half (54%) of manufacturing marketers expect their budget to be larger in 2018.

Quality, Targeted Data Is Key to B2B Direct Marketing

But expanded multi-channel spending still needs to be smart spending. As data brokers, we can’t overemphasize that successful B2B direct marketing–including direct mail, print catalogs and e-mail campaigns–starts with quality, targeted data. Marketers can boost response by using predictive analytics and buyer profiles to target–and then opt for the rental lists of active product inquirers/buyers that our proprietary list research finds to be top performers in each vertical. Targeting the right message to decision-makers in the buying process is also key; with product and industry factors affecting whether to select a chief engineer, purchasing manager, warehouse manager, human resources chief, or C-suite executive in mailing lists.

A Digital Strategy Is Now Essential for Leads and Sales

While direct mail continues its response leadership, there’s no denying that most B2B buyers are digital shoppers today. Research by Acquity Group finds 94% of B2B buyers say they conduct some form of online research before purchasing a business product, for example. Forrester Research has found that 59% of B2B buyers prefer not to interact with a sales rep, and 74% find buying from a website more convenient. That makes digital catalog sites into essential sales tools, giving customers the option to browse product, pricing, and inventory information in real-time and then self-serve. Of course, online traffic-building requires a good search engine optimization (SEO) strategy given that 73% of global traffic to B2B companies comes from search engine results. But most successful B2B marketers also invest in paid digital efforts. In fact, a 2015 study by Content Marketing Institute, MarketingProfs, and Fathom found that manufacturers ranked search engine marketing highest among paid marketing options in terms of efficacy (52%) and promoted social media posts came in second (39%).  For social media ads, B2B marketers see video as a top response tactic, which is why manufacturers in the study ranked YouTube as the most effective social media site, followed by LinkedIn ads, which AccuList USA supports. Take a deeper dive into the core elements of digital industrial marketing with this post by gorilla76, a B2B consulting firm.

 

 

 

Smart List, Mail Design Choices Help Save on Postage

Direct mail has higher average response rates than digital choices, but maximizing mail ROI requires cost efficiency, especially in the postage realm. Good list selection and hygiene are key to avoiding mailing waste, and this is one area where AccuList USA’s expertise in targeted mailing lists selection and data services can certainly aid clients. Another important factor in controlling postage costs is mail package design. An article by Target Marketing magazine’s Summer Gould offers a great summary of how smart choices in lists and design can add up to savings.

Targeted, Clean Lists Cut Postage Waste

If you are sending mailings to the wrong people, people unlikely to be interested in your offer, lower response rate and cost inefficiency will be reflected in poor ROI. Using tools from predictive modeling to customer profiling to segmentation can improve list choices and targeting parameters. Plus, AccuList USA’s proprietary list research can help clients find the top-performing lists for their specific vertical market. But no matter how data is targeted, dirty data with duplicates, errors, invalid addresses, and old demographic or purchase history information will create costly delivery failures and misdirected waste. That’s why AccuList USA goes beyond list brokerage to provide expert merge-purge services that combine and standardize data in order to eliminate duplicates, identify and correct old or undeliverable addresses, verify zip codes, and maximize postal discounts. In fact, by comparing names and addresses to real-time information on multiple public and private databases, AccuList USA offers an advanced hygiene regimen that is able to identify and correct twice as many addresses as standard USPS FASTforward and NCOALink use, which only represent a portion of U.S. movers and undeliverables.

Careful Design Wins Postage Discounts

USPS offers postage discounts to mail pieces that are not only addressed correctly but also designed for processing on automated equipment. For mail to qualify for the lowest postage rates, the mail piece needs to be at a letter size, which is a minimum of 3 ½” high by 5″ long and a maximum of 6″ high by 10½” long. Larger mail pieces fall into the flat category, which can cost more than twice as much per piece as a letter. Plus, to take advantage of automation, the piece must by rectangular, with an aspect ratio (length divided by height) of 1.3 to 2.5. Mail pieces outside those ratios could cost twice as much in postage. Then the addressing and barcode block on letter size mail must fit into the USPS OCR read area to avoid additional postage. For tri-folded self-mailers, the address must be on the center panel to qualify for discounted automation postage. Naturally, weight matters.  Keep the weight of a folded self-mailer under 1 ounce; if the piece weighs over 3 ounces, it must go in an envelope. Thickness counts, too  If a mail piece is less than 0.009″ thick, it costs more in postage. On the other hand, the  maximum thickness for letter size mail is ¼” and for flat size is ¾”. The best advice is to consult with your mailing service provider about any new design in advance. For more, see https://www.targetmarketingmag.com/post/save-money-postage/