We recognize that the best zoo leaders tend to possess solid marketing skills. Yet in this industry, the characteristics of able marketers aren't always obvious.
It's not hard to convince most business owners that marketing plays a vital role in strategic planning. With marketing pressure at an all-time high, your business needs to incorporate tactics designed to position a zoo ahead of the competition.
Strategic partnerships offer zoos economies of scale, not to mention a larger promotional footprint. Under the right circumstances, a strategic marketing partnership can allow two or more small companies to overwhelm the market, effectively negating the presence of a larger competitor.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. When zoos leverage PR, they tell thought-provoking stories about their brand and products. In the process, they establish themselves as thought leaders and encourage the marketplace to give them a second look. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
Have you noticed that almost everyone has a smartphone these days? Savvy marketers believe that smartphone marketing is the next big promotional trend and are investing in strategies that leverage the mobile computing power of today's consumers. Equipped with GPS components, today's smartphones give consumers the ability to perform navigation and other geolocational tasks. Since you're a zoo business leader, you can use that to your advantage. Exploiting geolocational capabilities requires sophisticated tools and marketing strategies. Although cutting edge marketers are tailoring promotional messaging based on the viewer's current location, it may be enough to explore ways for consumers to be made aware of the presence of a zoo in their immediate area.
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