Shoulder Season Marketing for Attractions

However, for those big "tent pole" moments—such as the launch of a major new exhibit, a seasonal festival, or a significant anniversary celebration—partnering with a specialized agency like Advertising Savants can elevate your marketing efforts to the next level. These tent pole campaigns are where the focus shifts from routine engagement to creating a buzz that resonates on a much larger scale.

For example, the launch of a new exhibit or a high-profile event might require a comprehensive marketing strategy that includes media buying, public relations, influencer partnerships, and large-scale digital campaigns. These are opportunities where your agency can bring in its expertise to create a multi-channel approach that ensures maximum reach and impact.

The Importance of Creative and Message Strategy

In addition to strategic planning, the creative direction and messaging of your campaigns are critical to their success. The right creative strategy not only captures attention but also tells a story that resonates with your audience, making your attraction memorable and driving action.

A well-crafted message strategy should be consistent across all channels and touchpoints, ensuring that every interaction with your brand reinforces the core message. Whether it’s promoting a new exhibit or encouraging off-season visits, the tone, visuals, and messaging should align to create a cohesive brand experience.

To achieve this, it’s essential to solidify a strong partnership with the agency responsible for your larger campaigns. Working closely with an agency ensures that your creative and messaging remain seamless across all platforms, maintaining a consistent voice and brand identity. This alignment is particularly important when transitioning from smaller, internally managed marketing efforts to large-scale, high-impact campaigns.

At Advertising Savants, we’ve been helping attractions maintain this seamless voice and brand identity for more than 30 years. Our expertise in creative strategy and messaging, combined with our deep understanding of the attractions industry, allows us to craft campaigns that not only stand out but also resonate deeply with your audience.

For example, during the off-peak season, messaging might focus on the exclusivity of visiting when crowds are smaller, offering a more intimate and relaxed experience. Conversely, during peak times, the messaging might emphasize excitement, special events, and the vibrant atmosphere. Tailoring your creative and message strategy to fit the season and audience is key to making your campaigns more effective.

Incorporating strong visuals, engaging storytelling, and a clear call to action can turn a simple marketing message into an unforgettable experience that compels visitors to act—whether that’s purchasing tickets, signing up for a membership, or attending a special event.

For instance, we helped one of our Zoo clients boost fall shoulder season attendance by 24% using the very strategies outlined in this article. The key to such success lies in consistency and commitment: year-round marketing that highlights the messages and events your core audience loves, supported by fresh content and a targeted media push. This approach builds the critical mass of exposure needed to continually drive engagement and attendance.

Enhancing the Visitor Experience to Encourage Repeat Visits

One of the best ways to ensure steady attendance is by encouraging repeat visits. Membership and loyalty programs are excellent tools for building a dedicated visitor base. According to the American Public Gardens Association (APGA), members are three times more likely to visit a botanical garden multiple times a year than non-members. Offering exclusive benefits or discounts for members during the off-season can incentivize them to return more often.

Additionally, organizing special events or themed weekends can give visitors a reason to come back, even during the shoulder season. Whether it’s a winter lights display at the botanical garden or a behind-the-scenes tour at the zoo, creating unique experiences that aren’t available during peak times can make your attraction a must-visit year-round.

Measuring Success and Adjusting Strategies

Finally, it’s essential to measure the success of your marketing efforts. Tracking key metrics such as attendance numbers, revenue, and online engagement can provide valuable insights into what’s working and where there’s room for improvement.

Marketing is not a one-size-fits-all endeavor. It’s important to continuously revisit and refine your strategies based on performance data and evolving visitor preferences. By staying agile and responsive, you can ensure that your attraction remains a popular destination, no matter the season.

Conclusion

In today’s competitive landscape, attractions must do more than simply open their doors and wait for visitors to arrive. A well-crafted marketing strategy can help your zoo, botanical garden, or seasonal venue not only survive but thrive during the shoulder and off-peak seasons. By leveraging data, targeting key audience segments, and creating unique experiences, you can drive attendance year-round and ensure a steady stream of delighted visitors.

Whether it’s smaller, day-to-day marketing efforts handled by your internal team or larger, high-impact campaigns that require agency expertise, the key is to balance both to create a comprehensive strategy. At the heart of that strategy should be a strong creative and message direction that speaks directly to your audience.

At Advertising Savants, we’re here to help you craft and execute marketing strategies that work for your unique needs. Let’s work together to turn your seasonal challenges into opportunities for growth.