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Cincinnati Zoo Gladys

Market Through Teaching

2013-11-12

The Cincinnati Zoo puts together great information to teach their visitors about the zoo, and you can do the same thing for your attendees!

The Cincinnati Zoo is known for being the Greenest Zoo in America and is even home to Base Camp Cafe, the greenest restaurant in the United States. But did you know there’s a whole lot more to the Cincinnati Zoo than being green?


The Zoo also does a great job at educating their visitors and potential visitors about what they do and why they do it. This education is a fantastic way to turn those potential visitors into actual visitors.


The same thing can work for events. Teaching your potential attendees a bit about what you do and why you do it can get them more interested. This behind-the-scenes look gives a face to your event and can show that you really care about all that attend.


Want to know where to start? Take a look at a couple of the products that the Cincinnati Zoo puts together:


Baby Gorilla Gladys Update


Yes, these YouTube videos are already amazing because they feature an adorable baby gorilla. However, you also learn about the steps they are taking to keep Gladys a happy and healthy baby gorilla. Did you know that gorillas eat chewable children’s vitamins? These videos are full of surprising facts that will make you look at raising a baby gorilla in a whole new way.


Take that same approach for your own videos. Just take out your smartphone while you are doing site visits or event meetings to show the who, what, why and how of planning your meeting. This can also be used to crowdsource ideas, which will give your attendees more of a stake in your meeting. This can simply be explaining two ideas and asking for their input. Giving this backstage look and having attendees’ help with the planning will definitely influence whether they attend, since they will want to see the finished product.


90 Second Naturalist


Podcasts are still a great way to market, and the Cincinnati Zoo is taking advantage of that... in just ninety seconds. These short podcasts give a digestible amount of information and teach you about different aspects of animals in the wild. Their laser-focus on topics create interesting information and their audience is more likely to retain it.


Whether you choose to do a blog, a video or a podcast, be sure to be focused and keep it short. People are more likely to read blog posts that are between 300-700 words long, and they are more likely to watch a video that is sixty seconds. Realize that it’s impossible to cover a lot of information in that amount of space. So start looking at microtopics that just whet the whistle of anyone that is reading or listening. If done properly, your attendees are more likely to not only check out the information you are putting out, but they are also more likely to be able to recall it. And that last part is the most important part.


Are you putting together products like the Cincinnati Zoo? What have you found to be successful?