Georgia Aquarium in the USA opened in 2005 – the biggest of its kind in the world.
Year 1 saw 3.5 million visitors and the attraction barely had to break sweat with its marketing. People just loved it.
Within a few years all that had changed.
Visitor numbers levelled out at around two million a year in 2008. Fewer visitors, less money coming in.
Now they DEFINITELY needed some marketing.
Increase the Social Media presence, right?
They took a different approach.
LESS Social Media.
More (targeted) TV ads.
Some other stuff (not online) too.
Attendance at the Aquarium – up 10 per cent
Number of new pass holders – up 12 per cent
Pass Renewals – Up 10 per cent
Revenue – up 12 per cent.
Number 1: Don’t assume people will always come back to your business
Number 2: Remember to check your numbers, analyse them and act on them
Number 3: Don’t just go with the marketing flow – use the marketing that makes most sense (and if you don’t know what that is… get someone in who does)
Enjoy the swim!