SAVANT SOUP: ISSUE 2504

A hearty helping of hot and fresh advertising insights, tech trends and agency news.

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Soak up every drop of marketing wisdom from an inspired collection of online resources, podcasts and articles in one convenient spot. Curated for knowledge seekers, access these marketing nuggets anywhere, anytime.

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Shoulder Season Marketing For Attractions

Advertising Savants—For attractions like zoos, botanical gardens, and other seasonal venues, maintaining a steady stream of visitors year-round can be a challenge. Peaks in attendance during the summer months often give way to quieter times during the shoulder and off-peak seasons, impacting revenue, staffing, and overall operations. However, with a strategic marketing approach, it’s possible to not only mitigate these fluctuations but also turn them into opportunities for growth.

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What’s a Niche? And What Big Goals Can Brands Achieve by Thinking Small?
Ad Results Media—Oversaturation in influencer marketing paved the way for the current shift to creator marketing. Instead of solely relying on an influencer's brand recognition, creator marketing puts the onus on the individual to play to their creative strengths, building on the trust and credibility they made for themselves.

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It's Time To Revamp The Customer Lifecycle

Fast Company—A fragmented customer experience is frustrating and costs your business real money. The truth is that delivering a seamless customer experience is one of the most significant challenges for B2B companies. Despite our obsession with customer satisfaction metrics, most organizations still prioritize internal structures over customer needs.

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LOOK

Want to see some cool stuff? You're in the right place! Each time you're here, you'll get an eyeful of some work we're proud of plus a visual snack we're kinda sweet on.

Jacksonville Zoo & Gardens

Digital Campaign By Advertising Savants

To promote Frozen In Time: An Ice Age Adventure, a new special attraction at the Jacksonville Zoo and Gardens, we leveraged our deep expertise in audience engagement for zoos and attractions.

To ensure maximum impact and cost-efficiency, we executed a strategic media mix that included digital outdoor, broadcast radio, streaming audio, paid social, paid search and digital display — all designed to drive awareness and boost ticket sales.

See More Attractions Work

"Pantone: Rain Edition (Splash of Colour)

By Creatives Giuliano Lo Re and Matteo Gallinelli

REMEMBER

YouTube turns 20 years old this year and has grown from shaky videos to a powerhouse platform in the blink of an eye. So in the spirit of pure entertainment, we couldn't help but look back on the video that started it all. A guy at the zoo. Having created several notable zoo and attractions campaigns over the past 30 years, we're still proving that unforgettable moments at attractions are worth sharing — we just make them look a whole lot better.

LISTEN

Best known for his appearance on Shark Tank, Daniel Lubetzky, the founder of Kind Snacks, is focusing on expanding his Builders Movement these days. This initiative aims to bring together “builders” from around the world to help replace extremism with practical problem-solving. Lubetzky is trying to counter the political polarization that is taking over our culture and discourse and build better communities by promoting compromise and efforts to find common ground among people who disagree. We need a little more connectors in our world today, so we're here for it!

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Post published on

April 30, 2025

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Your Media Budget Isn’t The Strategy

July 14, 2026

Marketing budgets are under a microscope right now. Every dollar is expected to work harder. Every channel has to prove its value. And every campaign is supposed to build awareness, drive engagement, support conversions and deliver measurable results, often all at once! That pressure is real. But a lot of media planning conversations still start in the wrong place. They start with the buy. How much should go into TV? Should we increase paid social? Do we need CTV? What about streaming audio, search, display, outdoor or retargeting? Those are important questions, but they are not the strategy. They’re the execution of a strategy. When media planning begins with channel allocation instead of business goals, even a well-built media plan can turn into a spending exercise instead of a growth strategy.

What Attractions Can Teach Every Brand About Seasonality

June 22, 2026

Most brands treat seasonality like a problem to solve. There are busy months when demand is high, slower stretches when attention drops off, and the constant pressure to keep people engaged year-round. But attractions tend to look at seasonality differently. They use it as an opportunity. Zoos, botanical gardens, museums, cultural institutions and destination-based brands understand how to turn seasons into experiences people actually look forward to: a holiday lights event, blooming spring garden, summer concert series, fall festival or limited-time exhibit. Each season becomes a built-in reason to visit, come back, bring friends or make plans. That’s something almost every brand can learn from.

Don’t Just Promote The Event. Give People A Reason To Go.

May 27, 2026

Seasonal events, limited-time exhibits, concerts, festivals and special experiences can be huge attendance drivers for attractions. But there’s a difference between simply promoting an event and building a campaign around it. A promotion tells people what’s happening. A campaign makes them care. For zoos, botanical gardens, museums, cultural institutions and other destination-based attractions , that difference matters. The real competition usually isn’t another attraction. It’s everything else competing for someone’s time, attention and wallet. People are deciding between sporting events, movie nights, road trips, backyard barbecues, streaming at home or simply staying in. So attraction marketing has to do more than post dates, ticket links and event details. It has to create anticipation. It has to make the experience feel worth the planning.