Report submitted by Mr Rick Scott-Blackhall and Mr George Goh

 

The key competitors for Zoos have been identified as shopping centres, movie theatres, overseas holidays, other theme parks, sporting activities and in a broader sense - people’s time.

- To be market driven, i.e. to meet the needs of customers

- How to balance conservation versus commercialization

- Lack of funds for product development and marketing

- Lack of general awareness due to insufficient or non-existent advertising

- Low visitorship due to insufficient marketing activities

- Insufficient training for Zoo staff resulting in low competency

- How to ensure consistency of product quality and visitor satisfaction

- How to ensure that the welfare of the animals are well taken of

- How to be self-financing should the government stop their grants

- How to continue creating interest and excitement to visitors

- How to deal with the threat of anti-Zoo groups especially in US, Europe and Australia

* ‘Market research’ reference library

* ‘Marketing ideas’ bank

* ‘TV & print ideas’ bank

* ‘Useful internet sites’ list

* ‘Product features’ reference library

* A SEAZA news ‘Marketing Column’

* A SEAZA ‘Corporate Sponsorship’ sales kit

* University & Polytechnic help to conduct market research

* A SEAZA paper to assist in securing essential funding for A&P rather than just for operations

Key Points to Note

- Effective marketing is not only desirable, it is an operating imperative if zoological organisations are to fulfil their goals, their dreams and their unifying mission of conservation.

- The understanding, attention, respect and support that senior management gives to the Marketing function needs to be significant. If a Zoo is to thrive, it needs a successful marketeer as much as it needs a successful curator or Zoologist.

- Marketing is not a hugely discipline or daunting challenge. The starting point to effective marketing is common sense, lots of imagination and the ability to think smart.

- An effective marketing program is never boring or totally conventional or risk-free.