The full title of this book by C S Wurzberger and Pam Foster is
“Wildly Profitable Marketing for Zoos, Aquariums and Other Animal/Nature Organizations: Attract more customers and profits with this hands-on field … marketing and other effective strategies.”
In my review posted on Amazon.co.uk, I gave it a rating of Four Stars. This means I think it is Good.
Here is my book review.
A good book for anyone who has an animal attraction type business who wants to learn about marketing.
I’m a big believer in the idea of marketing books for specific markets but I find that they rarely live up to potential.
As a business coach, I’m very familiar with the main marketing techniques but, when I get a new client in an unusual business (in this case an alpaca farm), I dip into these speciality books.
What I’m looking for are insights about the particular trade like:
– what customers want and don’t want? How different customer types differ in their desires?
– what motivates them to buy and buy again?
– are there any particularly unusual ways of reaching customers?
– what marketing messages particularly resonate?
– case studies or success stories.
Sadly I didn’t find many of the answers I wanted but, instead, I discovered a book that outlines a nice marketing process and provides plenty of tips on how to promote a business. The examples are animal business based and will therefore feel more suitable to people in the trade than examples about entirely different business. However there is little real insight into animal attraction businesses and what makes them successful and I don’t remember seeing the results of any trade surveys.
This is a good book for anyone who has an animal attraction type business who wants to learn about marketing but it could have been much better if it had shared more of the authors experiences of animal businesses.
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