Given huge economic and cultural shifts in the last 5 years, the team at 3 award winning tourist attractions in Norfolk and Suffolk; Banham Zoo, Dinosaur Adventure and Africa Alive were keen to gauge visitors and target visitors attitudes and perceptions of their attractions to help them to review marketing communications.
Zing were thrilled to be asked to help them review the market and began by downloading their experience and knowledge. We then designed a programme of research which not only provided the guidance required for a whole new marketing strategy but also provided insights which supported content and experience development at the parks/zoos and operational improvements.
Ultimately, our work led to a more efficient marketing strategy meaning better return for the team, more visitors and very happy clients!
“We commissioned Zing to conduct research which would support our marketing and business decision-making. They conducted a programme of research which included; focus groups with previous park visitors, on-site research with park visitors at different times across the year, using their innovative iPad research pods and an online panel survey with lapsed and non-visitors. The results have helped us to shape our marketing activity in terms of media choices and messaging, but have also impacted on our strategic business decision-making with regards to our overall value proposition. Zing has a down-to-earth, practical but creative approach to research, their national and international experience has helped put our results in context and their reports provide interpretation and actionable conclusions and recommendations. I’d definitely recommend them.”
Martin Goymour, Managing Director, Dinosaur Adventure, Banham Zoo and Africa