Resumen de Boosting demand in the “experience economy”

• The article discusses how the Georgia Aquarium countered declining attendance through more effective marketing. The facility hired marketing research expert V. Kumar, whose team compiled a demographic profile of the aquarium's patrons by using their postal zip codes. They then identified 39 other zip codes with similar demographics and tailored their marketing efforts to them. In 2013, the first year of the initiative, attendance, revenue, and the number of pass holders who renewed their passes all rose by 10% or more