Lessons learned from Diergaarde Blijdorp part 3: engaging the next generation of conservationists

In a saturated digital market, standing out amidst the overwhelming volume of content is no walk in the park. Not to mention, encouraging and sparking passion among an audience. Distributing actionable and insightful content that appeals to diverse generations with different content preferences is no picnic.

But wait, it gets more puzzling. In a world where society is becoming increasingly digitally connected and environmentally conscious, it’s another challenge to not only redefine your marketing strategy to suit the digital world but also staying relevant among your audience. 

So, riddle me this: amidst the digital noise and growing environmental awareness, how can Blijdorp navigate the challenge of redefining their marketing strategy for a digitally connected world, while also authentically resonating and remaining valuable to their audience? That’s where we came in.

As Blijdorp has undergone a transformation, it’s become paramount that the content strategy aligns seamlessly with their new positioning. Our approach aims to not only break through the content clutter and engage their audience effectively but also to serve as a long-term strategy, aligning with Blijdorp's Masterplan 2050.

Our key solution lies in crafting a well-thought-out content strategy that acts as a bridge between Blijdorp and their audience, both in the park and beyond their boundaries across the world. With storytelling at the heart of this strategy, we’re able to craft narratives that forge emotional bonds with Blijdorp’s audience and transfer knowledge in a memorable and impactful way. 

Without customers, businesses are nothing. We’ve placed heavy importance on developing a strategy that builds strong and meaningful relationships with their customers, B2B partners, donors, and visitors. That’s why an important factor in our approach was to implement a CRM system within Blijdorp’s digital marketing strategy. 

Following the creation of a technology roadmap, extensive research, and careful deliberation, we decided to implement HubSpot as Blijdorp’s CRM solution, aligning seamlessly with their requirements. HubSpot stands out as a top-tier CRM system, offering scalability. This means that as Blijdorp expands and refines its mission, the tool can effortlessly scale to accommodate their evolving needs. 

“The thought of change, whether it's positive or negative, can be challenging. However, when you seamlessly integrate a CRM system into your business operations, it empowers your teams to adeptly nurture customer relationships, ultimately boosting engagement and driving higher sales conversions." - Pernilla Jungåker, Senior Marketing Manager Benelux at HubSpot

Blijdorp's integrated strategy further hinges on personalized content and exclusivity to captivate and retain customer loyalty. Harnessing the power of CRM and search engine optimization (SEO) strategies allows Blijdorp to get to know their customers better and better, and deliver personalized content that resonates with them and keeps them coming back for more. 

The implementation of any technology has its pros and cons. While the pros almost always outweigh the cons, we can’t forget about them. With the shift towards prioritizing the customer, there’s a trend towards protecting their privacy.

Finding a balance between accessing information for targeted personalization and respecting privacy can be a challenging road to navigate, but it’s not impossible. This begs the question, “How can we balance respecting their customers’ wishes for privacy while still delivering the relevant and personalized experiences they want?” 

Take the use of beacons in apps or AI and big data in managing large crowds. The very feature that makes them powerful is what raises concerns. How can we ensure that the convenience they offer doesn't come at the cost of privacy? This is why Blijdorp addresses these concerns by prioritizing transparency, having robust data policies, and ensuring user consent from visitors for their safety and comfort. 

No matter what the future holds, there is one thing we can be sure of - the partnership between DPDK and Blijdorp will continue to produce excellence, innovation, and most importantly efforts toward sustainable practices that benefit the future of the planet. 

If you haven’t yet, take a closer look at our new guide, From zoo to conservation icon: Blijdorp's transformative journey to a sustainable future, where myself and Blijdorp's CMO, Carolien Ottjes, share insights into the strategies behind Blijdorp’s successful transformation and the key lessons to innovate your brand. Get your hands on your digital copy now and dive into the pages right away.