Leveraging our price modelling experience, MHM conducted a comprehensive study of the Wellington market. A range of ticket price points were evaluated – using data-driven pricing modelling – to estimate projected market size at different price levels.
Our analysis revealed that the optimal price for adult tickets – where revenue is maximised – was lower than anticipated, indicating that raising the adult price could lead to decreased visitation and revenue. On the other hand, there was more elasticity potential with children’s ticket pricing. Thanks to our thorough, insightful analysis, the Zoo had a robust foundation from which to present a position to its board.
With a commitment to data-driven decision-making, the Zoo bravely opted to lower adult prices to increase revenue. They were able to have confidence in their decision-making due to MHM’s reliable data, recognising benefits for the business and the community it serves.
Visitation targets were increased in preparation for the pricing changes, and during the six months following the new structure, a record number of onsite visitors were welcomed. While pricing was not the sole factor, it was a notable contributor to the visitation uplift.
MHM’s reporting served as a valuable tool for us, facilitating complex discussions with the board. The work provided a solid foundation to advocate for a new pricing strategy and played a pivotal role in our decision-making.
D. Warsaw, Chief Operating Officer
MHM's expertise in audience research played a pivotal role in supporting the success of Auckland Zoo's South East Asia Jungle Track campaign. By leveraging insights from their Visitor 360˚ research project and utilising MHM’s Culture Segments framework, the Zoo developed a compelling campaign that resonated with visitors.
Our market analysis for Chester Zoo’s £40m attraction, Islands, found a surprising source of potential visitors and fuelled the Zoo’s hugely successful marketing strategy.
Get robust assessments of the full size, profile and motivations of your potential market.
