Storytelling, Strategy, and a Splash of Data: What an Aquarium Can Teach About Great Marketing

Key Takeaways

Stories make your message come alive.

Consistency and data are the secret weapons.

Feedback (and even failure) fuel growth.

A Visit From the Aquarium

The BYU Marketing Lab got a serious treat: James Jensen, Marketing Director at the Loveland Living Planet Aquarium, and his team stopped by BYU to share their wisdom in the world of marketing. James’s energy was contagious, and his advice? Both motivating and practical. He showed us how the following insights can shape any idea into a campaign that both moves people and drives results:

Stories Make Your Message Come Alive

Forget dry pitches or bland newsletters. The best marketing doesn’t just talk at people– it tells a story they actually want to listen to. From a TikTok post to a freeway billboard, stories create emotional connection, community buy-in, and an experience around your brand. Sure, facts inform, but stories? They spark action. And in marketing, action is everything.

Consistency & Data Are Your Secret Weapons

Here’s the deal, marketers always have two audiences: the customers we’re trying to win over, and the leadership teams we need to convince. Passion is great, but passion plus data is even greater. And even if you’ve nailed the perfect strategy, you can’t expect fireworks overnight. The real magic comes from consistency: showing up again and again with the same cohesive message until your audience can’t forget you (in the best way, of course).

Feedback (and Even Failure) Fuel Growth

James reminded us that failure isn’t the enemy, it’s the teacher. Every campaign, whether it soars or flops, leaves behind valuable data points. And fudging KPIs? Not only is it dishonest, it cheats you out of growth and the opportunity to rise above setbacks. Owning results (good or bad) is how brands evolve, marketers sharpen their strategies, and businesses see real impact.

Final Thoughts

Hearing from James was a reminder that great marketing isn’t about chasing perfection; it’s about storytelling, persistence, and learning along the way. Want to put these principles to work for your business? Let’s chat. We’d love to help take your brand to the next level.