In part two of this series on joined-up marketing, I'll start by talking you through a fictional but real-world example of a joined-up marketing campaign. Imagine a London-based museum or gallery which has a programme of special exhibitions which run for six weeks at a time alongside its permanent collections.
The museum has a database of patrons - these are individuals who have booked online for previous exhibitions or have signed up to receive future marketing material or who have joined the Friends or who have bought merchandise items online. Perhaps the database contains information about purchasing history - which patrons come regularly, which infrequently, which only once, which live in the local area, which further afield and so on. This information is extremely useful, as we'll see, as it enables you to run nicely targeted mini-campaigns, each with their own effective calls to action.
There's a new exhibition of impressionist art running for six weeks during the summer.
The museum will be using the following touchpoints to drive ticket sales.
- Website (and online ticketing)
- Paid search
- Email marketing
- Posters and leaflets
To generate, let's say, £50k of ticket sales and £5k of merchandise sales through the museum website.
Each touchpoint will be responsible for its own share of this objective. So - let's say 50% of ticket sales will be expected to come from direct, unreferred traffic to the website; 15% from paid search; 10% from organic search; 5% each for Twitter and Facebook; 5% from scanning a QR code; 10% from email marketing. Perhaps 5% of all ticket sales will be targeted for the mobile version of the museum website.
These are all nominal figures. Your mileage may differ.
- To sell tickets
- To spread the message about the exhibition across all touchpoints.
- To ensure that each touchpoint has a clear call to action.
- To measure the effectiveness of every activity
- To deliver a coherent and holistic campaign which focuses upon
- Delivering appropriate messages to appropriate audiences at the right time
- Consolidating the museum brand
- Pre and post-sale communication which makes a sale, makes an upsell, draws the patron closer to the brand and encourages future patronage
- Encouraging feedback, social share and peer review
Our monthly helping of digital goodness straight from the soil.