Changing Role of the Marketer

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Changing Role of the Marketer
Arts Marketing Association Conference 2010
Keynote speech

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Changing Role of the Marketer

  1. 1. The Team •  Tim Wood, The Place •  Claire Byers, Baltic •  Andy Ryans, Hallé •  Mark Walmsley, Vivid Lime •  Rebecca Burton, Bristol’s Museums, Galleries and Archives •  Alex Woodford, aka •  Katy Raines, Indigo •  Andrew Loretto, Chol Theatre •  Karen Vander Plaetse, Vooruit Arts Centre, Ghent •  Clara Goldsmith, Arts Council England •  Selena Virrels, Southbank Centre
  2. 2. Consumer insight Marketing opportunities Engagement spectrum Marketers role How?
  3. 3. Consumer Insight Experience Types ENJOY TALK DO Charles Leadbeater
  4. 4. Consumer Insight Networks •  Inherent goodness •  Learning is pulled •  Have a memory •  Traits spread
  5. 5. AIDA
  6. 6. Inform Consult Involve Participate Collaborate
  7. 7. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  8. 8. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  9. 9. Inform Baltic Crew •  Self-created ambassadors •  The Crew –  Training –  Curatorial relationship –  Restructure •  Leverage consumer desire to deepen engagement
  10. 10. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  11. 11. Consult
  12. 12. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  13. 13. Involve
  14. 14. Involve
  15. 15. Involve
  16. 16. Involve
  17. 17. Involve
  18. 18. Involve
  19. 19. Involve
  20. 20. Involve
  21. 21. Involve
  22. 22. Involve
  23. 23. Involve
  24. 24. Involve
  25. 25. Involve
  26. 26. Involve
  27. 27. Involve
  28. 28. Involve
  29. 29. Involve
  30. 30. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  31. 31. Participate
  32. 32. Participate
  33. 33. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  34. 34. Collaborate
  35. 35. Collaborate
  36. 36. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  37. 37. Shift 1 Understand •  Discover them •  They expect it •  Pull-enabling marketing requires it •  Hyper-target •  Long-term approach
  38. 38. Shift 2 Relevant •  They expect it •  Pull-enabling marketing requires it •  Move from permission to trust •  Earn engagement •  Burst your bubble
  39. 39. Shift 3 Content •  Plan early •  Originate or co-ordinate •  Build artistic relationships •  Expand understanding of audiences
  40. 40. Shift 4 Open •  Shift attitude •  Be the brightest •  Share assets •  Push out to enable a pull in
  41. 41. Shift 5 Coherent •  Multiple channels •  On & off-line •  Short term •  Multiple data sets •  Flat dissemination
  42. 42. Shift 6 Agile & Smart •  Be flexible •  Adopt real-time improvement •  Use multiple indicator dashboard •  Move with speed from measurement to action •  Work in beta •  Without metrics & analysis – don’t do it!
  43. 43. Understand Relevant Content Agile & Open Coherent Smart
  44. 44. GOOD MANAGEMENT
  45. 45. Prioritise •  Set boundaries •  Set campaign objectives •  Measure outcomes •  Assess risk profile •  Don’t do everything
  46. 46. Plan •  Push technique doing •  Pull-enabling technique thinking •  Focus on the long term •  Focus on monitoring •  Take time
  47. 47. Integrate •  Within campaigns •  Within the role •  Within the organisation •  At the planning stage
  48. 48. Resource Time Expenditure Build business case
  49. 49. PUSH TECHNIQUES ENGAGEMENT SPECTRUM PULL-ENABLING TECHNIQUES 1.  Inform 2.  Consult 3.  Involve KEY SHIFTS 4.  Participate 1.  Understand 5.  Collaborate 2.  Relevant 3.  Content HOW 4.  Open 5.  Coherent 1.  Prioritise 6.  Agile & smart 2.  Plan 3.  Integrate 4.  Resource
  50. 50. selena.virrels@southbankcentre.co.uk Thank you for listening

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