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Changing Role of the Marketer

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Changing Role of the Marketer …

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

Published in Business
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  • 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. Consumer insight Marketing opportunities Engagement spectrum Marketers role How?
  • 3. Consumer Insight Experience Types ENJOY TALK DO Charles Leadbeater
  • 4. Consumer Insight Networks •  Inherent goodness •  Learning is pulled •  Have a memory •  Traits spread
  • 5. AIDA
  • 6. Inform Consult Involve Participate Collaborate
  • 7. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  • 8. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  • 9. Inform Baltic Crew •  Self-created ambassadors •  The Crew –  Training –  Curatorial relationship –  Restructure •  Leverage consumer desire to deepen engagement
  • 10. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  • 11. Consult
  • 12. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  • 13. Involve
  • 14. Involve
  • 15. Involve
  • 16. Involve
  • 17. Involve
  • 18. Involve
  • 19. Involve
  • 20. Involve
  • 21. Involve
  • 22. Involve
  • 23. Involve
  • 24. Involve
  • 25. Involve
  • 26. Involve
  • 27. Involve
  • 28. Involve
  • 29. Involve
  • 30. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  • 31. Participate
  • 32. Participate
  • 33. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  • 34. Collaborate
  • 35. Collaborate
  • 36. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
  • 37. Shift 1 Understand •  Discover them •  They expect it •  Pull-enabling marketing requires it •  Hyper-target •  Long-term approach
  • 38. Shift 2 Relevant •  They expect it •  Pull-enabling marketing requires it •  Move from permission to trust •  Earn engagement •  Burst your bubble
  • 39. Shift 3 Content •  Plan early •  Originate or co-ordinate •  Build artistic relationships •  Expand understanding of audiences
  • 40. Shift 4 Open •  Shift attitude •  Be the brightest •  Share assets •  Push out to enable a pull in
  • 41. Shift 5 Coherent •  Multiple channels •  On & off-line •  Short term •  Multiple data sets •  Flat dissemination
  • 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. Understand Relevant Content Agile & Open Coherent Smart
  • 44. GOOD MANAGEMENT
  • 45. Prioritise •  Set boundaries •  Set campaign objectives •  Measure outcomes •  Assess risk profile •  Don’t do everything
  • 46. Plan •  Push technique doing •  Pull-enabling technique thinking •  Focus on the long term •  Focus on monitoring •  Take time
  • 47. Integrate •  Within campaigns •  Within the role •  Within the organisation •  At the planning stage
  • 48. Resource Time Expenditure Build business case
  • 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. selena.virrels@southbankcentre.co.uk Thank you for listening