what you tried to do (the aim in one sentence- how you defined success at the start) and who it was for (specifically!) This summer we had two major marketing campaigns 1 – Sammy Ofer Wing, awareness campaign , come and see all the new things 2 – High Arctic, new unique immersive exhibition, buy a ticket – clear CTA Two very different camapigns Digital arm was targeted at a new audience for the NMM - contemporary, users of and interested in digital technology (smart phone literate, active in online communities and social media) and cultural attenders – heritage, arts, architecture. Top level success – tracking click throughs to the dedicated landing pages using unique URLs
2. what you actually did For High Arctic we had an online advertising schedule, utilising AdWords and GDN, site takeovers, email marketing and dedicated social media activity – all things that we can track. Challenge for the SOW, we’ve done online advertising for awareness campaigns before and didn’t see good levels of engagement. We took a different path and utilised Foursquare - commissioned a freelance writer to research and write around 50 facts about other cultural sites – presenting an interesting fact about the venue/place but showing how they link to maritime history, posted these to Foursquare as NMM. This did include a link through to a dedicated page on the website profiling all the new features of the Sammy Ofer Wing – not hard sell, peaking interest through an invitation to discover more interesting stories.
3. what the result was (specifically) and how you measured it (or not!) High Arctic – provided 2 of the top 10 traffic sources between opening and end Aug SOW – No click throughs to our site via the Foursquare links were recorded – we couldn’t measure how many people had seen our tips!
4. What questions are we now asking as a result Should we still be doing awareness campaigns in times of tight budgets and limited resources? Better than a poster campaign? – We couldn’t track user engagement, so in digital terms we see this as a bit of a failure. However marketing teams spend thousands on poster campaigns, which don’t give hard metrics - that’s not seen as a failure and it’s very expensive Some may argue - should digital always be measurable? You can’t predict how people will interact with your content – just because it’s digital doesn’t make it instantly measurable – and that’s ok
5. what you are going to do now (as a result of what you learned) Incentivize and empower our audiences to actively participate – we think that’s the key to long term engagement. Going to move our digital activity away from awareness campaigns - all of our upcoming campaigns are exhibition or event based Future use of Foursquare will involve specials, actionable tips, getting followers as a brand page rather than friends as a profile – we want our audiences to be active rather than passive.
Have you heard of us? by Emma McLean - Culture24 Lets Get Real conference