Recommended
More Related Content
Viewers also liked
Similar to Changing Role of the Marketer
Similar to Changing Role of the Marketer (20)
Recently uploaded
Recently uploaded (20)
Changing Role of the Marketer
- 2. 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
- 3. Consumer insight Marketing opportunities Engagement spectrum Marketers role How?
- 4. Consumer Insight Experience Types ENJOY TALK DO Charles Leadbeater
- 5. Consumer Insight Networks • Inherent goodness • Learning is pulled • Have a memory • Traits spread
- 7. AIDA
- 9. Inform Consult Involve Participate Collaborate
- 10. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
- 11. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
- 12. Inform Baltic Crew • Self-created ambassadors • The Crew – Training – Curatorial relationship – Restructure • Leverage consumer desire to deepen engagement
- 13. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
- 14. Consult
- 15. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
- 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. Involve
- 31. Involve
- 32. Involve
- 33. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
- 34. Participate
- 35. Participate
- 36. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
- 37. Collaborate
- 38. Collaborate
- 39. Engagement Spectrum ENJOY TALK DO Inform Consult Involve Participate Collaborate ENGAGEMENT
- 40. Shift 1 Understand • Discover them • They expect it • Pull-enabling marketing requires it • Hyper-target • Long-term approach
- 41. Shift 2 Relevant • They expect it • Pull-enabling marketing requires it • Move from permission to trust • Earn engagement • Burst your bubble
- 42. Shift 3 Content • Plan early • Originate or co-ordinate • Build artistic relationships • Expand understanding of audiences
- 43. Shift 4 Open • Shift attitude • Be the brightest • Share assets • Push out to enable a pull in
- 44. Shift 5 Coherent • Multiple channels • On & off-line • Short term • Multiple data sets • Flat dissemination
- 45. 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!
- 46. Understand Relevant Content Agile & Open Coherent Smart
- 47. GOOD MANAGEMENT
- 48. Prioritise • Set boundaries • Set campaign objectives • Measure outcomes • Assess risk profile • Don’t do everything
- 49. Plan • Push technique doing • Pull-enabling technique thinking • Focus on the long term • Focus on monitoring • Take time
- 50. Integrate • Within campaigns • Within the role • Within the organisation • At the planning stage
- 51. Resource Time Expenditure Build business case
- 52. 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
- 53. selena.virrels@southbankcentre.co.uk Thank you for listening