changing role of the marketer
TRANSCRIPT
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
Consumer insight
Marketing opportunities
Engagement spectrum
Marketers role
How?
ENJOY TALK DO
Consumer Insight
Experience Types
Charles Leadbeater
• Inherent goodness • Learning is pulled • Have a memory • Traits spread
Consumer Insight
Networks
AIDA
Inform Consult Involve Participate Collaborate
Engagement Spectrum
ENJOY
TALK
DO
Inform Consult Involve Participate Collaborate
ENGAGEMENT
Engagement Spectrum
ENJOY
TALK
DO
Inform Consult Involve Participate Collaborate
ENGAGEMENT
Inform
• Self-created ambassadors • The Crew
– Training – Curatorial relationship – Restructure
• Leverage consumer desire to deepen engagement
Baltic Crew
Engagement Spectrum
ENJOY
DO
Inform Consult Involve Participate Collaborate
ENGAGEMENT
TALK
Consult
Engagement Spectrum
ENJOY
DO
Inform Consult Involve Participate Collaborate
ENGAGEMENT
TALK
Involve
Involve
Involve
Involve
Involve
Involve
Involve
Involve
Involve
Involve
Involve
Involve
Involve
Involve
Involve
Involve
Involve
Engagement Spectrum
ENJOY
DO
Inform Consult Involve Participate Collaborate
ENGAGEMENT
TALK
Participate
Participate
Engagement Spectrum
ENJOY
DO
Inform Consult Involve Participate Collaborate
ENGAGEMENT
TALK
Collaborate
Collaborate
Engagement Spectrum
ENJOY
TALK
DO
Inform Consult Involve Participate Collaborate
ENGAGEMENT
Shift 1
• Discover them • They expect it • Pull-enabling marketing requires it • Hyper-target • Long-term approach
Understand
Shift 2
• They expect it • Pull-enabling marketing requires it • Move from permission to trust • Earn engagement • Burst your bubble
Relevant
Shift 3
• Plan early • Originate or co-ordinate • Build artistic relationships • Expand understanding of audiences
Content
Shift 4
• Shift attitude • Be the brightest • Share assets • Push out to enable a pull in
Open
Shift 5
• Multiple channels • On & off-line • Short term • Multiple data sets • Flat dissemination
Coherent
Shift 6
• 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!
Agile & Smart
Understand Relevant Content
Open Coherent Agile & Smart
GOOD MANAGEMENT
• Set boundaries • Set campaign objectives • Measure outcomes • Assess risk profile • Don’t do everything
Prioritise
• Push technique doing • Pull-enabling technique thinking
• Focus on the long term • Focus on monitoring • Take time
Plan
• Within campaigns • Within the role • Within the organisation • At the planning stage
Integrate
Time Expenditure
Build business case
Resource
KEY SHIFTS
1. Understand
2. Relevant
3. Content
4. Open
5. Coherent
6. Agile & smart
HOW
1. Prioritise
2. Plan
3. Integrate
4. Resource
ENGAGEMENT SPECTRUM
1. Inform
2. Consult
3. Involve
4. Participate
5. Collaborate PU
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Thank you for listening