Changing Role of the Marketer
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Transcript of Changing Role of the Marketer
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
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TALK
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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
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Inform Consult Involve Participate Collaborate
ENGAGEMENT
TALK
Involve
Involve
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Involve
Engagement Spectrum
ENJOY
DO
Inform Consult Involve Participate Collaborate
ENGAGEMENT
TALK
Participate
Participate
Engagement Spectrum
ENJOY
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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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