Marketing Strategy

Online Marketing

There are many ways to market online, but from my research I found that the best methods are using the mainstream services that people use everyday, as this also allows me to track their success a lot easier. The three stand out ways from my research would be to use YouTube video ads at the beginning of the video for people in the area of Yorkshire, Facebook advertising and iAds on the iPhone which targets mobile users. in the area

Offline Marketing

It is vital to remember that once this marketing has been produced and published, I would need to analyze the effects it has had on the sales on the website. Obviously within the analytics tracking on the website, I would be able to see where the users are coming from, so if it is from a form of my online marketing I woulds have no trouble being able to determine that. The problem arises in the fact I also have offline marketing set up, so the best way to track the offline sales is to ask the user how thy heard about the exhibition when they are purchasing the tickets.

The timing of the marketing is specific to target the audience at the right time. You can see the breakdown below;

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The website should be prepared 5 months before the exhibition is due to go live, this means by the time the 3 months benchmark comes around, the site should be at the top of google for the relevant museum. Bookmarks and lighters are shown here;

should be used to get people talking, they are two items that would distribute themselves in the community and gain free marketing. The next stages would be the facebook advertising, newspaper ads and billboards because they take effect as of immediately. You can see examples of these here;

Apple iAds on the iPhone are a great way to reach the user in an interactive manner, you can see this below;marketing-02.png

which are shown on the device like so;

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The style of the tickets are very important, based on an authentic look of real money, they give an impression of luxury and sell the experience overall;

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SEO for Marketing

Part off SEO is making sure that your site is found when searched for, therefore it is vital that it can be found easily. Google Keywords Planner is a great service that tells you how many times a word is searched for, and which are the best keywords to use. I have found entered the sites details into the keyword planner, and have made two discoveries.

Firstly, people only search for a specific type of exhibition if at all, therefore they must know the name through the marketing for them to search it, otherwise there are no keywords that can help get the site seen, you can see this here with really vague keyword suggestions like “museum exhibits”;

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Secondly, the most popular museum related searched are the names themselves, this means that the best way to create a successful exhibition, is to make it travel between really popular museums, and make the website appear at the top of the search for these museums. You can see this would be really successful by the following information;

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Facebook marketing campaign

Facebook marketing is a key part of my online marketing scheme, it allows me to target a wide range of my audience very easily based on their location. Firstly I started by creating a Facebook page where potential visitors could get an idea of scale and quality of the exhibition by being able to see how many people like it, their comments on the posts in the museum and also the pictures posted on the Facebook wall giving a deeper insight int what is going on in the museum exhibition.

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Next I started a Facebook advertisement campaign to target people within a 10 mile radius of the museum from my target audience, this means that the advert would be see by about 140,000 potential visitors. An internal study of Facebook advertisers found that over 90% of people viewed ads and shopped in the store did not click on the ads, this means that Facebook advertisements act more like digital billboards to create awareness of a brand or event.

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The success of a Facebook advert, as previously mentioned isn’t entered based on clicks but obviously clicks do also drive sales, so I have researched what the click through rate is in comparison to the cost per click. The average click through rate for an event is 0.028%, but out of a total of 140,000 visitors that converts to a total of 3,920 of users clicking through on the advertisement. While this isn’t a compiletely impressive conversion rate, it is worth noting that other users will purchase tickets without clicking on the advert as aforementioned.

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References;

https://www.facebook.com/business/a/expert-tips-conversion-tracking