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Progress so far… #DMA

Claire Lampon from Historic Royal Palaces is a Fellow at Digital Marketing Academy 3.0. Read below her latest update on her experiment into creating engaging social content.

Time is flying by and I’m pleased to say that progress has been made! My experiment is focusing on creating compelling and exciting content which tells the stories of the gardens of Hampton Court Palace in inventive ways. Through this, I want to gain a greater understanding of not just who our online audiences are, but what they want to see.

So far, content I’ve created has varied from a film about the Great Vine at Hampton Court Palace – the oldest and largest vine in the world – featuring footage from a 6 month timelapse camera set up earlier this year and shared on our social channels to coincide with the grapes being on sale to the public, to a 360 video of a Tudor joust (with the camera set up in the middle of the tilt!). The content has been varied and fantastic fun to make and has clocked up some impressive engagement figures. But now on to the next part. I’m starting to delve even further than just the top line stats (reach, likes, shares etc.) to gain a better understanding of who exactly our audiences are on social and which content they engage with most and why – focusing particularly on Facebook. I’ll be comparing content and posts that I’ve shared, looking at the similarities and differences in the comments received, and digging deeper into the demographics of our audiences. Facebook has a huge amount of data on offer, and my aim is to condense this into a manageable working framework.

Hopefully by the time I come round to writing my next blog entry, I’ll have sussed this out in great enough detail so as to inform future content production and our larger social media strategy as a whole… More soon!

Image: © Historic Royal Palaces

Snap out of it – From York to Budapest #DMA

Lucy Hammond from Pilot Theatre, explains how she, and Joint Digital Marketing Academy Fellow Sam Johnson, are experimenting with Snapchat. 

In June, Sam and I went to Budapest with Pilot for our European project PLATFORM shift+. We thought this would be a brilliant opportunity to try out our Snapchat skills. Through this process we realised a lot about what did and didn’t work for us on Snapchat.

It quickly became apparent that the way we were used to using Snapchat amongst our friends wouldn’t cut it for a Pilot channel. This may seem obvious but it’s difficult to break old habits, especially when we still wanted to try and keep an engaging, funny and interesting voice, something different to the type of output we create for Twitter and Instagram.

Our new voice worked best when there was a lot to Snapchat about. Our journey to Budapest was a great opportunity to use the My Story function and it worked out really nicely, spanning the narrative of our travels from York to Budapest. This brought us to a bit of a key moment in looking at our work with the app – having a narrative to our snaps meant that they were far more engaging than when just random snapping.  Showing a journey and telling a story meant that the ‘story’ had a broader appeal than just random jokes and snaps featuring us or our colleagues, it also held our snaps together in a way that felt well thought out and subsequently reflected Pilot’s brand as storytellers.

However, we also found that building a narrative in this way takes consideration and planning. We felt like we needed to build a story arch for the day and this was time consuming. All of a sudden the appeal of casual snapping turned into another addition to our to do lists and after Sam said my ‘selfies with emojis for eyes’ weren’t going to be up to muster we had to try a different approach. Snapping daily just wasn’t going to work for us: we decided ‘less often and higher quality’ should become our mantra.

Our next big challenge is to weave this thinking into our current schedules to see if we can create the stories Pilot wants to tell about our work in the best way possible. To do this we are going straight to the experts, the young people snapping like it’s going out fashion. We will have to see what they think of our work so far. Wish us luck.

Slick, dynamic, and cannily organised #AMAconf

Georgia Attlesey, from Poet in the City, was a recipient of an AMA bursary for this year’s AMA conference – On a Mission to Matter. Here she explains her key takeaways from the conference.

There’s a certain kind of irony involved in visiting a city for a marketing conference where the annual Fringe Festival is a riot of self-promotion and hurriedly made flyers. Returning to Edinburgh and walking across the Royal Mile, the start of preparation for the Fringe in full flow, I couldn’t help but delight in coming back to this city to find out exactly how best to spread the word.

The AMA conference is slick, dynamic, and cannily organised; from the inter arts venues used to host the conferences, to its ‘On a mission to matter’ theme for this year’s conference, that mimicked the organisation’s own phonics; when you’re at conference, you’re made to feel like you’re learning from the best. Having been awarded an AMA bursary, I felt very lucky to be able to join as part of the AMA’s commitment to supporting those of us at the start of our careers in this field. To have been able to meet people from organisations across the country from different points in their career journey was fantastic from both a personal and professional perspective, and I am looking forward to developing these relationships in the months to come.

The sessions across the conference were inspiring and engaging; from Kate Dale’s viral campaign to Donna Walker-Kuhne’s session on engaging audiences, which further reinstated the importance of bringing your organisation to the people around it, and not vice versa. There were also sessions that gave practical tips on developing communications and harnessing technology to get your message across. Throughout the idealism and impressive demonstrations of future trends were specific tips to accommodate this development, making sure that there were always practical steps to implement behind the strategic insights on offer.

Breakout sessions were also invaluable, and a great opportunity to interrogate the techniques of specific organisations. Hearing about the Mental Health Museum’s approach to reasserting itself offered an interesting example of how receptive communities can be to the arts as long as you make sure to include them. Similarly, speed mentoring and lunch time briefings were terrific and a time efficient way of squeezing in even more learning to an action packed couple of days

Thanks to all at the AMA for a fantastic couple of days. It’s genuinely exciting to think about the legacy of the conference on organisations of all shapes and sizes around the country. The most important thing I’ll be taking away is the power of communication, and getting your message right, as well as the significance of ready audiences waiting to be involved. As I try to decipher my hurried notes in the weeks to come, I’ll be constantly reminded about the importance of clear communication. I might even tell the flyerers.

Sidetracked by Snapchat #DMA

Helga Brandt at Pavilion Dance South West, and a current Digital Marketing Academy (DMA) Fellow, updates us on her experiments.

Never say never… Having expressed my concern about capacity and time constraints in my first blog, I’m not quite sure how I ended up with not only one, but three experiments! Plus, on top of that, with a new social media channel – despite me always being very clear about the “less is more” rule, i.e. it only makes sense to be on social media if you’ve got the capacity to do it properly.

But let’s start at the beginning. Although three experiments sounds quite a lot, two of them are actually extensions of what we do already, so even though they challenge us to think differently, the don’t require a complete new set-up.

Our experiments in detail

  1. Increasing social media engagement: As described in my last blog, we’re using Twitter as an example to experiment with increasing our engagement rate and producing richer and more international content. I’m hoping to present actual data next time as it’s too early to tell, but I’m hoping it will make a noticeable difference to our Twitter stats. It certainly is exciting and fun, and although it could potentially take up quite a bit of time, it can also be done with 5 to 10 minutes each day, just as my mentor, DK, told me it would…
  2. Producing exclusive digital content with our Associate Artists: We are working with a number of different artists every year, offering them varying levels of support, from the use of our studios for R&D to commissioning work and everything in between. We have always produced digital content about our Associate Artists to share on social media, but I also want to produce content that is exclusive to donors as we are about to launch a new individual giving scheme. Without a resident company we are limited to a period of three months every year where donors could actually have face-to-face contact with artists, and we need something else to keep their interest during the rest of the year
  3. Tumblr: This is the new kid on the block. Having spoken to DK about wanting to engage and encourage more staff members outside the marketing team to contribute to our digital communication he suggested to look at Tumblr, both as a tool for content creation and internal communication. If it works, it will make it easier for other staff members to contribute to our monthly newsletter and for us to produce it, as we will all leave and take content at and from a central source. But more about that next time.

Completely unexpectedly, we’ve also added Snapchat to our suite of Social Media channels. One of the great things about the DMA is the exchange with and learning from peers. And it just happens that the DMA experiment of Ellie and Hayleigh at The Point in Eastleigh is to explore the use of Snapchat to engage a younger audience.

We work with The Point a lot and happened to talk about Snapchat, too. That and the fact that we have been joined by a new Marketing Coordinator, who is himself an avid Snapchat user, convinced me that this is not a bad idea at all.

But I do hope that this is it for a bit. Four experiments is quite enough, don’t you think?

Image: Panta Rei

Google Analytics Top Tips #DMA

Daniel Rowles, one of our Digital Marketing Academy Mentors, describes the 2 Google Analytics topics every arts organisation needs to understand.

It’s turning into a great journey again, working with very different organisations all with very different levels of knowledge and different structures. There are 2 topics in Google Analytics however, that will be essential to judging success in every case. My experience is that for ALL organisations of all types, arts or otherwise, knowledge of the following two topics can be massively useful.

1 – Conversions

This is the single most important set of reports within Analytics, because it is the most closely aligned with your business objectives. A conversion is somebody completing one of your online goals. As standard analytics will not have any goals set up, in order to get the most out of your analytics package you really need to set up some goals.

A goal is a user doing something you want them to do. That could be making a purchase, filling in a lead generation form, clicking on an ad, listening to a podcast or any number of other things that may be aligned with your end business objectives. You can set up these goals within the admin functionality of Analytics and it’s worth understanding the different types of goals you can set up:

URL destination – a visitor getting to a particular page. Quite often a ‘thank you’ page, such as thank you for buying, thank you for downloading, thank you for filling in the form, etc. We know if someone gets to one of these pages they have carried out an action and we can track this as a goal.

Visit duration – you may decide that somebody staying on your site for a certain period of time indicates they are using your content and this can help when your goal may be awareness.

Pages per visit – you may decide that somebody looking at a certain number of pages during a visit to your site is a goal for you. Always remember though that this could mean somebody cannot find what they are looking for and are trawling through the content of your site looking for it.

Event – an event is something that happens within a page, like somebody clicking on a link to an external website, or filling in a field on a form. We can also track these things within a page. However, this requires additional code to be added to your web pages for each event you are tracking.

Once these goals are set up we will start to get Goal Reports like this:

Image of a completed goals report on Google Analytics

 

2 – Multi-Channel Funnels

One of the limitations of Goal Reports is that they take a ‘last-click’ approach. This means that if you look at the source of a report, it will tell you which traffic sources deliver the visitor to your site. For example, if you did a search in Google, came to my site and then filled in a form, the source of the goal would be a search. The problem becomes clear though if we take another example. How about you receive an e-mail, visit my website, then a week later you do a search and then you fill in a form. Again, the source of the conversion would be given as the search, but clearly the e-mail has also contributed.

This is where the very powerful Multi-Channel Funnels comes in. These reports tell you all of the different sources of traffic that contributed towards your goals being completed. So, for example, if lots of users are visiting via social media sites, but then visiting again via search and then completing my goals, these reports will identify this for me). They will tell me what percentage of all of my conversions has involved each of the different traffic sources, even if it wasn’t the final click before conversion. This can be hugely powerful in starting to understand the overall user journey in more detail, and how each of your different marketing activities is actually contributing towards your goals being achieved.

Image of multi channel funnel report on Google Analytics

 

Conclusions

These two topics in Google Analytics are not the easiest to grasp, but they can be transformational when setup and used properly.

You can learn a lot more with Google’s free interactive training.

We (Target Internet) also publish the free digital marketing podcast every two weeks that also covers analytics regularly.

 

Finding (out about) our Online Audiences #DMA

Image of post it notes

Ina Pruegel and Richard White at University of Cambridge Museums are current Fellows at the Digital Marketing Academy (DMA). Here they explain the direction of their experiments.

Hooray! We’re on the AMA’s Digital Marketing Academy. Now, how do we stop ourselves from getting giddy with the number of possible experiments we can do? Well, that was the first challenge – really focusing on what we wanted to do that would make a difference to the University of Cambridge Museums (UCM), and hopefully beyond, and give us some interesting results to play with and learn from.

We got there in the end.

Our experiment is about creating deeper engagement with our social media/online audiences, increasing our understanding of who they are and, as a result, discovering the types of content that will increase the value of their online engagement with UCM collections. It’s also about collaboration across the eight museums and Botanic Garden, ensuring that the process of this programme is shared with, and partly implemented by, the UCMs themselves. Secretly (because it’s less exciting) we also want this experiment to help streamline the way we as a team distribute information, with more assurance about what we share digitally, where we share it, and even down to the nitty gritty of who in the team does the actual sharing.

Speaking to our Mentor Ron Evans for the first time was extremely useful. The man is full of ideas and really hit home the point that this is an opportunity to experiment, to succeed or fail, which is something we rarely do as a part of daily work. Ron left us with some exciting ideas, but more importantly reminded us about getting the basics right first.

So, we have made a start. During the past few weeks we have organised creative sessions with the UCM team to help reassess our audiences, who they are and what they want from us, as well as reviewing our strategic goals as a consortium. It was a great experience to sit down as a team and discuss our thoughts, and opened up some interesting conversation.

The DMA online workshops were therefore right up our street and have provided a deeper understanding of the processes, as well as providing confidence that we’re on the right track; identifying what we stand for and what the key messages are, so users can get there quickly, which highlighted the importance of getting the basics right.

This will be an important basis for any future work we are doing and has already provided us with a much better understanding of our organisation and values. There is a further audience session planned, but we can now start thinking about the social media experiments…

Words and pictures: experimenting on Facebook #DMA

Nicola Mullen from Company Chameleon is currently a Fellow on the Digital Marketing Academy (DMA). Here she gives us an update on her latest experiment.

In my first blog for DMA I talked about my overall objective for taking part in DMA – to increase the number of people who go and see Company Chameleon through stronger digital marketing. Their work is relevant, original and inspiring, and can change people’s perceptions of contemporary dance in an instant. For all these reasons, I want to extend their audiences.

I also talked about how my whole approach to the way ‘I do’ marketing had been challenged through my first Mentor session with Tom Beardshaw, who introduced me to a new strategic framework, in which to develop digital content called See, Think, Do, Care.

See Think Do Care image

The model made me realise that in order to create content that maximises on your investment, then you have to understand where the customer stands in relation to the content.

The model does not worry about age, gender or any other demographic or psychographic attribute, but focuses on the different stages of the customer journey and the different levels of commercial intent.

Following on and after a second Mentor session (which I’m glad to say made me feel like a capable human being again after the mind-blowing-ness of session number one), I’m mid-way through conducting my first digital marketing experiment in the context of the framework introduced to me by Tom.

The experiment focuses on extending Company Chameleon’s ‘largest addressable qualified audience’ and engaging with customers who are in SEE mode, aka the first phase of the customer journey. This is where all those customers out there are socialising on Facebook, having a laugh on YouTube and having a google every now and then about random things that pop into their head. There is no commercial intent at this stage of the customer journey.

My experiment is to test what is the most cost effective way to get quality likes on Facebook. With an investment of £100, I’m in the middle of trying different image and text combinations to find out what works best.

Once I’ve established which image/text combinations work most effectively, I’ll conduct a large and wide ‘Like’ campaign on Facebook. My objective is to double the number of Facebook likes for Company Chameleon by the end of 2016.

I share the plan and say this objective outloud at Company Chameleon’s team meeting, remembering my Mentor’s advice that sharing your goals outloud is a good cognitive trick in helping you realise them.

Remembering too that strong brands grow from within, and that I’d like the Chameleon team to learn with me on my DMA journey, I ask everyone to choose their favourite image of our company’s work. Bizarrely, half of the team vote for the same one – the picture below.

Image of two young men dancing, doing handstands with their feet touching

The results of the experiment will enable me to extend Company Chameleon’s reach and increase its largest quantifiable audience, knowing that my adverts connect with audiences and see the best return on investment.

As I’ve learnt from my Mentor, Facebook is brilliant for engaging audiences who are in SEE mode.

We all know that Facebook also excels as a marketing tool because of its targeting abilities; this really matters to Company Chameleon as we are a touring dance company. For example, our Summer Tour this year saw us perform in 16 different locations around Europe and this Autumn we tour our new production to six different locations around the UK. Where else can you say something to so many different geographical locations at the same time?


The experiment then.

After getting my head around advert sets and the powereditor, I set up my first ‘like’ campaign on Facebook. Note, this makes me feel proud. My advert set includes three adverts. Each advert features a different type of image and is accompanied by a different style of copy.

Advert 1:
Image – Outdoor performance with strong audience in view
Copy – Testimonial/quote from the audience

Example of Company Chameleon's Facebook advert

Advert 2:
Image – On stage performance of Beauty Of The Beast
Copy – The Guardian review quote

Example of Company Chameleon's Facebook advert

Advert 3:
Image – Set-up publicity shot of Hands Down
Copy – Two line descriptor of Chameleon’s work crafted to communicate key messages

Example of Company Chameleon's Facebook advert

From a picture perspective, I feel certain the team’s favourite image of Company Chameleon performing outdoor will work well, purely because the size of the audience is inspiring to see.

From a words perspective: the advert featuring The Guardian quote should perform as press quotes give people reason to believe.

From a combination perspective, the words complement the pictures in each advert, so feel all the adverts are strong from this perspective.


Four days later, the results are in…

Four days later and mid-way through the experiment, the results are in. Spend so far is £41.70 of the £100 investment.  The advert set in total has reached 3917 people, secured 85 new likes and the average cost per like is 49p. Breaking it down further, we get the juice…

The best performing advert, the outright winner by far, is the publicity shot with the two line descriptor (Advert 3).

This advert is responsible for generating 74% of the total reach (3352); for generating a whopping 65% of the likes (63 out of the 85), and for bringing in the best return on investment with the average cost of a like costing 45p.

What’s most surprising about the results is that they reveal strong copy can work just as well as media and audience testimonial quotes. Third party verification isn’t necessarily always required.

So next time marketers, when you only have 15 words of copy to play with, avoid the temptation to use the space for a testimonial, take the time to think about your organisation’s key selling points and get creative with copy.

In relation to imagery, as arts marketers, we will always get excited about pictures that bring to life our artform. It’s a no-brainer that strong images are a must across all communications. But next time you’re choosing an image to represent a production, an event or exhibition, then why not first test the image’s resonance with audiences.

For a small investment, you can carry out a dip-stick piece of research on Facebook targeting primary markets to find out which image and copy combination most appeals. Don’t rest on your laurels because you’ve done it so many times before, step up and try doing it differently.

This quote by Matthew Lawton, Communications Director at National Theatre Wales, is featured on the AMA’s Engage and Inspire membership booklet and says what I’m getting at in a nutshell. Pin it on your desktop and say it outloud to colleagues – remember the cognitive trick.

“Innovate, keep trying new things, keep learning, and definitely take risks”

If we don’t, how else will we improve, get better and develop the arts audiences of our dreams?

Until next time; thanks for reading.

A better welcome #AMAconf

James Erwin, Marketing Coordinator at the Centre for the Moving Image, received a Creative Scotland bursary to attend this year’s AMA conference – here he explains the sessions that inspired him most.

It was a very exciting opportunity to be offered a Creative Scotland bursary to attend the AMA Conference, and (while travel broadens the mind, of course) it was a very convenient one to attend as an Edinburgh resident!

The ‘On a Mission to Matter’ theme resonated with me immediately, as I am part of an organisation that runs the longest continuously-running film festival in the world (Edinburgh International Film Festival) and two three-screen ‘art house’ cinemas in Edinburgh and Aberdeen – centres of culture with great historical significance that are always mindful of remaining fresh, relevant and accessible in a cinema exhibition industry with more consumer choice than ever.

Accessibility is a significant part of my role with Centre for the Moving Image, and there was no better inspiration at this year’s AMA Conference than the Reaching Out – Dementia Friendly Performances session with Kirsty Hoyle from Include Arts and Anna Kelner from West Yorkshire Playhouse. In a truly fascinating and example-focused session, I learned a great deal about dementia itself and the options available to help venues to better welcome people living with dementia – including Dementia Friends, Dementia Action Alliance and Arts 4 Dementia.

The step-by-step case study of the West Yorkshire Playhouse focused on training staff, collaborating with other groups in the community and adapting the fundamental parts of the show or event – from technical changes to the performers on stage. While it was made clear in the session that dementia is not exclusively an issue for older people, I did learn that 1 in 6 of people over the age of 80 will develop symptoms. When considering the demographics of our cinema audiences in Edinburgh it occurred to me that Dementia Friendly screenings should be an area of further research for our team. I was further encouraged by the session hosts’ openness to questions and lending their expertise to other organisations in the future, after the AMA Conference had finished, and this is an offer I intend to take up.

This was just one session in a massively helpful and very enjoyable AMA Conference – my first, hopefully of many. Honourable mentions go to Sharna Jackson for her session on Using Digital to Engage Younger Audiences and Jo Verrent and Jen Tomkins for Accessibility – Making Your Communications Matter, both absolutely excellent. The keynote speakers all presented their ideas and shared their experience in very engaging ways – not an easy task in front of a packed Festival Theatre!

Using Periscope at #AMAconf

Image of mobile phone using Periscope

The AMA’s Verity Sanderson gives us the lowdown on experimenting with live streaming app Periscope at this year’s AMA conference. 

With the theme of this year’s conference On a Mission to Matter in place, the AMA team started to think about ways we could matter more to the delegates attending conference – and also to those not able to come to Edinburgh.

We were already going to live stream the keynote sessions (thanks to Pilot Theatre) but wondered how we might communicate the atmosphere and other sessions taking place. There were the obvious things like posting updates on Twitter, retweeting delegate comments, posting photos etc. but could we make it more engaging? Were there new channels we could experiment with?

Periscope is hot news and changing the landscape of social media and live streaming. We’d done some experimenting with it previously but nothing beyond a couple of very short streams so we took the plunge – let’s Periscope some extra bits of conference to give viewers behind-the-scenes footage and insight into what goes on.

Leading up to conference
This was a team effort and we did some sneak peaks of the activity in the AMA office in the lead up to conference. I interviewed several members of the team to see what they were most looking forward to, and then live streamed our annual ‘stuffing day’ where all the delegate bags are prepared and packed.

In my opinion this was interesting footage, it gave viewers the opportunity to see something you wouldn’t normally see. In the week leading up to conference, across 4 different live streams, we had 129 people watch our broadcasts live and 43 replay viewers. Not bad for a first go.

Edinburgh
Then came conference: 3 days in Edinburgh with the team working really hard to deliver an AMAzing conference experience for everyone. I was armed with my plan – the timings, where I needed to be, which speakers were happy to be filmed – and off I went to start ‘scoping’.

Periscope is supposed to be an interactive app, the broadcaster should speak to the viewers, ask them questions, the viewers can help shape the broadcast. The filming of parts of conference where I could talk to viewers worked the best – the refreshment breaks, the exhibition area, the AMA info desk. Going into breakout sessions and not wanting to disturb what was actually happening in the room hindered the viewing experience. Periscope is not about live streaming something static, it’s about interactivity and playfulness. I was grateful to the speakers who had agreed to appear on Periscope but I don’t think 5 minutes of a breakout session gave them enough credit, and must have also been confusing for viewers with no context of the session or conference.

Takeaways
There’s a lot I’ve learnt from testing Periscope at conference, not least that my dreams of being a TV presenter are still very much alive.

Here’s a few other conclusions I’ve made:

  • Behind-the-scenes footage works well
  • Giving ‘exclusive access’ to viewers is a good idea
  • An informal tone seems to fit best
  • Remember the last 10 second shot is the thumbnail that appears on Twitter (there was a lot of my face, sorry!)
  • Live streaming content only works if there is context for the viewer
  • Interactivity is key

Over 8 broadcasts during the 3 days of conference we had 408 live viewers and 244 replay viewers. I’m pretty pleased with those stats but it’s yet to be decided if we Periscope at next year’s conference. I’d love to hear your thoughts or if you’ve also tried live streaming.

Follow @amadigital on Periscope (search Arts Marketing Association).

 

Image courtesy of Twitter.

The Audacity of Surveying #DMA

Image of survey question

Ron Evans, one of our international Mentors at the Digital Marketing Academy tells it to us straight.

One of the benefits of being a part of the Digital Marketing Academy is the way of thinking the program encourages. Observation, experimentation, sharing results. It’s no surprise that it can begin to extend into other parts of one’s life.

Recently, I was on holiday, and I stayed in three hotels. A day after each stay, I received three similar emails asking me to take a survey about my experience. I did what most of us do; I ignored them. A few days later, I started getting reminder emails to take the surveys.

A few months back, I read an article on The Guardian: “I’m fed up of being asked for feedback — when did companies get so needy?” by Anne Karpf. I recommend the read, though you may be feeling her frustration by the end of the article.

I’m a nice guy. So I picked one of the surveys and started to fill it out. It was at least helpful enough to show me a progress bar at the top of the screen.

A progress bar – with 15 bars. With 3 or 4 questions per page.

Really?

No wonder they have to hammer people over and over to fill out these surveys. Nobody wants to answer 40+ questions that require thought on how well the sink drained or whether I would rate the sourness of the face of the manager as a 3 or a 4 (1 being lowest).

It would be hard for this experience to be more boring.

Arts marketers, when you receive these surveys, don’t think that just because they required a lot of time and budget that they’re good.

Don’t inflict these surveys on your patrons. We’re better than that.

From a Digital Marketing Academy perspective, how could you improve the survey experience? It’s not just about getting people to tolerate surveys. Imagine what it would be like if people wanted to take them? What if taking them was fun?

What if surveys taught patrons something? Or gave them a chance to earn points or status? Or had game elements? Or could be taken only if you solved a puzzle? Or simply offered a personal thank you (like an individualised email response from a real person on your staff)?

What if your survey created delight?

You work for the most creative sector on the planet. How can you use that creativity to improve on the process of “the survey”?

Thank you for reading. Please take this survey and let us know about your experience.

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