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.
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.
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.
Image – Outdoor performance with strong audience in view
Copy – Testimonial/quote from the audience
Image – On stage performance of Beauty Of The Beast
Copy – The Guardian review quote
Image – Set-up publicity shot of Hands Down
Copy – Two line descriptor of Chameleon’s work crafted to communicate key messages
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.