As the main sponsors for Digital Marketing Day 2018 — Future Now, our first objective was to come back to the office filled new ideas, concepts and possibilities to help our customers face the future.
We’ve been incredibly excited for Digital Marketing Day. To gear up for the day, we spent the week leading up to the conference creating a series of Future Now blogs in line with AMA’s exciting programme to highlight digital marketing campaigns, tools, and techniques which we are currently implementing and growing within Ticketsolve. We used the conference in both, London and Glasgow to find the inspiration to try them out in new and exciting ways.
The programme and timetable for this year’s digital marketing day was broad-ranging and insightful. Our Solvers present on site decided to divide and conquer – exploring as much of the extensive programme as possible and getting to meet many of the wonderful delegates attending The British Museum and CCA Glasgow locations. There’s a lot to take in but we’re here to make it simple and exciting for you now with our recap of Digital Marketing Day 2018.
The theme of this years conference was bold — The Future. Projecting where we will be in five years time, which platforms we will be using, and what technology will come, are not easy predictions (we don’t even know what we will be eating for lunch tomorrow)! The driver behind such a striking theme is to prepare arts and culture organisations for what lies ahead and how, now as futurists, we can strive to engage with our audiences on a deeper level in a creative and inspiring manner.
Arts and Culture Organisations Can Help Create The Future
It is the sole responsibility of the arts and cultural sector to create the future. Futurist Anne Lise Kjaer opened Future Now with this striking idea. Using her experience with understanding consumer mindsets and trends, Kajaer’s talk focused on where the arts and cultural sector, and our audiences, might be heading, and more importantly, how we programme around, engage with and market to those audiences. Her goal was to use the opening talk to focus our thoughts on the future – think broader and consider possible future opportunities.
“We must battle into the future,” was her opening statement, as we explored the future in a different context. Tomorrow’s measure of successful marketing will evolve around emotional intelligence and meaningful dialogue.
From the opening of the conference, it was clear that in order to embody the role of a futurist marketeer, we need new dynamic thinking within our organisations. Social media for social media’s sake is not how we will make a difference in the lives of our audiences, or engage them. We must embrace a stakeholder mindset and encourage the concept of not knowing what tomorrow will bring. That means putting our mission at the forefront and prioritising meaningful engagement.
This is key to understanding where the arts and culture sector needs to go next because it is becoming harder and harder to get your voice heard – there is a cacophony of voices vying for attention. Shouting louder, or using a larger print, will not get the attention of your audience. You need to make a difference and a meaningful connection for audience members. In fact, only 1 in 5 brands make a difference in the lives of their consumers – and those brands are the ones most favoured by consumers.
Let’s explore this further through dissecting key takeaways from a few of our favourite sessions from both London and Glasgow.
Reimagining the Stalwart of Public Institutions
Without a doubt, the key to opening the future is through multimedia based on emotional intelligence to create meaningful dialogue. We are all embarking on a unique journey for certain, with many different routes we can trial, tweak, and explore. But we must realise the future is not where we go – that is not the end goal – the goal is what we create. We can create a unique method of building new communities and connecting the dots between our current customer segments. As a global citizen and futurist thinker, there are many ways that we can make our missions more meaningful for diverse audiences. A great example of this is The New York Public Library and how they took a familiar platform and made it entirely unique to their organisation.
Richert Schorr, NYPL’s director of digital media got us thinking about taking something old and reinventing it into ways that no one else would think of: take Instagram stories and make them fresh and new.
New York Public Library’s approach is to use marketing to create something that actually makes people’s lives better. The team used NYPL’s already strong foundation of trust to construct actual experiences and tools, tapping into the needs of their audiences. So how did they do this? By tweaking the main concept of Instagram stories.
The team took Instagram stories and transformed it into an imaginative e-reader – dubbed Insta Novels. The idea behind the project was to inspire their audiences to pick up a book – and re-engage with the library. This is exactly what emotional intelligence means. They used an already existing platform in a new and unique (and human) way to connect and engage with their audiences. The results speak for themselves: NYPL grew their audience platform on Instagram with an increase of 62% of followers. Would we love to think that we could create a goal like this for ourselves in the future? Yes, please!!!!
Take a look at their partnership project with Mother on the NYPL Instagram page.
Have A Clear Objective
Defining the project is, of course, central for all projects, but it is of vital importance if you want to watch your future-forward project thrive and flourish just as the team at NYPL did. Keep in mind, it’s never just social media for social media sake.
So ask yourself what are your core objectives:
- Do you want to increase your casual engagement with your audience in a playful manner?
- Are you experimenting on a new platform with little to no followers?
- How can we increase our memberships for 2019 by 20%?
The objective needs to blend in with any project in order for you to see results from new campaigns, especially those which have never been attempted before. Although it can seem daunting, there is something exciting about playing with the unknown! And remember if you are data-driven – you can always tweak and change as you go.
Get Everyone Aboard the Digital Transformation Train
Now that you have your project objective and idea let’s share the excitement around the team. Adam Koszary from The British Museum of Rural Life shared with us The Absolute Unit and Culture Change — using the Objective First Framework to make your colleagues digital marketers. Sound ambitious? It should! After all, our future is a path of our own making – so let’s be ambitious!
Getting engagement from the whole team means that we need to make digital marketing a focal point for our whole organisation. The beauty of digital marketing and a data-driven approach is that we can quantify our results, and everyone has a part to play. In other words, we can ‘wow’ all members of the team with stats, figures, and growth. Encouraging your colleagues to contribute and incorporate digital marketing into their own roles will add momentum to any project. Online engagement today is as relevant and as meaningful as physical engagement. Digital transformation is one of the biggest things facing the world. You need to be at peace with social media- it is not a chore, and it certainly isn’t going anywhere. We need to shift our view from social media as a marketing tool to social media as an engagement tool. This shift not only hits on our goal of being more engaged with our audiences, but it also makes it easier to use these tools as marketers.
Getting colleagues into the digital platform is difficult but patience and persistence will encourage their confidence in Facebook remarketing, boosting posts on Instagram, or sponsoring posts. Set a SMART target and watch their enthusiasm grow when it’s achieved.
The Future is Now
The arts and cultural sector is a pioneering community and Future Now has really instilled in us a new seed of inspiration. It is our responsibility now to take that seed and firmly plant it within our strategy, our campaigns, our team and our audiences. We’re feeling bold and brave since Future Now and as proud futuristic marketeers, we’re excited to get our hands on as many different campaigns as possible.
Craving more great ideas? We’re talking all things podcasting and how it could become part of your arts marketing arsenal.
Originally published by Lucy Costello | Business Development Executive | Ticketsolve