The Marketing Challenge
A Client with Hit Search since 2009, The Victoria & Albert Museum is seen as the world's leading museum of art and design. The V&A enriches people's lives by promoting the practice of design and increasing knowledge, understanding and enjoyment of the designed world. With exhibitions from Beatrix Potter to the History of Photography, the V&A is a London destination to be visited time and time again.
In addition to the main V&A website, aimed at informing the public of upcoming exhibitions and displays, there is a separate eCommerce store www.vandashop.com. From a Digital Marketing perspective, this means that separate skill sets are needed across two different audiences.
The strategy, therefore, needed to tick two very important boxes. There was an immediate need to use our retail Digital Marketing skills in order to increase revenue through the V&A shop. In addition, increasing footfall was of great importance to further the visitor numbers to the museum generally. This is key to the continued growth and success of the museum.
In order to initially drive the V&A Shop revenue, we turned to the successful SEO and PPC strategies that have worked for other clients of ours from within the retail / eCommerce space. Eight years of Digital Retail Marketing experience has enabled us to very quickly identify specific strands of SEO and PPC that focus on driving revenue from a vast array of target markets. The V&A are eligible for a Google grant and so budgeting needed to be tightly controlled and accurately executed. As a side effect of closely targeting specific audience profiles, increasing footfall took care of itself.
Outside of Search, we have developed a number of advanced Re-Targeting techniques that allows us to track and monitor the audience that visits the main V&A Museum site, but crucially, re-target them driving this audience profile back to the V&A Shop site. So essentially, we are using the museum site traffic that has been to see an exhibition, back to the shop website. From each of the exhibition pages, we are also gathering their data to be able to re-target them during the same period the following year. This is a crucial tactic to bridge the gap between advanced ticket sales and retail activities at the time of the event.
Content Marketing has also been key to drive footfall part of the brief, with the physical content being led by a combination of info-graphic, press articles and blogger outreach. All geared at targeting a very specific audience profile.
Within the first 3 months, transactions and revenue increased through VandaShop by 55% and has continued to improve since 2009 to today! In addition, the museum exhibitions have seen increased footfall and continue to go from strength to strength moving through 2014 and into 2015.