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.