Expression - Creative New Zealand

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Marketing strategy • Targeting each segment at different campaign phases • Using differentiated marketing messages for each segment • Across different marketing channels
Campaign phases Exhibition open 6 Oct 2011 – 26 Feb 2012 1. May – Aug 2011Stimulation 2. Sept – early Oct 2011 Essence & <strong>Expression</strong> 3. Oct – Dec 2011 <strong>Expression</strong> 4. Jan – Feb 2012 other segments 5. Mar 2012 evaluation and reporting
Page 2 and 3: Culture segments: unlocking potenti
Page 4 and 5: Outline 1. The British Museum 2. Gr
Page 7: A museum of the world, for the worl
Page 10: 2. Grayson Perry exhibition
Page 15 and 16: Video trailer
Page 17 and 18: The challenge Sell 60,000 tickets a
Page 19 and 20: 4. Culture segments research
Page 21 and 22: Enrichment • Mature, Traditional,
Page 27 and 28: How? 1. Online survey 2. Focus grou
Page 29 and 30: Awareness of the artist Grayson Per
Page 31 and 32: Overall 45% of people had heard of
Page 33 and 34: Appeal of the exhibition title
Page 35 and 36: 56 Would you pay? (%) 55 54 53 52 W
Page 37 and 38: Stimulation marketing proposition:
Page 39 and 40: Essence marketing proposition: ‘F
Page 41 and 42: Expression marketing proposition:
Page 46 and 47: Task • Match the statement to Sti
Page 48 and 49: Stimulation I came because I wanted
Page 50 and 51: Essence I came to go to a lecture a
Page 54 and 55: Marketing messages 1. Stimulation -
Page 56 and 57: Stimulation • Highest awareness o
Page 58 and 59: Stimulation 1. Viral 2. Print 3. On
Page 60 and 61: 1. Viral
Page 62: Stunt bear competition
Page 76: 3. Onsite
Page 84 and 85: Essence 1. Video 2. Blog 3. Press q
Page 86 and 87: Video trailer
Page 89 and 90: …it recognises that many of its a
Page 92 and 93: Expression • Many not heard of ar
Page 94 and 95: #craftdebate
Page 96 and 97: 6. Results
Page 98 and 99: Results 1. Maximum attendance (60,0
Page 100 and 101: Results 3. Position the Museum as a
Page 102 and 103:
Research findings • 19,073 (17%)
Page 104 and 105:
40 35 30 25 20 15 10 5 0 Culture se
Page 109 and 110:
25 Culture segments profile - Late
Page 111 and 112:
7. Any questions? jhunt@britishmuse
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Expression - Creative New Zealand

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