VAC 2017 New Audiences
Today 1) Tools for your new audiences strategy 2) In practice examples 3) Tactics and channels to explore 2
Us Digital Agency Social Media and tourism specialism 12 years old Based in Bristol 3
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ONE Who have you got? 10
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TWO What engages them, where? 12
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THREE How do you reach them? 15
Reaching new audiences Objective Targeting 'Need' state Tactics
Targeting Keep it broad initially Families (old / young) Empty nesters (pre & post retirement) Millennials (pre kids) Tourists (UK / AN other country) Students Refine according to channel capabilities Can be more specific audiences for event messaging 17
need states Looking for something to do now Never been but if they do will influence others - tourists & visitors Know about you but need more reasons to visit Lapsed customers living locally and niche audience specialists Don t know about you but could love you 18
Tactics Most appropriate approach to meet objectives Most appropriate channel Guided by data 19
In Practice Objective Targeting Need state New International audiences Tourists Looking for something to do now Tactics New International audiences. People in the area using search terms like things to do in London (surprisingly low demand) Anyone using search terms & location Google Adwords / PPC Drive to conversion 20
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In Practice Platform KPI Target Results Website clicks 8,599 17,564 Google PPC Conversions 172 826 22
In Practice Objective Targeting Need state Tactics interests influencer Drive bookings for events programme Broad 18-65+, Local Know about you need more reasons to visit Local and niche audiences Instagram, Facebook, Influencers Engaging and informative content Utilise existing data, age, location and Engagement + traffic > assisted conversions Sponsored posts and link click Ads to features and events booking 23
In Practice Link click ad Retargeting 24
In Practice Instagram influencer post Instagram story Blog feature 25
In Practice Platform KPI Target Target Achieved Facebook Social Traffic (Clicks) 30,000 32,739 Impressions 1,500,000 3,627,861 Influencers OTS 350,000 531,112 Events sold out - over 3500 transactions, est. av 3 per purchase over 65% of total ticket sales for the event. 26
How can you use this approach? 27
New audience targeting Objective Need state Attract new audiences Don t know about you but could love you 28
Social targeting options 29
English Heritage Trust Objective Need state Targeting engaged) - Wedding venue bookings Don t know about you, could love you Millennials - By life stage (newly specific location Tactics Targeting newly engaged, living 1 hours drive of an EHT wedding venue eventually assisted conversion locations Get them to engage, consider and Engagement & traffic plus Instagram & Facebook Sponsored posts & carousel ads for best 30
English Heritage Trust 31
Zoological Society London Objective Need state visit Targeting series Tactics TV show info on Engage new & lapsed audiences Know about you need more reasons to Broad, Fans of BBC natural history Target by keyword targeting during + location Twitter, Facebook & Snapchat Twitter ads driving to relevant animal site Snapchat geofilter at zoo & 32
Zoological Society London 33
Beamish Objective Need state Targeting area Tactic & ages less than a year history of Increase new visitor numbers Don t know about you could love you People who have recently moved to the Location within 20 miles of all personas who have lived there for Get them to visit soon to experience their new home Facebook, Promo posts on history & top 5 reasons to visit. GDPR compliant data capture campaign for 34
Beamish 35
Takehomes 1) Your new audience strategy should be built on data and analysis 2) Targeting broad and then refine 3) Objective + targeting + Need = Tactics 36
Thank You Anthony Rawlins anthony@digitalvisitor.c om 37