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Using Audience Insight to Build Brands 3rd September 2014 Emma Campbell
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Museum Victoria
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Our brand strategy needs to evolve
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To do this we need to make choices
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Brand Strategy
Brand Story Brand
Proposition Segmentation
Audience insight
We need to start with the audience
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It’s about the total organisation
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Adoption of the Visual Identify System (VIS)
High awareness of our individual museum brands in market
The introduction of promotions of a combined offer for the museum brands through school holiday campaigns
Clearer perception of our museum offers
Increased levels of visitation
The concept of brand being introduced to the organisation
What worked well last time
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Lack of clarity on the role of the MV brand internally.
Our VIS has not evolved to represent our brands effectively in the digital space
Brand values are not embedded with the organization.
Inconsistency in tone of voice across the organization and across different touch points.
And what didn’t work so well
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Catching the next wave
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So what did we learn?
Feeling that the museums lack a consistent “story”
There is a perception of “seen it before”
A clear purpose around digital offers should be developed
It is important to talk more about our core, permanent museum experiences
The customer journey offers many touch points that are not currently experienced or leveraged
The current brand proposition is not innovative, because it speaks to an understanding of museums that has not evolved
Repeat and cross visitation are key to future sustainability
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Why are we here?
From Author Collector Guardian
To Educator Narrator Co-Creator
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Interactivity - enabling participation in physical or digital spaces.
Tactility - encouraging ‘hands-on’ engagement that can help people get closer.
Immersion - finding ways to present artefacts that create a more intense experience.
Integration - creating a seamless brand experience whether offline or online, whenever and wherever.
Why are we here?
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So what’s next?
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Last Thoughts