Marketing/Branding
The power of mobile engagement can best be seen when a physical venue is involved. Parks, museums, zoos & aquariums, historical sites, and other high traffic areas are perfect uses for this channel.
Atlantic Palms Museum (not real) is the premier museum in the Southeast with an expansive outdoor park that offers a variety of year-round events in addition to the nationally recognized seasonal exhibits it brings in. Thousands of people visit the grounds annually and community groups of all ages and interests use this park area for learning more about and sharing their passion for outdoor art.
Problem: Few outdoor park patrons opt to listen to the available audio recording on their phone (if they even know it exists). Audio tours enrich the art in the park experience and learning. Most outdoor park visitors don’t attend paid exhibits or become members either. These missed opportunities in patron engagement and museum revenue are on track to impact budgets.
Solution: The magic of mobile technology in a museum setting is seen with geo-location awareness – the ability for patrons to move through and engage with art in the outdoor park without worry of the device or stopping the audio tour that talks to each piece as the device comes within the vicinity of it. The museum app can also push relevant content to users about events and exhibits happening that day or near future with discrete displays specific to upcoming events. Mobile marketing campaigns to promote app availability assists in visitor experience and user adoption.
Benefit: Park patrons can engage with the art pieces and share from the mobile app on social media – further spreading awareness of the park to community members who didn’t know it existed. Promotional offerings within the museum app has shown a 10% increase in weekend exhibit sales and has doubled their social media activity, an early precursor to email list building.
Promote music, sell tickets!
Melody Machine supports community musicians who have a passion for creating music, adding culture and diversity to the industry. However these artists are so focused on making the music, they don’t have the resources to publicize their gifts. MM’s website has great content and the ability to sell albums, tickets and promote live events, all which helps sustain participating artists, enabling them to share more of their gifts.
Problem: Site traffic has been declining. MM realizes the need to reach new, engaged audiences, audiences that lead mobile, busy lives and aren’t opening emails or browsing their interests from a desktop. They also need supporters to help spread the word via social media – a channel they’ve not capitalized on.
Solution: Since their web traffic history shows the greatest time spent is on browsing and listening to music clips, checking concert dates & purchasing tickets, developing mobile-friendly artist pages and shopping cart functionality, as well as mobile enabled sharing capabilities. On and offline marketing campaigns can send new and existing supporters to targeted landing pages that will drive conversion vs. disengagement b/c this mobile audience can’t
Benefit: By mobilizing the content and creating a seamless ability to purchase & share albums and tickets – artists can make a decent wage through their talents, while society can experience new and original music they otherwise wouldn’t because of the inability to easily engage with and purchase on the go.