Marketing Strategies: Direct and Digital for Museum Exhibition

This report examines the application of direct and digital marketing strategies for promoting the Wallace Collection's exhibitions, specifically focusing on the Rubens exhibition. It begins with an introduction to marketing strategies, differentiating between direct and digital approaches. The main body provides a detailed description of various marketing tools, including telemarketing, promotional emails, organic and paid social media, and search engine optimization. The report outlines the features and functions of these tools, offering examples like Sprout Social and Nanigans. A critical evaluation follows, comparing the effectiveness of direct versus digital methods, considering factors like target audience reach and measurability of results. The report concludes with recommendations for the Wallace Collection, emphasizing the importance of utilizing both direct and digital marketing to target specific and broad audiences, thereby achieving the exhibition's objectives. The report also includes references to academic sources and online resources.

Direct and Digital Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Detailed description of features and functions of digital and direct marketing tools..................3
Critical evaluation of the selected tools.......................................................................................4
CONCLUSION & RECOMMENDATIONS..................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing Strategies are basically the overall game plan of the business in order to reach the
prospective customers and them into customers of their products and services. It consists of the
value proposition of the company, target customer demographics, key brand messaging and
various other high-level elements. The marketing strategy can be direct or digital. Direct
marketing strategy is that where the company contacts and interacts directly with the potential as
well as returning customers instead of making anyone a middleman whereas digital marketing
strategy makes use of the online channels like social media and search engine to achieve the
marketing goals (Abbu and Gopalakrishna, 2019). The report will shed light on the Wallace
Collection which is a museum in London which occupies the Hertford House in Manchester
Square. Being open to public and free the museum contains various decorative and fine arts,
furniture, paintings etc. (Wallace Collection, 2021). The report will plan a digital and direct
marketing strategy for one of the famous exhibition in the collection of Museum.
MAIN BODY
Detailed description of features and functions of digital and direct marketing tools
Marketing strategies can be developed and implemented in two major ways which is digital
as well as direct. Direct strategy can be used by the company for sending information regarding
the products and services to the targeted set of people. On the other hand, the digital marketing
makes use the online channels or platforms to aware large number or group of people regarding
the products and services of the company.
Wallace can make use of both the marketing strategies to advertise its products and services
like paintings, exhibitions etc. Wallace needs to advertise its one of the most important
exhibition which is the Ruben’s exhibition in which the company needs to achieve visitor target
of almost 20,000 visitors to the exhibition (Wallace Collection, 2021). The company can make
use of the direct marketing tools such as telemarketing, promotional emails, text messaging,
newsletters etc. in which the company will directly interact with the people and the target of
using these tools will be specific targeted group such as the people nearby the location and the
people who frequently visits all the exhibitions of the company (Bala and Verma, 2018).
Telemarketing can be the best method to persuade the people to visit the exhibition. This can
help the company or the museum to directly speak or contact to the current or prospective
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visitors. This can be done by direct human-to-human conversation in which the company can
explain the attributes of the exhibition, the unique thing which us going to happen which will be
the centre of attraction of the exhibition, answer the queries of the customers, reaching out a
larger number of people. Promotional emails can be the other direct marketing tool which can
help in adding the new visitors and retain the existing ones (Harrison and Hair, 2017). Wallace
can make use of the promotional emails by creating personalised messages which directly helps
in addressing the visitor’s concerns. The museum can even scale up an email campaign along
with tracking and measuring the success. The best example can be GoDaddy Email Marketing
which can help the Wallace Museum to create, send and track the promotional emails. The
company can send only the emails to the people who have chosen to receive such marketing
communications.
Along with this, Wallace can also make use of digital marketing tools such as organic social
media, paid social media, service engine optimization etc. The organic social media tools can
help the company to gain a channel to leverage the museum and exhibitions. The users on social
media are increasing day by day which gives the company an opportunity to aware the most of
the people to attend the exhibitions and visiting the permanent collection of the museum. For
example, Sprout Social is the platform for social media management and engagement which can
make easy for Wallace to engage the current as well as prospective visitors. Along with this,
there are also paid social media tools like Nanigans which can be used by Wallace to advertise
the Ruben’s exhibition (Zahay, 2021). Nanigans is basically multichannel advertising software
which focuses on the Facebook marketing. Along with the Facebook, the software also gives
opportunity to the museum to use the features of Instagram and Twitter ads growth as well.
Features and functions of chosen tools of digital marketing
The chosen digital and direct marketing tools have their own benefits as well as features
due to which they can be used Wallace for promoting their exhibitions and events. The company
can use direct marketing tools which can be expensive. This will help the company in gaining
immediate responses from the customers as they are engaged in direct communication with the
organisation (Bala and Verma, 2018). The approaches used for direct marketing also require a
simple and very concise approach. The direct marketing can be in the form of traditional method
or digital method. Wallace can use traditional direct marketing through mail, catalogues,
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coupons and fliers. This can be done by sending mails to the customers directly. It can also
involve face to face selling or telemarketing. The major traditional marketing drawback is that it
becomes expensive and becomes difficult to measure but on the other hand, it has an advantage
that the materials which need to be sent are arrived at their intended destination. On the contrary,
there is no option to monitor whether the prospective customers have opened the letters or not. In
the digital direct marketing, there are many differences as the materials which needs to be
marketed are sent through digital avenues rather than mails. Its cost is lower and also the
performance can be measured easily (Matviiets and Kipen, 2021). Also, nowadays, the people
are shifting more towards the online platforms so Wallace can make use of these tools of digital
marketing for increasing the client base through online tools.
Tools for Digital marketing
Tools Features Functions
Social media marketing tools
such as sprout social and
loomly
Clean, no frills interface
which is easy to navigate
and is user friendly to the
users. Platforms are also
affordable which helps in
wrangling social presence.
These also have features to
publish and schedule the
content on various
platforms based on time
and perfection.
This helps in nurturing leads and
building business relationships.
It also helps in gathering
valuable data according to the
needs of the customers. Helps in
publishing meaningful content
and achieving business goals.
These also consider the trending
as well as fresh content ideas.
Email marketing tools such as
Send Grid and lemlist
Most tried and tested,
scalable marketing
channel, personalisation
tools, follow up email
sequences, scalable
pricing, friendly to novices
and the email veterans,
List building and improving
deliverability, coming up with
awesome offer campaigns,
breaks down customer data fir
putting good chunk of marketing
efforts, flexible design options,
analyses the best time to send
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messages for optimizing existing
campaigns.
Tools for Direct marketing
Tools Features Functions
Events and trade fairs Ability to inform large
number of people about the
exhibition and also force
them to attend. Bookings
and enquiries can be done,
needs large investment.
Promoting products and
services, it makes use of words
of mouth publicity for going
forward.
Newspapers and magazines Reach out a wider audience
for direct sellers, difficult
to measure success etc.
Branding, awareness building
and product or service
promotion, bringing more
visitors to website etc.
Critical evaluation of the selected tools
The direct as well as digital marketing both plays the major role in terms of advertising.
The main difference between both of them is that if Wallace makes use of the direct marketing
tools then it can target the selected group of visitors whereas if the museum makes use of the
digital marketing tools then the large number of people and group can be targeted (Mandal,
2019). The Ruben’s exhibition is the most important exhibition for the museum as well as the
visitors because this is happening for the first time in 200 years that the two great masterpieces
of landscape painting which is The Rainbow Landscape and the View of Het Steen in the Early
Morning are getting united. The first one is in the Wallace collection while the latter one is in the
National Gallery (Fahy and Jobber, 2019). The exhibition will be exploring and offering new and
innovative insights about both of the masterpieces. This can be evaluated that the evaluation in
traditional marketing becomes much difficult because the customers attracted through traditional
direct marketing cannot be monitored easily and this can also be used in the case study of
Wallace exhibition. On the other hand, the digital marketing tools can be helpful in measuring
the performance and efficiency of the selected tools (Key, 2017). This can also be examined that
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which materials had high response rates and which do not prove to be much effective in
attracting the clients. This can be used while promoting the exhibition of Ruben in Wallace.
More and more customers are looking for the exhibitions online as compared to the traditional
platforms. The customer base which can be reached by digital marketing tools is much wider as
compared to the traditional direct marketing. This is why; the digital marketing tools must be
used for promoting the Ruben’s exhibition in Wallace.
CONCLUSION & RECOMMENDATIONS
The above report focussed upon the digital and direct marketing tools which can be used by
Wallace Museum in London to advertise one of its most important exhibition: ‘The Rubens
Exhibition’. It discussed about the ways in which these tools can be used by the museum.
Wallace museum must make use of both the direct as well as digital marketing tools in order to
target the specified group as well as the large number of people. This will help the museum to
advertise its one of the most important exhibition to the current as well as prospective visitors.
This will help in achieving the objectives of the company.
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REFERENCES
Books and Journals
Abbu, H.R. and Gopalakrishna, P., 2019. Synergistic effects of market orientation
implementation and internalization on firm performance: Direct marketing service
provider industry. Journal of Business Research.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Fahy, J. and Jobber, D., 2019. EBOOK: Foundations of Marketing, 6e. McGraw Hill.
Harrison, D.E. and Hair, J.F., 2017. The use of technology in direct-selling marketing channels:
Digital avenues for dynamic growth. Journal of Marketing Channels. 24(1-2). pp.39-50.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Mandal, P.C., 2019. Public policy issues in direct and digital marketing–Concerns and
initiatives: Public policy in direct and digital marketing. International Journal of Public
Administration in the Digital Age (IJPADA). 6(4). pp.54-71.
Matviiets, O. and Kipen, V., 2021. The features of direct marketing and personal selling as a
form of marketing communications. VUZF Review. 6(2). pp.139-145.
Zahay, D., 2021. Advancing research in digital and social media marketing. Journal of
Marketing Theory and Practice. 29(1). pp.125-139.
Online
Wallace Collection, 2021. [ONLINE]. Available through :< https://www.wallacecollection.org/>
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