This report examines the direct and digital marketing strategies employed by The Wallace Collection, focusing on its exhibition "Frans Hals: The Male Portrait." It includes an executive summary, introduction, problem definition, and detailed analysis of the company's marketing techniques, such as emails, online ads, and posters. The report outlines the 4Ps of marketing (Product, Price, Place, Promotion) in the context of the exhibition and discusses the company's strategy, including KPIs, benchmarking, and SMART objectives. It identifies the target audience, positioning, and proposed value, as well as an action plan for the exhibition's promotion. The report highlights the importance of digital marketing in reaching the target audience and achieving the company's goals, providing insights into effective marketing practices for the firm.
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