The Wallace Collection: Direct and Digital Marketing Executive Report

This report provides an executive summary and detailed analysis of The Wallace Collection's direct and digital marketing strategies. It explores the challenges faced in promoting exhibitions, particularly the "Frans Hals: The Male Portrait" exhibition. The report examines the use of digital marketing techniques, including emails, online ads, and posters, and analyzes the strategic 4Ps of marketing (Product, Price, Place, Promotion). It also presents a strategy incorporating KPI, benchmarking, and SMART objectives, focusing on target groups like high-class, location-based, and behavioral audiences. The report includes an action plan with budget allocations for activities such as advertising, social marketing, email capture, and after-sales services. This comprehensive analysis aims to enhance the Wallace Collection's marketing effectiveness and achieve its goals.

Direct and Digital
Marketing

Executive Summary
The presented report shows the direct and digital methods used by the respective
company is operating in its given marketplace. The dedication of this report will be focused on
highlighting several aspects of the operational company. Further in the report PASTA analysis is
being undertaken. Further in the report several conclusions and recommendations are also being
drawn to click a clear image in mines of a reader and give a better presentation of the report.

Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Problem Definition...........................................................................................................................4
Analysis............................................................................................................................................5
Strategy............................................................................................................................................6
Target group................................................................................................................................7
Positioning..................................................................................................................................7
Preposition..................................................................................................................................8
Actions.............................................................................................................................................8
REFERENCES..............................................................................................................................10
Appendix........................................................................................................................................11

Introduction
Digital marketing plays a vital role in promoting better efficiency of operational firm in
terms of various functional areas undertaken in a business firm. As in current business
environment which offers intense competition with market complexities due to uncertainties
techniques of direct and digital marketing could prove to be useful for attainment of desired
goals and objectives with best possible efficiency. In this report operational working of Wallace
collection is being taken into consideration. Wallace collection is an internally collection of
unsurpassed masterpieces, decorative arts, furniture, sculptures, arms and armour etc. Respective
house was established in Hertford house in London. Respective report document will be an
inclusion of defined problem in operational affair of the given firm and is also dedicated at
providing deep analysis on the given topic attached with relevant strategy and actions in regards
to the given context. Moreover, several factors which will affect the regulation for conducting
the exhibition will also be highlighted. In addition to this, also marketing strategy using digital
platforms and their efficiency regarding the formulation of an action plan is being presented in
the given report.
Problem Definition
In light to the fact that, every business has to bear the consequences of a competitive and
uncertain business environment in its given operational region. Managers and leaders of Wallace
collection are trying their best to sustain their resources and gives them an appropriate. In the
process being several aspects of the company's operation is being evaluated. The higher
authorities of The Wallace Collection are aiming at organising an exhibition "Frans Hala: The
Male Portrait". However, operational related issues such as, Managers of the firm have to keep
all the above-mentioned factor in mind to derive effective results for the approach. In the process
being various strategies and models are being introduced by managers of the firm that will
ensure your effective conduction of various activities included in the exhibition (Dacko and et.
al., 2020). Moreover, the given exhibition firm will organise its event in marketplace which
stands with high competition of viewers. Therefore, it would be a tough job for market of the
given exhibition to get a decent number of viewers for the exhibition event organised at the
specified date.

Analysis
For ensuring better promotional activities of the firm the managers of the firm have
adopted digital marketing techniques. It is believed by managers of the firm that digital
marketing is an effective way to communicate through the given public and also keep in mind
effective use of resources of the workforce. In the given context of The Wallace Collection the
form will be using;
Emails: Through these platforms managers of the form can be reached their customers through a
professional approach. This helps in maintaining better Goodwill of the firm in the given
region and also avoids unnecessary spamming that alerts the customers.
Online ads: Through this marketing manager of the firm can avoid extensive cost which is to be
paid in traditional. Search type of ADS which are displayed online can be appearing while
browsing internet and are made attractive to seek the attention of prospective customers.
Posters: In the traditional sense these were used in a piece of paper that described the marketing
objective and the given project to be launched by the company in the market. However,
mixing this with an essence of the digital tool gives it an effective shape that highly e help
marketers of the firm to attract customers through better presentation of the company's
product or services to be displayed in a given region.
Reacting to new trends in a given marketplace due to rising competition in the market,
managers of the firm have shifted their operational activities in business form towards digital
fields. Digital marketing explores a good variety of marketplace to the given form and also
contributes to the minimum operational cost of the firm. As well The Wallace Collection is a
master piece paintings it has to face severe competition in its given marketplace therefore this the
use of digital marketing techniques will help the manager of the firm to create a good value of
resources being invested in the operational activities of the workforce (Geraghty, 2020). The
strategic 4ps of marketing concerning the given context is being presented below:
Product: The product for the company refers to anything which is sold to the customer on
which a buyer is ready to pay the value of money. For the current seminar of the company, the
product of the company will be France Hals: the male portrait.
Price these are those elements of marketing which include the cost incurred and several
expenses incurred during the production of products of the company. In the given context the
prices of the product will be kept as a membership fee for attending the exhibition.

Place it is related to a physical outlet where the form is going to display its operational
activities. In regards to choose inform as the firm is organising an exhibition, the exhibition will
be held in an event hall. The managers of the form have selected this place based on high
interested people residing in that region and operational optimal for the firm.
Promotion these are how a form is going to promote their product or service being displayed
in the marketplace. For the given form as the firm is going to organise an exhibition, the
managers of the form will be using digital marketing techniques to promote their II exhibition
event in the given region.
Strategy
"Strategy" is very much a complex phrase. It should be considered under an operating
plan. Also instead of strategy, it is possible to use the term "concept." In an operational plan, a
strategy or idea is developed consisting of four interconnected components. These are target
group, targets, proposal and placement (Gershon, 2020).
Operational management department of Wallace Collection uses the following strategic
techniques to stand through its given objectives and to fulfil required goals of the company.
KPI
It is a strategic technique used in a company to evaluate efficiency of several tasks
produced in the firm to achieve success. Managers at Wallace collection focuses on marketing,
HR and sales department of company to enhance better productivity of the company. KPI of
Wallace collection are;
Key performance indicators of Wallace
Collection
Year 2020
(Amount in £)
Number of visits to the museum £487,182
Charitable giving £2,127,000
Trading income £628,000
Benchmarking
Benchmarking is a technology that establishes numerous criteria or benchmarks to
guarantee that an organisational enterprise carries out operational activities effectively. The
management of the company may establish the pricing of goods supplied to numerous of the
company's clients with respect to the defined standard or service quality. This strategy of the

given firm enables managers of the firm to enable operational department of the firm to produce
better quality of products which increases goodwill of workforce in given marketplace.
SMART objectives
 To encourage visitors of exhibition to re-visit the event at the specified date.
 To increase number of Wallace collection members by 5%.
 To promote exhibition event to increase number of visitors by a number of 20,000
visitors.
Target group
High-class people: All the products and services displayed by an operational firm is
produced with an idea to serve at reasonable prices for the higher-class individual who are
interested in royal creations, old paintings, sculptures, furniture and many more. Serving for this
target audience by dedicating several operational activities of the firm enables managers of the
firm to boost company sales and also develops the better potential of the firm for operating in the
competitive environment.
Location-based: As per the new statistics provided currently by the Mobile Marketing
Association, The Wallace Collection obtained a considerable rise in the visitors' lift for the stores
with both the proximity and the audience. This serves better operational precaution for the given
firm and also enables managers of the firm to avoid wastages of resources while undertaking
several operational costs. As with believing that several locations in which business is operating
have to compile with legal or regulatory laws. Therefore, by taking precautions managers of the
firm can extract the best possible productivity of the given firm.
Behaviour: The operational department of the given company also considers the
behaviours of several customers while operating respective operational activities. In regards to
the chosen company, this is yet another target group. In this various customers of the workforce
based on their behaviours are divided and various operational activities are dedicated towards the
interest them as well (Perker, 2020).
Positioning
Based on smart objectives be formulated in the organisation the managers of the given
form will be analysing the firm's performance at a specified or planned period. Positioning is an
effective tool that is used by managers of the phone to monitor a firm's performance yearly and
also creates a good value of operational task which is produced in the operation of the firm.

Preposition
If managers know the key demographic and find positioning, and then see what needs to
be done and may define a key message and the values. The proposal is the aggregate product,
pricing, distribution and communication value of the offer. The proposal is the product. The
proposed value is determined by the consumer's apparent and invisible advantages. The proposal
is a collection of items and services of interest to consumers. A list of "Product and Service",
"Gain Creators" and "Pain Relievers" is included in the Value Proposition Design (Sihi, 2020).
Actions
The development of an action plan will enable change-makers to live up to their
aspirations and improve the quality and transparency of a firm. A plan describes how the
organisation will achieve its objectives by establishing clear actions to show how and when they
are being implemented. In the first six months of start-up, an action plan must normally be
implemented. In regards to chosen firm, marketers of the firm have aimed towards initiating
proper monitoring plan as well as strategies. It comes after you have chosen the vision, aim,
objectives, and tactics of your group. Additionally, managers at Wallace Collection will
undertake use of social media marketing to promote their event. This will provide a better
potential to the exhibition firm for dealing with its competition in the given marketplace and will
aid towards attainment of desired goals and objectives of respective firm. The following is the
action plan which is followed by the chosen firm;
Activities Time Objectives Budget
Increasing Ad
spending
12 June 2021- 22
June 2021
Such as is examined,
the corporation lacks
understanding about its
products and services
on the market. Thus,
the company's primary
goal is to boost sales
through appealing
commercials showing
its products and
services.
$200/m
Social Marketing 24 June 2021- 30
June 2021
This is amongst the
most strategic for
showcasing the
products and services
$100/m

of companies.
Marketers of the
company thus choose
social marketing
methods.
Capture E-mail
Marketing
05 July 2021- 15
July 2021
E-mail advertising is
recognised as a
professional technique
of promoting the
products of the firm,
thus the corporation
wants to grow sales
using e-mail
marketing.
$75/m
After-sales services 01 July 2021- 15
July 2021
By giving its clients
after-sales services, the
marketers of the
company may generate
the company's greater
goodwill.
$150/m

REFERENCES
Books and Journals
Chat, A.B., 2021. Strategic Corporate Communication in the Digital Age. Artif. Intell, 164,
p.244.
Dacko, S., Schmidt, R., Möhring, M. and Keller, B., 2020. Dealing with fake online reviews in
retailing. In Retail Futures. Emerald Publishing Limited.
Geraghty, L., 2020. “The circle is now complete”: Transmedia Storytelling and Nostalgia in Star
Wars Television Adverts. In The Transmedia Franchise of Star Wars TV (pp. 77-96).
Palgrave Macmillan, Cham.
Gershon, R.A., 2020. Digital Lifestyle: Electronic Commerce and Social Media. In Media,
Telecommunications and Business Strategy (pp. 179-211). Routledge.
Lydekaityte, J. and Tambo, T., 2021. Internet of Packaging and the Bridge Between Digital
Marketing and Physical Retailing. In Encyclopedia of Organizational Knowledge,
Administration, and Technology (pp. 2056-2069). IGI Global.
Parker, B.C., 2020. Designing Digital Marketing Strategies for International Business: A
Comparative Analysis. In Handbook of Research on Strategic Fit and Design in
Business Ecosystems (pp. 166-192). IGI Global.
Sihi, D., 2020. Impacts of Blockchain Technology in Marketing. In Advances in Digital
Marketing and eCommerce (pp. 25-30). Springer, Cham.
Vilsan, C., 2020. Phronesis Marketing: Reconciling Science with Art to Deliver Real-Life
Strategies, from International Brands to Craft. Archway Publishing.

Appendix