In past years, the Vancouver Art Gallery offered bonus months as the main offer for acquiring new members. In months leading up to Black Friday 2019, we were experiencing a decline in conversion rates for acquisition campaigns, so we had to step up our campaign plan for Black Friday and optimize messaging and strategy.
Business goal: Increase campaign revenue by analyzing customer journey and optimizing messaging and delivery
Customer goal: Ensure seamless journey when purchasing a membership by introducing omnichannel marketing strategies
Deliverables: Survey research analysis and email marketing strategy
First, I referred to results from our previous Black Friday acquisition campaign to determine the segment we can further target. In this case, the audience we reached fell within the Senior, Individual and Household membership category with the breakdown as follows:
I also referred to recent purchases to optimize targeting. We decided to reach out to other targets based on recent activities in the gallery—one-time visitors, student group tours, special events.
Now focusing on content and uncovering research insights, I crafted a research plan to keep our strategy on track and ensure we always go back to the problem we're trying to solve.
Limitations: due to time constraints, we were only able to execute the quantitative research method of sending a survey to the target group. As a work around, I made sure to include open-ended questions to encourage respondents to share positive and negative comments.
I then sent the survey to our target group—customers who recently purchased a membership—to understand their motivations and behaviours.
The survey received 390 responses.
I then referred to responses from open-ended questions included in the survey to determine why new members decided to purchase a membership and why current members decided to renew their membership to gather actionable insights. I read each survey response and segmented relevant data to arrive at copy that is more thoughtful and impactful to generate more interest in our campaign.
01 The main highlight of members' gallery experience are the unlimited visits, specifically being given the freedom and flexibility to enjoy exhibits
02 When talking about benefits, members focus on why they enjoy it—to explore more, to be able to revisit, to enjoy time with friends, to enjoy holiday shopping—as opposed to simply mentioning benefits. This helped us understand what our members value most.
I suggested we focus on the why and our content writer came up with the headline “Become a member and revisit your favourite exhibitions again and again!” I then included direct quotes from the survey that reinforced this main theme.
01 Messaging focused only on features, promotion and discount offers (mainly transactional)
02 Creative focused mainly on the offers and discounts
03 Strategy was mainly Multichannel Communication that included physical signage and social media advertising, but the CTA was streamlined to only be an in-person transaction
01 Messaging now focuses on “why become a member?” and motivations behind benefits; now leverages experience that members raved about in the survey
02 Creative included more welcoming imagery and elements that supported our main theme
03 Improved the strategy to Omnichannel Communications, adding multiple touchpoints including signage, social media advertising and a dedicated landing page with a clear CTA to make a purchase online
From 75 new members in BF 2018, we acquired 300 new members in BF 2019, a 300% growth YoY comparison
Revenue increased by ~$10,400 just for this segment alone, a 30% increase in revenue, YoY comparison.
In total, the overall $ revenue increased including other segment streams aside from the acquisition segment (renewals and winbacks)
Through this campaign, I learned the value of utilizing customer research to help challenge our assumptions of what we think we know about what customers want and instead emphasize what they actually need. My path to gaining these insights was not linear. I admittedly had to be scrappy with my approach to compile customer feedback, but with patience and determination, the insights we gained were invaluable to come up with the right messaging that resonates with our target audience.
Conducting a survey is not easy. Stakeholders and different departments will have their own ideas about surveying and will want to chime in to include their own questions. Having a test plan as a guide was helpful in communicating to them the importance of keeping the survey focused on our main goals and objectives for this research study. My path to gaining these insights was not linear. I admittedly had to be scrappy with my approach to compile customer feedback, but with patience and determination, the insights we gained were invaluable to come up with the right messaging that resonates with our target audience.
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