The Rijksmuseum van Oudheden (RMO) has been the place to learn about ancient civilisations from Egypt, prehistoric Netherlands, Roman times, the Middle Ages and a lot more for over 200 years. NSC has been working with the RMO for years. The question this time: how do you attract as many existing and new visitors as possible?
Previous visitors will find your new exhibit interesting. But how do you reach a new, relevant target audience and put the museum and exhibit on the map?
To reach as many potential visitors as possible, we chose a cross channel approach with an optimal customer journey. Influencer marketing, display advertising and Facebook advertising in the mix.
We ran a display retargeting campaign, that exceeded the expected reach and number of clicks considerably. We showed the ads to previous website visitors. We took into account RMO’s geographical catchment area to make sure we only reached the target audience in the immediate area.
We also ran influencer marketing and a Facebook campaign to get as many people as possible to visit the website. In this case the influencer was not a blogger of vlogger, but a publisher. Museumtijdschrift is a major, independent art magazine that services the specific audience we want to reach. In name of Museumtijdschrift we set up ads targeted to interests: art, museums, exhibits and (ancient) Egyptian culture.
Noticeable were the many comments on the ads. People tagged other people, which increased the reach in the right target audience. That made us happy! Using the power of social media to generate ‘free’ reach.
“The New Sales Company team is very involved with the client and campaigns. During busy exhibits the fast communication is much appreciated. Besides that, the employees put a lot of effort and time in answering your questions, clarifying the results and they contribute their ideas for the following campaigns.”
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