For a new ‘client in the spotlight’ we meet at Restaurant Plantage in Amsterdam. When we walk inside the restaurant we are immediately impressed by the beautiful architecture of this monumental building. In the past, iconic Dutch television shows like Jiskefet, Buitenhof, Holland Sport, Pauw & Witteman and De Wereld Draait Door were broadcasted from here.
Nowadays this location is home to shows as Zomer met Art and RTL Late Night. Coincidence or not, today we are here for the taping of another important item: ‘Client in the spotlight, hosted by New Sales Company’.
As we sit down we can see the birds from the oldest Zoo in The Netherlands: Amsterdam Artis. We are joined by Iris Tzur, Senior Online Marketer at Joods Cultureel Kwartier. Together with Iris we manage the online promotion for their exhibits “Amsterdam Diamantstad” and “Eli Content” that are now open to the public.
For lunch we choose a dish called Shakshouka. This traditional dish was brought to Israel by Jews from Tunesia during the immigration wave from the Arabic countries. Shakshouka is Iris’s favourite dish and she explains how to eat this according to century old traditions.
Tell us the story of how you came to work for the Joods Cultureel Kwartier?
I used to work for Rutger, the knowledge center for sexuality, as an interim. When I saw the job offer at JCK it didn’t take me long to write an application letter. The job looked as a great fit because I was born and bred in Amsterdam and I am Jewish. I studied cultural sciences, art history and international communications. I also used to work as a tour guide in Amsterdam. In a nutshell, JCK is the ideal place for me to work.
What is special about the Joods Cultureel Kwartier (JCK)?
There are 5 different museums with exceptional exhibits. Working here every day is a joy. There’s always something to do and going on.
How many members are there in your Marketing and Communication team?
“We have five marketers and two interns in our department. Together we are responsible for all things related to marketing, communication and sales. We also create our own content. I’m responsible for online.”
What are the challenges you face as an online marketer?
“The biggest challenge is making sure that ‘online’ is an important part of our strategy as a whole. Traditionally we spend more budget on offline than online.
We do see a gradual move towards online because JCK recognises that we need to make this change.”
Can you give us an example?
“This year we spent a lot of time developing an online data tool. To gather and analyse data. A huge step in the right direction but also a costly one. We could also benefit from restructuring our e-mail marketing. In order to do this we need to get the basics in order. By that I mean our data, our customer journey and pin pointing our personas.”
What are the challenges you face with your whole marketing department?
“The brand JCK is relatively new. In 2012 the Joods Historisch Museum, de Portugese Synagoge, de Hollandsche Schouwburg en het Nationaal Holocaust Museum became a part of the JCK. We noticed that not a lot of people know this. We immediately made changes to our website to explain to the public which locations we have.
After that we made a corporate video to further explain who and what we are. With not a lot of budget we asked a vlogger to make this video. Together with her cameraman, who works for MTV, they made a great video in order to attract a larger public. We use this video now to reach our target audience via their own channels.
Another challenge is the communication between our different departments. Our colleagues that are responsible for our fundraising have their own goals. Their main focus is fundraising and our “friends of the JCK”. How do we reach a younger crowd to become friends?”
Where does online fit in?
“More and more we see that everybody at JCK works together towards a common goal. Everyone is now convinced that an online strategy has to be a structural part of our marketing strategy.”
Can you tell us what the ratio is between the continuous and the temporary exhibits?
“Our main focus is the temporary exhibits. The reason is that for those exhibits we have allocated budgets for promotion. These budgets are usually higher because there are external funds available. But the continuous exhibits are still responsible for a large portion of our visitor numbers. Our children’s museum is for the most part a continuous exhibit. We also have large groups of people that visit us for our educational program, for instance our Holocaust museum.”
Can you give us an example of a successful exhibit?
“In the time I have been working for JCK the Kabala (Jewish mystic teachings) exhibit was a great success. It was a big exhibit with a grand opening with 700 guests. Even the ‘younger crowd’ was impressed. I personally thought it was a perfect mix between facts concerning rabbis through the centuries and modern art concerning Kabala, for example artists like Marc Chagall and popular culture. Superstars like Madonna and David Bowie were inspired by Kabala.”
How do you deal with visitors that want to take pictures for social media?
“It’s allowed to take pictures of our exhibits. We embrace ‘User Generated Content’. Visitors from all around the world take lots of pictures of our monumental buildings. I think it would be a great idea to repost some of the really beautiful ones. It’s a challenge to rearrange our exhibition spaces to encourage User Generated Content.”
How is the collaboration with other Amsterdam museums?
“There are several, like the MOAM collaboration. This is between the different Marketing Managers of Amsterdam museums. And I really liked the “Museum Marketing High Tea” that was organised by New Sales Company. A nice way to broaden your network and to exchange ideas.”
Who do you see as your biggest competitor?
“We don’t see other museums as competitors at all. We need to compete with other times of leisure. Especially the younger generation has a lot of choices like cinema or a festival. We need to be aware that we need online channels to get the younger generation to the different JCK museums. This is different for the older target audience. They have more time to spend and usually broader interests. And for people that want to learn more about Jewish culture and history in Amsterdam, they will find their way to one of our museums on their own.”
In which areas do you collaborate with external agencies?
“For building websites, designing, making movies, photo and video and of course media agencies like New Sales Company.”
What can you tell us about the collaboration with New Sales Company?
“We are very happy with the way we work together. Everybody’s pitching in and sharing ideas and they also act quickly when we have questions. The results of the campaigns are very good. If in the future we get more budget for online campaigns we would like to start bigger campaigns with more different kind of ads and more online channels.”
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