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Remarketing & retargeting for cultural organisations – May’s First Wednesday  

For May’s First Wednesday event we were joined by the fantastic Stephanie Lindsay of Dog Digital, who spoke to Culture Republic partners about the theory and practice of remarketing and its benefits for cultural organisations. Remarketing enables you to retarget a customer once they have left your site. So, if someone is browsing but leaves before purchasing a ticket, your targeted adverts will follow them around the internet and bring them back to complete their transaction.

Stephanie highlighted three key tools that Dog Digital use to inform their digital marketing, using cookies to track browsing patterns in order to target individuals based on their interests and location:

  1. Google and The Google Display Network
  2. Criterio
  3. Captify

It is always worth considering social media platforms when planning a retargeting campaign. Facebook, Twitter and Digital TV can all now facilitate remarketing in really innovative ways.

Stephanie highlighted a study by Society of London Theatre (SOLT) into the effect of internet and social media on theatregoing. The findings pointed to the power of digital mediums in driving ticket sales:

Stephanie’s top tips for remarketing:

1. Apply a frequency cap. As a rule of thumb you should cap an advert at a maximum of three times per day over a period of three days.

2. If geolocating your advert, mention the location specifically for up to three times more clicks!

3. Use consistent branding and styling across all platforms.

4. Images are key – test which are the most effective for your campaign.

5. Use video and sound in adverts to increase engagement rates.

First Wednesdays are available exclusively to Culture Republic partners, creating opportunities to learn and network around key issues affecting our sector. Contact us to find out more about future First Wednesdays, or about Culture Republic partnership.