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Start-ups, upstarts and digital disruptors: we profi le the people helping to shape modern marketing Marketers Who Matter


Andrew Marcus HEAD OF


 Reach more people; dramatically increase our footfall at both sides.


COMMUNICATIONS, MUSEUM OF LONDON


 Become better known; raise our profi le.


 Stretch thinking; encourage our visitors and others to have new perspectives on London.


What is the most valuable tool for the Museum of London’s social content? AM: If you look at a lot of advertising for museums, it’s an object against a plain background. We really don’t want to do that; we want to show the surprising and irreverent nature of a visit to the Museum of London. We saw video as a really great alternate opportunity to tell our story. When we displayed the world’s


fi nest collection of Elizabethan and Jacobian jewellery, The Cheapside Hoard, we had Carol Walton, the chief editor of Vogue, on video talking about what an excellent collection it is. Similarly, when we held the Sherlock Holmes exhibition, we had Sir Ian McKellan talking about why Sherlock Holmes inspired him.


What eff ect has video use had on the museum team? AM: Something we’ve moved into is using video for corporate communications. A few years ago we launched a new


strategy for the Museum of London with fi ve objectives:


 Stand on our own two feet; generate more income ourselves.


 Engage every school child. Naturally, we use video as central


to the role of that. Similarly, when we announced our vision to relocate from London Wall to West Smithfi eld, we launched it in two ways. We had a big dinner with stakeholders and VIPs; simultaneously, we set a video live telling the world about that vision. We commissioned a three-part documentary for our YouTube and Facebook channels, to show people what an amazing area it is. It’s got history spanning over a thousand years, and today it’s really amazing and vibrant, and a truly wonderful and inspiring place.


How do you develop valuable content? AM: The challenge for us is not content. The challenge for us is being focussed, which is why we developed what we call our ABC tool kit. ABC toolkit stands for Audience, Brand and Content. I’ve worked in PR agencies before, where proprietary planning tools are your bread and butter. I don’t believe that any other museum - and


other marketers to do that.


We trust our staff to represent the brand, and they are amazing at it. I would encourage


8 issue 28 summer 2016


a lot of other in-house brands - have these kinds of tools. It’s really powerful for us – it plays out in literally everything we do.


Is there a notable ROI from your use of video marketing? AM: In January, we opened an exhibition about tattooing in London, and we launched it with a video. The video was hugely successful, ran alongside a traditional PR campaign, and with some paid behind it as well, but a really modest investment. The subsequent Saturday had doubled the footfall from the previous, so we’ve got really tangible results. We have experimented much less with paid on Twitter, so our Twitter reach is predominantly organic. What we are seeing is that when we are putting paid behind our content on Facebook, it doesn’t take a huge investment to do really well.


How can you ensure your brand personality is included in all the museum does? AM: When we rolled out the ABC toolkit, we spent a lot of time and eff ort rolling it out properly. We’re a living organisation; people come and go, but we need to maintain ABC at the heart. Audience, Brand and Content are not owned by the comms or content divisions, it’s everybody’s. We trust our staff to represent the brand, and they are amazing at it. I would encourage other marketers to do that. Brand personalities are everyone’s responsibility.


museumofl ondon.org.uk


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