Ahtanum Valley Museum

The Houston Museum of Natural Science (HMNS) was one chosen to showcase the world-famous Exhibition for the Lord of the Rings Trilogy. HMNS rapidly realized that while the exhibit was anticipated to generate quite a lot of curiosity, it didn't have loads of attraction for their core audience.  The success of the exhibition, due to this fact, would rest in how it was marketed.

The Houston Museum of Pure Science quickly known as in Spur Digital to help reach the targeted demographic viewers and generate interest in the Exhibit. HMNS was, additionally, hoping to acquire new patrons and members to further their future revenue.

Spur digital worked with HMNS to establish the goal marketplace for the marketing campaign and developed an integrated online media plan to reach those audiences. The campaign featured a web-based contest that was marketed through targeted on-line media shops including relevant Web pages, Search Engines and third celebration E-mail lists. Viral advertising was an important component of the campaign, so Spur developed an progressive strategy to get folks to refer their friends.

Spur recognized the target audience as males 18 to 34 years outdated who were followers of motion and fantasy movies, frequent video game gamers and movie renters, tech-savvy who generally didn't hang around at museums. Based on this data, Spur selected search engine advertisements that may accompany specific search words, dedicated e-mail advertisements, sponsored e-mail ads, banner ads on websites targeted toward the specified audience, and e-mails to the HMNS list.

Did it work?  You bet!  The results were excellent. The affect of the viral marketing effort was astounding - over 23% of registrants got here originated from the Tell-A-Good friend feature. The direct advertising efforts yielded spectacular outcomes as well. In complete, the 12 week, regionally-focused online marketing campaign yielded more than 2 million targeted impressions, 40,000 unique visits, virtually 12,000 and 6,000 invites sent by friends at a price per motion of lower than $3.00. These contributed to the record attendance of virtually one hundred,000 over three months.