Parma, Novembre 2003 Online Marketing

VMC Overview Results since launch – March 2001: 14 million visits 71 million page views Over 140 countries 457,000 digitized images 1,200 museum members More than 500 press mentions Dozens of mentions and awards

Marketing Mix Online Advertising Traditional Marketing Communications Web Positioning

Online Advertising Explore the different uses of: –creative –messages –formats (GIF vs. Flash TM technology) –placements home page, run-of-site, and/or specified sections –contests

Terms and Definitions Creative: concept, design, and artwork an advertisement Run-of-Site (ROS): ads that operate within the automated advertising rotation throughout the entire site

Terms and Definitions Impressions: industry term for delivering an advertisement to a web page Total Clicks: number of times that visitors clicked on an ad Overall average click rate: percentage of times throughout the duration of the campaign, that users responded to an ad by clicking on it

Terms and Definitions Average Cost per Click: measure used to compare ad campaigns Value of campaign: rate card value of a campaign

Highlighted Campaigns I Brake for Museums

300x250 pixels 618,718 impressions 24,365 clicks 3.94% click-through-rate 20,364 clicks when frequency =1

Highlighted Campaign Community Memories

468x60 pixels 767,499 impressions 3,182 clicks 0.41% click-through-rate 2,340 clicks when frequency =1

Highlighted Campaign Greetings from Cupid Contest

468x60 pixels 2,446,203 impressions 10,336 clicks 0.42% click-through-rate 3,955 clicks when frequency =1

Lessons Learned 300x250 pixels (Big Bertha) significantly outperforms other formats Flash animation is far more appealing that GIF There is no specific time of day or day of week that outperforms

Lessons Learned In Canada, the average benchmark for a performing banner (468x60) is 0.25% CTR Users need to see a given creative an average of 10 times on the web before brand recall is attained. In contests – the value of the prize does not determine the number of clicks

Traditional Marketing

Communications Press releases with a quote from the Minister assist in the story getting picked up. The Ministers Office will send the story to their various contacts in the media and regional follow up is done by a PR Agency.

Web Positioning Linking Strategy One of the ways search engines recognize a website as being “popular” is by the number of links that the site points out to, as well as the number of links pointing in. However, the search engines also rely on the “reputation” of the external sites to determine whether the link is of any value.

Web Positioning Gateway Pages

Web Positioning Keyword Campaigns Also known as sponsored links, these campaigns allow the VMC to remain competitive in search engine optimization.

Web Positioning

Keyword Campaigns Overture Campaign Analysis (March 2003 – March 2004): 10,424,489 impressions 184,246 clicks 1.77% CTR (Please note that Overture feeds: Yahoo!, MSN, alltheweb, altavista)

Keyword Campaigns Networld Media Campaign Analysis (July 2003 – March 2004) 15,035 clicks (Please note that Networld Media feeds: legratuit.com, deepindex.com, la toile du

Keyword Campaigns Campaign Analysis (December 2003 – March 2004) 12,125,896 impressions 108,916 clicks 0.90% CTR

Parma, Novembre 2003 Collaborative Alliances and Marketing

Collaborative Alliances Definition of a Collaborative Alliance Determine your tangible benefits Determine your intangible benefits Learn about your partner Collaborative Alliance Strategies Example of partner visibility

What Is a Collaborative Alliance The relationship between two properties. Products, promotion, visibility can be exchanged in return for access to the exploitable commercial potential associated with the property.

Tangible Benefits Determine what are the Portal’s tangible (measurable) values and benefits. What can your Website offer to a potential sponsor? Online traffic Online visibility Marketing tools B2B Opportunities B2C Opportunities

Intangible Benefits Associations Uniqueness Exclusivity

Learn About Potential Partners Do some research about the potential partners you are approaching…

VMC Collaborative Alliance Strategies Create long term partnerships Ensure a cohesiveness between online and traditional Generate additional visibility Partners add credibility to the project

VMC Collaborative Alliance Strategies Example Media Partners Digital Company Virtual Museum of Canada ISPTravel Traffic Exclusivity Content B2B/B2C Visibility Traffic building Awareness Promo/Contests

VMC Partner Integration

Partner visibility on VMC

VMC Partner-Internet

Canon contest on = entries unique participants $ in prizes

VMC Partner-Internet Cosmic Quest Contest= Efston Science Prizes mainlymusic.com CD/DVD contest= 1117 new VMC Friends - 33% of unique visitors for April

30 second television spots: –Alliance Atlantis: History Television, National Geographic TV, HGTV –Astral Media: Canal D, Historia, Canal Z –2.2/1 R.O.I VMC Partner-Television

English Television Spot

VMC Partner-Television

Outils de marketing - Publicité 10’ X 20’ Billboards 2380 English 635 French 3015 Total VMC Partner-Billboard

Outils de marketing - Publicité February 2001 March English 763 French 2323 Total Bus shelters 4’ X 6’ VMC Partner-Billboard

VMC Collaborative partners = Media Space = Products = Goods & Services = Products = Media Space Total: over $7,600,000

Thank you! The VMC Team