Rapid growth + engagement: How to build a bigger, better brand audience
)
In the ever-evolving landscape of marketing, the journey to building a substantial brand audience is a strategic feat that demands insight and innovation. Jazmin Beale, Head of Marketing and Brand at Queen Elizabeth Olympic Park, shared the secrets behind the park's transformation into London's fastest-growing cultural hub during a recent keynote session at Technology for Marketing. The session delved into the strategic initiatives that propelled the park's rapid growth in email subscribers, social media followers, and commercial partnerships.
Jazmin Beale's Insightful Journey
Jazmin Beale took the audience on an 18-month journey, unveiling the transformative marketing approach that turned Queen Elizabeth Olympic Park into a thriving destination. Her strategies provide valuable lessons for marketers aiming to amplify their brand presence and engage a wider audience.
Understanding the Audience
A crucial aspect of the park's success was Jazmin's emphasis on understanding the target audience through behavioural segmentation. This tailored approach allowed them to focus on specific audience segments, resulting in a remarkable 30% annual increase in park visits.
Brand Evolution and Simplification
Jazmin highlighted the evolution of the park's brand, simplifying its visual identity to align with the interests and preferences of the target audience. This crucial step ensured resonance with the audience and laid the foundation for sustained growth.
CRM Integration and Incentives
The implementation of an integrated Customer Relationship Management (CRM) system, coupled with strategic incentives, played a pivotal role in the park's success. This approach led to a remarkable surge in email subscribers, catapulting the numbers from 45,000 to an impressive 300,000 within just 18 months.
Social Media Mastery
Jazmin underlined the importance of effective social media strategies, leveraging partnerships, and staying attuned to social media trends. These elements were instrumental in sustaining the park's growth across social media channels.
Results: The tangible results of Queen Elizabeth Olympic Park's marketing efforts were impressive, boasting substantial growth in social media channels, a significant email database, and support for commercial projects amounting to £20 million. These outcomes stand as a testament to the success of the strategies employed during the transformative journey.
Conclusion
Jazmin Beale's keynote session serves as a beacon of inspiration for marketers seeking to enhance their brand audience. By combining audience understanding, brand evolution, CRM integration, and a mastery of social media, Queen Elizabeth Olympic Park has become a prime example of rapid growth and sustained engagement. As the park continues to flourish with six million annual visitors, marketers can glean invaluable insights from this success story to build a bigger, better brand audience in their respective domains.
Latest News
-
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Meet Carolyn Tang Kmet, a seasoned expert in eCommerce and digital marketing turned educator at Northwestern University, as she shares insights on personalisation, data-driven marketing, and building ... -
)
Exhibiting at this year’s eCommerce Expo and Technology for Marketing was Greg Landon, Head of Marketing at lead conversion platform Leadoo, who we sat down with to discuss the most exciting trends he ... -
)
Sam Heaton, CEO and Co-founder of direct mail platform Stannp.com to find out what valuable insights he gained from the shows and the major challenges eCommerce retailers will face ahead of peak shopp ... -
)
Tjeerd Brenninkmeijer, Executive Vice President EMEA and Brand & Communications at eCommerce experience platform Bloomreach runs us through the best piece of advice he’d give newcomers in the industry ... -
)
Ben Barnes, Director at search marketing agency Neural Edge discusses the top challenges online retailers face today and the hottest things taking place in eCommerce and marketing right now. -
)
It sounds so simple, but the biggest reason most B2B companies don’t see results from their marketing efforts is that they aren’t working to a clear strategy with objectives, the right budget, and a s ... -
)
Meet Zaria Parvez, the mastermind behind Duolingo's viral social media success, who grew their TikTok from 50K to over 11M followers. Discover how she transformed Duolingo into a social-first brand, c ... -
)
Integrating AI into Your Marketing the Smarter Way -
)
Meet Jamie Crummie, co-founder of Too Good to Go, the app tackling food waste and now serving over 100 million users globally. In this interview, Jamie shares his journey, challenges, and vision for a ... -
)
We spoke with Amie Lane, Senior Manager, Partner and Field Marketing at referral marketing platform Mention Me on what she’s looking forward to seeing at this year’s eCommerce Expo and Technology for ... -
)
Frank Brooks explains what’s exciting him most in eCommerce and marketing right now and the best advice he’d give to new professionals.
)
){kind=logo}
)
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
)
)
)
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
.svg){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
){kind=logo}
