The Woody Guthrie Center came to our team with an ambitious goal: Massively grow online e-commerce sales for the museum gift store where over 90% of revenue was coming from in-person visitors to the museum. This was important for three reasons. The first, spread the words and ideas of Woody to more people across the nation. The second, as a non-profit, more sales would directly fund more exhibits and activities. Third, COVID-19 was limiting in-person visits.
01 — The Challenge
Digital marketing in the past had not moved the needle much. All the variables were on the table to experiment with: SEO, targeting and audience definition, ad channels, ad types, content, photography, and even product designs. Could we find the formula for big growth?
02 — The Result
One year later, WGC celebrated a record-breaking 1,291% increase in online merchandise sales. Online sales now comprise 70% of all merchandise revenue.
03 — Our Method
Strategic and fast experimentation.