21st Century Museum Marketing: 21st Century Museum Marketing: Engaging Audiences, Creating Relevancy, Engaging Audiences, Creating Relevancy, and Boosting Earned Income and Boosting Earned Income The Entrepreneurial Museum The Entrepreneurial Museum November 2012 November 2012
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21st Century Museum Marketing: 21st Century Museum Marketing: Engaging Audiences, Creating Relevancy, Engaging Audiences, Creating Relevancy,
and Boosting Earned Incomeand Boosting Earned Income
The Entrepreneurial MuseumThe Entrepreneurial Museum
November 2012November 2012
600,000 annual visitors to 600,000 annual visitors to galleries, performances, galleries, performances, film screenings, public film screenings, public programs, and the programs, and the Minneapolis Sculpture Minneapolis Sculpture Garden.Garden.
Walker Campus
The Future of Museum MarketingThe Future of Museum MarketingShifting from Marketing Programs Shifting from Marketing Programs
to Audience Engagementto Audience Engagement
Evolution of Museum MarketingAdapted from Andrew McIntyre
• Outsideo Animated campuso Engaged artist community and neighborhood
• Onlineo 40% more online visitors since launcho Referrals from social media up 150%o 21% more “engagement” (3+ minutes, 3+ pageviews)
Challenges remain
• Bringing the magic of outdoors to the indoors: Truly embracing the spirit of engagement with our internal programming.
• From free to paid: Converting people from outside to the inside.
• Content, content, content or “feeding the beast”: How can we continue to create content for the website?
Making real institutional change
• Control v ownershipo Organizational charts are not as important as working styles.
o Open‐minded and broad skilled staff members needed—create a spirit of collaboration.
• Experiment, learn, adapt… repeato There are already a lot of variables once the audience is engaged, don’t be afraid to make a mistake.
• Commitment from the top is criticalo Audience engagement is sometimes difficult to measure. Institutional leaders need to be committed to your efforts for the long term.
Thank you!Thank you!
Ryan FrenchRyan French@french_r@french_rlinkedin.com/in/ryanfrenchlinkedin.com/in/ryanfrench