Marketing a New Exhibition

Marketing a New Exhibition

Domenick CasuccioDirector of Public Relations & Marketing

Valentine Richmond History Center

Create a Timeline

• 1 Year Before Opening• 6 Months Before Opening• 1-6 Months Before Opening• Final 30 Days• Week of Opening• Next Steps

Create a Style Guide

• Colors• Fonts• Logos or Imagery• Photography• Verbiage

Public Relations• Create a Media Alert– Who, What, Where, When, Why and How

• Press Release and Image Library• Professional High-Quality Photos• Curator/Design Team Spokespeople• Talking Points• Post Events and Exhibition to local Community Calendars• Schedule a Press Preview Day or Curator Talk• Schedule interviews on local radio and TV

PLAN AN OPENING EVENT

Who do you invite?

• Members• Donors• Institution, Exhibition & Community Partners• Exhibition Stakeholders• Other Institutions• Media

Invitations

• Paper Invitation• Electronic Invitation• Social Media Invitation

Plan the Event

• Curator talk?• Food & Drinks• Music• Photographer• Nametags• Staff & Volunteer Plan

ADVERTISING

4 Questions for Marketing Success

• What do you want to accomplish? • Who is your audience?• How do they get their information? • Who influences them?

Media Mix

• Traditional Media– TV, Radio, Newspaper, Billboard, etc.

• Non-Traditional Media– Website, Email, Social Media, Blog, Podcast, etc.

• Newsletter• Mailing, flyer, postcard• Grapevine or Face-to-Face contact

VIRAL MARKETING

Visitor Curated Content

Social Media

• Facebook• Twitter• Instagram• LinkedIn• Pinterest

• Vine• Google+• Flickr• Blog