Mcad and from ipods to twitter

• El Paso Museum of ArtEl Paso Museum of Art

• El Paso Museum of HistoryEl Paso Museum of History

• El Paso Museum of ArchaeologyEl Paso Museum of Archaeology

• Cultural Affairs Cultural Affairs

MCAD

• The largest Museum in the largest international border community in the World

• The Museum serves and average of 105,000 visitors a year, 28,000 of which are students

• Employs about 40 people

Facts about EPMA

• Holds over 8,000 Artifacts

• Recently NASA donated a t-38

• Membership program implemented

• Largest collection of Fans

El Paso Museum of History

• 2007 Marks the 30th anniversary of the museum.

• Holdings include a world-class Casas Grandes ceramics collection comprised of more than 750 vessels.

• The museum provides the best public trail access to the seasonal Mexican Gold Poppy fields.

• The grounds include the area’s first Chihuahuan Desert Gardens with more than 200 species of native plants.

Facts about

• Cultural TourismCultural Tourism• Marketing and CommunicationsMarketing and Communications• Public Art ProgramPublic Art Program

• Programs & Education InitiativesPrograms & Education Initiatives

MCAD

From ipods to

Victor GuerreroMarketing and Cultural Tourism Coordinator

Museums and Cultural Affairs DepartmentCity of El Paso Texas

Marketing

• Marketing are the actions you take to draw attention to a product or service and deliver a message to consumers

• Every bit of contact your company/organization has with anyone in the outside world

Discussion

• Traditional Media VS New Media

• Channels of communication changing– Niche Marketing is growing

• Shift in message Delivery– Consumers control the content they

wish to consume now more than ever

Traditional Media

• Television– Cable

• Radio

• Print– Newspapers– Magazines

New Media

• Internet– Social Media– Blogging

– Podcasting

Traditional Media

• Newspaper Circulation is down 14% since 1990

• Network news ratings are down 34% down since 1994

• Cable News viewership has been flat since 2001

New Media

• 70% of the U.S. population now uses the internet

• 4 million active blog sites

• 80 million people visited newspaper websites in 2006

• ElPasoTimes.com gets 6 million monthly hits

Tips

• Website– Contact Information

• Telephone Number

• Physical Address

• Email Address• Suggestion Box• “Email this Page”

– Splash Page

Splash Page

• On the Internet, a splash screen or splash page is a page of a web site that is a sort of pre-home page front page. Designers may use splash pages:

• to direct users to the appropriate website for their country or language;

• to direct users to a low-bandwidth site or one more accessible to disabled users;

• as an additional form of advertising.

Search Engine Optimization

• Is the process of improving the volume and quality of traffic to a web site from search engines

• SEO considers how search engines work and what people search for

• Optimizing a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords

RSS Feed

• Real Simple Syndication –It is a family of Web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format

• They benefit readers who want to subscribe to timely updates from favored websites or to aggregate feeds from many sites into one place

Email Marketing

• Email Marketing – Sending emails with the purpose of enhancing the relationship of a merchant/organization with its current or previous customers and to encourage customer loyalty and increase business.

• Acquiring new customers or convincing new customers to purchase something immediately

Sources of Information for Arts Events

– 91% Article in newspaper

– 89% Email

– 68% Radio

– 66% Organizations Website

Why Email Marketing?

• Inexpensive

• Immediate

• Credible

Email Marketing

• Newsletter

• Software– Constant Contact

– Patron Mail

• Legislation– Opt out option

How Can I Use It?

• Communicate news

• Offer discounts

• Sell tickets

Email Usage – America*

– 34% Always– 44% Check Email twice a day– 13% Once a day– 9% Less than once a day

– Arts Ticket Buyers– 40% 55 and over

• Purchase tickets online for arts events

– 69% 35 and Under• Purchase tickets online for arts events

*Data from Patron Mail 2008

How Grow List

• Giveaways

• Sign in book

• Splash page

• Over the telephone

• Insert sample here

SMS Marketing

• SMS Marketing:– SMS Marketing is also known as Text-Messaging

Marketing

– Statistics• 200+ million Americans carry mobile phones—over half of

the country's population • 40% of major brands have deployed text messaging

(SMS) campaigns • 18% of major brands have deployed multimedia

messaging (MMS) campaigns

– Benefits• Instant• Can be forwarded• Resonates with a cell phone savvy users

How Can I Use It?

• Event Reminders• Sales Events (museum stores)• Special Invitations

– Special Offers» Student Rush – El Paso Opera

• Diffuse Information at any moment– Example: Concert cancellations

» Source: Airwide Solutions independent survey of 50 brand name companies

Blogging

• A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.

Types Blogs

• Personal blog• Organizational blog• Corporate blog• Question blog

• Popular– Perezhilton.com– Gawker.com – Barry’s blog (http://www.westaf.org/blog/)– Glasstire.com

Why Use?

• It is a way for fans of a brand/organization/company can promote it themselves in multiple online social media venues.

• capability to reach small or large audiences

• Information is immediate

Podcasting

– What is a podcast? A podcast is a series of digital media files, which are distributed over the Internet using syndication feeds for playback on portable media players and computers.

• Can be in Audio or Video formats• http://www.youtube.com/watch?v=y-MSL42NV3c

What Can You Podcast?

– News about your organizations– Panel discussions

– Self guided walking tours– Lectures– Gallery tours

– Book and product reviews (store)

Social Media

• Primarily Internet- and mobile-based tools for sharing and discussing information among human beings

Samples

• Samples– Facebook.com– Youtube.com– Linkedin.com– Bebo.com– Twitter.com– Myspace.com

• Concept of Friends• Can Create Calendar and send E-vites

Twitter

• In countries all around the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world news to updates from friends

• www.twitter.com

Viral Video

• Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses

Viral Video

• Video produced to increase awareness about brand– Cleverly written to encourage consumers to

forward or spread knowledge of amongst friends including social networks

• http://www.youtube.com/watch?v=YuMQRBXFvgc

Case Study

• Barack Obama Campaign– Change

• Website

• Email marketing

• Text message marketing

• Updates Via Youtube.com– Expected to continue during presidency

Things of Interest

• Kraft Hits on Killer App for IPhone Marketing

• iFood Assistant– How to Make Dinners

• Faster• Easier• Convenient

• Lessons Learned– Application is useful– $.99– Kraft Ads

?Questions