How many times have you seen a friends online exploits and considered attending or travelling to somewhere they have visited? When the V&A began its LGBTQ working group it probably seemed that more involvement from the LGBTQ community, including it’s own team members, would bring new knowledge to the museum. When you volunteer to use your artistic abilities to benefit your community, you build your reputation as an artist and can gain unexpected opportunities to promote your work. Alongside this I have been carrying out the marketing activities for CONKERS an environmental discovery centre, in the Midlands for over seven years. In this event marketing guide, we reveal the strategies we used to promote our first conference and outline how you can use these techniques for your event. The days of wandering museums reading small print placards … When Nina Simon asked for feedback from museums as part of the of/by/for all initiative the feedback from over 1,000 respondents was that most museums feel they do not accurately reflect their diverse communities in their board members, staff or exhibitions. Through the past decade we have seen massive social change in the UK and around the world which, during the initial stages seemed dramatic, with the closure of many traditional community spaces and the increase in time many people are spending in virtual environments. For anyone who likes to know what they are getting into before committing to a visit, including individuals with Autism, Asperger’s and other anxiety disorders, prior knowledge of what to expect when they come through your doors can make the experience much more manageable and enjoyable. Whether it’s spending holidays with our loved ones, catching up with friends over a weekend or meeting for a first date, physical spaces are vital for our social lives and our health and well-being. Credit: Chicago Children’s Museum. By making sure your online presence is available to everyone with interesting and relevant content you reach out to new museum visitors across the world and give them reasons to visit you in person. Joint promotions – explore opportunities to develop joint promotional packages with a local accommodation provider or other attractions, where you can cross sell to new audiences. 2. Some of the best types of community outreach include: Norwegian artist Lars Aukrust painting outdoors. This is both enticing for those you want to attract and soothing for those who already have knowledge of your museum but perhaps needed additional detail to convince them to invest their time and money into a visit. The working group have, however, made dramatic changes to the way the V&A works with the LGBTQ community and vice-versa. Use a $1,000.00 Pomonko family donation to develop a logo. As the closing of the exhibition approached there was still a huge waiting list, memberships were still being purchased to guarantee entry and tickets were being snapped up as soon as they were released. The Importance of a Marketing Plan. With gender and race showing huge differences in the numbers of shift workers those night-time, evening and early morning sessions might just allow you to attract new museum visitors and connect with parts of your community you normally miss. With such easy access to information from all over the world it’s easy to understand why our cultural institutions worry about attracting new museum visitors when there is so much content already to be explored in a virtual setting. A marketing plan is the road map of where your museum is going. Content Marketing: Create an Editorial Calendar. It encompasses a wide variety of disciplines, which in turn requires a lot of work across multiple teams within an organization. Visitor data – understanding who your customers are is essential to developing a targeted and effective marketing strategy. Your front of house staff can ask visitors to your museum or visitor attraction to complete a short questionnaire and setting up a survey on Survey Monkey can help to engage with your visitors online and people who may not have visited you yet. How wrong those predictions turned out to be. For small museums, it can be one of the most vexing issues. The museum is the Hall of Fame for artists, the apogee of apogees, where the best art gets trophied up for all to behold-- preserved, protected, exalted, and honored in perpetuity. Technological changes may have made us more connected in a virtual world, made it easier to keep in touch with family and meet new friends with similar interests but the we have also seen social spaces diminish over the past decade. For some potential museum visitors the ability to preview a show, exhibition or collection can actually improve the chances that they will attend in real life. Generation Z are the current “social generation” and they are now entering the workforce, socialising as adults with disposable income and looking for physical spaces to inhabit and this new generation of adults are more politically active, community focussed and tech-savvy than previous ever before. If you’re basing your opening hours solely on tradition or on when your staff think you should open it’s highly likely you’re missing a large part of your community. Late night events openings, early mornings for members and other none traditional opening hours will allow you to attract new museum visitors and, as the workforce continues to become more flexible about working hours, people will expect museum services to keep pace or they will find something else to spend their money and time on during their leisure hours. To increase the number of positive reviews when they are leaving your museum or visitor attraction ask visitors to write a review if it looks like visitors have had a great time. How will this exhibition “fit” into the overall museum experience? 2. You collection may not even be the source of your event, imply by inhabiting a physical space your museum can host events that may seem to be of no relation to your mission but isn’t that sort of the point? Host a movie night. Certainly, in a city that is packed with museums and art galleries of... Ah, fundraising. Beyond any doubt, artists want their art in museums-- museum acquisition is the ultimate validation of everything artists live and work for. The BNP Paribas Foundation has been a trailblazer in actions to promote awareness of and preserve the heritage of museums.For 25 years it has been a loyal and widely recognized patron of museums, regularly funding restoration of works. Becoming more open about your collections, exhibitions and event online not only can you feed the “fear of missing out” that comes from seeing your friends, family and other connections visit a museum but it can help others to find something that truly interests them or give those that might have avoided attendance the confidence to join in. As well as helping to identify your core audience and how they heard about the attraction, visitor surveys can also be used to help shape your investment strategy in the development of the visitor experience in the future. That’s okay, right? The key, therefore, is target selection. Find the magic and ‘spirit of the place’, the Genius Loci. Exhibition Plan – Every museum is divided into areas. Plan your content using an editorial calendar. And in some cases, whilst the collections you maintain may not solely be about a specific topic, I can guarantee there are links to communities you don’t see until you find the right community partner to deliver new experiences alongside you. There have, of course, been huge changes to the way people socialise but I would argue that we are now more social than ever. © MuseumNext 2020 | Terms and Conditions | Privacy Policy | Website: General Public, traditional pub had been “killed off by millennials”Â, many of us spent more time online than sleeping  in 2018, 350,000 night workers and across the UK there are over 3.2million people who regularly work through the night, promotion of LGBTQ events, tours and specialised blog, Philbrook Museum of Art on their hugely successful Museum Confidential podcast. You must be willing to do something you’ve never done.” This same logic applies for attracting new museum visitors too, what worked for museums and cultural institutions previously may not be successful now or in the future. If you are really interested in going the extra mile to attract new museums visitors you may want to invest more time into when you open your doors as well as what is beyond them. If you want to engage new communities and attract new museum visitors you need to look beyond your obvious allies. Don’t forget about the Data Protection Act!

how to promote a museum

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how to promote a museum 2020