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The entrepreneurial museum ppp ryan french
 

The entrepreneurial museum ppp ryan french

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Ryan French's Power Point Presentation at the Entrepreneurial Museum Conference in Athens

Ryan French's Power Point Presentation at the Entrepreneurial Museum Conference in Athens

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    The entrepreneurial museum ppp ryan french The entrepreneurial museum ppp ryan french Presentation Transcript

    • 21st Century Museum Marketing: Engaging Audiences, Creating Relevancy, and Boosting Earned Income The Entrepreneurial Museum November 2012
    • 600,000 annual visitors togalleries, performances, film screenings, publicprograms, and theMinneapolis SculptureGarden.
    • Walker Campus
    • The Future of Museum Marketing Shifting from Marketing Programs to Audience Engagement
    • Evolution of Museum MarketingAdapted from Andrew McIntyre 1970s 1980s 1990s TODAY Product-Focused Selling-Focused Marketing-Focused Audience-FocusedSource: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
    • Evolution of Museum MarketingAdapted from Andrew McIntyre 1970s 1980s 1990s TODAY Product-Focused Selling-Focused Marketing-Focused Audience-FocusedSource: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
    • Evolution of Museum MarketingAdapted from Andrew McIntyre 1970s 1980s 1990s TODAY Product-Focused Selling-Focused Marketing-Focused Audience-FocusedSource: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
    • Evolution of Museum MarketingAdapted from Andrew McIntyre 1970s 1980s 1990s TODAY Product-Focused Selling-Focused Marketing-Focused Audience-FocusedSource: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
    • Evolution of Museum MarketingAdapted from Andrew McIntyre 1970s 1980s 1990s TODAY PRODUCT-LED VISION-LED Product-Focused Selling-Focused Marketing-Focused Audience-FocusedSource: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
    • Evolution of Museum MarketingAdapted from Andrew McIntyre 1970s 1980s 1990s TODAY PRODUCT-LED VISION-LED Product-Focused Selling-Focused Marketing-Focused Audience-Focused Walker Art CenterSource: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
    • Why engagement? Why now?• Changes in: o Artist-as-sole-creator o Audience-as-sole-receiver o Curator-as-institutional-gatekeeper• These changes align with cultural shifts in the practice of art making and in society at large.• A desire to shift in the Walker’s interactions with audiences from “transactional” to “relational.”
    • Three Experiments in Engagement1. Inside: Participatory Exhibitions2. Outside: Open Field3. Online: Walker website
    • Inside: Participatory Exhibitions
    • Benches and Binoculars
    • 50/50: Audience and Experts Curatethe Paper Collection
    • Outside: Open Field
    • In summer 2009 weimagined how the PublicWalker’s large adjacentgreen space could be asetting for new ways ofworking with artists Institution Artistsand the public.
    • Open Field Design Charrette• Identified steps to construct a social space.
    • Before Spring 2010 construction
    • AfterFood, shade, and seating… …and a large Open Field
    • Open FieldTool Shed and Drawing Club
    • The public is invited toprogram their ownactivities
    • Online: Walker Website
    • Content, content, content
    • Is it working?• Inside o Visitor experience changes (e.g., photo policy, guard’s choice, scavenger hunts, free Wi-Fi) o Curators and educators are changing practices• Outside o Animated campus o Engaged artist community and neighborhood• Online o 40% more online visitors since launch o 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 ownership o 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… repeat o 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 critical o Audience engagement is sometimes difficult to measure. Institutional leaders need to be committed to your efforts for the long term.
    • Thank you!Ryan French@french_rlinkedin.com/in/ryanfrench