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PR and marketing tips for Museums at Night 2016

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Tips on PR and marketing for venues coordinating events as part of the Museums at Night festival, by Rosie Clarke from Culture24.

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PR and marketing tips for Museums at Night 2016

  1. 1. Museums at Night PR & marketing tips Rosie Clarke Culture24
  2. 2. Festival PR • National PR campaign aims to raise awareness of the festival as a whole • The goal: to drive new audiences to the Museums at Night website • Usually one quirky or standout event highlighted • Regional / specialist PR – we slice and dice • How to make your event stand out
  3. 3. Marketing outcomes • Storytelling • Leveraging event to attract positive PR for your organisation, raise awareness • Audience development • Sell tickets, generate income • Give visitors great experience – WOM • Develop skills, confidence
  4. 4. Target audience • Who are they? • Where are they, in real life and online? • How can you reach them?
  5. 5. Marketing channels • Product – event description, press release, images • Traditional media – print & broadcast • Online coverage, social media • Email newsletters • Your own printed publicity • In person
  6. 6. Event description • Creative copywriting • Why should people come? What’s unique, exciting, different? Positioning • Collection objects / highlights / extra information about your venue • Night time atmosphere? • Sensory descriptions – not just sight • Is this for people like me? Overcoming resistance • Food and drink • Ticket pricing
  7. 7. Writing a press release • Who, What, Where, When, Why, How • Quote curator / funder / celeb endorsement • We can provide a personalised quote • 2 pages max in body of email • Great images • Notes to Editors – standard boilerplate • Named contact – respond quickly!
  8. 8. What’s your angle? • Local media want a local angle • Features journalists look for human interest • Topical – link to a historical event, personality or anniversary • Anything being revealed for the first time, unique access?
  9. 9. Getting a good image • Your target audience having a good time, engaging with collections, doing the thing • Photo call / your own photoshoot! • Create a night-time atmosphere • Get parents’ permission • Print quality – over 300 dpi, A5 size, minimum 2MB • Filename, caption – title, venue, photographer, (c), date
  10. 10. Sending a press release • Find out deadlines (weekly papers usually 2 weeks ahead, broadcast 1 week) • Contact details (print = news, listings, features editors; broadcast = producers) • Don’t forget local blogs, forums, podcasts, newsletters • Follow-up phonecall
  11. 11. Extra tips • Set up a photocall • Create a competition with newspaper • Invite picture editor to send photographer on the night • Take your own photos, visitor vox pops – can repost and reuse in future • We always want your photos for our media image library!
  12. 12. Radio and podcast interviews • Key points - soundbites • Facts in front of you – dates, times, numbers • Drink water • Next step, listeners should … • Tell us and we’ll tweet the link!
  13. 13. Your print publicity • Posters • Flyers • Your brochures • Download our logos and templates – new design coming soon!
  14. 14. Poster designs
  15. 15. Where to display print publicity • Venue – café, entrance, back of toilet doors • Community noticeboards • Shops, cafes, libraries, churches, community centres • TICs • Hotel information packs • Other arts / heritage venues
  16. 16. Online coverage • Your own website / blog • Telling stories, drawing people in, news updates, set building, styling practice • Immediacy: type what you’d say out loud • Guest posting e.g. LinkedIn, Medium - include call to action and link back • I want your case studies! http://museumsatnight.org.uk/category/case-study/
  17. 17. Social media • Communicate directly, immediately • Simple, authentic, human voice • Track what’s being said about you, respond openly • Connect with local community, interest groups • What does success look like – conversation, follower numbers, ticket sales, post-visit comments and images?
  18. 18. Social media tracking tools • Storify to save Tweets, republish stories • Facebook and Twitter analytics • Newsletter open rates, clickthroughs • Google Analytics – time on site, sales funnel, where next? • Take baseline measurements now!
  19. 19. Using Twitter • Creating buzz, building community • Connect with other museums, wider audiences • Join global initiatives - #AskACurator, #MuseumSelfie • Share local news and photos • Respond to questions • @MuseumsAtNight we’ll RT • #MatN2016
  20. 20. Facebook • Where are your target audience? • Can create events, invite friends, they invite friends • Share stories • Track engagement – best times to post
  21. 21. More social media channels • YouTube – calls to action, subscribe: long- tail content • Vine • Periscope • Instagram • Pinterest • Flickr
  22. 22. Email newsletters • Engaged, opted-in list • Separate, targeted messages to public, teachers, Friends of museum • Seasonal highlights, upcoming events • Deepen relationship – perks e.g. launch invitations, competitions • Cheap / free – Mailchimp, Aweber • Involve your fans in your story
  23. 23. Growing your mailing list • On your website – homepage, About, Contact • In person at venue • Signup sheet at external events • Email signature • Joint competitions
  24. 24. Word of mouth • Good experiences recommended, bad experiences shared widely (TripAdvisor) • Welcome and farewell in venue • Word of mouth influencers – taxi drivers, trustees, Young Friends • Online influencers – local bloggers, Facebook groups
  25. 25. Slow ticket sales? • Contact us early – 01273 623266 • Look at your event description – is it as full and exciting as possible? Is it clear who would enjoy this event? • Walk through your user’s buying journey • Chase up all press releases • Event promotion tips http://museumsatnight.org.uk/marketing-pr/3-days-to-go-9-top- event-marketing-tips/ • Ticket giveaway – radio, newsletter
  26. 26. On the day • Don’t worry about number of Facebook attendees • Tweet your preparations • Share your wifi code at the event • Invite visitors to tweet / instagram / film themselves on the night using hashtag #MatN2016 • Designated selfie spot! • Visitor surveys, join mailing list
  27. 27. Follow-up coverage • Share a quick run-down of your event: what happened that was quirky, new, exciting and different? • Top line stats: visitor numbers • Quotes from the night • Future plans “Our next Late is on 17 June, tickets on sale now!” • Link to others’ coverage, blog posts etc • Share your images – Invite visitors to tag themselves on Facebook, tweet / instagram their reviews and pics with #MatN2016
  28. 28. Any questions? Thank you!

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