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The entrepreneurial museum ppp ryan french

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

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The entrepreneurial museum ppp ryan french

  1. 1. 21st Century Museum Marketing: Engaging Audiences, Creating Relevancy, and Boosting Earned Income The Entrepreneurial Museum November 2012
  2. 2. 600,000 annual visitors togalleries, performances, film screenings, publicprograms, and theMinneapolis SculptureGarden.
  3. 3. Walker Campus
  4. 4. The Future of Museum Marketing Shifting from Marketing Programs to Audience Engagement
  5. 5. 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.
  6. 6. 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.
  7. 7. 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.
  8. 8. 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.
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.”
  12. 12. Three Experiments in Engagement1. Inside: Participatory Exhibitions2. Outside: Open Field3. Online: Walker website
  13. 13. Inside: Participatory Exhibitions
  14. 14. Benches and Binoculars
  15. 15. 50/50: Audience and Experts Curatethe Paper Collection
  16. 16. Outside: Open Field
  17. 17. In summer 2009 weimagined how the PublicWalker’s large adjacentgreen space could be asetting for new ways ofworking with artists Institution Artistsand the public.
  18. 18. Open Field Design Charrette• Identified steps to construct a social space.
  19. 19. Before Spring 2010 construction
  20. 20. AfterFood, shade, and seating… …and a large Open Field
  21. 21. Open FieldTool Shed and Drawing Club
  22. 22. The public is invited toprogram their ownactivities
  23. 23. Online: Walker Website
  24. 24. Content, content, content
  25. 25. 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)
  26. 26. 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?
  27. 27. 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.
  28. 28. Thank you!Ryan French@french_rlinkedin.com/in/ryanfrench

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