What are art museums doing to market themselves? What can we learn from the global experience that may work in India?

2. MARKETING STRATEGIES
OF
ART MUSEUMS
INDIA AND ABROAD
PRESENTED BY
AMOGHA PANDEY
BUDDY
SAKSHI KUKRETI

3. CONTENTS
• INTRODUCTION- WHAT IS A ART MUSEUM?
• MARKETING ART MUSEUMS- views of Marketing Directors
• INTRODUCTION OF THE MUSEUMS TAKEN AS CASE STUDY-
1. UFFIZI GALLERY, FLORENCE
2. KUNSTHISTORISCHES MUSEUM, VIENNA
3. NATIONAL GALLERY OF MODERN ART, NEW DELHI
4. NATIONAL MUSEUM, NEW DELHI.
• COMPARISON AND ANALYSIS OF ART MUSEUMS OF INDIA
AND FOREIGN LAND
• CONCLUSION

4. ART MUSEUM
Art museum is a building or
space for exhibiting art
objects usually visual arts.
Uffizi Gallery

5. Paintings are the most commonly displayed objects of
art however, sculptures, decorative arts, furniture,
textiles are also displayed.
ART
MUSEUM
National Museum

6. Art museum marketing is becoming more
strategic and sophisticated as art museums
are making greater effort to increase public
awareness and visitation.

7. •Art museum marketing directors observed that
raising awareness is easier to accomplish through
advertising than changing a museum’s image
held by potential visitors.
•Art museum marketing directors noted that
newspaper advertising is very effective and
should be complemented with other
communication strategies.

8. UFFIZI GALLERY, FLORENCE.
Video about Uffizi has been supplemented with the video presentation.

9. NGMA,NEW DELHI.
Video about NGMA has been supplemented with Video presentation.

10. KUNSTHISTORICHSES MUSEUM,
VIENNA.
Video about Kunsthistorichses has been supplemented with the Video presentation.

11. NATIONAL MUSEUM,
NEW DELHI. Works of Art

12. MARKETING STRATEGIES

13. P’s OF MARKETING
• Product: What the museum offers: building; collection;
public programs; shop; the visit itself
• Price: What is charged. Ask: is this a fair price?
• Place: Location, accessibility, parking facilities etc
• Promotion: How the museum informs the public; how it
tries to influence their attitude and behaviour
• People: management, staff, volunteers, sponsors, friends

14. UFFIZI GALLERY Birth of Venus by Botticelli

15. COLLECTION
• The Uffizi Gallery hosts works of art by great
Italian artists such as Botticelli, Giotto,
Cimabue, Michelangelo, Leonardo Da
Vinci and Rafael, just to name a few of the
most famous.
• Its large collection has works from all
centuries but a large part dates back to the
periods between the 12th and 17th centuries.

16. GUIDED TOURS
•Guided tour of Uffizi gallery.
•Combined tour of Uffizi and Vasari corridor.
•Small group tours.(approx. 15 persons)
Offers such as:
•Small group tours of Uffizi and Vasari corridor would include-
1. English speaking guide
2. Breakfast at the Uffizi gallery café.
3. Tour is free for children 0-5yrs old and
4. 50% discount for children 6-12yrs old. PRIVATE
ENTRANCE
VIP EXPERIENCE!!
AUDIO
GUIDE

17. Walk into the footsteps of
ROBERT LANGDON
See all the places where Langdon
moved in Florence covering Uffizi
in Dan Brown’s novel INFERNO.

18. SHOP
3 Shops
• Books- guide books,
publications of the museum.
• Souvenir items

19. Shop contd..
•Online also.
• Lot of things like postcards, posters of
paintings, bags, jackets can be bought.
BAG
NAIL WRAPS

20. Café
Eat our delicacies especially prepared for you viewing the beauty of Arno river.
Roof top café- eat while seeing our beautiful city.

21. TICKETS
Lonnnnnnngggggg que but worth the wait- OFFLINE

22. SKIP THE LINE- ONLINE BOOKINGS
Along with
ATTRACTIVE OFFERS!!!!!
•40% discount on special occasions, Sundays.

23. Accessibility
•Located in the centre of the city.
•10 minutes walk from nearest
station.
•The nearest car parking area is 5
minutes away.

24. I wish I could go to Uffizi and see my favorite painting….

25. Visit the museum in the
comfort of your home
GOOGLE ART
PROJECT

26. “To help museums make their art more
accessible—not just to regular museum-goers or
those fortunate to have great galleries on their
doorsteps, but to a whole new set of people who
might otherwise never get to see the real thing up
close."
GOAL
Using the same technology that has previously been
applied to Google Street View, anyone with an Internet
connection can take a 360-degree tour of 17 world
famous museums.

27. Virtual visitors can view the museum’s floor plan and select the rooms they wish to
see. From the room-level, art lovers can get up close to many of the works using a
super-resolution zoom. The zoom feature allows you to see down to brush-stroke
detail.
Botticelli- Primavera

28. Website- very informative and updated.
•Information about current and upcoming
events.
•Information about almost everything.

29. FACEBOOK

30. TWITTER
@UffiziOrg

31. Uffizi game/App
•Download this app. Your emotions can guide you to 64 masterpieces
of this museum and discover interesting stories about them.
(select how you feel today and your emotional path will lead you to
art pieces.)
•You can also play quiz and test your knowledge and unlock for yourself
8 great games specially created for you.
{This in collaboration with Microsoft.}

32. UFFIZI GALLERY
Museum secrets aired on History
Channel.
Dan Brown’s Inferno.
starring in

33. Friends of the Uffizi Gallery
•Donations are integral to this and they are tax
deductible.
•In return for your donation, you’ll become a
part of an artistic heritage that has brought
millions of art lovers’ joy throughout the
centuries.

34. NATIONAL GALLERY OF MODERN ART

35. Collection
Its collection of more than 14,000 works
includes works by artists such as Thomas
Daniell, Raja Ravi Verma,Abanindranath
Tagore, Rabindranath Tagore, Gaganendranath
Tagore, Nandalal Bose, Jamini Roy, Amrita
Sher-Gil as well as foreign artists, apart from
sculptures by various artists.

36. Guided Tours
• Held everyday at specific hours
• Part of walkthroughs series
• Free of cost
• Audio guide
• Film shows on Saturdays and Sundays

38. Accessibility
• South Delhi
• Metro station 10 mins
• Bus stop 5 mins
• Delhi tourism bus- HOHO bus

39. Reaching out to people
• Google Art Project
• JATAN- virtual museum builder, a software
designed by Human- Centred Design and
Computing Group. Deployed in 10 museums in
India including NGMA and National Museum.
• Benefit- help in producing the national database
of museum collections, enriching the visitors
experience through digital exhibits and
dissemination of information which helpful to
people all over the world.
• PUBLICATIONS

40. Tickets
Children and students free
Indians
Foreigners

41. WEBSITE
•Information about the everything museum has.
• more frequent updates required.

42. F
A
C
E
B
O
O
K

43. TWITTER
@ngma_delhi

44. KUNSTHISTORISCHES MUSEUM

45. Collection
• Egyptian and Near Eastern Collection
• Collection of Greek and Roman Antiquities
• Picture Gallery
• Kunstkammer Wien
• Coin Collection
• Collection of Historic Musical Instruments
• Collection of Arms and Armour

46. GUIDED TOURS
•Private tours
•Audio guide
Efforts made for Visually –Impaired people.
Specialized new technologies have transposed paintings into tactile reliefs, allowing
visitors to feel the basic elements of the painted composition.
Guided tours for the Visually -Impaired.

47. Workshops
• Workshops for kids
Every Sunday 2 pm – 4.30 pm- paintings what
they have seen in the gallery in a fun way and
take it with them.

48. Tickets
Jahreskarte (Annual Ticket)
•7 museums - 1 ticket
•EXPLORE THE MUSEUM AT YOUR OWN LEISURE -Visit the museum as often as
you want in 365days for ‘n’ number of hours.
•GIFT VOUCHER
•10% Discount on items of museum shops excluding books.
•50% off audio guide tours on all museum locations.
Offline and online tickets available

49. Publications
And Special lectures on exhibitions.

50. I can touch you….
Visitors are allowed to touch some artefacts
from Kunstkammer: one of the greatest
collections of the museum in the barrier free
tours.
Selected pieces of armor can be touched
and tried on.

51. SHOP
Pictures from paintings collection
Cards
Details of painting :Flowers in Vase by J.Brueghel
Hand-fan

52. Elisabeth Star, Empress of Austria
Elisabeth Star’s earrings
Bangle with design similar to Egyptian gallery’s ceiling
Owl pendant;
taken from
Greco-Roman
collection
Find us online also.

53. Café & Restaurant
An unforgettable experience in the Museum
Gourmet evening- every Thursday 6:30pm to 10:00pm
•Delicious food in the magnificent hall of the museum.
•While you catch the latest exhibition, your table is reserved for you.
Sunday Brunch- special breakfast every Sunday in the coffee house for the limited
time period.

54. I featured in:
•Museum secrets aired on History Channel.
•The Great Museum by J.Holzhausen
•J.Cohn’s Museum Hours in 2012.
•Also in a video game named- Mafia: The City of Lost
Heaven

55. Information about..
• If you register you will receive email about all
the events like public lectures, exhibitions.

56. Accessibility
• Well connected to tubes and buses.
INSIDE THE MUSEUM
• Barrier – free access at the side entrance of
the Museum
KHM visitor service escorts visitors to elevator
and inside the Museum
• Wheelchairs are available free of charge.

57. REACHING OUT..
• Google Art Project

58. Website very informative and up to date.
Any information you want to get can be acquired.

59. FACEBOOK

60. TWITTER
@KHM_WIEN

61. Friends with benefits
• Become a friend of the museum and enjoy
free entries to all the exhibitions and other
benefits.
• Classic patron
• Become member of the museum

62. NATIONAL MUSEUM

63. Collection
• Harrapan civilization
• Archaeology
• Buddhist art
• Indian miniature paintings
• Coins
• Central asian antiquities
• Indian textiles
• Pre-columbian wester art
• Jewellery
• Wood carving
• Tribal art
• Decorative arts, to name some..

64. GUIDED TOURS
•Free guided tours under volunteers guide programme
known as pathpradarshak showing approximately 30
objects from the museum.
•On all days.
•Advance booking for guided tours.
•Audio-guide tours.
•Yuva Sathi programme(for school children)- advance
booking required.

65. Workshops
Making of Paleolithic tools.

66. Entry fee
3 categories
• Indians
• Foreigners
• School children

67. ACCESSIBILITY
• Located on the cross-road of Janpath and
Rajpath.
• Metro station 5 minutes away
• National Museum bus stop

68. Reaching to you..
• Google Art Project
• JATAN
• PUBLICATIONS on our collections and special exhibitions.
• Special lectures on our exhibitions.

69. MUSEUM SHOP

70. T-Shirt
Notebook
Coasters

71. •Website has all the information.
•Frequent updates.

72. F
A
C
E
B
O
O
K

73. Twitter
@NMnewdelhi

74. Museum canteen

75. CHANGING AND MAKING THE IMAGE
(INDIA)
RAISING AWARENESS
(ABROAD)
AND

77. Comparison
• In other places, people go to museums because they view them as
tourist spots. Museums are attractive to people because objects
are displayed in an interesting way and building itself is a
fascination as pointed out by visitors.
• Also they get interesting stuff or souvenirs which could be used as
decorative items in their homes, at the museum shop at an
affordable price.
• Wonderful Café which serves as an alternative to one kind of
recreational space.
• This is because they have to generate their own income.
• Outside India, people don’t go to the museums because they
don’t know what is happening in the museums. Lack of awareness
is important issue abroad and museums are tackling this through
effective marketing strategies.

78. •In India, despite some marketing strategies are
similar those used in foreign museums, the
museums are not popular. Here, mostly people are
not aware of the existence of the museum itself.
India is not a museum going culture unlike other
countries, but the museums are trying to carve
their niche.
•Museums are running due to government
funding, so much is not done in order to
popularize the museums.
•So Museums have to break the stereotypical
notion about itself of being passive and that can
be done through proper advertising.

79. What more can be done….
• In India, marketing strategies should be such that it
creates awareness and changes the image of the museum.
• Newspaper ad, postcards inserted in newspapers
• TV
• Radio
• Banners
• Billboards on streets, bus stops, metro stations
• Mobile billboards on buses, metros, taxis
• Website- can allow to send e-cards to themselves and
friends, then the email id can be used to send info
regarding exhibitions

80. LITTLE STEPS
National Museum, New Delhi and the Delhi Metro
Rail Corporation signed Memorandum Of
Understanding to develop the Udyog Bhawan Metro
Station as gateway and hub of art and culture.

81. Conclusion
• Marketing strategies of museums like Uffizi and
Kunsthistorisches try to attract potential visitors by
giving discounts on various things like items of the
souvenir shops and on the tickets itself. Special
privileges are given to the members and friends of the
museum.
• In India, museums like NM and NGMA are trying to
compete with the museums of abroad. These
museums are trying to develop things like shops, café
which would attract visitors. However, offers on these
things are distant dreams. This would happen once the
museums will be able to make their space in the
society.

82. • The museums in India are trying to follow the examples of the
museums of the West.
•It can be seen that most of the marketing strategies which are
according to the what we call as P’s of marketing have been put into
application by the museums here and abroad.
•However it is important to question that is it correct and feasible to
follow the examples of the museums outside India? Given the fact
that in India the scenario is not the same.
•However, it would be a good start to take some of the marketing
strategies used by foreign museums and use it here and then
accordingly modify those strategies.
• Like the Uffizi Gallery has designed a game about its gallery, similar
thing can be used by museums like National Museum or National
Gallery of Modern Art, so this would fulfill one of the functions of a
museum that is edutainment- education with entertainment.
•In India, it is very important that people started to come to the
museums and marketing can make this possible.

83. References
• Uffizi Gallery, http://www.uffizi.org/
• Virtual tour of Uffizi, http://www.italymagazine.com/italy/google-
art-project/take-virtual-tour-uffizi
• Visiting an art museum,
http://www.imma.ie/en/downloads/visiting-an-art-museum.pdf
• History gets make over at Delhi’s National Museum, last modified
on July 4,2015, http://www.business-
standard.com/article/specials/history-gets-a-makeover-at-delhi-s-
national-museum-115070300962_1.html
• National Museum, http://www.nationalmuseumindia.gov.in
• National Gallery of Modern Art, http://ngmaindia.gov.in
• Kunsthistorisches Museum, http://www.khm.at/en/