Raising The Profile Of Your Museum & Growing Your Audience
•Download as PPTX, PDF•
0 likes•227 views
This document provides guidance on raising the profile and growing the audience of a museum through a six step process: 1) Analyzing your current position; 2) Knowing your audience; 3) Setting goals; 4) Evaluating your position; 5) Tailoring your marketing; and 6) Assessment and revision. It emphasizes the importance of understanding your audience, setting specific and measurable goals, testing different marketing tactics, and continually evaluating and refining your strategy. The overall approach is to use data-driven analysis to develop a customized plan to build awareness, interest, and action among targeted audience segments.
More Related Content
What's hot
What's hot (20)
Similar to Raising The Profile Of Your Museum & Growing Your Audience
Similar to Raising The Profile Of Your Museum & Growing Your Audience (20)
More from Axiell ALM
More from Axiell ALM (20)
Recently uploaded
Recently uploaded (20)
Raising The Profile Of Your Museum & Growing Your Audience
- 1. Raising The Profile Of Your Museum & Growing Your Audience
- 2. 1. ANALYSING YOUR CURRENT POSITION 2. KNOWING YOUR AUDIENCE 3. SETTING GOALS 4. EVALUATING YOUR POSITION 5. TAILORING YOUR MARKETING 6. ASSESSMENT & REVISION
- 3. Raising The Profile Of Your Museum & Growing Your Audience WHY? SETTING GOALS
- 4. ANALYSING YOUR CURRENT POSITION & IDENTIFYING OPPORTUNITIES Quantitative Qualitative Data Narrative Visitor Numbers Visitor demographics Website visitor numbers TripAdvisor scores Social Media Followers Market research Etc. Customer feedback Staff feedback Knowledge of other museums Previous experience Etc.
- 5. GROWING YOUR AUDIENCE STARTS WITH KNOWING YOUR AUDIENCE Audience Museum Visitors Researchers Tourists Local ME EU NA AU … Families Teen Retired ScientistHistorian
- 6. S - Specific M - Measurable A - Actionable R - Realistic T - Timed SETTING YOUR GOALS
- 7. AWARENESS INTEREST EVALUATION ACTION REPEAT / REFER ARCHIVES LIBRARIES MUSEUMS Reach, Presence, Coverage Message, Design, Emotional Response Credibility, Evidence, Statistics Ease, Appeal & Relevance Ease, Encouragement & Mechanism
- 8. • Have they head of you? And if so how frequently? • Can they find you easily ? • Where are they looking for the types of information or services do they have? • Where do these types of people congregate? In person or online? • What sources do they trust for information and recommendations? • What alternatives do they have instead of coming to you? How did they hear about those? • They audience that you do have that belong the the same segment of the market – how did they find you? AWARENESS
- 9. Your Website Email Marketing Social Channels Online Search Events TV, Radio etc. PR, News Coverage, Blogs and Online Portals Partnerships, Associations & Networks AREAS TO THINK ABOUT
- 10. Digital First: When you have a choice, get online right first – it has a much higher ROI AWARENESS BUILDING TIPS Inbound: Take time to make it easy for people to find you – the effects of this work lasts longer than traditional “push” marketing Be Targeted: Don’t try and do too much all at once, choose a few key tactics to reach the exact audience you want Sponsored Social: Sponsored social media is very cost effective and it’s possible to target your audience very specifically
- 11. • What do they care about? • What are their goals? • What about your offer fulfils those goals? • Is your design appealing to those groups? • Does your message chime with their needs? INTEREST
- 12. First impressions matter, especially online Decisions about relevance happen in mere seconds online, if people can’t immediately find what’s relevant for them – many will assume it’s not there and look elsewhere INTEREST BUILDING TIPS Benefits vs features: Write about what matters to them, not what matters to you. Just because you are proud of something, doesn’t mean it will engage with your target market. Be Targeted: Tailor your message to the group you’re speaking to as specifically as possible. Relevance is key to engagement Language: If you’re engaging in international marketing, language is key. Poor translations and are a huge turn off.
- 13. • Have you built up credibility with this group? • Do you offer enough evidence that you can deliver what you’re claiming? • Do you help reassure people that taking an action is safe end secure? EVALUATION
- 14. Case studies, reviews and testimonials: Testimonials are important, but even more effective if the person giving the testimonial is similar to the person reading it. People listen to people like them, so make sure you have a good range. EVALUATION BUILDING TIPS Guarantees and reassurances: Show confidence in your offer by giving guarantees and assurances that people can rely on Statistics and numbers are reassuring: People are hard wired to value numbers as there is less room for interpretation than text
- 15. Once you’ve convinced people your offer is compelling – what do you want them to do? Is what they have to do simple or complex? Do you clearly tell them their next step? Are your instructions easy to follow? ACTION
- 16. Be explicit: Be explicit about what their next step is. Don’t leave people wondering what they need to do next. Some will drop out of the process at this point. ACTION BUILDING TIPS Keep it simple: Remove any barriers to entry, long forms to fill in, red tape, hoops to jump through. Make it as easy as possible for people to do what you’re asking. One call to action: When you give people a decision to make it stops them in their tracks. Give ONE call to action, not several to choose from. Choice isn’t always helpful.
- 17. WHO TARGET MARKET WHAT MESSAGE WHERE CHANNEL WHEN TIMING Collection Type: Film archives Solution: Film archive concept based solution PPC film specific search terms by relevant region In line with budget setting timescales for customer Regions: Europe, North America, Australia and New Zealand AV, Audi and Video asset storage and management Marketing into specific social media groups for film archives or personal networks Avoiding busy periods in their calendar Main Buyer: Collections manager, registrar Developed with the British Film Institute Sharing case studies and interviews with leading film archivist The only collection management system designed for film Identify advertising in relevant journals or events Save yourself the time and resource of customizing Listings in film specific directories or listings ARCHIVES LIBRARIES MUSEUMS PULLING TOGETHER A TAILORED PLAN
- 18. ANALYSE, TWEAK & REPEAT Be honest about what’s working and what’s not: Not every tactic you try will work the way you expected it to. Actively seek to discover which part of your plans are generating results and which are not. Be flexible and open to new opportunities: Your plan is something you set at a specific point in time, if you have new information, be ready to use that to change and improve your plans. Tracking against SMART goals: Keep referring back to the goals you set, are you on track to meet them, if not, why not?
- 19. REUSABLE METHODOLOGY FOR CONSTANT GROWTH Theory Analysis PlanExecution Evaluation
- 20. alm.axiell.comPresentation Title Presenters Name alm.axiell.com alm.axiell.com THANK YOU QUESTIONS?
Editor's Notes
- Collections and collections data Protection & Preservation Engagement and Sharing – swing towards here Marketing, communications and public engagement departments being a more driving force in museums Making your data available online. Cataloguing for online first. Whether you’re in a marketing function for now, it’s important to know how to grow your audience, and think about what impact that might have about your collections.
- We’d all agree that this is a priority. But this broad goal isn’t especially helpful in setting useful goals. So the first question to ask yourself is why? Further scientific research? Generate tourism for your region? Further charitable goals? Generate income? To attract more funding? Is it to make a board or governing body happy? Honesty is key here. Couple of suggestions from the audience.
- Thinking about where you wan to get to Analysis of where you are now – opportunity areas You’re looking for strengths, weaknesses, opportunities and threats Looking for places of interest that aren’t yet being fully realised Looking for areas to focus your attention
- Segmenting your audience base Highly simplified – you can get an idea of how you can break down your audience into much smaller chunks. Along with your analysis – what you’re looking for is a niche part of your audience to grow. That you can channel your energies into effectively. Prioritise – vs predicted ROI & organisational strategy. Depending on your resources you can choose how wide a net to cast. WHY? Because these different groups want different things, care about different things and, look for those things in different places. Does anyone have a create area of their audience they are trying to go at the moment? Which segment of the market is a priority for your institution
- The number of things you could be doing to grow your audience is practically infinite. If you want to see measurable results, you need your whole organization to be pulling in the same direction. Having a set of shared goals that everyone can understand is key. Specific – goals should help you decide what not to do as much as what to do. Is your goal specific enough? Measurable – can you track the success of this with numbers? Actionable – Is this something you can affect, that’s in your control to change? Realistic – Is this achievable, it’s ok if it’s ambitious but it should be possible Timed – When should it be done by? 20% increase in research enquiries to our collections department by August 2017. 1500 more visitors per year from Belgium by December 2018. Anyone willing to share? Once you have your goals – that should help you narrow down your tactics
- Once you have these goals in place and have decided which target market you want to focus on – evaluate your current offering with your goals in mind. Talk through the model.
- Targeted Marketing Digital First Making it easy for them to come to you Targeted Partnerships Sponsored Social
- Targeted Marketing Digital First Making it easy for them to come to you Targeted Partnerships Sponsored Social
- Targeted Marketing Digital First Making it easy for them to come to you Targeted Partnerships Sponsored Social
- Tailoring Message and USP Benefits vs features Design and experience Language
- Tailoring Message and USP Benefits vs features Design and experience Language
- Create tailored tactics that relate to that group
- Once your plan is up and running – make sure you leave time for tracking and evaluation.
- Exciting audience today – many of you come from museums which have already got a Whether you have an established marketing team, or you’re all pitching in on the efforts to promote your museum and your collection – there is always room to grow your audience. Run through an effective methodology for how to grow your audience numbers that you can apply at any time. While we’re going I’ll ask you to think about and jot down certain things so you have some actions to take away with you. You’ll get the most out of this session if you have real goals in mind.