MARKETING STRATEGIES OF ART MUSEUMS INDIA AND ABROAD

PRESENTED BYAMOGHA PANDEY

BUDDYSAKSHI KUKRETI

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, FLORENCE2. KUNSTHISTORISCHES MUSEUM, VIENNA3. NATIONAL GALLERY OF MODERN ART, NEW DELHI4. NATIONAL MUSEUM, NEW DELHI.• COMPARISON AND ANALYSIS OF ART MUSEUMS OF

INDIA AND FOREIGN LAND• CONCLUSION

ART MUSEUM

Art museum is a building or space for exhibiting art objects usually visual arts.

Uffizi Gallery

Paintings are the most commonly displayed objects of art however, sculptures, decorative arts, furniture, textiles are also displayed.

ART MUSEUM

National Museum

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

•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.

UFFIZI GALLERY, FLORENCE.

Video about Uffizi has been supplemented with the video presentation.

NGMA,NEW DELHI.

Video about NGMA has been supplemented with Video presentation.

KUNSTHISTORICHSES MUSEUM, VIENNA.

Video about Kunsthistorichses has been supplemented with the Video presentation.

NATIONAL MUSEUM, NEW DELHI. Works of Art

MARKETING STRATEGIES

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

UFFIZI GALLERY Birth of Venus by Botticelli

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.

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 guide2. Breakfast at the Uffizi gallery café.3. Tour is free for children 0-5yrs old and4. 50% discount for children 6-12yrs old. PRIVATE

ENTRANCE

VIP EXPERIENCE!! AUDIOGUIDE

Walk into the footsteps of ROBERT LANGDON

See all the places where Langdon moved in Florence covering Uffizi in Dan Brown’s novel INFERNO.

SHOP 3 Shops • Books- guide books,

publications of the museum.• Souvenir items

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

BAGNAIL WRAPS

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

TICKETS

Lonnnnnnngggggg que but worth the wait- OFFLINE

SKIP THE LINE- ONLINE BOOKINGS

Along with

ATTRACTIVE OFFERS!!!!!

•40% discount on special occasions, Sundays.

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

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

Visit the museum in the comfort of your home

GOOGLE ART PROJECT

“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.

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

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

FACEBOOK

TWITTER@UffiziOrg

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.}

UFFIZI GALLERY

Museum secrets aired on History Channel.Dan Brown’s Inferno.

starring in

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.

NATIONAL GALLERY OF MODERN ART

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.

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

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

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

Tickets

Children and students freeIndiansForeigners

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

FACEBOOK

TWITTER@ngma_delhi

KUNSTHISTORISCHES MUSEUM

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

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.

Workshops

• Workshops for kidsEvery Sunday 2 pm – 4.30 pm- paintings what

they have seen in the gallery in a fun way and take it with them.

TicketsJahreskarte (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

Publications

And Special lectures on exhibitions.

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.

SHOP

Pictures from paintings collectionCards

Details of painting :Flowers in Vase by J.BrueghelHand-fan

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.

Café & RestaurantAn 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.

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

Information about..

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

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.

REACHING OUT..• Google Art Project

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

FACEBOOK

TWITTER@KHM_WIEN

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

NATIONAL MUSEUM

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..

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.

WorkshopsMaking of Paleolithic tools.

Entry fee

3 categories • Indians• Foreigners• School children

ACCESSIBILITY• Located on the cross-road of Janpath and

Rajpath.• Metro station 5 minutes away• National Museum bus stop

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

• Special lectures on our exhibitions.

MUSEUM SHOP

T-Shirt

Notebook

Coasters

•Website has all the information.•Frequent updates.

FACEBOOK

Twitter@NMnewdelhi

Museum canteen

CHANGING AND MAKING THE IMAGE(INDIA)

RAISING AWARENESS (ABROAD)

AND

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.

•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.

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

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.

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.

• 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.

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/