Marketing Your Museum on a Shoestring
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Transcript of Marketing Your Museum on a Shoestring
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Marketing Your Museumon a Shoestring
Christina Inge, VP of Marketing, EdTrips
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You want more visitors!
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But you can’t go over a fiscal cliff!
Need a plan for effective and cost-effective marketing
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Look at what you want
More visitors?
More tour groups?
More donors?
All of the above?
Set realistic goals and prioritize them
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Look at what you have
More than you think!
Much of current marketing uses ―free‖ channels that depend on current visitors and supporters
Social media
PR—not what you think!
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Now decide what to go after!
Set realistic yet aggressive goals
Be concrete: We want to increase bus tours by 50%
over same time last year
We want double the number of school field trips
We want to grow the attendance at lectures and events by 40%
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Targeting: key to affordable, effective marketing
People respond best to messages that strongly touch their interests
Need to know ―Why should I go?‖ in a way that addresses their unique needs
Find out who your best 5 types of attendees are, and create marketing specifically for them
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Targeting in action: Identify
Teachers taking kids on field trips
Their specific needs: Address Common Core and other
education standards
Age-appropriate
Bus parking
Allergy-aware food
CORI-ed staff
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Targeting in action: Address
Create web page, brochures, materials addressing their needs
Talk to them directly: ―We have great field trip programs.‖
Outline what you offer, how it meets their needs, why it’s for them
People have questions—answering them helps them make the decision!
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Targeting in action: Target
Find communities of teachers: Mailing lists
Organizations
Online publications and communities
Facebook advertising
Word of mouth
Share your message
Measure responses
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PR is ―free‖ – but you work for it
Can be the most credible channel after word of mouth
Think creatively
New England Quilt Museum: Wonderful collection of vintage
quilts
Owned the intellectual property
Write about history of women, folk culture, and create spinoff, modernized quilt patterns for core audience of 28 million-plus quilt enthusiasts
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PR done right
Familiarize yourself with the publication
Think about what the editor needs. When you do a placed article, you work for the publication
Good photos, great stories, outstanding resources appeal
Get your strongest writer
Inform, rather than promote
This is not paid
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Social media
Single best way to get your biggest fans to promote you
Share interesting content, not just updates: Candid photos
Trivia
Questions
Engage people
Don’t be afraid to ask for a share!
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Email marketing
Companies get back over $40 for every $1 they spend on email
Still the best way to reach core advocates
Make sure you email with regular schedule: Announce events and exhibits
Monthly e-news
People come to expect it!
Measure clicks on each article, to see what your attendees like!
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Web, email, and social together
Make sure it all works seamlessly: Consistent imagery and language
Signup forms easy to find
Social media links and calls to follow
Add information easily: Include links to specific pages, rather than
homepage
Use your blog to highlight very specific information
Keep email short and pithy, use website/blog for full info
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Are you wasting budget here?
Large print magazine ads with no tracking
Big, untargeted mailings
Print brochures in too many locations
Not getting competitive print quotes
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You can save!
Print ads: Track with coupons, special web pages
Smaller and co-op ads
Mailings: Target by household type:
Families with kids under 15, seniors, over $100K income
Costs more for list, but worth it
Tailor message to the demographics
Try mailing via a targeted list by interest group
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Advertising: you can afford it
In addition to smaller and co-op:
Online ads—they are often a fraction of print
Google Display Network
Outbrain
Email newsletters
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Bringing it all together
Set priorities
Look for combined campaigns: PR on new exhibit with an
Ad in a targeted email blast and
Targeted postcard mailing and
Multiple social media posts
Re-use materials as much as possible
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Measure!
Google Analytics
Coupon redemption
Social media tools: Hootsuite
Facebook insights
Email open rates and clickthrough rates