21st Century Marketing - Μουσείο Μπενάκη · 21st Century Museum Marketing: Engaging...
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21st Century Museum Marketing: 21st Century Museum Marketing: Engaging Audiences, Creating Relevancy, Engaging Audiences, Creating Relevancy,
and Boosting Earned Incomeand Boosting Earned Income
The Entrepreneurial MuseumThe Entrepreneurial Museum
November 2012November 2012
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600,000 annual visitors to 600,000 annual visitors to galleries, performances, galleries, performances, film screenings, public film screenings, public programs, and the programs, and the Minneapolis Sculpture Minneapolis Sculpture Garden.Garden.
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Walker Campus
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The Future of Museum MarketingThe Future of Museum MarketingShifting from Marketing Programs Shifting from Marketing Programs
to Audience Engagementto Audience Engagement
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Evolution of Museum MarketingAdapted from Andrew McIntyre
1970s 1980s 1990s TODAY
Product‐Focused Selling‐Focused Marketing‐Focused Audience‐Focused
Source: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
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Evolution of Museum MarketingAdapted from Andrew McIntyre
1970s 1980s 1990s TODAY
Product‐Focused Selling‐Focused Marketing‐Focused Audience‐Focused
Source: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
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Evolution of Museum MarketingAdapted from Andrew McIntyre
1970s 1980s 1990s TODAY
Product‐Focused Selling‐Focused Marketing‐Focused Audience‐Focused
Source: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
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Evolution of Museum MarketingAdapted from Andrew McIntyre
1970s 1980s 1990s TODAY
Product‐Focused Selling‐Focused Marketing‐Focused Audience‐Focused
Source: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
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Evolution of Museum MarketingAdapted from Andrew McIntyre
1970s 1980s 1990s TODAY
PRODUCT‐LED VISION‐LED
Product‐Focused Selling‐Focused Marketing‐Focused Audience‐Focused
Source: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
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Evolution of Museum MarketingAdapted from Andrew McIntyre
1970s 1980s 1990s TODAY
PRODUCT‐LED VISION‐LED
Product‐Focused Selling‐Focused Marketing‐Focused Audience‐Focused
Source: Andrew McIntyre, Understanding audiences. Building audiences. Morris Hargraeve McIntyre Consultancy and Research. Adapted by Ryan French.
Walker Art Center
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Why engagement? Why now?
• Changes in:o Artist‐as‐sole‐creatoro Audience‐as‐sole‐receivero 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.”
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Three Experiments in Engagement
1. Inside: Participatory Exhibitions
2. Outside: Open Field
3. Online: Walker website
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Inside: Inside: Participatory ExhibitionsParticipatory Exhibitions
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Benches and Binoculars
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50/50: Audience and Experts Curate the Paper Collection
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Outside: Outside: Open FieldOpen Field
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In summer 2009 we imagined how the Walker’s large adjacent green space could be a setting for new ways of working with artists and the public.
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Open FieldDesign Charrette
•• Identified Identified steps to steps to construct a construct a social space.social space.
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Before
Spring 2010 Spring 2010 constructionconstruction
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After
……and a large and a large Open FieldOpen Field
Food, shade, and seatingFood, shade, and seating……
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Open FieldTool Shed and Drawing Club
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Swedish Song Session in the Turrell
The public is invited to The public is invited to program their own program their own activitiesactivities
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Online: Online: Walker WebsiteWalker Website
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Content, content, content
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Is it working?
• Insideo Visitor experience changes (e.g., photo policy, guard’s choice, scavenger hunts, free Wi‐Fi)
o Curators and educators are changing practices
• Outsideo Animated campuso Engaged artist community and neighborhood
• Onlineo 40% more online visitors since launcho Referrals from social media up 150%o 21% more “engagement” (3+ minutes, 3+ pageviews)
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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?
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Making real institutional change
• Control v ownershipo 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… repeato 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 criticalo Audience engagement is sometimes difficult to measure. Institutional leaders need to be committed to your efforts for the long term.
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Thank you!Thank you!
Ryan FrenchRyan [email protected][email protected]_rlinkedin.com/in/ryanfrenchlinkedin.com/in/ryanfrench
