So you have great products or services that you know your consumers would benefit from. Where do you go from there? How do you communicate your value to your audience in a way that they will understand, given that they are bombarded with marketing messages on nearly every front? For advertising to work, it must speak directly to the viewer and engage them to find out more about your offer.

Not to Market is a Crime

If your mission, your reason for being in the world—regardless of weather you are a nonprofit, a for-profit, a museum or an educational institution—is good, then you have no excuse not to market yourself.

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Exhibition Advertising: Leading with Strategy

Along with our client, the National Museum of Women in the Arts in Washington DC, we are proud to have won a first prize in the American Alliance of Museums' 2016 Museum Publications Design Competition.

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Advertising in the Facebook Age: Bronx Museum Free Campaign

We launched the Free advertising campaign for the Bronx Museum this week as they announce to the world, and particularly to the Bronx, that they are going free to the public.

Museum advertising often speaks primarily to the converted. This is an attempt to start up a conversation with museum virgins.

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You already have what your constituents or consumers need.

They just don’t know about it yet. This is the role of advertising and marketing—effectively letting them know what you are doing and doing this in as engaging a way as possible. Read more about this in a museum context here.

Ads that are merely visually appealing will not cut through the noise. Carefully craft your message with an understanding of your market and test the message on a sample audience, if possible, making tweaks accordingly (or overhaul what you have and go back to the drawing board). Use images that allow your potential customers to imagine themselves in your world—visiting your museums, employing your services, using your product. Anything less will not grab their attention in our saturated environment. It will be effectively invisible.

Spend your marketing dollars are wisely by building your ad campaign on strategy. If you have a limited budget, you should check out our guided video tutorial series.