Odds are you already deliver on what people need. The trick in museum marketing, as in any kind of consumer marketing, is to think beyond what you do or how you do it, and focus on why your target would want it.
So what do you call this thing that does NOT take massive effort, but has the potential for great positive effect far beyond its seeming capacity?
I think one very good answer to this question was provided in 1972 by Buckminster Fuller when he said the following in an interview ...
The Dutch New-York educational game for kids was created by Tronvig Group for the DiMenna Children's History Museum as part of a suite of educational games.
Although I'm not sure it is generally seen in these terms, the call for more effective engagement is a recognition of the reality that museums ARE in heated competition.
On-site SEO or search engine optimization is all the stuff you can do on your own website that will make it easier for people to find your content via natural searches like a Google search. Here are 15 things you can do yourself—or with only a little help—that can make a big difference for search engines.
The basic principals of SEO are not hard: be honest, explain your content, link things up.
Use the page title, description, and tags to genuinely help people find and understand the content of the page. Don't put tags on the page for things that are not directly relevant to the content. Don't title the page something it is not.
On March 6th I came home from work late and my 14 year old daughter was up avidly watching a video on the computer. She said it was very important and that I had to watch it. Later that evening I did. It was the Kony 2012 video.
If you are thinking about creating a new website for your company, or revamping the one that served you well five years ago, but just isn’t quite up to snuff anymore, then this is information that could help you launch (or re-launch) a website that truly addresses your most critical business development needs.
The world is filled with writers, right? But how exactly do you determine which among them is the perfect website copywriter for your business? And where do you look in the first place?
Marketing is a big term. What is it in the context of a public-facing institution like a museum? What is it when you do not have a large or consistent marketing budget or even a dedicated marketing department?
We launched the Free advertising campaign for the Bronx Museum as they announced to the world, and particularly to the Bronx, that they would go free to the public. Museum advertising often speaks primarily to the converted. This was an attempt to start up a conversation with museum virgins.
So is Facebook your newspaper? If you are under 34 the answer is probably yes.
Even a year ago 48% of 18-34 year olds checked Facebook when they woke up. Sound familiar? It’s the morning paper. The difference is 28% do this before even getting out of bed.
My family is not really on Facebook much. They forgot my birthday.
This reminded me of traveling in the Yucatan as a 22-year-old and utterly forgetting my own birthday. Somehow the group I was with knew when it was even if I did not, and they actually engineered a make-shift surprise party for me. That was perhaps my most memorable birthday, though I'm not sure I would recognize any of those kind people if I bumped into them on the street today.
"What if company logos were honest" is a very funny blog post featuring the work of the artist and designer Viktor Hertz. It kind of gets you thinking though. I talk a lot about truth and why it matters for a brand. And yet look at all these great brands. They are jokingly being shown at odds with the reality of what they actually deliver.
I think this situation shows, among other things, that a brand is NOT just a logo. But at the same time, it points out how our brand associations really are not rational.
The key question a brand must answer is, "Who are we?" The best answer to this is one that is short and clear.
The answer cannot be, "this, and this, and, oh yes, this." No matter how complex the reality is, a brand's keynote expression must be immediately graspable if it is to have real power. And it still needs to be true.