Positive Industry Trends Buoy Museum Marketing

AccuList’s museum marketing clients can take heart from a number of trends that are boosting museum appeal to visitors and donors, according to a recent report on the museum industry from ticketing solutions provider Acme Technologies.   

Demographics, Political Angst, Tech Innovations Boost Museum Interest

Demographics favor museum marketers, the report notes. The baby-boomer generation, the most populous generation still living today, is made up of the most loyal frequenters of museums and galleries among generations, while data shows the tech-savvy millennial generation, which demands stimulation and interactivity, is being wooed by modern museums’ innovative tech and design. Museum appeals are even benefiting from our contentious politics today as conflicting media, heated partisanship, and rapid social change drive the public to seek out museums as safeguards of knowledge, culture, and history. Finally, technology trends are transforming museums from halls of dusty relics to efficient institutions using novel and interactive solutions to improve visitor experiences, with digital systems integration, VR, and greater disabled accessibility for example.

New Tactics Help Museum Marketers Leverage Trends

The Acme report notes a number of tactics that will help museum marketers leverage the demographic, cultural and technological trends in their favor. For one, galleries, zoos and other foundations can integrate traditional displays with innovative tools that allow audiences to experience collections in new ways. For example, the Netherlands’ Van Gogh Museum in Amsterdam is using Virtual Reality to provide a unique view of the famous painter’s works, while the Cleveland Museum offers a digital map that visitors can access via their smartphones to navigate exhibits. Social media is another boon for savvy marketers. Instagrammable selfies are becoming intentional features in museum tours as an attractive souvenir that visitors create themselves. An example is the San Francisco Museum of Modern Art’s “Snap + Share” show about social media, photography, and “selfie culture” influence on art. One interactive hit is an artwork that encourages visitors to snap a selfie with their head in a freezer, and tag the museum in the resulting Instagram post. Finally, museum and zoo marketers are increasing reliance on data-driven decisions. Data analytics offer insight into museum-goer trends for strategies that widen audiences and increase donations. The report cites the example of The Reina Sofia Museum in Madrid, Spain, which hired data analytics provider Synergic Partners to analyze tourist visitation trends for a special Picasso exhibit. Information gathered showed the most common nationalities of visitors, and allowed the museum to better cater to their needs and expectations. For more marketing trends and examples, see the full museum industry trend report.

For 2019 Edge, Event Pros Shouldn’t Overlook Direct Mail, SEO, Experiential Marketing

Per the latest industry surveys, AccuList USA’s trade show and conference marketing clients can look forward to solid event industry growth in 2019–along with potential marketing strategy shifts in an increasingly competitive landscape.

Businesses Are Bullish on Event Marketing

Event software firm Bizzabo’s survey of over 1,000 mid- to senior-level marketers at major companies in 2018 found good news for the event industry: Most respondents (41%) consider live events to be the most critical marketing channel in achieving business outcomes (out of 9 possible channels), a 32% increase from 2017. Business execs are also doubling down on live events. Between 2017 to 2018, the number of companies organizing 20 or more events per year increased by 17%. Additionally, the vast majority of respondents (95%) believe in-person events provide attendees with a valuable opportunity to form connections in an increasingly digital world. This reflects a 12% increase compared to 2017.

E-mail & Social Media Remain Favored Promotion Channels

Meanwhile, Eventbrite, an online event management and ticketing firm, surveyed 1,200 event professionals last year to see how marketers are likely to spend in 2019. Word of mouth, an effective tactic for 63% of event marketers, is bolstered by investments in social media marketing, which 49% of event creators placed among the top three most effective drivers of ticket sales. They cited Facebook and Instagram as the top social platforms for reaching event-goers. E-mail rounded out the top marketing channels per those surveyed, with 38% of event professionals relying on it.

Trends Encourage Growth of SEO & Direct Mail Use

However, with 89% of attendees using search for purchase decisions, Eventbrite foresees a necessary expansion of SEO efforts. There’s definitely room for growth, with almost half (46%) of event professionals saying they aren’t using SEO. And, while e-mail is cited among the favored marketing channels, direct mail continues to turn in higher response for the 41% of event pros who use it. Eventbrite thinks the 50% who cite competition as their biggest challenge will want to reconsider the edge offered by adding mail to their arsenal, urging the hesitant to take a trial run by segmenting mailing lists and sending flyers or save-the-date cards to a test portion.

Experiential Marketing Is 2019’s Hot Buzzword

Experiential marketing is a hot new trend for trade show exhibit providers, brand marketers and event planners. It is a strategy that engages attendees by using branded experiences at an event, as part of an event, or in a pop-up activation not tied to any event. It’s all about immersing people in memorable live experiences to create more lasting and positive brand impressions. Yet Eventbrite found that close to 60% of event creators are not using experiential marketing. Acknowledging an intimidation factor, Eventbrite urges starting small, for example by promoting a pop-up shop (temporary retail space) grand opening at an event, by offering a smaller experiential activation like an on-site art installation, or by using a partner on-site sponsorship to enhance the event experience.

Download the Bizzabo report “2019 Event Marketing Benchmarks and Trends” for more details on event industry trends.