Museums and similar cultural establishments face unique challenges. They must satisfy, appeal to, and retain existing patrons and continually innovate and adapt exhibits and marketing to attract new visitors. It’s vital to actively engage with what, in some cases, maybe a niche of enthusiasts, in some cases, maybe a niche of enthusiasts, and still build new audiences that may require fuller educational experience or a broader scope of brand awareness marketing. Many must also strike a balance between staying true to their mission as a cultural institution while recognizing their visitors' changing needs and expectations for fuller entertainment experiences. On top of it all, many museums operate with very tight marketing budgets, making it imperative to incorporate creativity to overcome cash constraints.
With a thorough understanding of their current membership and prospective audience, museums can identify the most affordable marketing channels and promotional opportunities to bring people through their doors. An effective website designed for optimal user experience can essentially become an online extension of the institution. Photos, video, and other content presented on the website can introduce audiences to the museum and generate excitement about exhibits and special events. The website should also serve as an on-line box office and provide directions and hours to encourage attendance. Museums must connect with audiences through email with personalized offers based on their interests, past visits, or as part of a museum loyalty program that provides discounts and special, exclusive invitations. Augmented Reality (AR) lets institutions give virtual tours of exhibits to generate interest. Print marketing plays an important role in attracting customers with signage to promote exhibits. Banners, billboards, and even vehicle wraps on buses and other transit are popular options. Direct mail is a great way to share coupons and generate brand awareness across targeted communities. Social media marketing is essential to build excitement across audiences with user-generated content, contests, quizzes, and challenges and to let current members act as ambassadors to spread the word.