What it means
Marketing is the practice of helping people see the value of a museum in their life with the goal of motivating action. Marketing helps to organize and encourage the exchange between the museum and the public.
Marketing is both a function of which communications is a part and a shorthand for an operational unit within the museum that may be organized differently depending on the particular museum.
Marketing is a long-term process, which begins by identifying, understanding, and appealing to a target audience and then extends across the span of the museum’s relationship with that audience. Marketing may employ a range of tactics to make people aware of the museum and its offerings in order to foster engagement and increase positive associations. The goal of marketing is to build a relationship with current and potential audiences; this relationship encourages interactions with the museum and helps move audience members along a path from awareness to advocacy. (See also Audience Journey.)
How it’s used
Marketing may include research, positioning and branding, public relations, advertising (e.g., print, digital, and out of home), email, social media, and promotions. Marketing is often connected with communications so that both paid and earned media outreach are aligned.
Marketing is a core function of any organization that, although distinct from sales, is tied to earned revenue. Through market research, marketing brings audience insights into business and strategy conversations. All activities, even the most mundane ones, should be subject to consideration for how they are to be effectively communicated to the audience.
Why it matters
Marketing supports the museum’s goals by driving attendance and sales in support of earned revenue. An investment in marketing can be directly correlated to an increase in attendance, sales, and earned revenue. It also plays an important role in building brand awareness and reputation. Marketing is both a contributor to sustainability and the continuation of the museum’s mission.
Notes
All activities, even the most mundane ones, should be subject to consideration for how they are to be effectively communicated to the audience.