CHAPTER 11 Nikki Schmidhammer Marketing Customer Acquisition Exchange
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CHAPTER 11 Nikki Schmidhammer Marketing & Customer Acquisition
Exchange Process • Exchange between audience & art organization • Desire for exchange • believing what is received is more valuable than what is being given up • Communication / audience acknowledgement
Orientation • Product • Focus on what is provided • If it’s the best, people will come • Sales • Focus on advertising and selling the product • Persuading the customer to buy • Customer • Focus on customer needs / preferences • Community research
Customer-Oriented Marketing • Facilitator between art & audience • Research market segments • Demographics / Psychographics • Communication • Door’s always open • Brand reinforces commitment to serving the public
Challenges • Attracting those with no prior arts exposure • Appetite for novel / unfamiliar experiences • Change • Demographic • Economic • Political • Cultural • Technological
Strategic Collaboration • Find partners with a shared goal • Reaching a larger audience & complimentary assets • Different customer base • New sources of funding • Find partners with a common purpose and vision positive reputation and useful resources
Risks of Collaboration • Uncertainty • Prisoners dillemma • Changes in funding and programming • Resistance from board / staff • Restructuring unique culture
The Museum Workout • https: //www. bloomberg. com/news/articles/2017 -01 -19/the- museum-workout-working-up-a-sweat-at-the-met-nyc • Monica Bill Barnes & Co. x Maira Kalman x The Met • North Carolina Museum of Art • National Gallery of Victoria • Philadelphia Museum of Art
