5 Basic Things All Museum Marketing Professionals Need to Know

Quick and easy tips to improve audience engagement.

#5 — There is a difference between Advertising vs. Marketing

• Advertising is making the public aware of your programs and events. The main goal is to raise general awareness — to get new people talking about your museum.
• Marketing is made to share your programs and events with those who want to hear it. If a marketing staff member is involved from concept to launch — expect a successful result.

#4 — Print is still Alive (at least in the tourism industry)

Travelers love to pick up print media. Rack cards, brochures, and other types of printed materials can stay in offices or homes for months after they are received. This gives your print ad an extended lifetime. Most Baby Boomers and seniors still prefer physical marketing materials such as travel magazines for deciding their next museum or historic site trip.

Experienced museum professionals know that the average museum visitor is someone over the age of 65 with a college degree. Print expenses should mostly be used for this older audience with a focus on tourism. Outside of tourism marketing, plan to reduce your print ad budget line and increase spending on digital ads.