Date post: | 20-Aug-2015 |
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Museums at Night marketing tips for
volunteersRosie Clarke
Culture24
Welcome!
• Who are you?
• What’s the best thing about being involved with Victorian Nights?
• Your hopes for this morning?
Marketing outcomes
• Storytelling
• Develop skills, confidence
• Legacy of resources
• Good PR for venues
• Attract visitors
• Give visitors great experience – WOM
• Audience development
Culture24
Content
Campaigns
The Museums at Night story
• French culture ministry
• Campaign for Museums
• Culture24 since 2009
2011 festival stats
• 169 towns and cities
• 352 venues
• 467 events
• 100,000+ visitors
• £1.1 million media coverage (AVE)
• 94% of venues would take part again
North Norfolk Museums at Night
• “Failing forwards” philosophy
• What’s worked well in the past?
• What would you change in future?
Target audience
• Who are they?
• Where are they, in real life and online?
• How can you reach them?
Marketing channels
• Product – event description, press release, images
• Traditional media – print & broadcast
• Online coverage
• Email newsletters
• Your own printed publicity
• In person
Event description
• Creative copywriting
• Why should people come out to your event?
• Collection objects / highlights / extras
• Night time atmosphere?
• Sensory descriptions – not just sight
Writing a press release
• WWWWWH
• Quote curator / funder / celeb endorsement
• 2 pages max in body of email
• Images
• Notes to Editors
• Named contact – respond quickly!
What makes a good image?
• People / cute kids having a good time, engaging with collections
• Get parents’ permission
• Create a night-time atmosphere
• Print quality – over 300 dpi, A5 size, minimum 2MB
• Filename, caption – title, venue, photographer, (c), date
Sending a press release
• Find out deadlines
• Contact details (print = news, listings, features editors; broadcast = producers)
• Follow-up phonecall
What’s your angle?
• Local media want a local angle
• Journalists look for human interest – any descendants of local Victorians?
• Topical – link to a historical event, personality or anniversary
Extra tips
• Set up a photocall
• Create a competition with newspaper
• Invite picture editor to send photographer on the night
• Take your own photos, visitor vox pops
Radio interviews
• Key points - soundbites
• Facts in front of you
• Drink water!
• Next step, listeners should …
Online coverage
• Your own website / blog
• Telling stories, drawing people in, news updates
• Immediacy: type what you’d say out loud
• I want your guest blog posts!
http://museumsatnight.wordpress.com
- include call to action and link back
Social media
• Communicate directly, anyone can read
• Simple, authentic, human voice
• Track what’s being said about you, respond openly
• Connect with local community, interest groups
• What does success look like?
Tools
• Google Alerts – save search
• Storify / Archivist to save Tweets
• Facebook page stats
• Blog – time on site, where next?
• Don’t forget to take baseline measurements!
Using Twitter
• Short news updates, creating buzz
• Connect with other museums / people
• Local news, pics - @PooleMuseum
• Answer questions
• @MuseumsAtNight we’ll RT
• #MatN2012
• Think why you want a Facebook page
• Where are your target audience?
• Do you have time?
• Can create events, invite friends, they invite friends
• Share stories
Many more
• YouTube channel – calls to action, subscribe – long-tail content
• Flickr – tag and share photos
• Foursquare
Email newsletters
• Separate, targeted messages to public, teachers, Friends of museum
• Seasonal highlights, upcoming events
• Deepen relationship – perks e.g. launch invitations, competitions
• Cheap / free
• Tone of voice
Email signup
• On your website – homepage, About, Contact
• In person at venue
• Signup sheet at external events
• Email signature
Your print publicity
• Posters
• Flyers
• BBC History Magazine Guide to Museums at Night
Where to display print publicity
• Venue – café, entrance, back of toilet doors
• Community noticeboards
• Shops, cafes, libraries, churches, community centres
• TICs
• Hotel information packs
• Other arts / heritage venues
In person
• Good experiences recommended, bad experiences shared widely (TripAdvisor)
• Welcome in venue
• Outreach – school visits
• Conversation starters – costume
• Influencers – taxi drivers, bloggers, forums
Any questions?
Thanks very much!
01273 623336
www.museumsatnight.org.uk
http://museumsatnight.wordpress.com
@museumsatnight
http://uk.linkedin.com/in/rosieclarke
@rosieclarke