1. 2 When is advertising not advertising? 3 Advertising is about outputs Sales Revenues Profits...

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2

When is advertising not

advertising?

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Advertising is about outputs Sales

RevenuesProfits

Museums are about outcomes Social outcomes

Education

Cultural outcomes When is advertising not

advertising?

Increase visitors

Increase visits by underserved segmentsExpand the educational mission

Increasing the reputation

Build awareness, knowledge, and preference

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Declining attendance

From 1.8 million (1997) to 1.2 million (2005)

Tours down 146 K (1999) to 40K (2005)School visits down from 158K (2001) to 83K (2005)Underserved segments

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Increase attendance

From 1.2 million (2005) to 1.4 million (2007) (18%)Tours from 40 K (2005) to 50K (2007) (20%)School visits from 83K (2005) to 100K (2007) (20%)Underserved segments

Increase “Others” from 23% (2005) to 47% (2007)

Increase reputation

Increase press from 530K (2005) to 1,500K (2007)(300%)Web profile from 4.6M (2005) to 4.9 M (2007) (6.5%)

Create a new category of visitor

Interactive visitors from 5M (2005) to 17M (2007) (236%)

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How do you get the interest of people who don’t go to

museums?

How do you attract “lead” customers?

The perfect storm:Target parents of underserved

segmentsTarget their childrenTarget their children’s educators

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What do you sayto your lead customers?

Give them an alternative to the garbage.Give them the experience.Give them a whopping dose of parent guilt.

“The wonderful is closer than you think”

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How do you position?

To families who are looking for the wonderfulUniverse of wonder, inspiration, and discoveryLocation, architecture, and visual arts

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How do you execute?

You appeal to the emotionsSharing not sellingFocus on interactive

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How much?

$5,626,000 (34%) print advertising$1,690,000 (10.3%) outdoor$8,350,000 (51%) interactive$900,000 (5.5%) public relations

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Interactive Getty Films

Getty SchoolsGetty Kids

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Print Travel magazines

Kids magazinesParent’s magazinesEducator’s magazines

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Outdoor Exhibition billboardsBus stop signs and benchesBillboard installationsGetty muralGetty bus

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Theatrical Ad

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Publicity Freeway murals

Billboard installationsArt caravanExcellence in American Art EducationAdvertising

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Lessons Learned Bill O’Reilly doesn’t like the bus idea

Outcome-based advertising means focusing on lead customers

It means sharing rather than selling

It means traditional measures don’t always apply