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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