Social marketing for museums: an introduction to social marketing for the arts and culture sector

Purpose The paper aims to introduce social marketing (SM) as a tool to overcome the low cultural participation, a problem of the arts and culture sector that has worsened in the post-pandemic scenario. Design/methodology/approach The study uses a multidisciplinary literature review (SM, museum marketing, museology and cultural policy) to address the problem of museums and other cultural heritage institutions, at both the macro-level (prevailing cultural policies and antecedents, barriers and consequences to cultural participation) and micro-level (challenges faced by museums in the 21st century and marketing as a management instrument). Findings The downstream, midstream and upstream approaches can be used to design and implement SM interventions intended to address the problem of low cultural participation in museums. The three approaches should be considered holistically, with their synergetic and recursive effects. Research limitations/implications Due to its introductory and conceptual nature, the study provides a comprehensive intervention framework to be used as a platform for future theoretical and empirical research. Further investigations may expand on the specificities of each approach (down, mid and upstream) and extend the framework to other nonprofit cultural institutions beyond museums, such as libraries and archives, cultural heritage sites and theater, music and dance companies. Practical implications The paper proposes a comprehensive SM intervention framework that integrates three interdependent approaches (downstream, midstream and upstream). Originality/value The paper provides a starting point for the holistic application of SM in the arts and culture sector. It also encourages researchers, cultural policymakers and cultural heritage professionals to investigate, design and implement SM programs that better understand, expand and diversify the audience and strengthen the legitimacy and relevance of cultural actors and activities to transform them into inclusive, accessible and sustainable institutions.

Marketing muzeal în folosul comunității clujene

"Museum Marketing in the Service of the Cluj Community This paper aims to analyze the role of cultural marketing activities within the Transylvanian Museum of Ethnography and their contribution to increasing the quality of the cultural life of the Cluj community. The analysis begins with a review of the general museum offer (basic/permanent, educational, complementary and supplementary) which introduces the reader in the field of cultural marketing. It continues with the presentation of the cultural offer of the Transylvanian Museum of Ethnography (MET) during 2019-2020. Thus, the most important temporary exhibitions and cultural events organized and hosted by MET during this period are listed and described, along with the museum research, innovation and entrepreneurial projects/programmes within the national and international cooperations with museum institutions and universities. It also highlights the importance of museum marketing communication on social media during the Covid-19 pandemic. By its entire cultural offer, the Transylvanian Museum of Ethnography not only demonstrates its relevance within the cultural landscape of Cluj, but also its special contribution to enhancing the cultural life quality of the Cluj community, and also of its national and international visitors. This paper concludes with suggestions to innovate and diversify the supplementary offer, with the aim to serve the cultural and social needs of the Cluj community and of the museum’s national and international visitors as well, and also to intensify their desire to always return to this cultural institution, unique in the Cluj county. Keywords: cultural marketing, museum offer, museum research, innovation and entrepreneurial projects, Cluj community, museum mascot "

Strategi Pemasaran Museum Buleleng Dalam Upaya Meningkatkan Jumlah Kunjungan Wisatawan

This study aims to describe the decrease factor of tourist visits to the Museum Buleleng, marketing strategies used to increase the number of tourist visits to the Museum Buleleng. This study used a SWOT analysis to identify strengths, weaknesses, opportunities, and threats in Buleleng Museum, and discussed using qualitative descriptive analysis. This research subject is the manager of the Buleleng Museum. Then the object of this study is data on the number of tourists. Data on the number of tourist arrivals was obtained through interviews with related parties. Data were analyzed descriptively. These results indicate that factors causing the decline in the number of tourist visits to the Museum Buleleng namely internal factors and external factors do not Buleleng Museum marketing strategy, which is due to funding constraints. Results of the analysis of the data showed that important to know the potential, weaknesses that should be corrected, an opportunity that must be exploited to the maximum, and a threat to be faced so that it can be known from the marketing strategy to be followed.

STRATEGI UNIT PELAKSANA TEKNIS DAERAH (UPTD) DALAM PENGELOLAAN MUSEUM SUBAK DI KABUPATEN TABANAN

UPTD Subak Museum was formedi with the aim ofapreserving traditionali farming tools usedi by ancient subak organizations. However, in its management there are stilli various problems, namely the low number ofavisits compared to other DTWs, overlapping authority, and limited use of DAK. In refining and / or making a strategy, it is necessary to analyze the strategy using strategic planning process indicators according to John M. Bryson and also SWOT analysis techniques according to Freddy Rangkuti to identify opportunities, threats, strengths, and weaknesses. The type of research used is descriptive qualitative. The informant determination technique used is purposive and snowball. The results of the SWOT matrix analysis yielded eight alternative strategies. The overall strategies described are four selected strategies as a priority scale for the UPTD Museum Subak, namely maximizing the use of technology as a means of disseminating information, fostering community business spirit to create a tourism industry around the Museum Subak area, developing museum marketing innovations to attract visitors, optimizing support from the central government. Keywords: UPTD Museum Subak, strategic planning process, SWOT analysis

Audit of Museum Marketing Communication in the Modern Management Context

Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment; therefore, it is important to pay sustained attention to every component of a given museum’s marketing communication. Changes, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert deliberation towards determining which components of their marketing communication are significant for museum visitors. Moreover, the effectiveness of the use of expenses plays an important role in museum management; it is also essential to combine effectively the individual components of marketing communication. The present research aims to find a correlation between the components of museum marketing communication, which is not being addressed in detail in the contemporary research. The aim of the research is therefore to determine the dependence amongst elements of the marketing communication of museums on questioning the visitors. The aim was achieved by implementing the modern audit approach and empirical research into marketing communication: the Paper Aided Personal Interview (PAPI) method with a Likert scale, a reliability check with Cronbach’s alpha, and dependency determination with Pearson’s correlation. All results were investigated through the use of a questionnaire on the international EU 27 sample of museum visitors. These conclusions allow museum management to build their marketing communication on the principles of Economy, Efficiency, and Effectiveness (the 3E principles).

The Future Museumshapes the museum future

PurposeThe purpose of this paper is to introduce a progressive strategy of the National Palace Museum (NPM) using new media art exhibitions as a creative marketing tool to interpret its collection, generate cultural value and navigate the greater global context.Design/methodology/approachA review of museum marketing literature and the challenges presented by Taiwan’s sociopolitical situation contextualize discussions on marketing activities and the emergence of museum-commissioned new media art at the NPM within the past two decades.FindingsDemocratic potency inherent in the digital medium has enabled the NPM to transcend the conflicting cultural perceptions surrounding its collection and fulfill the function of market expansion and cultural transmission.Originality/valueSpecialized heritage museums, such as the NPM, do not traditionally create or collect contemporary artworks that engage in ongoing cultural dialogues. This paper brings into view the novelty of using the digital medium to generate cultural value as exemplified in the new media art commissioned by the NPM.