How Would You Make a Museum Exhibition Marketable?
Museums have always been faced with maintaining a balance between keeping up with the contemporary audience and preserving human culture for future generations. In the past, the size and the significance of the collection were critical in a museum’s success but have recently shifted to public engagement (Pepe, Michael and Bournique 128). With the young generation looking uninterested in exploring artworks and exhibitions, museums have been forced to employ modern marketing techniques to reach a wider audience. The marketing of museum exhibitions currently entails aligning the exhibition designs and collections to customer interests and behavior. Despite the dropping number of attendances facing museums today, social media platforms present museum exhibitions with an unprecedented marketing possibility because of their ability to increase public engagements, workflow, and relevancy.
Through the years, social media has cemented itself as a critical aspect of contemporary society. However, marketing a museum using this form of technology can become challenging as it entails balancing between the new and the old—particularly in cases of historical exhibitions (Xueting, Fan, and Cai 10). Social media is a useful trigger of conversations that can encourage people to experience the museums’ exhibits’ depths. Through social media, museums can tell a story that resonates well with the audience by reflecting on their experiences to offer them a look at the exhibits, inspiring them to visit the museums (Baker 144). For instance, through its tweets, the American Museum of Natural history has brought its mission of preserving and educating about human culture to life.
With the mainstream audience aging, social media has offered museums new possibilities that can lead to a surge of visitors going through its doors, especially young people. Therefore, it is possible to incorporate social media into the marketing of museum exhibitions while maintaining its original purpose.
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- Baker, Stacy. “Identifying behaviors that generate positive interactions between science museums and people on Twitter.” Museum Management and Curatorship 32.2 (2017): 144-159.
- Dou, Xueting, Alei Fan, and Liping Cai. “Mobile contextual marketing in a museum setting.” Journal of Services Marketing (2020).Pepe, Michael S., and Rachel Bournique. “Using social media as historical marketing tool for heritage sites in eastern New York state.” Journal of Applied Business Research (JABR) 33.1 (2017): 123-134.