News Summary

American museums are struggling to recover post-COVID, with attendance still low. A study reveals the financial and marketing challenges they face, as many invest less than 3% of their budgets in marketing, compared to industries like film which spend significantly more. Museums need to prioritize marketing strategies to connect with their communities and attract more diverse audiences, as exemplified by successful campaigns like the High Museum of Art’s recent engagement efforts.

American Museums Face Marketing Dilemmas as Visitor Numbers Slowly Climb Post-COVID

Recent findings from a new study by Remuseum, an initiative backed by the Crystal Bridges Museum of American Art, spell out the uphill battle many American museums are facing as they attempt to rebound from the pandemic. While cultural institutions are gradually opening their doors and welcoming visitors back, attendance levels are still lagging behind those seen before the COVID-19 crisis struck.

Financial Hurdles in a New Era

As costs continue to rise, museums find themselves in a tight financial spot. They are realizing that simply being open isn’t enough to attract visitors. Gone are the days of the old adage, “build it and they will come.” This study emphasizes that museums are now feeling the pinch related to marketing efforts aimed at getting more people through the doors.

The report highlights a stark contrast in marketing investments when comparing museums to other sectors. On average, museums allocate less than 3% of their operating budgets to marketing, a figure quite similar to industries like mining and construction. In contrast, movie studios can spend up to a whopping 50% of their budgets on marketing, while performing arts institutions often shell out three to four times more than museums do.

A Shift in Perspective

It’s interesting to note the historical perspectives on museum marketing. For instance, former Metropolitan Museum of Art president William Luers believed marketing could be somewhat “demeaning” to art, while the former president of the Getty Museum, Harold Williams, recognized marketing as an essential part of ongoing engagement.

So, just how much should museums be investing in marketing to maximize their potential? According to research by consultant Colleen Dilenschneider, museums need to spend between 13.9% to 18.7% of their annual revenues on marketing to tap into 90% or more of their target audience. However, most are currently allocating just around 3% to 7% of their annual revenues.

Case Studies Illuminate Effective Strategies

The Remuseum report also dives into case studies from institutions like the Art Gallery of Ontario (AGO) and Peabody Essex Museum (PEM). These museums have adopted innovative strategies by conducting audience research to identify targeted marketing personas. Some segments identified by AGO include “Urban Families” and “Young Downtown Actives,” while PEM created relatable personas like “Artsy Alex,” “Learner Lee,” and “Social Sam.”

Despite many American museums expanding their spaces and collections, most have not reached full capacity, suggesting there’s still plenty of room for more visitors. As museums work to strengthen their connections with local communities, finding the right marketing approach is becoming increasingly critical.

Successful Campaigns and Community Engagement

Take, for example, the High Museum of Art in Atlanta, which recently executed a highly successful marketing campaign for its “Dutch Art in a Global Age” exhibition. They engaged with community members through festivals and interactive experiences, demonstrating how connecting with the local vibe can enhance visitor interest. Collaborating with local brands, like a popular popsicle company, not only made the event fun but attracted a diverse audience.

These innovative strategies have transformed traditional phases of museum marketing into memorable public experiences. By participating in festival seasons and using interactive methods, museums like the High Museum show how creativity can play a vital role in capturing the attention of modern audiences.

Looking Ahead

As we look towards the future, museum marketing efforts are poised to shift even more towards highlighting creativity and relevance. Balancing the need to engage audiences with the integrity of cultural offerings will remain a challenge but is also a crucial part of restoring and maintaining the vibrancy of America’s museums.

As museums adapt to our rapidly changing world, the importance of strategic marketing cannot be understated. Museums have stories to tell that deserve to reach all corners of their communities, and a thoughtful marketing approach could be the key to unlocking those doors.

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Additional Resources

• ARTnews: Are Museums Spending Enough on Marketing?
• Wikipedia: Museum Marketing
• MuseumNext: Mastering Exhibition Marketing
• Google Search: Museum Marketing Strategies
• CBS News: Art in Bloom at Westmoreland Museum
• Encyclopedia Britannica: Museum
• Ad Age: Studio Museum at Lafayette
• Google News: Museums Visitor Attendance
• MuseumNext: Museums Can Use Social Media
• LBB Online: The Field Museum’s Blood Appetite Wins Grand Effie

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