Last September 2014, at the Brooklyn Museum in New York, a series of talks was launched with an interesting first talk: “Power Shift– Becoming an Artist Entrepreneur”.
The event includes talks and professional development activities for artists and designers looking to brand, build, and grow their creative enterprises.
Last October 2013, Photographie.com published a very interesting interview with Marloes Krijnen, former director of the World Press Photo and Founding Director of Foam_Fotografiemuseum Amsterdam.
What caught my attention is her views on the importance of reaching out to a larger audience.
When asked about the secret of success of her museum, she says (I quote):
“I think ‘the secret’ is that Foam is more than our museum at the Keizersgracht in Amsterdam. We reach out to a wider audience online and offline – through our website, Foam Magazine and our (online) gallery Editions. So a lot of activities and projects take place outside the walls of the museum, through project locations, outdoor and traveling exhibitions. This versatility reflects the Foam mindset to always be flexible, open to new ideas and unexpected combinations.
To give an example, if we are offered a free empty space, we do not think twice and open a pop up store. &Foam now houses Foam Editions, rapidly changing exhibitions and a wide offer of (vintage) photography books. This makes us cultural entrepreneurs, an approach that I think distinguishes us from other museums.”
For the full interview, click here.
Museums connecting cultural tourists: more substance over style, please
Museums should engage tourists with content rather than brand, says Sejul Malde, for the sake of themselves – and the sector
Can marketing approaches maximise the value that smaller museums, sometimes without a strong brand or landmark building, bring to and derive from tourism? With the threat of closure hanging over many such museums following budget cuts, their need to engage the tourism market has never been stronger. Promotional campaigns featuring iconic museum brands may advocate their importance to the visitor economy, but are hardly sufficient when seeking to generate tourist engagement with the wider sector.
Even where museums do have a brand to fit these destination-marketing strategies, this approach can quickly turn to cliché by treating the cultural tourism market as undifferentiated. Culture24’s recent Moving Targets research demonstrates that today’s cultural tourists are individuals from a variety of backgrounds who travel more locally and on shorter trips to engage with a variety of interests. Increasingly, these people want niche inspiration and localised information.
Museums of all types are well placed to satisfy these demands. More than just brands and buildings, they are also storytellers who purvey distinctive forms of inspiration and information through their collections, exhibitions, events and narratives. Rather than being subsumed or sidelined by destination-marketing strategies, there is an opportunity for all museums to engage cultural tourists by pursuing content-driven approaches instead.