How do You Advertise a Museum?

Last week I went to an advertising seminar put on by the Imperial Valley Press. My first thought, when filling out the "Account Profile Questionnaire," was that a museum doesn't sell products so this is not applicable. But when I really looked at the questions I changed my mind. Every museum competes for the attention of visitors. People have lots going on and they make choices. Can you answer any of these questions? Answer by leaving a comment.

The Competition

1. Where are people buying your products or services if they are not buying from you?

2. How do your competitors advertise?

3. How do the prices you offer compare with those of the competition?

BLM Archaeological Interns

Two BLM Interns have been working at the museum for a month now. It is hard to believe it has been that long already. They are going through smaller collections, which was not necessarily the plan.

"We were going to do one large collection but that is not how it has worked out. We went through the card catalog that the last interns completed and started pulling BLM collections that we could find in the temporary storage," stated Jenica, an intern from Hollister, CA.

The pair has competed three entire collections already and is set to finish #1978-019 today.

How Do You Advertise a Museum?

Last week I went to an advertising seminar put on by the Imperial Valley Press. My first thought, when filling out the "Account Profile Questionnaire," was that a museum doesn't sell products so this is not applicable. But when I really looked at the questions I changed my mind. If you expect to develop exhibits that visitors want, you probably should know who your visitor is going to be:

Target Customers

1. What are your target customers like? (income? level of education?)

2. What distance will your customers drive to buy the product you sell?

3. Why should people come to you rather than somewhere else?

How Do You Advertise a Museum?

Last week I went to an advertising seminar put on by the Imperial Valley Press. My first thought, when filling out the "Account Profile Questionnaire," was that a museum doesn't sell products so this is not applicable. But when I really looked at the questions I changed my mind. In fact, a museum does "sell" something and they certainly compete for a visitors time and limited resources. If we are going to develop and open a new museum, probably one of the first things we should be able to do is list what sell and what makes us unique. Everyone associated with the museum should try and answer these questions:


Business and Products

1. Exactly what products or services do you sell?

2. What makes your business and products unique or special?

3. Which of your products and services are your target customers mainly buying or about to buy?

4. What's your average sale per customer for these products?

Are Museum Gift Shops Important?

In 2000 I participated in a committee charged with revamping gift shops throughout the 61 historic sites and museums operated by the Ohio Historical Society. One of things that the committee focused on was that in the consumer oriented culture of the United States, people had begun to associate the quality of their museum visit with what they had purchased in the gift shop. What they took home from the museum directly effected what they thought about the museum and what they told others about their museum experience.

In 1999, the American Association of Museums published an article that exactly explained what our committee was responding to: many museums put too much "focus on collections and exhibitions and overlook the possibility that visitors may also seek contemplative space; a sociable encounter; a distinctive shopping experience; or a place where a family can spend quality time together."

In 2000, another author concluded that: "Just marketing a museum isn't good enough any more. With increased competition among museums as culture destinations, each must distinguish itself from the others. That's branding, and all good marketers are doing it." The gift shop became the place to "brand" the museum. 

Today, it should be clear to anyone who visits a successful museum that the gift shop is an important part of the experience. "The primary role of a gift shop in a museum setting is to generate financial support for, and to promote the mission of, the sponsoring institution," says Paulette Brown.

This idea of "brand" and "mission" are a key to the success of a museum shop. We are working hard to get our gift shop up and running by the annual membership meeting in October so that members can leave with our "brand" and hopefully they will help us with our "mission" by buying more of our "brand" to give to their friends.

Annual Membership Meeting

The Imperial Valley College Desert Museum Society, Inc. 

Will hold it's 37th annual membership meeting on

Saturday, October 15, 2011

at the Imperial Valley Desert Museum

Ocotillo, California

The theme is Dia de los Muertos, Day of the Dead, and we are taking this opportunity to honor individuals from the past who are no longer with us as part of the tradition of Dia de los Muertos.

Come see the beautiful alters. 

This is a fundraising event with a donation of $35 per individual or $60 per couple. Lunch will be included for the fundraising portion of the event. If not attending the fundraiser, please come at 1:00 for the annual meeting if you are a member.


PROGRAM
11:00 Social Hour
12:00 Lunch
1:00 Business Meeting including voting for Board of Directors
2:00 Screening of Songs of the Colorado 54-minute documentary
produced by Ah-Mut Pipa Foundation, introduced by Preston J. Arrow-weed,
Quechan/Kumyaa elder, and President of Ah-Mut Pipa Foundation.

Please RSVP by October 5, 2011, to Martin Fitzurka at 760-352-9650 (home); 760-482-7483 (cell); or email at ivdmsociety@gmail.com.

PLEASE send checks payable to IVCDMS, P.O. Box 2455, El Centro, CA 92244.

Gift Shop...Minus Gifts

Last weekend we made our second run down to the Mission Valley Borders bookstore to get the store fixtures we had purchased a few weeks ago. Today we put them in place.

The store fixtures fit like they were custom made for the area we have to put them. The picture does not do them justice. We still have lots of work, however, wiring lights and securing the cabinets to the wall. Today was really just a "test" to see if they fit.

What we need now is shop product. The Desert Museum Society has a lot of books in storage at the museum. But Brenda reminded me today that a bookstore is not a gift shop. We put in an order for "logo" gifts today and a couple of weeks ago the Chairman of the Board of Directors bought bags of geology merchandise from  store that was going out of business.

That is a start...books, coffee cups, and rocks. There are only 101 shopping days until Christmas!

Christmas Clock