12 {{ upvoteCount | shortNum }}
12 {{ upvoteCount | shortNum }}

Offline Marketing For A Museum

by terryd
9 replies
Hi,

I am looking for ideas pertaining to a museum that is looking at lifelong engagement by a older generation. By older generation I mean those that have grandchildren and family and whom were around in the 50's,60's and 70's so they can tell their stories to the younger generation.

Obvious drawback with people in that generation is technology or their lack of experience with it. The museum does have a lot of interactive displays around the museum but the question is how would YOU get the older generation coming back time after time?

Thanks
#marketing #museum #offline
  • Profile picture of the author Matt Lee
    Older folks love coupons and deals. I'd try to incorporate some kind of loyalty/discount card where they get a % off each visit. Maybe something like every other visit, they get a bigger discount on admission. For example, the 2nd visit they get 15% off. Their 3rd visit they get 25% off. 5th visit free or something like that.

    Originally Posted by terryd View Post

    Hi,

    I am looking for ideas pertaining to a museum that is looking at lifelong engagement by a older generation. By older generation I mean those that have grandchildren and family and whom were around in the 50's,60's and 70's so they can tell their stories to the younger generation.

    Obvious drawback with people in that generation is technology or their lack of experience with it. The museum does have a lot of interactive displays around the museum but the question is how would YOU get the older generation coming back time after time?

    Thanks
    Signature
    "One of the Most Successful Offline WSO's Ever!
    Get More High $$$ Clients with this Small Business Marketing PLR Magazine
    {{ DiscussionBoard.errors[9629647].message }}
    • Profile picture of the author terryd
      Thanks for the reply.

      Unfortunately I forgot to mention that it is actually free for them to enter the museum.

      Originally Posted by Matt Lee View Post

      Older folks love coupons and deals. I'd try to incorporate some kind of loyalty/discount card where they get a % off each visit. Maybe something like every other visit, they get a bigger discount on admission. For example, the 2nd visit they get 15% off. Their 3rd visit they get 25% off. 5th visit free or something like that.
      Signature

      {{ DiscussionBoard.errors[9630034].message }}
  • Profile picture of the author savidge4
    For me personally to reach that demographic (I call them the "digitally lost" ) I use newspaper ads. I prefer Saturday half page ads. ( Test this of course in your market )

    So is the question how do you get the "Digitally Lost" generation into the museum? or how to get them to drag the digitally connected generation along with them?

    If it is the later... My research indicates that the "Digitally Lost" know they are. They have a hard time connecting with their Digitally connected loved ones. So to share a non digital era gone by, in a digitally engaging format is actually something that may be more enticing than you think.

    A facility such as yours is the vehicle to bring the Digitally lost and the digital together. Grandparents have a great afternoon sharing their past with their grandkids, and the grandkids had a great time with the interaction.

    Those are the moment in life that are priceless.

    I can tell you from personal experience... the Smithsonian is THAT and more for me personally. For my 2 Sons, for Me, for my Dad, and for my now past Grandfather ( Actually both Grandfathers )

    Again for myself, the sharing of 4 generations with the discussion of then and now will never be forgotten.

    I would think that a lot of this connection has to do with your location. What is it with the community you serve that could bring that connection? ( For my family it was technology and cars )

    I can recall a day when I was 14 or 15 in Spokane Wa. My Dad, Grandfather and I went to a museum to see a display of rat rods. Of course at that age I was interested. I absolutely recall seeing the glimmer in my Grandfathers and Dads eyes, and the stories began. It started with my dad talking about the cars "Before" Mom. ( a bright red 66 Vet, 62 Impala ) As the stories progressed, we got back to Granddads house and out came the images of his cars. The 28 coupe all chopped, the Studabakers etc.

    So anyways...

    That's what you want

    Hope that Helps!
    Signature
    Success is an ACT not an idea
    {{ DiscussionBoard.errors[9629659].message }}
    • Profile picture of the author terryd
      Awesome reply and awesome points.

      Turned our thinking around 180. Instead of targeting the "digitally lost" target the sons/daughters or grandchildren and have the "digitally lost" come in as a byproduct.

      At this stage we are thinking maybe along the lines of "bring a parent/grandparent" day but as entry into the museum is already free we haven't quite thought of the incentive.



      Originally Posted by savidge4 View Post

      For me personally to reach that demographic (I call them the "digitally lost" ) I use newspaper ads. I prefer Saturday half page ads. ( Test this of course in your market )

      So is the question how do you get the "Digitally Lost" generation into the museum? or how to get them to drag the digitally connected generation along with them?

      If it is the later... My research indicates that the "Digitally Lost" know they are. They have a hard time connecting with their Digitally connected loved ones. So to share a non digital era gone by, in a digitally engaging format is actually something that may be more enticing than you think.

      A facility such as yours is the vehicle to bring the Digitally lost and the digital together. Grandparents have a great afternoon sharing their past with their grandkids, and the grandkids had a great time with the interaction.

      Those are the moment in life that are priceless.

      I can tell you from personal experience... the Smithsonian is THAT and more for me personally. For my 2 Sons, for Me, for my Dad, and for my now past Grandfather ( Actually both Grandfathers )

      Again for myself, the sharing of 4 generations with the discussion of then and now will never be forgotten.

      I would think that a lot of this connection has to do with your location. What is it with the community you serve that could bring that connection? ( For my family it was technology and cars )

      I can recall a day when I was 14 or 15 in Spokane Wa. My Dad, Grandfather and I went to a museum to see a display of rat rods. Of course at that age I was interested. I absolutely recall seeing the glimmer in my Grandfathers and Dads eyes, and the stories began. It started with my dad talking about the cars "Before" Mom. ( a bright red 66 Vet, 62 Impala ) As the stories progressed, we got back to Granddads house and out came the images of his cars. The 28 coupe all chopped, the Studabakers etc.

      So anyways...

      That's what you want

      Hope that Helps!
      Signature

      {{ DiscussionBoard.errors[9630086].message }}
      • Profile picture of the author savidge4
        Originally Posted by terryd View Post

        Awesome reply and awesome points.

        Turned our thinking around 180. Instead of targeting the "digitally lost" target the sons/daughters or grandchildren and have the "digitally lost" come in as a byproduct.

        At this stage we are thinking maybe along the lines of "bring a parent/grandparent" day but as entry into the museum is already free we haven't quite thought of the incentive.
        You need to think of this a bit differently. WHO is the decision maker, Parents or Kids? Parents really WANT to bring their kids to museums its educational and all of that.. but they need motivation. Kids don't really want to go, unless there is something in it for them.

        offer a dinosaur giveaway such as Dinosaur Gliders - Oriental Trading

        Or depending on the size of your main hall have a paper airplane longest flight contest

        or if you are more natural history: Break-Your-Own Geodes - Oriental Trading

        basically Oriental Trading can be your friend, and for very little $$

        Watch Chef Boyardi commercials... see the play on its "Healthy" but don't tell the kids.

        You need to be educational but don't tell the kids

        in a marketing sense think of it this way. Parents / Grandparents are the target to get them in the door. Kids are the referral mechanism.

        I don't know what kind of Museum you have so that would be hard to tell.
        Signature
        Success is an ACT not an idea
        {{ DiscussionBoard.errors[9630419].message }}
  • Profile picture of the author spearce000
    If you can afford it, a local radio ad would be a good way of reaching your target market as older folks tend to listen to the radio more. If you have a "golden oldies" station in your area, that might be the best one to approach. As the museum is a non-profit organization, you might be able to get them to do a public service announcement for free.

    Also, try sending out a press release to local newspapers, radio and TV. They may run a story on it and you'll get free publicity.
    {{ DiscussionBoard.errors[9630296].message }}
    • Profile picture of the author terryd
      They have a very limited budget as it is a non profit self funded entity but the public service announcement and press release is a great idea!

      Originally Posted by spearce000 View Post

      If you can afford it, a local radio ad would be a good way of reaching your target market as older folks tend to listen to the radio more. If you have a "golden oldies" station in your area, that might be the best one to approach. As the museum is a non-profit organization, you might be able to get them to do a public service announcement for free.

      Also, try sending out a press release to local newspapers, radio and TV. They may run a story on it and you'll get free publicity.
      Thanks. More great information and ideas. Your help is really appreciated.
      This is the museum by the way: Toitk Otago Settlers Museum - Home



      Originally Posted by savidge4 View Post

      You need to think of this a bit differently. WHO is the decision maker, Parents or Kids? Parents really WANT to bring their kids to museums its educational and all of that.. but they need motivation. Kids don't really want to go, unless there is something in it for them.

      offer a dinosaur giveaway such as Dinosaur Gliders - Oriental Trading

      Or depending on the size of your main hall have a paper airplane longest flight contest

      or if you are more natural history: Break-Your-Own Geodes - Oriental Trading

      basically Oriental Trading can be your friend, and for very little $$

      Watch Chef Boyardi commercials... see the play on its "Healthy" but don't tell the kids.

      You need to be educational but don't tell the kids

      in a marketing sense think of it this way. Parents / Grandparents are the target to get them in the door. Kids are the referral mechanism.

      I don't know what kind of Museum you have so that would be hard to tell.
      We were thinking along those lines too. Thanks for the reply.

      Originally Posted by misterme View Post

      Along those lines make it "Grandparents and Grandkids Day" and that gives a deadline for the older ones plus it gives them an activity and reason for it they can do with the grandkids besides watching them watch tv.
      Signature

      {{ DiscussionBoard.errors[9631975].message }}
      • Profile picture of the author DABK
        Where I am, there are condominium complexes where you have to be 55 years old to live. They have activity boards, where they post announcements, activities. The last 3 at the place a relative lives were for a free movie at the nearby library, getting your furnace checked (local company will give a discount to everyone in the building who will let them do it between x and y dates (3 consecutive days), a speech by some writer about how to journal, to be held at the local library.

        So, can you arrange something at the local library? The local library does these things for free, and post them on its website, by the elevators on the 1st floor.

        Can you make friends with the people in charge of condo association where you have to be over 55 to live and get them to let you post flyers?

        (By the way, the HVAC guy(s) had a sign-up sheet. 21 people signed up, there are 60 units in the complex. (Don't know how many of them actually went through, I'm assuming most, maybe all.)
        {{ DiscussionBoard.errors[9632422].message }}
  • Profile picture of the author misterme
    Along those lines make it "Grandparents and Grandkids Day" and that gives a deadline for the older ones plus it gives them an activity and reason for it they can do with the grandkids besides watching them watch tv.
    {{ DiscussionBoard.errors[9631163].message }}

Trending Topics