Museum Training Resource. Digital Strategies and Ticket Buyers.
I have three resources to share with you this month that I think you will find valuable. The first includes a training website for small museums, and the other two provide marketing insights and tools that students will find helpful and arts managers can immediately use.
Museum Learning Hub
Free training opportunities targeted at arts organizations can be hard to come by. However, the Museum Learning Hub offers small museums an excellent learning platform. For example, they have ten courses that cover topics such as digital accessibility, live streaming, digitization projects, and podcasting, to name just a few. Each course module has a video with multiple presenters sharing tips and techniques that are both practical and useful. A transcript of the content covered in each module can be downloaded for later reference. Lastly, each module has a toolkit that includes supplemental resources for diving deeper into a topic.
Digital Strategies and Ticket Buyer Behavior
Capacity Interactive, an arts consulting firm, continues to generously share valuable information about topics of interest to arts marketers. The blog post about digital strategies includes many examples of how arts organizations effectively use digital advertising, content creation, search engine marketing, and good old email to better connect with and develop arts audiences. For example, the short video created by the Chicago Symphony Orchestra is an excellent example of what CI calls “branded experience-centric content.”
The other CI link below is to their recently published Performing Arts Ticket Buyer Media Usage Study. There are numerous graphs outlining the findings and suggestions on how to best apply what the research reveals. The CI report covers categories such as smartphone and device use, social media, email, and ticket buyer behavior. For example, online ticket purchasing has become the norm, with a strong preference (84%) for using desktop computers, followed by smartphones (41%), and tablets (20%). CI also recommends using additional payment methods like Google and Apple Pay to give buyers more options. This report also found that email is still the “most effective route to reach your audience” (p. 74).
I hope you find these resources helpful in increasing an arts organization’s impact and furthering its community engagement goals.
The sixth edition of Management and the Arts is in its final production stage, and I anticipate the new edition and its companion website will be available in June. I hope to have the “go live” date to share with you in next month’s blog post.
“The Museum Learning Hub began as a nationwide initiative organized by the six U.S. regional museum associations and dedicated to providing free, self-paced training resources for small museums. The inaugural series of online training and resource toolkits focused on digital media and technology topics and was made possible by the Institute of Museum and Library Services National Leadership Grant for Museums award MG-248568-OMS-20.”
Priya Iyer & The Capacity Interactive Team – March 9, 2022
“What does digital marketing success look like for the arts in 2022 and beyond? Considering the ever-evolving digital landscape, we’re here to share our thoughts. Let’s dive into six major areas: digital advertising, content creation, search engine marketing, email, website analytics, and search engine optimization.”
Link to the blog posting:
“Rather than wondering if the trends in media habits and online behavior reported in broader studies directly apply to performing arts audiences, this study allows organizations to focus on data specific to ticket buyer behavior in our ever-evolving media environment. Based on a survey of over 17,000 ticket buyers, this report sheds light on the shifting media consumption and buyer behavior of your core audience, with marketing insights to help you turn data into strategy.”
Link to the 96-page report: