Posts Tagged ‘marketing’

COMMENT: Bring foreign tourists to museums with a great marketing strategy

Sunday, March 27th, 2016

Over the past three years, the seven museums run by Amgueddfa Cymru, National Museum Wales has seen a 26% increase in overseas tourists visiting their venues, accounting for one in four of all visitors. In an article for The Guardian, June François, Head of Marketing for National Museum Wales divulged how she feels her and her team have managed to successfully driven up their numbers of foreign visitors.

Below are June’s top 5 tips:

1. Strong brand saliency …

Brand saliency defines your brand strength and can be improved through marketing activity to raise awareness. Done well, it develops a sense of familiarity even among irregular users.

2. A well-defined core proposition for the tourism market

Tourists are a priority audience in our marketing strategy … Marketing is about understanding the needs of your customers. Tourists have a curiosity about the place they are visiting and a desire to understand its history and culture. The museums in Wales tell those stories so well through their collections.

3. Seizing opportunities

Tourism is a heterogeneous market that encompasses independent visitors through to organised groups. You need to consider different marketing channels to ensure the best reach of each tourism segment.

4. Selling yourselves to your peers

Don’t be lulled into a false sense of security by assuming the [tourism] sector has complete product knowledge of your visitor offer. They need reminding in the same way that the public does.

5. Further insights

Concentrate on the must-sees in your collection that tell a distinct story and give an interesting insight into the region.

To read the full article originally published in The Guardian, Click Here.