No museum advertising strategy
Museum Advertising: The new MfK concept calls for new advertising.
Museum advertising The new MfK concept calls for new advertising The MfK's main information channels are media reports, poster advertising and word of mouth, according to the results of market research. Alberto Meyer, Head of Marketing and Communication at MfK, bases his communication policy on these channels. A specific problem of his media work is the range of topics offered, as the addressees of the media information are constantly changing: Culture, media, science and often the city editors. "At least we can consider ourselves lucky that we enjoy extraordinary media attention as a medium-sized museum," says Meyer happily. In the PR area, the website should be highlighted, which will be relaunched in May with an even stronger focus on the specific needs of the target groups. The non-specific umbrella advertising, which builds up the "Museum of Communication" brand, is flanked by product advertising, especially for the special exhibitions. The new advertising presence associated with last year's reopening was designed by the creative agency Wyler Werbung. A modular system of motifs, which are added to annually, is intended to highlight the breadth and diversity of the museum under the motto "A museum that says something to everyone".
Write to teachers personally
In the school segment, the museum relies on a one-to-one approach. Teachers are addressed personally with 10,000 letters, which have a lasting effect, so that hardly any other instruments are used.
The example of last year's opening campaign, for which the MfK received the Marketing Trophy, shows that the museum also knows how to make the most of all its tools: the new opening was accompanied by an integrated communication campaign with Interaction Concept in Aarau. It began with a construction site event during the demolition of the previous exhibition. This was followed by elements of street promotion, DM, cross-media communication, event marketing and classic advertising. For cost reasons, such campaigns are only possible if extraordinary financial resources can be generated for them.
A look behind the scenes: Salvationists at the Museum of Communication.
Luca Aloisi
Write to teachers personally
In the school segment, the museum relies on a one-to-one approach. Teachers are addressed personally with 10,000 letters, which have a lasting effect, so that hardly any other instruments are used.
The example of last year's opening campaign, for which the MfK received the Marketing Trophy, shows that the museum also knows how to make the most of all its tools: the new opening was accompanied by an integrated communication campaign with Interaction Concept in Aarau. It began with a construction site event during the demolition of the previous exhibition. This was followed by elements of street promotion, DM, cross-media communication, event marketing and classic advertising. For cost reasons, such campaigns are only possible if extraordinary financial resources can be generated for them.
A look behind the scenes: Salvationists at the Museum of Communication.
Luca Aloisi
