ABSTRACT
The exhibition has been installed, the final walkthrough complete, and the opening gala is in full swing. The exhibition team raises their glasses for a toast and basks in the glory of a completed project. The most important element of the process: the visitor. Full-scale marketing efforts begin with an understanding of current museum visitors and potential visitors, especially as they relate to a specific institution. Museum marketing includes: designing exhibitions to attract audiences; and designing a promotion strategy to make visitors aware of said exhibitions. Exhibition marketing can be approached from many different ways, including overall institutional branding, blockbuster experiences, Internet marketing including social media strategies, and traditional print media and ads. Education is key to the mission of most, if not all, museums of natural history and science. After the opening, marketing efforts strive to reach potential visitors, and education staff brings the concepts and topics to life, beyond the static displays and objects.
