3. Announcement
To the general public
At a specific time
Through Newsletter ( general, member, donor )
On the Website
Done by a spokesperson
Through an e-blast
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5. Advanced Opening Marketing
Tactics
The exhibition promotional campaign should
accomplish three focal points:
Attract visitors to my exhibition
Engage visitors and allow interactions
Get the exhibition to be remembered
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6. … with Clarity, Consistency and Focus
Time to generate the BUZZ:
direct mail campaigns
email and mobile marketing campaigns
website marketing initiatives
advertising and sponsorship opportunities
Take advantage of as many promotional
opportunities as possible, making sure they fit into
overall sales and budget
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7. Target Your Audience
Achieve approach on Social Media
create national pages on Facebook and Twitter
(#PompeiiBuzz - #ComingSoon), post comments, interact
and create new activities to reach and communicate with
today’s generation
Brand building:
billboards, short commercials, posters
Customer relationship:
every 100 tickets sold, 2 are for free
word of mouth: if a previous visitor sends another person,
there is a coupon
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8. How To Make Yours a “Must
See” Exhibit
http://www.youtube.com/watch?v=YgD88krshdM
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9. Digital Strategy
Apps:
example from the app that the British museum created for the exhibition
“life and death in Pompeii and Herculaneum” to explore the once lost
city using sitemaps of the area, with key objects featured in the
exhibition plotted on the map. Exclusive content.
Facebook posts
Twitter Posts
Instagram:
Hashtags and pictures with sneak peaks of what is inside the exhibit
Partner with Google Arts Project:
“The Making Of Treasures of Pompeii” - VIRTUAL TOUR with videos
and introductions from people working the artifacts
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12. Open Week Publicity
Secure media formats:
Tv, newspapers, radios
Secure other venues
to host members and donors events and a press
conference with sponsors and head of the museum
Pre-show activity
Post-show activity
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14. The World of Journalists
Dealing with Journalists can be very delicate and
technical:
press documents
you must know how to “sell” what you have
exhibition must be linked with a person well-know in the
public eye
The article has to catch the eye of the reader
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16. Post Opening Promotions And Sales:
Keeping Up The Momentum
Archeology and History students
Book online and get a discount
Kids get to present artifacts and recount the Story of
Pompeii on Kids-day
“Deconstructing History”
partnered with History Channel-exclusive videos, new
content directly from Italy and B-ROLL
Teachers Events
City Events and Passes
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18. Educational Videogames
Videogames for kids:
Linked to the museum, it recreates Pompeii’s world, its
inhabitants and their everyday activities for every class.
You can also be an archeologist inside the ruins and the
more you discover, the more points you can get
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