Animal freaks on rainy days: how to market a museum

Ever wonder how to sell the same thing to different people?

It’s probably easier if what you’re selling is an offer to view art or entertainment, such as the Tate Museum in London. But the Tate’s latest innovation, called “Your Collection” is absolutely brilliant! They describe it thus:

Tate Britain displays British art from 1500 to today. Yes, it’s a museum, but it’s also like a big living room. All those works of art are yours.

Tate has devised a new way of looking at the Displays with a range of themed ‘Collections’. These suggest a number of personal journeys you could take, reflecting different moods and enthusiasms and revealing the extraordinary breadth of work on show.

 

Underlying this innovative approach are a couple of old-fashioned marketing tools (and one new tool) combined with a large dose of marketing imagination:

1. Segmentation: Mutually exclusive ways of dividing the market into homogenous groups of people. I’m guessing that the variable here is “reasons why someone might want to visit a museum”. And they have certainly pushed that thought to the limit.

2. Concept design: Bundling relevant product attributes into a concept that appeals to the target segment. A simple idea executed with elegance by the Tate.

3. Mass customization: Using the “power of the Internet” to allow people to create their own concepts (“Your Collection”).

4. Branding: The very fact that the Tate is doing this and the way in which they’ve done it says something about the Tate brand – it’s cool, innovative, entertaining and fun and it’s for people like me! Quite different from the immediate mental image of a “museum”.

Take a look at the Snake Coffee Collection at the Tate!

 

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1 Comment »

  1. SHARKRIDE said

    […] Tate Britain displays British art from 1500 to today, and has devised a new way of viewing its displays with a range of themed ‘Collections’ on its website. The collections suggest a number of personal journeys you could take, reflecting different moods and enthusiasms, and offers you the chance to create your own collection. [Thanks, Reynold D’Silva] […]

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