audience development | Cooler Insights

Should Museums Attract Niche Or Mass Audiences?

Walter — Mon, 31 Oct 2011 13:16:00 +0000

NHB’s Night Festival 2008 I love reading Nina Simon’s Museum 2.0 blog for her cutting insights on stuff happening in my neck of the woods. One of the issues that she recently wrote about – audience development – is something that museums and art galleries in Singapore are also grappling with. In her post, Nina […]

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Digging Deeper To Find Gold

Walter — Mon, 14 Jun 2010 23:06:00 +0000

Finding treasure requires a lot of investigating and digging. Just ask Indiana Jones! (source) In any successful marketing endeavour, one must be willing to think, live and breathe like one’s potential customer. This also means that preconceived notions and prejudices must be tested and thrown out the window if they are proven untrue. What are […]

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Are Museums All Things to All Men?

Walter — Wed, 02 Sep 2009 12:01:00 +0000

Dinosaurs are a surefire hit, but should all museums have them? (taken at Melbourne Museum) Should museums and galleries always attract the largest and widest crowd possible, attracting/attacking every customer segment? Can they be scholastically superior, operationally efficient, highly entertaining, marketing savvy, and customer oriented at the same time? Are major blockbuster exhibitions the only […]

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Can We Truly Market the Arts?

Walter — Thu, 23 Apr 2009 01:37:00 +0000

Art or sheer marketing brilliance? (Damien Hirst’s £50 million For The Love of God courtesy of Secretly Ironic) There is an underlying tension in the field of cultural management where one has to balance between giving customers what they want and preserving artistic integrity. This is especially prevalent in what we term as the ‘high arts’ like classical […]

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To Market Or Not To Market?

Walter — Wed, 11 Mar 2009 11:42:00 +0000

One of the greatest challenges facing communicators and marketers in the arts is the balance between satisfying artistic input and commercial (or public) interest. How does one reach out to new customers and audiences without diluting one’s craft? Should we be setting the agenda and pushing the envelope in terms of experimenting with new art […]

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