Scientific Evidence Confirms Learning Must Be FunNational science and media museum. (2023). visitor profile 2022/23
Final assignment. Marketing strategies
A marketing strategy helps a company remain in sync and relevant with
their target audience, provide the necessary products, events or facilities for
them and try to find a way to communicate that information. Without a defined
strategy it’s impossible to know who the audience you want to attract are or
what they would like to see from what is being offered, meaning whatever is
being promoted will not reach those it needs to reach and inevitably lead to a
loss of money. Understanding how to market a specific product can give you
insight on what works and what doesn’t for the future and present world we live
in.
Some examples of marketing strategies are:
Content marketing; Content marketing is a centred around creating,
publishing, and distributing content for a targeted audience online
Direct marketing; Direct marketing is a form of communicating where an
organisation reach out directly to a pre-selected customer and supply a method
for a direct response, It is also known as direct response marketing.
Advertising; Advertising aims to put a product or service in the spotlight
in order to gain attention from the general public. Advertisement can be used
to create a hype around something making people feel inclined to purchase the
product or service.
Social media marketing; Social media marketing is the use of social media
platforms and websites to promote something specific. social media is normally
used to engage an audience of ages 18 to 29.
Brand familiarity
Brand familiarity is one of the biggest and most important side to marketing
and is something that almost every business wants to achieve. Edelman’s survey
results prove that 81 percent of customers need to feel a sense of trust and
familiarity to a brand before they purchase anything from them. Brands build this
trust with their audience to keep them in engaged and create a good impression consequently
having a large following of loyal consumers who are sure to return. An
effective marketing strategy can take your brand from unknown to familiar and,
ultimately, well-known. But that’s certainly not the only benefits marketing
has. A marketing strategy has a domino effect. Once a brand begins to market to
its target audience, the foundation of the business forms. Your sales team will
then lean on a solid foundation and have the right tools to help convert leads
across the sales funnel.
Science media museum marketing approaches
The science and media museum promote themselves through social media and
especially through their website. creating fun and interesting pages all about
the exciting future that lies ahead. Having information so easily accessible to
the public eye can be extremely affective as it includes minimal effort for the
consumer to access. Analog is another way they reach out to the public to market
themselves. they have magazines posters and cards that are distributed to the
general public to keep their relevance in society. These cards often have a
small invitation to an event that is taking place hoping that the card will
meet the right person and they will visit. On top of physical posters, they
have online ones found on social media or on street signs with a digital image.
Billboards also fit this category and play a huge part in promotion as they are
viewed by hundreds of people per day depending on where they are located. the
museum also is the face of Bradford City of culture 2025 and this gives them an
amazing advantage in remaining relevant and boosting visitor numbers to the
establishment.
Visitors to the museum
The museum gets approximately 187,000 visits annually with more than half
(59%) being family groups but on an individual basis the age range for visitors
is between 5-15 years of age. (NSMM,2023), Leaving a huge area for improvement
in that aspect. Trend awares unfortunately amount to 15 percent of the total
percentage of visitors compared to the rest of the cultural segments. AS
cultural segment further known as engaged community drivers holds the biggest percentage
in visiting the museum. This tells us that the museum engages best with the
particular interests of that group such as Spirituality and science and lacks
fun and engaging facilities/ events for the younger trend awares.
Who are the trend awares
They are all about big ideas and are looking for something out of the
ordinary. The trend aware segment are independent-minded, but conscious of
how the public view them. They are happy to be unique and different from the
rest of society as long as what they’re doing shows them to be ahead of the
trend. They are usually the cultural segment who adopt thing early and don’t
need things to have a proven track record before they get involved. Making
discoveries makes them feel accomplished however are they not opposed to
popular shows or famous movies. (Morris Hargreaves McIntyre, 2023). However
most things mainstream are mostly a pass. For Trend Awares, engaging with arts,
culture and heritage can be a difficult thing to do. Although they have
interest in learning facts, they want to explore these ideas with their friends
in a casual manner. Ultimately, they want to learn with a more emotional
approach oppose to a classroom environment. They like their intelligence been
challenged and love exploring culture socially.
Analysis of what they do to engage trend awares
There are numerous ways in which the museum attempt to engage with the trend
aware segment. One of those ways is through cinema and visual events that they
hold. An example of a visual event that they held quite recently was the All
Night Lord of The Rings Marathon which ran through the whole night and into the
early hours of the morning. This attracted the young trend awares as it was an
exciting concept with an opportunity to experience something on their own
terms. Another example of their tactics to bring them in at the moment is using
the their (Imax) cinema is to showcase new blockbuster movies. This keeps the
young trend awares engaged in the museum although it’s shut down. Using the
language of film to reach out to the masses can be beneficial to keep the
targeted cultural segment engaged with the museum.
My conclusion of my analysis
These things are useful to keep the necessary people interested in the
museum however doesn’t give the museum an advantage in terms of, increased
number of visitors and relevance in society. Whatever they are offering to keep
the trend awares interested such as cinema, can be found and offered in many
numerous places around town. The museum doesn’t have something independently
unique that appeals to that segment. What’s needed is for the museum to offer a
unique experience that can’t be bought at a cheaper price anywhere else.
My idea to target trend awares
My idea involves the art of sound and music to engage with the trend awares
cultural segment. The name for this project for short is I.M.S stemming from
Interactive Music Studio. Consisting of state-of-the-art recording and
producing equipment to enable the adventurous youth to create something they
can be proud of. This idea came about after conducting in depth research into
who the trend awares truly are as people. Gaining a deeper understanding gave
me insight into what would engage with each of their unique characteristics.
Such as a desire to be trend setters, unique and adventurous. Music is a
spectrum in which people from all walks of life can express themselves through
and feel empowered. Thus, coming up with the I.M.S project seemed extremely
relevant in roping in the targeted segment. Within the museum my plan is to
have I.M.S hubs, and these will consist of 4 rooms along a corridor/ section of
the museum with a staff member present in each. Consumers will have the
opportunity to record their own tracks, edit them, remix international
classics, hear up and coming artists and be the first to know of any new
releases. In order for this idea to work, the museum must reach out to big
music platforms such as GRM daily, P110, One extra and linkup tv. Building
connections with famous brands such as these will be imperative to ensure the
museum has good links and knowledge in up-and-coming trends in music. This
would appeal to the trend awares because they would inevitably feel confident
in the museums source of information. This knowledge will be passed to them and
they can find themselves being ahead of the wave. I.M.S is based on the fun
aspect of learning. Trend awares are a cultural segment who thrive in
environments they feel they are able to have control over. The I.M.S project
provides a fun opportunity for trend awares to learn at their own pace doing something
they enjoy (music). (Incandence music therapy blog 2022/23) “Recent
research supports the beneficial link between fun in learning and long-term
memory. Educational psychologists are in agreement that people learn and retain
more information when the learning is associated with strong positive emotion.
This can be useful to keep loyal consumers coming back for that same positive
buzz they got the first time.
Why music
Music has been found to be a form of expression for young people (trend
awares) as it covers a wide spectrum of ways to release internal thoughts and
turn them into something cool. It gives them an opportunity to stand out from
the rest of society and have complete control over the product they put out.
(Incandence music (2022/23). Giving a platform where trend awares can be at the
forefront of creating something phenomenal can really help boost the museums
revenue in terms of how many people visit.
In conclusion I believe my idea to launch the I.M.S hubs is an extremely
strong way to engage with the trend awares as it plays on their love for adventure,
learning and desire to stand out. I.M.S provides a solution to the lack of
visitation (to the museum) by this cultural segment and has massive potential
to be at the forefront of exciting events the museum holds.
Reference list
Morris Hargreaves McIntyre. (2023) Stimulation. Available at: URL
https://www.mhminsight.com/culture-segments/stimulation/
www.incadence.org. (n.d.). Why Do Teens Specifically Love Music? |
Incadence Music Therapy Blog. [online] Available at:
https://www.incadence.org/post/why-do-teens-specifically-love-music#:~:text=Music%20helps%20teens%20release%20or.
Jacob76 (n.d.). Scientific Evidence Confirms Learning Must Be Fun –
Advance. [online] Available at: