Marketing strategies are ways to reach its target audience but also ensure alignments between business goals and customer needs. Without marketing strategies, companies risk resources and missing. growth opportunities. A marketing strategy helps bridge the gap between their educational mission and audiences interests, encouraging more people to visit and more communities to get involved. Aa marketing strategy helps organisations clarify their unique value proposition, determine the best platforms and tactics for reaching their audiences., and set objectives. For example, a museum may use its strategy to decide whether it should focus more on digital marketing strategies or inperson events. 💁🏽🙄 (Adam Erhart 2022).
(47% male, 51% female,
1% describe another way)p. 40% of
visits to the National Science and Media Museum in
2022/23 were made by visitors aged 0-15(16% of
visits in 2022/23 were made by 7-10 year old
Through the use of data and market analysis, organisations can segments their audiences and ensure they are meeting the expectations of different groups. In this context, an effective marketing strategy not only draws attention but sustains engagement over time. Marketing strategies also helps manage their reputation and respond to industry trends.
1. Digital Marketing Strategy: most organisations allocate a significant portion of their marketing resources to online platforms. A digital marketing strategy can include social media marketings, email marketing, and content marketing. For museums like the Science Museum Groups, a digital strategy could involve virtual tours, interactive content, or educational videos shared on platforms like YouTube, TikTok , twitter or Instagram.(strategiesB2B International 2024)
2. Content Marketing: For a museum, content marketing might involve blog posts, podcasts, or behind the scenes videos that offer deeper insights into exhibits or topics of interest. Content marketing helps build a community around shared interests, fostering a long-term relationship between the museum and its visitors🤧☝🏻(strategiesB2B International 2024)
3. Social Media Strategy: using social strategies helps organisations to draw audiences with platforms they spend more time on. on platforms like Facebook, Instagram, TikTok or X, but the main platforms i think should be used more would be tiktok and instagram since they are the most trending at the moment. Museums can use social media to post updates, share content, and engage directly with their audience through comments and messages. For institutions like the National Science and Media Museum, social media strategies are crucial for attracting younger audiences who consume information through visual and shortcontent. (strategiesB2B International 2024)
4. Experiential Marketing: This type of strategy involves the five senses of the consumer including the five dimensions, it is the most effective way to design experiences which are ‘sensory’, ’emotional’, ‘intellectual’, ‘behavioural’, ‘relational’ about a product, service, brand or business. experiential (strategiesB2B International 2024)
5. segmentation, targeting and positioning: Segmentation stage is to create variou customer segments based on specific criteria and the traits that you choose. Four main types of audience segmentation include: 1.Geographic segmentation. it devides customers into groups based on the customers location basically the area wh ere they live because they keep record from which aeas ppeople mostly visit the museum. for example it could be that in BD7, BD3 and BD9 there is about 75% of the people visited or still visit the museum and in BD8,BD1 and BD5 there is 2% of the people that visited so the museum would focus more on those areas to increase the percentage of customer visits and encourage people to come. There is a couple of examplels of location like ctheir country, state, town or climate. 2. Demographic segmentation. this refers to the grouping of customers based on their characteristics for example their age, sex, gender, race or their income elevels. By characterising our customers we can easily follow a trend where some days or in some floors we include what each group will like and be interested to see. for example kids visiting wwith their grandparents/parents we will have the expedition to be to their likings like history related for the elder and the young ones is easy for them to get bored so something interaactive to entertain them will be effective. Moreover an example for their income levels, race and gender they all come to things their group will relate to similar stuff that was part of them like history wise or ‘trendy’ wise. 3.Behavioural segmentation. It is a type of marketing strategy that groups potential customers based on shared behavioural ways. There are four types of behavioural segmentation which are based aroun purchase behaviour, occasions purchases ,benefits sought and customer loyalty. basically behavioural segmntation comes in many ways for example when a customer checks the museums social media here and there just to check if they got anything iteresting, compared to the customer that checks our social media frequently really remarks someone who will definitely wants and enjoys to come when they can. this can also refer on how they buy and how it will benefit them if they are loyal and the customer purchases from the museum for memories like a fridge magnet or keyring . 4.Psychographic segmentation. this is a type of targeting customers that allows many businesses and marketers to divde their customers based on psychologicall traits that probably influences their buying behaviours. Unlike behavioural segmentation targeting, which measures different types of brand engagement, it uses psychographic data to determine how diffferent customer groups think, this allows many different businesses to market effectively. examples of psychographic segmentation is how you can not group 2 individuals just because they are both rich, it is tricky because they might both be rich but they do not have the same likings for example the first person has a dog and likes to do golfing and meet up and spend with family and friends and go for hikes early in the morning on the weekends campared to the other person he has a cat he prefers to stay indoors and loves to watch television series alone at home and go gym at night in the weekends. (Wright, M. 2020)
FERRARI:
Ferrari is an enormous company establishing itself as one of the worlds most prestigious and powerful brands, an iconic Italian luxury car and really well known world wide. Their marketing strategy is well thought and different than how most companies do their marketing strategies and advertisements. Ferrari has been captivating enthusiasts and car aficionados that are around 45year old target customers that are business men that will be promoting their car between each other . For example normally most companies will use the usual social marketing strategies and using segmentation strategy with their customers. Although Ferrari has a unique way to draw their target customers, basically with Ferrari’s rarity and luxury it gets advertised by one another in their target group customers.
Trend aware:
The science media museum trend awares segmentation accounted for 21,000 visits in 2022/23, maintaining their position as the second largest since 2018-2019. and their most popular project is the game lounge.
make a questionare bringing other peoples who like about caars and
bad marketing strategies:
Doves ‘racist’ campaign: in 2017 dove posted a 3 second video on Facebook of 3 women of different ethnicities, each removing a tshirt to reveal the next women. the intention was to celebrate diversity and convey that its body wash is for every woman.dove quickly removed the the post and tweeted an immediate apology. [reference (The 8 biggest marketing fails of all time) WordStream.com]
bibliography:
Adam Erhart (2022). 7 Effective Marketing Strategies for 2024 (TIPS, TRICKS & TACTICS). [online] YouTube. Available at: https://youtu.be/4ajmfzj9G1g?feature=shared.
Youtu.be. (2024). – YouTube. [online] Available at: https://youtu.be/wpetvjIivdM?feature=shared [Accessed 25 Sep. 2024].
Youtu.be. (2024). – YouTube. [online] Available at: https://youtu.be/lqmA-LrQzcY?feature=shared [Accessed 25 Sep. 2024].
www.linkedin.com. (n.d.). Five Strategies for Engaging Gen Z With Experiential Marketing. [online] Available at: https://www.linkedin.com/pulse/five-strategies-engaging-gen-z-experiential-marketing.
B2B International (2024). Customer Segmentation Research & Strategy | Develop Effective CVPs. [online] B2B International. Available at: https://www.b2binternational.com/what-we-do/customers/segmentation-research/?gad_source=1&gclid=EAIaIQobChMInpSNzMPviAMVLZlQBh3P_SAKEAAYAiAAEgKa__D_BwE [Accessed 2 Oct. 2024].
https://www.facebook.com/enkoproducts (2020). 10 Worst Marketing Mistakes To Avoid For Startup Business. [online] enKo Products. Available at: https://www.enkoproducts.com/articles/10-worst-marketing-mistakes/ [Accessed 2 Oct. 2024].
Wright, M. (2020). The Complete Guide to STP Marketing: Segmentation, Targeting & Positioning. [online] Yieldify. Available at: https://www.yieldify.com/blog/stp-marketing-model/.