Marketing update: making the most of Museums at Night

A group of people looking at a bookshelf in a historic library

Visitors at Calke Abbey, Derbyshire (c) National Trust Images / Paul Harris

Early publicity: a good example

Kelham Island Museum have been talking about their entry in the Connect10 competition on Twitter, where they attracted the attention of a local journalist. They quickly followed up this contact with a press release and a set of images, which has already lead to an article about their plans in the Postcode Gazette – congratulations!

This is a great example of how Museums at Night marketing works: we’ll be promoting the festival as a whole through targeted PR activity aimed at national and regional media, but there’s no substitute for doing your own local marketing as well, using all the channels available to you to get the word out!

Help us to promote you:

1) Register your Museums at Night events in our database as soon as possible, describing them to make them sound exciting!

2) Send us your publicity photos for our media image library.

3) Tell your local audiences and media what you’re planning – I’ll be reissuing an updated version of our Museums at Night PR Toolkit very soon to help you with this.

Spreading the word through Twitter

In addition to retweeting your tweets about your event plans, @MuseumsAtNight will be tweeting a different Museums at Night event highlight every working day from now until the festival kicks off in May.

The Museums at Night 2013 hashtag to use is #MatN2013.

Idea development – call us!

This week I spoke at a meeting of members of the Historic Houses Association about the benefits of taking part in Museums at Night, and particularly how the festival marketing campaign can help with audience development.

One of the key points I took away was that the kind of idea generation and marketing coaching I’ve been offering informally over the phone is very much appreciated, and probably something I should be talking about more!

So, if you’re considering running a Museums at Night event – if you’ve had a look at the Big List of inspiring event ideas, and our tips on audience development, and you’d like to talk through your plans, give me a call on 01273 623336. Let’s have a 15 minute brainstorming chat about making the most of your skills and resources, pitching the event to appeal to your target audience, and how you’re going to market it. Everyone who I’ve had these focused phonecalls with has found them useful – so please don’t feel shy about giving me a call.

And finally, a lot of our work around Museums at Night is about connecting museums, staff and volunteers through different networks; building capacity and sharing skills and learning from across the arts and heritage sector. With this in mind, it’s interesting to read the latest update from the Happy Museum Project.

Have a great weekend, everyone!

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