Take advantage of opportunities

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In addition, on this landing page the menu is on the left side and displayed, which is not very common.

8.- Thyssen Museum , Madrid
Museum landings: Thyssen Museum
The Thyssen Museum is another example of a museum's landing page that, without giving too much thought to its design or being extremely creative, has created a perfect website. Giving importance to the images or, in this case, to the paintings. You will be able to see its temporary exhibitions and find out about all its new features.

And if you want tickets, you just have to click on the tickets button in the top menu.

Marketing strategies for museums
How can the museum industry be transformed by applying marketing strategies? The seven institutions managed by Amgueddfa Cymru, National Museum of Wales have achieved this.

More and more international tourists are visiting museums. In fact, visits from abroad have increased by 26% in the last three years.

This success story is a great example of how a good marketing plan can make museums a great attraction for tourism. These are the keys to its success according to François , director of the museum:

A.- Great brand image work
National Museum Wales

« Making your brand stand out is synonymous with strength. But this strength can also be increased if you work with marketing techniques that allow you to increase brand awareness .»

« If you do it right you will be able to develop a very strong brand sense which means that your brand will appear in the minds of users when a person is searching for places of interest to visit »

« Outdoor advertising in this industry is perfect for attracting the attention of people who only occasionally visit museums. However, it is best to combine it with a good social media strategy .»

B.- A well-defined central proposal
museum landings: museum of wales

What you can't do in marketing is try to cover everything. It's important to know how to focus on something specific and work on a global strategy around that objective.

And that is what François and his team did. “ Tourists are a priority audience in our marketing strategy .”

Marketing is largely about understanding the needs of customers. Tourists are always business email lists uk curious about the place they visit and are usually interested in understanding its history and culture.

Museums in Wales are focused on telling these stories through their collections. In this case, as a marketing strategy for tourists, the effort was directed towards the main offering of the permanent collections.

This point of visitor analysis is a key point. For this purpose, an analysis of the traffic on your website was used and the decision was made to translate the permanent collections web pages into French, Spanish, German and Chinese. The website is crucial in the planning stage.

Interestingly, they also noticed that tourists are the biggest users of printed materials. They distributed printed pamphlets at accommodations, gas stations, tourist information centers, etc. And they also advertise online on accommodation portals.

Ultimately, it's about analyzing the type of user you're targeting with your strategy to understand their nature and characteristics as much as possible . And then designing a strategy for this audience.

C.-

Tourism is a heterogeneous market that encompasses independent visitors through to organized groups. That is why it is important to consider different marketing and communication channels in order to ensure the best reach for each segment of people .

« For example, we took advantage of opportunities available through the national tourism body and regional tourism trusts across Wales .» Their aim was to be included in Wales-related press and publicity brochures. This enabled travel companies to add museum visits to the travel packages they offered.

China Welcome, an initiative led by Visit Britain, was another opportunity they took advantage of by tailoring their offering for this market. Inspired by the lucky number eight in Chinese culture, they created a video with Chinese subtitles about the eight highlights of the National Museum Cardiff. The idea of ​​running tours with Chinese travel companies also helped spread the word about the video.

D.- Keep designing new strategies
Despite having doubled the number of visits to museums, they do not think that the work is finished. The tourism industry is an industry in constant evolution. New technologies and the digitalisation of processes mean that you need to always continue developing new ideas.

You can create a more global strategy using our MDirector software . We are the only Email Marketing and SMS platform that incorporates a Landing Page generator in the same tool. If you need more information, contact MDirector now!