Musée à deux points: maximiser les dons avec des campagnes de marketing efficaces

Dans le musée à deux points, les dons des invités sont essentiels à votre revenu. Ce guide explique comment utiliser la salle marketing pour attirer des visiteurs généreux et stimuler le succès de votre musée. Alors qu'une collection diversifiée est un objectif à long terme, maximiser le potentiel de vos expositions actuels commence par le marketing intelligent.

exécuter des campagnes de marketing

Each Marketing Room runs one 90-day campaign at a time. Multiple rooms allow simultaneous campaigns, but this increases costs. Campaigns require an Assistant with Marketing skills (train them if needed!). Higher skill levels mean more effective campaigns.

Campaign costs and effectiveness vary (Basic, Standard, Elaborate). More expensive campaigns offer greater benefits. You can set campaigns to automatically repeat.

Types of Marketing Campaigns

Choose from three campaign types:

• Guest Campaigns: Increase overall attendance or attract specific visitor types (Families, Goths, etc.).
• Campions de sous-catégorie: Boostez le "buzz" d'un groupe d'expositions dans un thème (préhistoire, espace, etc.) ou une sous-catégorie (fossiles, objets maudits, etc.).
• Exhibit Campaigns: Significantly increase the "Buzz" of a specific exhibit type.

Guest Campaigns

Campaign Type	Basic (,000)	Standard (,500)	Elaborate (,000)
Museum Campaign	10% increase in overall attendance	20% increase in overall attendance	30% increase in overall attendance
Specific Guest Type	Increased chance of attracting that guest type (max 20%)	Increased chance of attracting that guest type (max 35%)	Increased chance of attracting that guest type (max 50%)

Remarque: une salle de marketing inactive gère une campagne de musée de base gratuite. Payer pour une campagne de base est donc inefficace.

campagnes de sous-catégorie

Campaign Type	Basic (,000)	Standard (,500)	Elaborate (,000)
Theme	10% Buzz bonus to all exhibits in the theme; increased chance of attracting visitors interested in that theme (max 20%)	10% Buzz bonus; increased chance of attracting visitors interested in that theme (max 40%)	10% Buzz bonus; increased chance of attracting visitors interested in that theme (max 60%)
Subcategory	15% Buzz bonus to all exhibits in the subcategory; increased chance of attracting visitors interested in that subcategory (max 20%)	15% Buzz bonus; increased chance of attracting visitors interested in that subcategory (max 40%)	15% Buzz bonus; increased chance of attracting visitors interested in that subcategory (max 60%)

exposer les campagnes

Campaign Type	Basic (,000)	Standard (,500)	Elaborate (,000)
Specific Exhibit Type	20% Buzz bonus to all copies; increased chance of attracting interested visitors (max 20%)	20% Buzz bonus; increased chance of attracting interested visitors (max 40%)	20% Buzz bonus; increased chance of attracting interested visitors (max 60%)

Conseils pour une commercialisation efficace

Focus sur les campagnes qui tirent parti des forces de votre musée. Des expositions de buzz plus élevées génèrent plus de dons, maximisant votre retour sur investissement. Prioriser les campagnes qui améliorent de nombreuses expositions, en particulier celles du thème principal de votre musée. Only focus on subcategories or specific pieces if they have high Buzz or your collection is heavily weighted towards them. High Buzz attracts donations even from disinterested visitors.

With multiple Marketing Rooms, use Guest Campaigns to boost attendance. Tailor your campaigns to your museum's strengths; for example, attract families if you have interactive displays, or professors/yetis/goths if you have knowledge-based exhibits.

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