Consumer research for museum marketers : audience insights money can't buy / Margot A. Wallace.

Format:

Book

Author/Creator:

Wallace, Margot A., 1941-

Language:

English

Subjects (All):

Museums--Management.

Museums.

Museums--Marketing.

Museums--Public relations.

Physical Description:

vi, 179 pages ; 24 cm

Place of Publication:

Lanham : AltaMira Press, [2010]

Summary:

What museum does not want insight into what its visitors and potential visitors are looking for? Nearly every function within the museum benefits from a deeper understanding of visitors: curators, educators, fundraisers, marketers, store and cafe managers, guards, and volunteers. Consumer Research for Museum Marketers creatively instructs museums on how to study visitors to make their exhibits, programs, and shops more appealing for all segments of the public. Each chapter identifies an observed visitor behavior or attitude and details how it can significantly affect attendance, satisfaction, and loyalty. The author's approach explains how all museum personnel can participate in valuable observational research without breaking the bank on expensive studies.

Contents:

Introduction: Observational research versus the other researches

Methodology

The hand-holders : connecting to your museum

Twitching on the tour

Sitting down

Turning right

Dress code

Museum goers don't get fat : tribal marketing

Men : another new market segment

Lunchtime stories

Taking photos

Early birds

Shopping for memories

Handheld children : the new demographic

Long lines and smiles

Queue-less in the lobby

Frail and hardy

What the guards see

The folks from Kazakhstan and other global changes

Shout out for the library

Insights and the performing arts

Velcroed at the ticket window

The upside of intermission

Epilogue.

Notes:

Includes bibliographical references and index.

ISBN:

9780759118089

0759118086

9780759118096

0759118094

9780759118102

0759118108

OCLC:

429902453