Most museums offer group tours and private guided tours at an extremely low price. In addition, many market the tours to corporations. So, what if they "packaged" the experience and sold it as a behind the scenes or "money can't buy" experience to individuals. Something like this:
Are you always looking for that perfect gift for the person who has everything? Why not visit the museum where you and six guests will get a behind the scenes experience. The evening will begin with cocktails and move on to a guided private tour of the collection exclusively for you and your guests. As a parting gift, guests will receive a catalogue, two tickets to the next exhibition opening and a tote to take home the experience.
The idea is to target individuals who are looking for something more than just a dinner at a fancy restaurant or a birthday party at home. Take it a step further and market to people who are celebrating their anniversary, mothers day or just a unique experience for a group of friends.
The experience will have the group buzzing about this the next day. Better yet, it could garner a few new members.
Monday, July 6, 2009
Taking Art Out
This is brilliant! I love that people don't have to go into a building for a wonderful experience.
Sunday, July 5, 2009
The Washington Post in Exchange For
I've been following The Washington Post's effort to diversify their business model by presenting a "salon" platform for companies to access exclusive, off-the-record access to policymakers and leaders. In exchange for sponsorship from $25,000 for one event to $250,000 for all ten, corporations get an intimate dinner with policymakers in the home of Katharine Weymouth.
Read about it on Politico.com, where the scandal first broke.
In sum, The Washington Post thought that they could leverage their brand and access to policymakers to expand their revenue base. Unfortunately the way it played out hurt their brand integrity, all just to make a small amount of money.
Should be interesting to see how this pans out.
Read about it on Politico.com, where the scandal first broke.
In sum, The Washington Post thought that they could leverage their brand and access to policymakers to expand their revenue base. Unfortunately the way it played out hurt their brand integrity, all just to make a small amount of money.
Should be interesting to see how this pans out.
Friday, July 3, 2009
Fresh
How important is it to keep your website content fresh? VERY! It still amazes me that companies drop hundreds of thousands of dollars into the development of a website yet don't optimize it. It is 2009 and some sites still serve as "brochures" that are not vibrant or interactive.
When I go to a site and don't see new content, I think that they are either not doing well or they are not organized enough to leverage their site and online marketing tools.
The worst is when you go to the "latest news" and the last press release was in December, 2008. Yikes!
Several innovation, communication and interactive marketing agencies are guilty of this. It simply reflects poorly on the company and the implied services that will be delivered.
When I go to a site and don't see new content, I think that they are either not doing well or they are not organized enough to leverage their site and online marketing tools.
The worst is when you go to the "latest news" and the last press release was in December, 2008. Yikes!
Several innovation, communication and interactive marketing agencies are guilty of this. It simply reflects poorly on the company and the implied services that will be delivered.
Thursday, July 2, 2009
Marc Andreessen and Ben Horowitz Launch New VC Firm
I read in Businessweek.com that Marc Andreessen and Ben Horowitz are launching a new venture capital firm. Sounds like they have a new approach...hand-off. Should be interesting.
I like what Roger Lee, general partner with Battery Ventures, said, "There is a risk with any first-time fund, until you've done it, you never know."
I like what Roger Lee, general partner with Battery Ventures, said, "There is a risk with any first-time fund, until you've done it, you never know."
Nike Uses Social Media to Award Grants
Taking a cue from Target, Nike is using social media to award $650,000 in grants to neighborhood groups that use "sports as a tool to change the community."
They created a site where organizations can apply and people can vote. Unlike the Bullseye Gives campaign where Target selected a handful of organizations and drove people to Facebook, Nike's campaign opens this to to a wider, more community based group. In addition, public support and voting only contributes to the decision making process. In the end, decisions are made by the Nike National Grant Selection Committee.
Nice to see that companies are leveraging social media to do good.
They created a site where organizations can apply and people can vote. Unlike the Bullseye Gives campaign where Target selected a handful of organizations and drove people to Facebook, Nike's campaign opens this to to a wider, more community based group. In addition, public support and voting only contributes to the decision making process. In the end, decisions are made by the Nike National Grant Selection Committee.
Nice to see that companies are leveraging social media to do good.
Wednesday, July 1, 2009
One Party Gives and the Other Receives
I came across a piece of collateral from 1994 describing a new partnership between Hugo Boss and the Guggenheim.
The wording was very forward thinking and fresh, even for today. For example, the summary states that the partnership is a new model of collaboration where they seek to move on from the traditions of conventional sponsorship whereby "one party gives and the other receives."
I guess I never thought of sponsorship in those terms but clearly they were on to something.
More and more companies are moving away from traditional sponsorship and looking for ways to "own" a platform to help them achieve business goals.
In the museum world, take note of the growth of awards and traveling exhibitions.
The wording was very forward thinking and fresh, even for today. For example, the summary states that the partnership is a new model of collaboration where they seek to move on from the traditions of conventional sponsorship whereby "one party gives and the other receives."
I guess I never thought of sponsorship in those terms but clearly they were on to something.
More and more companies are moving away from traditional sponsorship and looking for ways to "own" a platform to help them achieve business goals.
In the museum world, take note of the growth of awards and traveling exhibitions.
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