The public talk «Marketing in the Sphere of Culture: Luxury or Necessity?» will take place on the 20th of April at the Institute of Russian Realist Art (IRRA) where speakers from famous art-institutions will discuss relevant tools of audience interaction and marketing strategies in cultural and museum area.
The foreign expert - Matthias Henkel, CEO at the “Embassy of Culture” agency (Berlin, Germany), Associate lecture at the Albert-Ludwigs-Universität Freiburg, (Germany) and at the University for Continuing Education, Danube University Krems, (Austria) will be a special guest of the public talk.
The public talk «Marketing in the Sphere of Culture: Luxury or Necessity?» will open the series of the discussions organized by ICOM Russia in the context of the main theme of International Museum Day 2018 - "Hyperconnected museums: New approaches, new publics".
The main goal of the discussion will unite professionals in theory and practice who will share their views on the topic of museum`s audience expansion. The evolution of information area of the society has changed methods and forms of museum communication. In order to be successful and relevant, the museum has to find new approaches to attract the audience. However, it is hard to do because of the global flow of information and the growth of entertainment industry. It seems that the formula of success is simple: it is necessary to provide the unique and quality content in an attractive and available form. But how to find this “attractive form”? During the discussion, the experts will present different opinions on the actual problems of contemporary museums related to the promotion of cultural institutions and marketing of museum projects. What kind of advantages does marketing give? How to build an effective strategy for audience development? What allows a museum to make a conclusion about the results and change the strategy of communication? Why do some marketing campaigns cause delight among the public but meet disapproval from the professional community? Who are “stakeholders” for the cultural institutions? How is the loyalty of visitors formed? Who wins from the realization of inter-museum communication projects? How is this format developed in Russia? Is it effectively to create clubs of museum`s friends? The participants of the discussion will try to answer all these questions.
- Matthias Henkel, CEO at the “Embassy of Culture” agency (Berlin, Germany), Associate lecture at the Albert-Ludwigs-Universität Freiburg, (Germany) and at the University for Continuing Education, Danube University Krems, (Austria);
- Nadezhda Stepanova, Art director of The Institute of Russian Realist Art (IRRA);
- Daria Kotova, Head of the Department of Development, Marketing and Advertising of Garage Museum of Contemporary Art;
- Evgenia Kiseleva, Curator of inclusive programs of The Pushkin State Museum of Fine Arts;
- Natalia Sergievskaya, Deputy Director for the Development of The Polytechnic Museum.
- Mikhail Gnedovskiy, Chief Analyst, Museum Centre, Moscow Agency for Recreation and Tourism;
- Ksenia Karpova, Leading Specialist of Exhibition, Scientific and Educational Work of The Institute of Russian Realist Art (IRRA).