Art marketing

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The term art marketing is a sub-area of marketing whose field of activity is mainly based on museum work and which carries out the marketing and promotion of art and culture or cultural events.

Differentiation from marketing

In general, it differs from marketing in that in art marketing the product and the price cannot be determined. The advertised goods are not consumer items in the usual sense, such as clothing or food that fulfill a specific use or the satisfaction of basic needs, instead they are "information, constructs of meaning or experiences". What is meant is the interaction with a work of art , which is used for personal education with regard to the arts, as well as the experience of cultural heritage . Another distinction is that art marketing mainly operates in the non-profit sector , as it is not primarily about economic gains, despite income from e.g. B. Sale of tickets. Rather, art marketing serves to support cultural institutions in fulfilling their educational mission.

tasks and goals

Keith Diggle describes the primary function of art marketing as follows:

“The focus is on the contact between the artwork and the consumer; and the purpose of the matter is to get as many people as possible interested in this contact. The original goal is not to satisfy the needs of the consumer [sic!], But to invite the consumer to get to know and appreciate a work [sic!]. "

Cultural companies, in particular museum facilities, use the collections to express the cultural identity of society and thus occupy an important place within it, which must be maintained and made clear through advertising . Art marketing also serves as a medium for carrying out the educational mandate that a museum or cultural institution has. The main goals are to recruit new, previously culturally distant sections of the population, to evoke and support regular customers as well as to create general awareness and maintain the image of the institution .

Marketing elements

In practice, four generally applicable marketing elements (“4 Ps” for short) are pursued: product, price, placement and promotion . Likewise the use of instruments of communication policy . This includes areas of PR measures, for example press work , website maintenance , events and sponsoring , as well as the organization and support of a trade fair stand .

Art marketing already intervenes in the planning and design of offers or programs and provides advice on advertising measures, e.g. B. help design the posters , find a title for an exhibition, etc.

Structural change in museums

The image of museums is increasingly changing from a place of science to a public institution whose interest is to provide education. Ernst Wagner remarks in 1906:

"The museum does not have the ambition to want to be a scientific institute, but simply places itself in the service of popular education."

In this context, special offers that go beyond the conventional exhibition tours are created. The museum addresses separate target groups, for example school classes or senior citizens, by means of various orientations . In addition, the museum opens up to the surrounding area with information days, festivals or themed events.

Another factor in public awareness is the tourism industry . Tourists are now a regular clientele of museum visitors, as they choose travel destinations based on cultural aspects, among other things.

The economic acquisition of museums is becoming increasingly important due to the funding cuts. Harald Siebenmorgen, director of the Badisches Landesmuseum Karlsruhe , explains the innovations of the "commercial type": the museum shop, themed gastronomy, events of own museum festivals and renting out rooms to third parties.

literature

  • Francois Colbert: Culture and Art Marketing: A Workbook . Vienna 1999.
  • Hartmut John, Katrin Hieke (Hrsg.): Museums and Tourism: How to effectively integrate tourism marketing into museum work. A manual . Bielefeld 2000.
  • Hartmut John, Anja Dauschek (eds.): Rethinking museums, perspectives on cultural mediation and target group work . Bielefeld 2008.
  • Katharina Knieß: Art in the Public. PR manual for artists and galleries, museums and universities . Bremen 2012.
  • Eva Reussner: Cultural Management Network . May 2004.
  • Yvonne Schwarzer (Ed.): About the art of selling art . Witten 2005.
  • Harald Siebenmorgen: Event - Èvenement - Museum . In: Live Arch, Living History in Archaeological Open Air Museums .

Web links

Individual evidence

  1. ↑ a b c Hartmut John, Katrin Hieke (ed.): Museums and tourism: How to effectively integrate tourism marketing into museum work. A manual . Bielefeld 2000.
  2. ↑ Eva Reussner: Cultural Management Network . May 2004.
  3. ^ A b c Francois Colbert: Culture and art marketing: A work book . Vienna 1999.
  4. ↑ a b Hartmut John, Anja Dauschek (Ed.): Rethinking museums, perspectives on cultural mediation and target group work . Bielefeld 2008.
  5. ^ Harald Siebenmorgen: Event - Èvenement - Museum . In: Live Arch, Living History in Archaeological Open Air Museums.