Communicating the Museum 15 – Last day

For this final post on Communicating the Museum 2015, let’s go and discover the Museum of Modern Art of Istanbul.

Istanbul Modern

Istanbul Modern is actually a museum of contemporary art. It has opened its doors in 2004 in the new redesigned docks district of Tophane. Permanent collections and exhibit present contemporary Turkish artists while temporary exhibitions are also programmed. Artists in Their Time is the very last one you can visit.

Some Data

IMG_5813-225x300648 000 visitors / year

43% of the visitors have discovered the museum for free when coming because of a free day or campaign

54% of local visitors are less than 25 years old

During the workshop, Ebru Eğilmez, Marcom Manager at Istanbul Modern, has presented us the various challenges the museum was facing and the strategy she has put in place to answer them.

Hence, there is a little quiz below to test your communication disposition and introduce you to Istanbul Modern’s latest strategy.

How to increase the volume of visitors and make them come back regularly?

  • Answer A

It is not necessary to make any changes in the permanent collection or the audience who is used to it might feel lost… Apart from the fact that it is lots of work. Offering one big temporary exhibit per year is actually a good thing as it helps to get a good return on investment on marcom campaigns. These actually could be quite expensive.

It is important also to rectrict all commercial activities in order not to affect the exhibited collections.

  • Answer B

In order to stimulate again the public’s interest, it might wise to suggest a new hanging for the permanent exhibit. Then, offering several temporary exhibitions with international artists on diverse themes (such as photography or digital art for example) will help to strengthen the momentum of your public development actions.

It is essential to create a true coherence between the various services the museum offers: the coffee shop, the library and the boutique in order to enhance the visitor’s experience.

  • Answer C

Word of mouth and a magic wand.

The correct answer is B

Istanbul Modern is all at once a coffee shop, a cinema, a boutique, a museum… In short, a life-place where there is always something going on. Temporary  exhibitions give essential leverage to attract Istanbuk inhabitants looking for novelty and freshness. Istanbul Modern offers a new hanging every two years.

How to attract foreign visitors?

  • Answer A

Working hard on finding the correct Tour Operator and other tourism agents partners.
Imagining new partnerships quite innovqtive and out of the beaten path (Uber, TripAdvisor…). Being present everywhere in the city and why not, starting as early as in the airport?

And finally, having a bilingual website and mediation tools and gudies available in several languages.

  • Answer B

It is not really possible to attract foreign visitors to Istanbul Modern as they are more interested in heritage sites.

  • Answer C

Being in touristic guides is way sufficient!

The correct answer is A

39% of Istanbul Modern visitors are foreigners. Top 3 countries from which they come are :

  • Germany
  • USA
  • France

Istanbul Modern has 13 interactive kiosks in different places in the city.

And social media?

  • Answer A

Social media is a great tool to distribute the museum’s program (visits schedules, opening dates and hours, etc.) but the tone needs to stay institutional. And it’s not necessary to have one full-time employee on this mission.

  • Answer B

It is necearry to be active and present on social media with one full-time employee dedicated to this mission. The institution needs to share exclusive content and talk to its public.

  • Answer C

Well… It’s just nonsense, right?

Answer B

« Conversationprism » par Brian Solis and JESS3 — Sous licence CC BY 2.5

« Conversationprism » par Brian Solis and JESS3 — Sous licence CC BY 2.5

As a conclusion, below are some words that actually summarize quite well the work of communication and marketing professionals in arts institutions:

In the non-profit sector, We need money to engage with people

while in the commercial sector, They engage with people in order to make money

And that… Is a huge difference.

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