Museums have positioned themselves at the connectedness level but may actually be competing with other entertainment options at the leisure level.
Nashville, Tenn. (PRWEB) October 01, 2012
Hannah Paramore, president of nationally-recognized Paramore, entrepreneur and digital marketing expert, kicked off the 2012 annual conference of the International Council of Museums (ICOM) Committee for Marketing and Public Relations in Palermo, Italy.
Leaders in the museum arena from around the globe attended the keynote presentation titled “Creating Marketing Campaigns that Work – Five Levels, Five Filters and the Four Stages of Relationships”. Paramore also led a workshop that discussed how museums can use social media to build their brand, impact their constituents and increase their influence in their communities and around the world.
Paramore shared the following key points:
- Our lives are full of products, services and experiences that be categorized in five levels; necessities, convenience, leisure, luxury and connectedness. We make choices about where to spend our money and time on products, services and experiences differently at each level.
- Museums have positioned themselves at the connectedness level but may actually be competing with other entertainment options at the leisure level.
- The level at which museums promote themselves affects the number of people exposed to the museum and its brand positioning.
- Museums can identify five filters that describe their brand and serve as guidelines for marketing and communication activities, ensuring brand alignment.
- Identifying the goal of each marketing campaign using the relationship cycle of awareness, acquisition, conversion and retention ensures that your campaigns are focused on the correct ROI measurement.
About Hannah Paramore:
Hannah is an entrepreneur and the President of Paramore, a national digital agency based in Nashville, Tennessee. She works with businesses in the travel, non-profit, arts and healthcare industries including the Frist Center for the Visual Arts, the Peabody Essex Museum, Vanderbilt University Medical Center and state tourism departments in Tennessee, Ohio, and West Virginia. Through plain talk about the strategy and effectiveness of digital media and having a social presence, Hannah helps organizations focus on results.
ICOM is the international organization of museums and museum professionals which is committed to the conservation, continuation and communication to society of the world's natural and cultural heritage, present and future, tangible and intangible.