Audience SegmentationKotler emphasizes that a museum cannot be "everything to everyone." Effective strategy involves segmenting the public into groups: The Core Enthusiast: Frequent visitors and members.
Modern museum marketing heavily leverages the "Kotlerian" idea of the "Extended Experience." This means the museum visit begins long before the guest enters the lobby. Museum Marketing And Strategy Kotler Pdf
Physical Evidence: The tangible quality of the gift shop, cafe, and brochures. Digital Transformation and Accessibility Museum Marketing And Strategy Kotler Pdf
Social Proof: Utilizing user-generated content to build trust. Museum Marketing And Strategy Kotler Pdf