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2 When is advertising not advertising?

3 Advertising is about outputs Sales Revenues Profits Museums are about outcomes Social outcomes Education Cultural outcomes When is advertising not advertising? Increase visitors Increase visits by underserved segments Expand the educational mission Increasing the reputation Build awareness, knowledge, and preference

4 Declining attendance From 1.8 million (1997) to 1.2 million (2005) Tours down 146 K (1999) to 40K (2005) School visits down from 158K (2001) to 83K (2005) Underserved segments

5 Increase attendance From 1.2 million (2005) to 1.4 million (2007) (18%) Tours from 40 K (2005) to 50K (2007) (20%) School visits from 83K (2005) to 100K (2007) (20%) Underserved segments Increase “Others” from 23% (2005) to 47% (2007) Increase reputation Increase press from 530K (2005) to 1,500K (2007)(300%) Web profile from 4.6M (2005) to 4.9 M (2007) (6.5%) Create a new category of visitor Interactive visitors from 5M (2005) to 17M (2007) (236%)

6 How do you get the interest of people who don’t go to museums? How do you attract “lead” customers? The perfect storm: Target parents of underserved segments Target their children Target their children’s educators

7 What do you say to your lead customers? Give them an alternative to the garbage. Give them the experience. Give them a whopping dose of parent guilt. “The wonderful is closer than you think”

8 How do you position? To families who are looking for the wonderful Universe of wonder, inspiration, and discovery Location, architecture, and visual arts

9 How do you execute? You appeal to the emotions Sharing not selling Focus on interactive

10 How much? $5,626,000 (34%) print advertising $1,690,000 (10.3%) outdoor $8,350,000 (51%) interactive $900,000 (5.5%) public relations

11 InteractiveGetty Films Getty Schools Getty Kids

12 PrintTravel magazines Kids magazines Parent’s magazines Educator’s magazines

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14 OutdoorExhibition billboards Bus stop signs and benches Billboard installations Getty mural Getty bus

15 Theatrical Ad

16 PublicityFreeway murals Billboard installations Art caravan Excellence in American Art Education Advertising

17 Lessons LearnedBill O’Reilly doesn’t like the bus idea Outcome-based advertising means focusing on lead customers It means sharing rather than selling It means traditional measures don’t always apply