1. The Warhol
McKenna
Tyler
Joe

2. The Warhol is…
UNIQUE
The largest museum dedicated to one single artist. They offer Warhol’s extensive collection of paintings, drawings sculptures and pictures. They also screen Warhol’s several films.

3. The Warhol is… EVENTFUL
According to their website their events can hold up to 100 seated guests to 400 cocktail guests. Weddings, lectures, symposiums, and small informal dinner parties can all be held there.

4. Andy Warhol Andy is a Pittsburgh artist, noted for his pop art and
eccentric celebrity status

5. His Notable Work
The Campbell
Soup Cans

6. His Notable Work
Marilyn Prints

7. ‘The Velvet Underground
His Notable Work
‘The Velvet Underground
&
Nico’
album cover

8. Industry
The Warhol mainly competes in the art museum industry; however, they are also strong competitors in the tourism industry, and venue industry.

9. Geography
Pittsburgh region

10. Top Three Marketing Trends…
Social Media. The Warhol has a large social media presence.

11. Top Three Marketing Trends…
2. Special Events. A lot of museums host different events, the biggest event being gallery talks. The Warhol has different gallery talks. The Artist Educator Talk is every Friday at 11am and each week it covers a different work, or process of Andy’s. On Wednesday’s Warhol’s nephew hosts his own talk. The Warhol also hosts a concert series called “The Sound Series.”

12. Top Three Marketing Trends…
3. Education. A lot of museums offer education programs for youth. The Warhol offers six different education programs for teens.

13. Top Three Competitors…
THE MATTRESS FACTORY. Both museums have a collection of modern art, and are both located on the North Side of Pittsburgh.

14. Top Three Competitors
2. Carnegie Arts Museum. This is an interesting competitor because they are both a part of the Carnegie Museum group. Both are art museums located in Pittsburgh

15. Top Three Competitors…
3. FALLING WATER. The Warhol and Falling Water both attract tourists nationwide.The Warhol uses Andy Warhol’s fame to attract customers, Falling Water uses Frank Lloyd Wright’s notoriety to do the same. Falling Water also has an extensive art collection.

16. Macro Environment
Lena Tavoletti, Warhol employee said that “the Warhol focusses on social and Technological. She said the Warhol seeks ways to combine the two by attracting attendance through the use of social media to reach out to art lovers in the community and even advertisement to instill a feel of interest for any tourist.”

17. SWOT
STRENGTHS- 1.) They own all of their art. (The Andy Warhol Foundation) 2.) They showcase a variety of different art: paintings, drawings, photography, films and interactive art. 3.) They are the largest single artist dedicated museum.
WEAKNESSES- 1.) reliance of social media and not being able to post any of their art displays on these platforms. 2.) Many of its pop culture displays. 3.) They are not opened seven days a week, and close at 5pm.

18. SWOT
OPPORTUNITIES- 1.) Mick Jagger and Martin Scorsese’s new HBO show, “Vinyl.” Andy Warhol is a character on the show and it shows him filming one of his infamous screen tests, and doing other work. 2.) Crocker Arts Museum opens a Warhol exhibit. 3.) Media outlets writing reviews on their current exhibits.

19. SWOT
THREATS- 1.) Other Pittsburgh art galleries and museums. 2.) Arts festivals, like Three Rivers Arts Festival- it is free and draws away the public. 3.) events hosted at such as stage AE, PNC park, and Heinz field that interfere with the Warhol’s sound series or and attendance.

20. Target Audience
Millennial. specifically educated year olds.

21. Segmentation
GEOGRAPHIC- Urban Pittsburgh. More of the hip/ bohemian neighborhoods (Lawrenceville, Shady Side, and Bloomfield)
DEMOGRAPHIC- Ideal customer is a college educated man or woman, who makes a decent salary.

22. Segmentation BEHAVIORAL- Someone who gets, and respects modern art.
PHYSIOGRAPHIC- This person is very artistic, most likely an artist themselves. They probably watch silent films, listen to The Velvet Underground, Rolling Stones and David Bowie (all three artists are affiliated with Warhol)

23. Demographic
We’re going to focus on the demographic segment. We are focusing on social media as a marketing tool, and we want to focus on someone who is younger, and uses Twitter and Facebook frequently.

24. Strategic Direction
To boost traffic in the museum, we will use social media heavily to attract customers.

26. Sources