"Undoubtedly you've heard of the Headley-Whitney Museum on Old Frankfort Pike, and it's likely that many of you have been there for a tour to see a new exhibit. As an example, the most recent event was an evening with Richard Kurin, the author of the book Hope Diamond.
In order to generate traffic and attendance to the museum and its events and presentations, the museum not only advertises in several magazines, but also relies on public service announcements and press releases. As you might also imagine, it also works closely with both local and state-level tourism entities. In order to keep the exhibit fresh and to draw people back, they also change exhibitions three or four times per year.
At this point, you might be asking yourself what is different about this museum than any other. All of the above communication and marketing tactics are what any museum might employ.
Headley-Whitney is in some ways very different than your "average" museum. Sarah Henrich, the executive director, points out that they are located away from the main metropolitan area, have over 12 acres of ground and can boast 646 specimen trees. One of the structures on the museum's 11-building campus is the LaBelle House, which was the original Headley estate home. This was refurbished in 2003 and has given the museum a way to market itself as most traditional museums can't.
This house, as well as the surrounding grounds, has allowed Headley-Whitney to open itself to the public in a whole new way. They rent the house to groups or individuals for weddings, corporate retreats, meetings, luncheons and other special occasions. They also make sure that part or all of the exhibits are available to be viewed by the individuals in the groups.
This provides a number of real advantages to the museum in its overall marketing effort. First, it obviously provides a new revenue stream not normally enjoyed by a museum. More importantly, though, it opens up the museum and its holdings to a large number of individuals at any one time, many of whom might not be "museum-goers" normally, and brings in others who are from other parts of the state or country. That means that the museum can proudly show itself off to those who might never have gone there without the "draw" of that special event or gathering. How important is that type of effort to their overall program? In 2005 alone, these special event efforts accounted for over 40 percent of their total attendance!
As you might imagine, they plan to follow this course in the future as well. They want to improve the overall infrastructure by refurbishing an existing greenhouse and displaying orchids and other exotics. They hope to add gardens and tents near an old tennis court to provide additional special event options. There is also a guest cottage original to the estate, which they hope to renovate. Then they can accommodate guest artists for extended stays and provide even more unique and hands-on experiences for attendees.
You might wonder how this might help your business, since you in no way resemble a museum open to the public if, for example, you own an electrical supply company.
What's important here is getting those that are potential prospects to come to you and be able to see what you are and what you can offer. Develop a special event of your own around a theme specific to you or your industry. You might celebrate a corporate birthday milestone or theme the occasion around a new product that will revolutionize your industry. Failing that, you can even have a tongue-in-cheek theme, such as celebrating the 100th anniversary of the invention of a product that started your industry. Only you imagination is the limit here. If you have the space and the facilities, have it at your business. If not, have it elsewhere, and decorate the space as though it were part of your business and theme.
You obviously will need to invite all of your important customers, vendors and strategic partners, but that's not all. You also want to invite all those who you think might be business prospects, but aren't your current customers. That's what will make the event more than pay for itself in the long run. Without being in the "selling" mode, be sure you have exhibits or information on your products or services and have your staff be able to answer any questions if asked. Make the event a pleasurable experience for the attendees of all types, and you never know when a prospect favorably impressed might call or whom else they might tell about the event.
By bringing in those who might never have seen your "exhibits," you can build your business by a significant margin as well.
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