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Tiqets creates partner marketing guide to boost museums’ brand awareness and visitor numbers

Innovative ticketing platform Tiqets has put together an insightful guide entitled 5 Advanced Partner Marketing Strategies for Museums & Attractions, to help cultural organisations stand out from the crowd in cost-effective and collaborative ways.

As the opening statement in Tiqets’ new e-book asserts: “Competition is high.” Not only have cultural institutions around the world worked hard to hit their stride quickly after 18 months of lockdowns and restrictions but every other tourist attraction and recreational activity provider has done the same.

Clear and reliable strategies

Having ridden the initial wave of excitement at doors opening once again, a priority for many museums must now be to form clear and reliable strategies for the future. However, with budgets tight, staffing uncertain and some travel restrictions in place (limiting the influx of overseas visitors), now is an important time for the museum community to explore ‘creative ways to reach a wider audience and attract additional visitors.

As the e-book’s introduction states: “Partner marketing can be low stakes.” More often than not it requires a bit of hard work and communication rather than deep pockets. In order to provide the very best guidance on this topic, Tiqets has looked at examples from across the globe, including the Louvre in Paris, the American Museum of Natural History in New York, and the National Trust’s Standen House and Garden in England.

Authentic and impactful campaigns

Of course, to generate authentic and impactful campaigns requires museums to find the right type of partner or partners.

Rachel Grate, Head of Brand Marketing and Consumer Strategy at Tiqets, said: “The first question to ask any potential partner is, ‘What is your goal?’ It’s very important to understand if your partner wants PR coverage or actual sales as their top priority, because that will drastically impact how you approach the campaign – and if they’re happy with the result.”

From partnering with a brand on a high-profile event to finding social media influencers able to generate increased brand awareness online, the e-book delves deep into the mechanics of partner marketing.

Key topics

Key topics such as collaboration, influencer marketing and merchandising are investigated in detail, with valuable takeaways for everyone from marketing departments to senior managers. Tiqets also outlines an example of its own partnership efforts working with several global attractions on an Earth Day campaign, which featured a series of virtual experiences collectively known as Great Explorations.

Importantly, the e-book also discusses the distinct differences between partnerships and commercial sponsorship deals which, while valuable in their own right, are distinct and different from true partnerships.

Tiqets Chief Supply Officer, Maarten Raaijmakers, said: “Now is the time to create a buzz about cultural brands, but it’s also a time when marketing resources are stretched particularly thin. We are thrilled to be able to provide the expertise and creative solutions institutions need to support their continued growth and success.”

Download 5 Advanced Partner Marketing Strategies for Museums & Attractions.

Tiqets is sponsoring the MuseumNext Digital Marketing Summit from 22-24 November, 2021.

About the author – Tim Deakin

Tim Deakin is a journalist and editorial consultant working with a broad range of online publications.

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