Cetrix Blog

Establishing a global brand is about defining who and what you are as an organization. It is your answer to the question: what is your museum and what does it do?

As the cultural and education markets grow more competitive, museums must take advantage of everything they can get out of their marketing automation platform. Fortunately, a good marketing automation suite will pay for itself.

Developing a global brand will take the concentrated effort of everyone in your organization. It will require research on your current position, the current state of the world, and the opportunities available to you. This research requires data processing on a massive scale.

Most museums are aware that ticket sales are the life blood of all museums. Despite this, surprisingly few museums have a way to sell tickets online. Even though online ticket sales now dominate the sales landscape for events such as concerts and theaters, most museums have yet to create their own online ticket sales portals. For instance, in France, 30-50% of museums still expect visitors to purchase tickets at the door (See Secutix). Of course, an online ticket sales portal requires branding. Museums cannot just put up a website and expect visitors to find it. Instead, you must brand and advertise your website so potential visitors can find it in a way that builds a relationship between the museum and each individual visitor. That requires a digital presence that is unique, individualized, and global.

Account based Marketing

Account-based marketing (ABM) focuses a vendors marketing and sales resources and efforts on specific customer or prospect accounts that will likely gain them the most business. It differs from traditional marketing approaches where marketing is typically organized by industry or product/solution. ABM merges all these divisions and uses them to focus on the most profitable accounts.