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This article emphasizes the importance of marketing as a priority, instead of an afterthought.

Author Kara Edie suggests using your visitors as an inexpensive yet effective marketing campaign.

One way to do this is by identifying affinity groups, and interacting with them consistently and positively both on and offline.

This brands your visitors as “yours” and encourages them to speak highly of your museum to other potential visitors or volunteers.

This article is excerpted from Book 4 of the Small Museum Toolkit.