Branding ArtGeek for Museum Lovers (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: ArtGeek for Museum Lovers

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing with a new company.

Joining us on-air was Jane McIntosh, founder of ArtGeek. Jane and her husband Michael Weiss are art lovers who enjoy taking art-focused trips. Their own experience finding it difficult to locate exhibit information led to the idea of creating ArtGeek as an online exhibition finder for other art enthusiasts to access exhibit information more readily.

While researching the feasibility of the business, Jane determined that 78 million Americans have visited one of the 1,000 museums across the country in the past year. ArtGeek is a free service for these museum-goers to have exhibit information at their fingertips. Users may also register for a complimentary account enabling them to bookmark exhibits and plan their visits.

To promote ArtGeek, Jane is advertising on Facebook targeting people interested in specific types of art as well as travelers. Overall, she is seeing about a 3% click-through rate. Jane has also been relationship building with museums to generate interest in ArtGeek and obtain exhibit information.

Site usage is increasing and now Jane is looking at creating a revenue stream. She is re-visiting museum contacts and solicit support for ArtGeek, considering a reservations model as well as advertising. Currently there is a relationship with Amazon for purchase of books.

Jane cites awareness and understanding of the ArtGeek website as her biggest branding challenges.

The Art Geek website currently contains a search mechanism for exhibits. Those Branding Guys suggested that Jane create an interactive activity to engage site users such as a “rate your art geek-ness” quiz. They also encouraged Jane to participate in-person at local exhibit openings.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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