A study on the promotional strategies of GSIS Museum of Art

Abstract

McCarthy & Perreault stated that "Marketing is important to the success of every organization.” In marketing, the most visible element is the promotion. Promotion, as a part of marketing, aims to further the cause of one particular organization or individual. That is why many organizations venture to craft their promotion well, as it is the most perceptible part of marketing. In non-profit institutions like museums, promotion is a vital part to "sell” ideas and information to the public. In this study, the researcher identifies how promotion plays a big role in reaching the GSIS Museum's target audience. This study attempts to answer what the most effective promotional strategy that GSIS Museum uses to reach its target audience is. The study focuses on the GSIS Museum of Art promotional strategies. It identifies the promotional strategies that highlighted the museum only. The promotional strategies only focus on publicity and personal selling of the museum. These include the efforts that the museum mainly utilizes which are partnership with tour operators, press releases, and invitations. In identifying the target audience, only the addressees or receivers of the mentioned promotional strategies were considered. Identifying the most effective promotional strategy that GSIS Museum uses to reach its target audience is a descriptive-quantitative research study. As a descriptive research, this study describes the existing promotional strategies of the GSIS Museum, as well as the objectives and the target audience of each promotional strategy. As a quantitative research, this study makes use of statistical analysis to describe, compare and assess effectiveness of promotional strategies as factors affecting visits in the museum. Research on primary and secondary materials about marketing and GSIS Museum were done for this study. Materials include books, articles, and marketing cases. The researcher interviewed the people involved in the museum management and promotion, such as museum director, staff, and even the public affairs department of GSIS.