Wednesday, June 29, 2011
The video which I realised for The Finnish Aviation Museum - Vantaa Helsinki was designed as a valuable material to be used for viral marketing of the case organization. This marketing product will support the online promotion of the museum services and products in an efficient way and with a lower cost and will be also uploaded on the museum's web site. The video can be accessed in YouTube at the following link:
On the other hand, the main purpose of this video consists of bringing to light the Finnish Aviation Museum and its products for people/communities globally through the viral marketing techniques by designing and implementing a multimodal service represented by the three video clips compiled in one video which would be an effective marketing tool for the case institution. These video clips emphasize the main three museum’s customers segments: aviation supporters& nostalgics, companies and educational organizations from a user centric perspective.
This topic has a global significance due of the global growing importance of the social media and communities as marketing channels of XXI century. As a result of social media revolution, the museums and galleries benefit more and more by new technologies and the latest web trends, turning into communities’ centres by using social media for building connections, sharing stories, informing visitors, attracting new customers’ segments. According to the Aaron Schoenberger (2010), an ideal museum marketing campaign will include a skilfully choreographed blend of Social Networking, Social Bookmarking, Blogging, Search Engine Optimization (SEO), and Viral Videos which will draw a superior attention to the museum products.
As an illustration of the rising importance of the viral marketing for museum organizations, the famous Guggenheim Museum launched its YouTube Play campaign last year, inviting everyone to join it by submitting videos. The best ones were selected and displayed at all Guggenheim locations, on the museum website and as well as on YouTube. As a consequence, the above-mentioned marketing campaign generated over 20,000 submissions from the entire world and over 24 million views (The Squeaky Blog 2011).
Thus, in accordance with Ruth Rentschler and Anne-Marie Hede (2007, 22) who studied the particularities of the museum marketing within global marketplace, the museums have had to cope nowadays with strategic transformations generated by the explosion of interest of cultural tourists, the expansion of new media and internet, but also, the reduction of the museums’ founds.
In conclusion such a product like the the video regarding Finnish Aviation Museum, can increase the awareness about the importance of social media channels (Youtube, Facebook, blogs and forums) in the museum marketing sector which can be future-oriented through the multimodal marketing in order to enhance the feeling of authenticity and experience for museum’s guests.