Attract and build loyalty with the local public
As a way of developing stable visiting numbers once the effects of media interest in the museum’s re-opening wore off, the museum put in place a public development strategy whose main goals were to attract and build loyalty with the local public. The largest risk faced by a single-artist museum is being seen as a « fixed » institution which merits only a one-time visit. By frequently renewing its activities, the museum is aiming to encourage the local public to discover and revisit its exhibitions and diversify its public. The new museum project aims to make the Musée Picasso an exciting, dynamic environment, emblematic of Parisian cultural life.
In this context, the data provided by clients at the time of ticket purchase constitutes a valuable source of information.
Understanding the public is the starting point for targeted information campaigns which the SecuTix 360° tool is able to establish via digital channels.
In order to develop its position within Parisian cultural life, at the time of re-opening the museum put in place a loyalty program to create a community of subscribers. Crucial to this community building project was the museum’s usage of the integrated SecuTix e-marketing tool to animate its membership network and establish direct links with different segments of the public. Thus, members receive a monthly newsletter detailing future exhibitions, offering invitations to preview events and even discounts for partner institutions.
By offering an integrated data platform which can collect information provided by clients at the time of reservation, SecuTix 360° enables better management of the upstream phase of the client journey from the initial provision of information, through the moment of purchase and up until the museum visit itself.