Art Museums

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Art Museums

• By TeamArt
• Joshua Feira, Suman Grandhi
• Yanqiu Hou, Anand Kadekuzhi,
• Lauren King

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Award Winning Museum sites

• Australian Museums Online (AMOL)
• Getti Information Institute
• Cincinnati Art museum
• Museum of Contemporary Art Chicago
• Contemporary Museum of Art San Diego
• Metropolitan Museum of Art
• Louvre

Source Archives and Museum Informatics
www.archimuse.com
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Sample Home Page

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Basics

• Visitor views on-line art collections
• The Metropolitan Museum of Art has 3500 items
• Visitor purchases items from gift shop
• Visitor donates to become member
• Visitor can choose to volunteer
• Visitor researches art on-line
• Visitor reviews location, hours, and events to
  plan a visit

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Compelling Statistics

• Museum of the History of Science in Oxford
  receives about 100,000 individual visits to its
  web site per year
• Imperial War Museums web site received 3.3
  million hits in its first year
• Tate Gallery's database attracts a massive
  200,000 hits a day
• Source Market and Opinion Research International

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Sample Membership Pages
Segmented membership levels enable price
discrimination
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Why Museums Are On-Line

• Increase visibility
• Give members privileges 365 days a year rather
  than only when they visit
• The Met offers members-only area of site
• Showcase entire collection of past and current
  exhibits
• Online museum tours entice users to physically
  visit
• Next best thing to physical presence

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Cannibalization Issue

• "I have a feeling the Internet isn't going to
  diminish people's desire to go to the Louvre
  itself in the slightest. In fact it would just be
  like a teaser, which will make more people want
  to see it. The Internet is going to create a kind
  of hunger to complete the experience that the
  virtual equivalent can't provide.
• -Thomas Crow, Yale Art Historian

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Who Are the Customers?

• Artists showcasing art
• Art.net allows artists to upload work
• Art enthusiasts
• Browsing art or planning visits
• Art teachers and students
• Individuals who cant physically visit
• Corporations looking for donation tax breaks and
  free advertising
• Gift shoppers

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Attracting customers

• Online tour of museum (most)
• Word of mouth (all)
• Educational opportunities (most)
• Education programs and seminars
• Differentiation (all)
• Gay art, Womens art, African art, etc.
• Generally lacking area
• Few coupons, discounts, contests, referrals

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Value Added

• Basic value proposition is providing visitors
  with 24x7 access to exhibitions, artist
  information, and logistical information
• Additional on-line value
• Educational information
• Details on upcoming exhibitions
• Searching cataloged art
• Art journals and reviews
• Arranging visits to physical museum

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Value Added Continued

• Customization little used but great potential
• Calendar customized to users favorite events
• Gallery customized to users favorite art
• E-mail reminders of upcoming exhibits
• Virtual community
• Chat with artists, critics
• Bulletin board discussion
• On-line greeting cards
• Multilingual support

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Customer Retention

• Site privileges for members only
• Gives 365 day incentive to continue membership
• Varying membership levels
• Use price discrimination to lock-in people of all
  financial brackets
• Daily updates to web site
• The Met has daily ArtiFact on front page

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Creative Directions

• No clear vertical portal for art
• Smaller museums must create virtual community to
  leverage niche
• Chat rooms, Net events
• Larger museums must ensure site generates revenue
  to offset cost
• Corporate partnerships exchange link for
• Affiliate programs buy from another site and
  they donate 5 to museum