Developing Marketing Communications Plan for a Museum on the Basis of Consumer Behaviour Analysis

Due to strengthening of the competition within the cultural and leisure sphere it becomes more difficult for museum to attract new visitors. Thanks to information technologies development and appearance of virtual expositions, attendance of physical spaces of museum showrooms decreases. These factors call for major changes in museums’ customer relationships, more careful research of consumer behavior, requirements and expectations. As a result, marketing communications planning becomes a serious problem for many contemporary museums. In order to solve this problem, the following steps have been executed: research of behavior of the photographic museum “Metenkov’s House” audience (Ekaterinburg city), research of the current marketing policy of the museum, development and implementation of the marketing communications plan and development of recommendations. The research of consumers of museum services included questionnaire and segmentation on the basis of the revealed motives of visit. As a result, the developed measures have helped to increase museum’s attendance and also have expanded publicizing of the museum activities in online media. The developed plan and recommendations can be applied by other institutions in the cultural sphere.