The benefits of visiting museums and art salons. Why don't people go to the museum? Why do people visit museums?

Cultural objects - museums, theaters, libraries - change in last years, literally, before our eyes. Elements familiar to business practice appear there, such as interactive screens, online ticket sales, electronic catalogs and much more. But it's not just about technology. Museums and libraries began to take a serious interest in their audience and work with it. The concept of “cultural product” and the specialists working with it appeared: marketers and PR specialists.

At the same time, “being interested in the audience” and systematically working with it are two different things. The latter requires professional studies, but so far they have been carried out only sporadically and usually have only descriptive goals. We tried to partially fill this gap and demonstrate how to use survey data to solve business problems in the field of culture.

Project in format QuickTest was completed in January 2018 by the companies ContentResearch(conception, data processing and analysis) and OnlineMarketIntelligence(conducting an online survey using our own access panel). The survey involved 14,500 respondents aged 18–65 years living in cities with a population of over 50 thousand inhabitants. The sampling structure corresponded to the Internet population of urban Russia.

We set ourselves the task of studying the consumer behavior of visitors to cultural events and facilities, identifying the characteristics of individual audience segments and growth points. Respondents were asked questions about their attitude towards various types cultural recreation: going to museums, visiting theaters and excursions. When analyzing the results, it was necessary, of course, to focus attention on one type of object. In this case, museums were chosen as such, but the survey results make it possible to solve similar problems for excursions, theaters or lectures on art.

Key factor

The problem we solved, and this is a typical and frequently encountered problem, was to identify segments that require a different marketing approach: in some cases it is necessary to encourage people to come to the museum for the first time (make a trial purchase), in others - to come to the museum (buy) more often , thirdly, spend more in the museum (increase average bill). And, of course, all these segments must be able to be distinguished by external signs, and more often by their combinations.

We chose the frequency of visiting museums as a key factor for audience segmentation. We have identified five main groups for it, based on general information about people's behavior. Similar initial information can also be obtained as a result of desk research. In this article, we focused on the analysis of only one of them - “museum lovers”, but the algorithm for analyzing any group is the same, so the reader can continue to study the audience independently if desired. A table of correspondences between intuitive and measurable descriptors is given below.

The survey results show that trips to the museum are a significant part of cultural life Russians – only one in five noted that they had never been to the museum over the past five years. Approximately the same size group of people goes to the museum quite regularly: once every two to three months or more often (amateurs + frequent).

Frequency of visiting museums, share, %, Russia, 2018

Source : data Online Market Intelligence , calculations Content Research

How do socio-demographic factors influence this dependence? This can be viewed in interactive diagrams (it is recommended to open in new tabs). Switching buttons are at the top left. Available for viewing depending on gender , age , education , number of children , R city ​​size , income per family member , marital status.

As can be seen from the survey results, the gender factor is not very important when we're talking about about very frequent visitors. However, the less place museums play in the lives of our fellow citizens, the more noticeable are the differences in mentality: women go more often. But in the segment of rare visitors, the gender proportions are close to the national average. Among those who do not go to museums, men predominate, as expected.

There is a noticeable dependence of the frequency of museum visits on age and education. Young people are quite categorical: if they go to a museum, then often. If not, then not at all. As people grow older, these differences smooth out, so that in the 45-54 year old group the proportion of frequent visitors is maximum and those who do not go to museums are minimal.

With education, everything is simple: the higher the level, the more often people go to museums. Moreover, in this case, students behave in the same way as those who have already graduated from a university, and people with secondary education behave in the same way as with a specialized secondary education. The same simple, although less expected, relationship can be observed in relation to income: wealthy people visit museums more often than poor people. Apparently, the point is still a correlation between the level of education and the amount of income; the cost of a ticket is unlikely to serve as a serious barrier.

But family status practically does not affect the frequency; only a few can be identified a large share childless people who do not go to museums (40% and about 30% - 32% for people with children).

Goals and objectives

When a marketer of a cultural object (in this case, a museum) is faced with the goal of increasing the efficiency of its organization, the standard solution would be to set the following tasks:

A. Encourage frequent and very frequent visitors (heavy-users) to spend more by offering them Additional services and a paid service. This applies to those who visit the museum once every 2-3 months or more often.

B. Encourage rare visitors to come.

C. Less important, but still necessary, is the task of encouraging “non-visitors” to visit them at least once.

The optimal tactics for working with the “intermediate” group (average visitors) depends on the situation: these people can behave both as “neighbors (according to the diagram) on the left” and as “neighbors on the right.”

However, you can go to the same goal in different ways. To choose the optimal one, you need to study more deeply the properties of the selected segment. Socio-demographic characteristics are not enough for this; you need to understand the interests of these people, their lifestyle, etc. Here we will limit ourselves to the analysis of one of them – “very frequent visitors”.

How do those who often go to museums live?

The above data on groups of museum visitors allows us to describe a group of very frequent visitors. These are financially secure people with higher education(although there are also plenty of poor people among them), there are a lot of young people and a lot of the older generation, the middle generation is noticeably less, and the rest is like everyone else. .

The easiest way to understand the interests of these people is to find out how often they attend theaters, concerts and other cultural sites and events. This is possible, because in terms of popularity, museums are quite a bit inferior to the traditional leader – theaters. The share of “amateurs” is 6.7% and 7.3%, respectively.

Share of “lovers” of theaters, museums and other cultural sites

Source : data Online Market Intelligence , calculations Content Research

Interestingly, the popularity of excursions, as measured by the proportion of very frequent visitors, is statistically indistinguishable from museums. But the once so beloved opera and ballet are losing ground. However, we are now more interested in something else: do amateurs go to museums as often as they go to theaters, lectures, etc.? As these studies show, they do. But not everything and not everywhere.

Below we give one, but typical example - about visiting theaters. The attitude of museum visitors to other types of cultural recreation can be seen in the interactive diagrams: lectures , excursions , concerts , opera/ballet

Where else do “museum lovers” go: theaters, share, %

Source : data Online Market Intelligence , calculations Content Research

As can be seen from the diagram, the average value (Total) gives an incorrect idea of ​​the audience’s behavior - the spread between individual segments is very large.

To summarize, we can say that people who love museums are active in culturally lifestyle: more than half of them go to theaters as often as in museums, a little less than half go on excursions, every third goes to lectures. Thus, to attract such audiences into their orbit (and increase the frequency of purchases), museums must conduct comprehensive work. But here another question arises: in what direction to take it - after all, each museum has its own theme.

Popular Topics

Of course, there are no clear boundaries between the themes of museums, and those that exist are flexible. Museums organize exhibitions, conduct lectures, etc. allows you to react flexibly to the mood of society. However, these sentiments have so far been determined intuitively. Meanwhile, they can be measured. The data obtained quite clearly demonstrate that working with heavy-users should begin with artistic themes, and it is better to win the favor of those who do not go to museums from places of interest.

“Which museums are of the greatest interest to you?”, share, %

Source : data Online Market Intelligence , calculations Content Research

It is interesting that each major museum develops its own audience with individual qualities. The survey asked respondents to name their favorite museums. Their list is quite long, but two groups can be distinguished: major museums, each of which received more than 150 mentions as the most favorite, and regional (regional and district), each of which, due to local fame, has 20 - 30 mentions. The first group includes the Hermitage (the leader of a kind of rating), “ Tretyakov Gallery, “Pushkin State Museum of Fine Arts”, Russian Museum. To the second, local art and historical museums, as well as memorial museums regardless of their location. Fame, by the way, is not always accompanied by love; for example, the Moscow Kremlin received very few “votes.”

Analysis of the audience of “fans” of several large museums, such as the Hermitage, Tretyakov Gallery and the Pushkin Museum. Pushkin, shows that the preferences of these groups differ, and often quite strongly. For example, the share of “lovers” of museums and theaters among Pushkinsky fans is noticeably higher than among those who prefer the Hermitage.

Where else do those who mentioned large museums as their favorites go, share, %

Note: the diagram shows the share of “lovers” (a term denoting the frequency of visits) of museums, theaters, etc. (horizontal axis) among those who named the favorite museums mentioned in the legend: the Pushkin Museum. Pushkin, Hermitage, Tretyakov Gallery.

Trips to various establishments - necessary condition for cultural life. They are also necessary for a person to develop personally and spiritually. The idea that for comprehensive personal growth it is enough to obtain information from the Internet is very erroneous. Even though today you can visit museums without leaving your home, via the Internet, even though any exhibits can be viewed on a monitor screen, this still never bears any comparison with a real trip to a museum. Mother Nature gave people five senses, not just vision, for a reason - they need them to better assimilate available information. Museum smells, the guide’s speech, the atmospheric silence of the museum - all of the above is not at all superfluous in order to better become familiar with everything that is on display.

Everyone knows that going to a museum allows you to develop your imagination a little better. It is for this reason that museums are especially popular among those with a lively and creative imagination. Must-sees in the Louvre.

Looking at everything that is exhibited in a “natural” museum, a person in his head compares himself with what he is looking at. Looking at historical objects, he seems to go back in time past tense. Looking at works of art, it is as if one unites with the spirit of the manufacturer, living his life, experiencing what he experienced while creating this object.

This is precisely the reason why trips to museums bring the greatest benefit to children: they are good for instilling in them an aesthetic sense, in order to accustom them to study the history of their people, region, city. Of course, now schools have compulsory programs for visiting a variety of museums. But it would be a good idea for school mentors to create an atmosphere that is most suitable to not make this a mere formality, and also to prevent mockery, which is very popular among modern schoolchildren.

It should also be noted that sometimes the things that the museum uses to preserve its exhibits become outdated and may even become unusable. But all those exhibits that are exhibited in museums are always unique, it simply cannot be otherwise, so there will be absolutely no excuses if they are lost one after another. That is why all adults and responsible people should notice the current state of museums, and also teach young people to do the same. Especially when you consider that science has now given every chance of using the best means of protecting exhibits from the influence of time in museums.

Without culture, society inevitably slides downwards, so at least one thing should be kept in mind: there must always be patrons of the arts who support and develop, to the best of their ability and money, the cultural level of their native people.

How often do you go to museums? Museums are real storehouses of emotions, feelings, and knowledge. Let's be clear right away: art museums exist for you - yes, for you. Not just for schoolchildren on excursions, not just for older people with season tickets, not just for snobs, scientists or erudites. They exist for you. For all. You have one hundred percent right to be there. No ifs, ands or buts. Read these tips to ensure you get the most out of your trips to museums and galleries.

Art is magic

Research has shown that viewing art stimulates, among other things, the motor cortex - the part of your brain that controls the movements of your body. When you look at an art object, you don't just see it or think about it, you feel it with your whole being. Literally:

You respond to a work of art with all your soul and all your cells, it affects your feelings, mind, emotions and even your physical body.

Go to art gallery- it's like teaching a lesson in a crowded classroom: every child demands your attention; everyone wants you to listen to what they have to say. And all the pictures want to tell about a million things: about love, about religion, about prosperity, power, status, technical virtuosity and the ability to show off, about deep spiritual struggles and failures, about fantasy, magic, light, shadow, perspective, despair, and about much, much more.

So here you go simple tips, which will help you fall in love with paintings, museums and galleries.

1. Choose the right time

Use Google Maps to find out when the museum is least crowded. To do this, find in the maps the right museum and scroll to the section " Popular time" This is, for example, what the distribution of people in the Louvre looks like on Sunday.

Get there by 9am and you'll have the entire Louvre to yourself, without the hustle and bustle. Just for fun, find on the map a museum in your city where you want to go.

2. Read the signs

As you probably know, most museums have signs on the walls that give basic (and sometimes detailed) information about what you're looking at. You can find out the year the painting or sculpture was created, the history of creation and the meaning.

3. Take an audio guide

Many museums offer audio tours so that you can listen to information about the works of art as you walk through the museum. You may want to go through the exhibit twice: first by reading the signs on the walls or listening to the audio guide to gain information, and the second time by using your newly acquired knowledge to better understand what you see. Or first get a pure, direct impression of art, and then reinforce it with the acquisition of new knowledge.

The point is, there is no right way. Do what you think is right.

4. Just stop

Every time you go to a museum, choose one or two rooms and admire each painting a little longer before moving on to the next. You can enter the halls almost at random. No need to worry about choosing the best or most interesting pictures, because gradually you will get around everything. You have as much time as you need.

Just stop in front of a picture, look at it for at least one minute and try to understand how you feel.

If the museum is large, take a plan of the exhibition, select several paintings that you definitely want to see, and plan a route so that you can see each of them in turn. Fortunately, on the way from one Really Famous Painting to another you will pass many, many amazing works̆ and you can enjoy them too. Bonus!

5. Trust yourself

Only you can know whether a work of art affects you. Only you know what you like. Only you know what brings you pleasure. Only you know what makes you think, feel and see.

Trust yourself. Trust your feelings. Trust in your ability to shape and nurture, develop and create your own taste.

Have the courage to articulate to yourself what you like and don't like. Have the courage to challenge yourself and expand your horizons. And ultimately, have the courage to be your own tastemaker. Even if you don't have the words to explain why you like what you like, you are training your brain to like what it likes and to know what it likes. And you can only be praised for this!

6. Put yourself in the artist's shoes

Imagine being able to call anyone using a magical videophone. Anyone at all. Living or dead. Celebrity or recluse. Smart, funny, dreamy, crazy. And you could ask this person what life was or is like for him. How he saw the world. And everyone you call and ask will answer you.

They will tell and show you what it is like to be them, they will reveal their very essence to you. Do you know what is described here? Contemplation of works of art. When you look at someone's creation, you see the reality of the person who created it. Think about it, and you will have no doubt: this person was as real as you are.

Stand in front of a work of art and think about how the artist saw things, how he perceived the world. Reflect on his personal experiences and how they became a painting or sculpture.

This may seem very strange, but it is useful. Sometimes, instead of looking at paintings, it is interesting to look at people looking at paintings. Next time you are in a museum or some other place where people admire works of art, take a step back and observe for a while.

Pay attention to the ages and types of people you are attracted to different genres visual arts. Take a closer look and you will see that everyone behaves differently in the museum: walking, stopping, starting to move, slowing down, standing, squeezing through. Who stops and looks at the picture for a long time? Who seems to look at nothing at all? Who looks at their phone more often than at paintings? Who can't shut up? Who's running ahead? Who's trailing behind?

Observe, but don't judge anyone. Everyone is different, and that's not a bad thing. If someone quickly passes the hall, this does not mean that he does not have his own wonderful experience of interacting with art. Think about what is important to you personally when encountering art.

8. Listen to conversations

Among the visitors may be: a) guides, b) professionals in the field of art, c) individuals with unusual views and tastes. And the conversations of all these people standing in front of the painting next to you are very interesting and entertaining. Once I wandered into the Van Gogh Museum in Amsterdam, and near one painting I heard the guide describing why this painting was amazing. I would not have stopped near her for long; she seemed ordinary to me. But the guide said: “What kind of sky do you see? It's green." “It’s really green, how could I not notice it?!”

Many beautiful paintings hang on the walls. Right now. Let art penetrate your eyes and leave an imprint on your brain. Start seeing beauty, and joy will fill your heart little by little.

There are museums around the world on any subject, so don’t assume that you won’t find a suitable option for yourself. At the same time, going to a museum can be tiring, overwhelming with the amount of information, and even boring if you don’t have a good plan of action. Do your research in advance about the museum, choose a suitable time, and make a plan for visiting with your children to ensure they truly enjoy the visit.

Steps

Part 1

Learn about the museum

Choose a museum that suits your interests. There are museums of art, history, information, war, weapons, transport, science, livestock, theater and many other types. Make a list interesting topics or subjects that you liked during your studies. Then find a themed museum in your city or a neighboring city - this will make you look forward to visiting.

Visit the museum website. Today, many museums have acquired online platforms that allow you to virtual tour by object. Select a museum that suits you and find out about exhibits and events (exhibitions, tours, lectures) scheduled for the day of your visit.

Find out the museum's opening hours. Check the museum's opening hours. At the very beginning and end of the working day there are usually the fewest visitors, but if you go to the museum before closing, you will have to rush and risk missing out on exhibits that interest you.

• Also find out the museum's opening hours on holidays and weekends.

1. Find out the cost of entrance tickets. The museum website usually lists the price for an adult and children's tickets, so calculate the cost to your company. If you can't pay by card at a museum, this should be stated on the website, so read all the notes carefully and don't forget to take cash.

   Choose suitable transport. IN major cities a trip to the museum comes with a high parking fee. It is better to use public transport such as a bus or train. Also, plan a route to reduce the amount of walking, as you will be walking around the museum a lot.

   Come on a full stomach and in comfortable clothes. You should eat before visiting the museum so that you are not distracted by hunger. Choose comfortable clothes and especially shoes with comfortable insoles or arch supports, since you will spend almost all the time in the museum on your feet.

Part 3

Walk around the museum

Read information about the exhibits. Almost every museum has posters or plaques with important information about each exhibit. You probably won't have the time (or inclination) to read every sign. Read information about the selected exhibits, and if you have time, pay attention to other notable examples.

Listen to the audio guide. When purchasing entrance tickets, inquire about the availability of audio guides. Many museums offer electronic devices with soundtracks for a small fee. Thanks to the audio guide, you will get a more detailed understanding of the exhibits without having to read the information on each plaque.

Take a group tour. Some museums offer free excursions, which start at a certain time. As a rule, you need to come to the meeting point and join the group, but sometimes you need to register or pay for such a service separately. Find out the necessary information on the website or at the museum ticket office.

Discuss your favorite exhibits with your travel companions. Chat with friends and relatives who came with you. Find out which painting or fossil they liked best. Provide new information that surprised you. This good way talk to your companions and better understand the exhibition.

Take frequent breaks. If the museum has chairs or benches, feel free to sit on them at the first sign of fatigue. Does the museum have a cafeteria? Order drinks and chat with friends before continuing your exploration.

Part 4

Prepare your children for the visit

Choose a museum with activities for children. Museums often have special sections for children, but small, highly specialized museums may not offer additional entertainment. Choose a children's museum, an aquarium, a natural history museum or a planetarium. War museums or military equipment It's best to avoid it if your child is not old enough to understand complex information.

Tell your children about the rules of behavior in advance. Explain the basic rules: in the museum you are not allowed to shout, touch exhibits, or run through the aisles. If the child wants to touch, then say that if each of the million visitors touched the painting, then nothing would be left of it. Show kids interactive exhibits you can touch, including an aquarium or dolphinarium show.

Today, a person living in a city has many opportunities to spend free time outside the walls of the house. Cultural and entertainment institutions will help not only to get distracted, but also to gain new knowledge in any area. Museums and galleries that offer their visitors magnificent displays and exhibitions on completely different topics are worthy of special attention.

Types of modern museums

Of course, with the help of the Internet today you can get almost any information without even leaving your apartment. This distance learning is very mobile and universal. However, the image does not give a complete picture of a particular object of art. Only real exhibitions can completely immerse you in the study of an object, provide full information about him. You won't find this on websites. Modern museums divided into groups, each of which is designed for a category of people with a specific range of interests. Historical, artistic, literary, military, biological, technical - this is just a small list of existing museums. Located in Penza a large number of thematic museums. A list is provided on the website along with the necessary contact information.

Each museum is located like permanent exhibitions, and temporary exhibitions. The latter are notable for the fact that they are brought from other cities and countries. Rare collections, interesting items arts can be collected together in one place. Usually information about a new exhibition becomes known thanks to special posters not only on the streets, but also on virtual portals. Visiting an exhibition is a great way to spend quality time with family or friends. In addition to the entertainment side, museums are in demand among students and researchers engaged in writing papers or simply among those who want to spend time usefully.

Features of art salons

You should also pay attention to. IN Lately such galleries are becoming increasingly popular among those who love culture and art. The salons are a real treasury with valuable paintings and sculptures. Thanks to constant updating At the exhibition you can see rare and valuable paintings. Salons are not limited to simple exhibitions. Here you can purchase your favorite piece of art. Some art salons offer for sale materials for creative activities from well-known and trusted manufacturers.

By becoming culturally enriched, a person changes his worldview, establishes new frameworks and principles. This is a great opportunity to grow spiritually and involve loved ones in this. Going to a museum or art salon is an excellent solution that allows you to usefully spend your free time.

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