Card in hand. How to develop and promote the loyalty program in cultural spaces. Bezrukova N.

Almost all modern cultural spaces have a loyalty program. Visitors are offered to support the institution financially, and in return they are given bonuses: the entrance to the exhibitions without a queue, inviting special scenes, discounts in cafes and shops at a museum or gallery, and not only. The loyalty program is an effective marketing tool that helps cultural space develop, sell additional goods and services, maintain a reputation and positive image of the brand.

Natalia Bezrukova has been working in the museum sphere since 2013, and in the field of museum programs of loyalty Since 2019. The experience gained during work in the State Museum of Fine Arts named after A. S. Pushkin and the State Historical Museum, formed the basis of this book.

You will find out when the programs of loyalty in museums first appeared, how to create them correctly, what markets offer new and unusual. Get sensible tips on how to study real and potential visitors and establish an emotional connection with them in order to increase the income of the museum. You can figure out what exactly needs to be done so that the loyalty program successfully works and brings stably high results.

You will find out how:

• Personalization and individual approach in the program strategic loyalty;
• form a loyal audience that knows and loves the museum.

for marketers, PR managers. For those who want to engage in the promotion of museums, galleries, cultural centers.