Tate Marketing
The Marketing team, as part of the Communications department, promote exhibitions and events at Tate.
The Marketing team work alongside the Press Office, Membership and Tate Online to attract new visitors, encourage repeat visits, and to maximise visitor numbers to all four galleries.
The Communications department sets plans based on what they intend to achieve over three years, in line with the organisational objectives. This strategy sets out attendance targets, budgets and audience development objectives, with further detail regarding specific projects or audiences which will be a particular focus for the coming period. Individual strategies are then devised and written throughout the year for specific exhibitions and events, in line with the divisional plan and Tate's overall objectives. One of the most important roles of the Marketing team is to conduct frequent audience research to gain a picture of the people who are coming, why they are coming and what they like or don't like. Research is also consulted to identify audience segments not coming to the gallery, and what Tate can change to make the galleries more attractive to non-attenders.
The majority of the media that the Marketing team uses is paid for; therefore presence and message can be guaranteed, though media costs can be restrictive. Paid-for marketing materials can include press advertising, radio advertising, Underground campaigns, bus sides, leaflets, postcards, direct mail or email bulletins, whereas media coverage, such as press articles and television programmes, are set up by the Press Office and do not have a media cost.
As well as the paid-for marketing, Tate makes its budgets stretch further by setting up promotions that can be negotiated for free, or can get media space for little or no cost. These include media partnerships, ticket offers, competitions and third-party promotions, such as advertising on take- away coffee cups or a display in a shop window relating to an exhibition.
