What is your understanding of ‘brand awareness’ in this context?

Brand awareness is a marketing term that uses the name to describe the degree of consumer recognition of the product. (Brand Awareness: Everything You Need to Know // Qualtrics, 2020).

According to my understanding of the art gallery, brand awareness are usually show to the audiences and customers their brand, name, concepts, logo, colour etc, to understand and a sense of recognition before visiting.(Login et al., 2020) Brand awareness can also include the ability for an audience to recognise a particular brand in the marketplace from other brands. Such as in this high competitive industry, it is difficult for a band to gain a large brand awareness when competitors have strong marketing strategies, different art galleries will have their own brand value as well as awareness, the customers could remember each of their own special values to compare each others.(Create a content strategy & manage content – digital guide, 2020). When their brand awareness achieved, more and more audiences will be reached. For example, if McClellan increases their brand awareness, so will their audience.

How are art galleries using media content to expand their ‘brand awareness’?

By researching other art galleries, I find that most of them had their own social media platforms to show to their customers, show in their own website. This is important to increase their own brand awareness. I searched Nation Gallery of Victoria through Internet, I found it has a wide social media presence. They have their own Facebook, Instagram and Twitter platforms to access, the same as McClellan, it has their own. By contrast, McClellan haven’t post so often. As a result, I think this is an important way which gives a way to connect with customer, customers could have more understanding about this gallery also know the upcoming events. They could uploaded more videos, pictures into these social media platforms from time to time, to reach a wider audience across multiple platforms, thereby increasing brand awareness.

What media and communication strategies are art galleries using to guide the production of content?

This is a challenge for most of art galleries and museums grows older on how to stay relevant with the technology of today. Galleries’ social media allows customers to digitise all this for online consumption and visitor interaction. They thought this will make all customers the first choice for your followers. They often share photos and videos through social media platforms to gain more customers and followers. Such as in Facebook, it provides several functions to let art galleries present to the customers such as set as a category, like Address, Price, Phone number, Other social accounts, descriptions etc. On Instagram, art galleries will be able to link hashtags to show customers and audiences as well. They were able to add more details about it, give a phone number, email and directions. On Twitter, art galleries can utilize your cover photo to include some necessary admission informations to show to their customers. This kind of strategy will be used to guide the production of content that needs to be specific to the relevant brand value and message to the audience.

References:

Qualtrics. 2020. Brand Awareness: Everything You Need To Know // Qualtrics. [online] Available at: <https://www.qualtrics.com/experience-management/brand/what-is-brand-awareness/> [Accessed 23 August 2020].

Vic.gov.au. 2020. Create A Content Strategy & Manage Content – Digital Guide. [online] Available at: <https://www.vic.gov.au/create-content-strategy-and-manage-content> [Accessed 23 August 2020].

Login, S.,  Chen, J., etc,  2020. The Ultimate Social Media For Museums Guide. [online] Sprout Social. Available at: <https://sproutsocial.com/insights/social-media-for-museums/> [Accessed 23 August 2020].