CALIBRATING THE COMPASS

NATIONAL GEOGRAPHIC MUSEUM / WASHINGTON, DC

SITUATION

  • The National Geographic Museum is located in the highly competitive market of Washington, DC with some of the top museums in the U.S.
  • Attendance for museum is underperforming against projections and profitability.
  • National Geographic is a very well known brand, but not a museum brand.
  • Location of museum is off traditional tourist routes.

ACTION

  • After extensive analysis of pricing, attendance, seasonality, TGG made determination that tickets were under priced.
  • Analysis of sales patterns indicated direct correlation to tourism patterns, yet zip code analysis was mixed between locals and tourists.
  • Media mix was weighted into the wrong mediums and poorly flighted.

RESULTS

  • A new pricing and marketing strategy was implemented using TGG’s recommendations.
  • National Geographic Museum increased sales over 15% in the first year.
  • Marketing leverage was increased 500%.
  • Tourism partnership yielded increased closure rates within the tourism category.