Marketing Insight Project for NY Art Museum

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Fenimore Art Museum – Cooperstown, NY


The marketing director wanted to test which advertising channels (radio, TV, digital and print) were most effective for its target audience.


Visitor Zip Codes
Advertising Expenses


This event ticket analysis started by splitting visitors into two geographical areas (east coast ticket sales and west coast ticket sales). Then the top 30 zip codes from each geographical area were ranked. Followed by the advertising expenses spent in each respective area or market.


Though most marketing professionals agree that digital marketing is the future, our customized report showcased that the top 10 visitor zip codes all featured radio advertisements. There could be many other factors that could relate to high attendance rates, however it should be noted that zip codes that traditionally had higher visitation dropped in attendance during this program. The main difference being a lack of radio advertising in those respective markets.


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