State of Art

MFA Late Nites are insane.

How many events can you see paintings by Van Gogh while your friends dance to house music, and a bar serves drinks? These monthly events at the MFA (Museum of Fine Arts Boston) generate revenue and hype, attracting a completely different audience that might otherwise never go to the museum.

Why are the MFA Late Nites so successful?

They have fantastic communication.

Late Nites only happen once a month, which means many potential attendees may not show up if they don’t hear about it.

This is a marketing and communication win. The MFA goes beyond running email campaigns and Instagram ads, because they understand that the younger demographic attending their events don’t check email. They also understand Instagram ads miss their intended audience 60% of the time, resulting in wasted ad spend and lower engagement.

Instead, to retain their attendees, they have to use channels that young people pay attention to, such as text messaging. When Gen Zers get texts directly to their phones about the MFA Late Nites, there is no way they won’t hear about it.

The formula is simple. Make sure the people know, and they will show up.

About the State of Art

The State of Art Newsletter covers marketing trends in the art world. It is run by art lovers for art lovers. We will be sending out tips, statistics, news, and more every week, with the goal of bringing the art world into a new era of digital marketing.