State of Art

Why is everyone going to the MIT Museum at night?

The MIT Museum hosts a series of events called ‘After Dark,’ a monthly after hours open museum night. They do everything from live performances to gallery tours, not to mention a full bar with music and special catering.

And who is their target audience?

College students and young working professionals. 

They get this demographic to attend their events by making sure that they know when and where they happen. Similar to the MFA Late Nites, they do run ads and do newsletters. However, they don’t stop there.

They know that young people don’t check their emails. They check their texts.

So the MIT museum sends out update texts and reminders about their Late Nite events, making sure that the people who want to hear about it 100% know when and where they can visit the next one.

They also use post-event texts to maintain engagement, with up to 98% interaction on their texts (this is just ridiculous).

So next museum night, ask yourself if you got texted. If you didn’t, then check your spam inbox instead. Your update emails are probably there.

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.