The chemistry between us : non-visitor research for targeted offerings and communication : the case of the Swiss Science Center Technorama

Hannich, Frank; Labaronne, Leticia; Schedler, Roy; Leuschen, Lara; Heierli, Reto

Publication type:	Conference paper
Type of review:	Peer review (abstract)
Title:	The chemistry between us : non-visitor research for targeted offerings and communication : the case of the Swiss Science Center Technorama
Authors:	Hannich, Frank Labaronne, Leticia Schedler, Roy Leuschen, Lara Heierli, Reto
et. al:	No
Conference details:	22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022
Issue Date:	2022
ISBN:	978-2-9602195-4-8
ISSN:	2466-7498
Language:	English
Subjects:	Audience development; Visitor study; Digital arts marketing; Non-visitor study
Subject (DDC):	658.8: Marketing management
Abstract:	Addressing new and broader audiences is increasingly relevant for cultural institutions. As a result, visitor studies have become an established part of cultural management and research but reaching out to new and broader audiences requires non-visitor research as well. This research focuses on the case of the Swiss Science Center Technorama and compares characteristics, needs and motivations of non-visitors as well as visitors and shows how this information can be used for targeted offerings and digital marketing communications based on Falk’s phenotypes. The results affirm well-known barriers such as price and distance but also show potential of better targeted offerings and digital communications.
URI:	https://digitalcollection.zhaw.ch/handle/11475/25555
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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Hannich, F., Labaronne, L., Schedler, R., Leuschen, L., & Heierli, R. (2022). The chemistry between us : non-visitor research for targeted offerings and communication : the case of the Swiss Science Center Technorama. 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.

Hannich, F. et al. (2022) ‘The chemistry between us : non-visitor research for targeted offerings and communication : the case of the Swiss Science Center Technorama’, in 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.

F. Hannich, L. Labaronne, R. Schedler, L. Leuschen, and R. Heierli, “The chemistry between us : non-visitor research for targeted offerings and communication : the case of the Swiss Science Center Technorama,” in 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022, 2022.

HANNICH, Frank, Leticia LABARONNE, Roy SCHEDLER, Lara LEUSCHEN und Reto HEIERLI, 2022. The chemistry between us : non-visitor research for targeted offerings and communication : the case of the Swiss Science Center Technorama. In: 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022. Conference paper. 2022. ISBN 978-2-9602195-4-8

Hannich, Frank, Leticia Labaronne, Roy Schedler, Lara Leuschen, and Reto Heierli. 2022. “The Chemistry between Us : Non-Visitor Research for Targeted Offerings and Communication : The Case of the Swiss Science Center Technorama.” Conference paper. In 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.

Hannich, Frank, et al. “The Chemistry between Us : Non-Visitor Research for Targeted Offerings and Communication : The Case of the Swiss Science Center Technorama.” 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022, 2022.