What happens when a traditional art museum and garden tests using digital marketing, only, to market an exhibition to decide whether or not to remove traditional marketing from their overall marketing plan?

Lightning Talk
Chantal Drake, Dixon Gallery and Gardens, USA

A traditional art museum with a traditional audience forgoes their usual traditional marketing approach to diversify their membership and audience. A digital marketing strategy was set in place for the first exhibition of 2017, and the 3 month period will be the deciding factor on whether to focus solely on digital for the foreseeable marketing future.