A Map in Hand: How to Develop and Promote a Loyalty Program in Cultural Spaces

Modern museums aim to become competitive in the leisure industry. Marketers strive to ensure that visitors prefer cultural activities within their institutions rather than at shopping malls or cinemas. Therefore, they seek to follow public interests and actively develop loyalty programs. For museums, galleries, and cultural centers to not just exist but be popular, it is important to adhere to market relations requirements and utilize marketing mechanisms. Natalia Bezrukova has been creating loyalty programs for Russian museums since 2019. Her experience forms the basis of the book you are holding. The author explains how to create an effective loyalty program from scratch, avoid mistakes, and what trends to pay attention to. Additionally, Natalia shares successful examples of loyalty programs and provides many useful links to external materials on the implementation and development of loyalty programs in museums.