| dc.description.abstract | This master’s thesis discusses how marketers in non-profit cultural institutions can market cultural goods to those under the age of 30. This thesis use strategies in the marketing field to understand the target groups under the age of 30, and based on this knowledge the paper develops guidelines for content marketing. In order to identify premises for communication practises in the cultural sector, this thesis evaluates young people’s preferred cultural experiences, their associations with different types of hedonic products, and the types of content and channels that influence their product choice. This thesis illustrates how marketers can use the knowledge about the effects and functions of these factors in the development of appropriate marketing strategies. The theoretical framework for this thesis consists of theories on marketing, cultural marketing, market communication, target groups, social media, and neuromarketing. The survey shows that theatre, museums, art exhibitions, ballet, symphony orchestra and opera have a distributed image. A good number of young people also associate these hedonic products with boring, school and solemnly. To reposition this image, this thesis recommends marketers in non-profit cultural institutions to use appealing and consistent storytelling on social media. This paper demonstrates how marketers can identify goals and target groups, create personas, choose content and channels, and lastly create templates for publishing. | en_US |
