Laura Miller on Marketing Strategies at the Guggenheim and Italy Innovation Program

Laura Miller, marketing director at the Solomon R. Guggenheim Museum in New York, participated in a talk titled 'Museums & new marketing strategies' on June 29 at the Teatrino di Palazzo Grassi in Venice. The event was part of the Italy Innovation Program, which also involved Palazzo Grassi and Punta della Dogana, particularly through their Teens project. Miller discussed the challenges and opportunities of her role, emphasizing limited resources and the need to engage diverse audiences. She highlighted the importance of testing strategies and analyzing social media results daily, weekly, and monthly in New York. Miller noted that marketing approaches differ across Guggenheim locations in New York, Bilbao, and Venice due to varying audiences. She also teaches at the Steinhardt School of New York University and participates in events by IAB and Columbia Business School alumni. Regarding Italy, she stated that private Venetian museums like Palazzo Grassi and the Peggy Guggenheim Collection employ marketing strategies similar to those in the US. The Italy Innovation Program, now in its third year, recruited graduate and undergraduate students from top business schools, universities, and design schools worldwide.