Internal Communication Marketing Communication and Experiential Marketing for Brand Communication and Consumer Perception of Suphanburi National Museum and Museum Siam

Abstract

This research aimed to study internal communication, marketing communication and experiential marketing for brand communication and consumer perception of Suphanburi National Museum and Museum Siam affected by internal communication, marketing communication and experiential marketing. This qualitative and quantitative research outcome showed that branding communication of both museums begin with internal communication regarding eight types of the communication. They were vision/mission, pattern of the organization communication, leader, organization management, employee, compensation, training/learning, and organizational culture and there were four significant marketing communication tools have been used by Suphanburi National Museum and Museum Siam. They were 1) Sales Promotion, there were many promotions went on in Suphanburi National Museum such as premiums, contests, training, sales conference, sales tools, print media. Due to Museum Siam, there were added premiums, collecting, couponing, price-off deals, sweepstakes, contests, training, sales conference, sales tools and print media; 2) Public relations was taken in many forms such as using leaflet, magazine, radio, television, advertising sign, facebook, blogs, chat boards, youtube, advertising on cars, billboards and newspaper;            3) Special activities for Suphanburi National Museum, for instance, mobile exhibitions, dialogue, seminar As well as Museum Siam, and event called “Muse playground” has been arranged;            4) Customer service, for example, personal media and QR code. Moreover, the interview result showed the qualitative research outcome indicating public relations, customer service and special event are the most efficiency tool. Likewise, it was assured by the quantitative research outcome as such, personal media, facebook and youtube were used sequentially by customers of Suphanburi National Museum when facebook, personal media and mobile exhibition were used by Museum Siam’s customers.

The employees and leaders used experiential marketing strategy for communication brand of Suphanburi National Museum and Museum Siam with five sections; 1) sense 2) feel   3) think 4) act and 5) relate for the museum brand stronger.

The most of consumer perception level for communication brand of Suphanburi National Museum were the service, exhibitions and learning of at mean score 4.32, 4.29 and 4.17 respectively. Whereas the Museum Siam were the highest score in exhibitions, learning, and relationship scored at 4.40, 4.32 and 4.30 respectively.