Branding the Meow Wolf Art Project
Meow Wolf Excites Santa Fe
Listen to our featured Ask Those Branding Guys radio show podcast: Meow Wolf Santa Fe New Mexico
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of Santa Fe’s newest interactive art experience.
Joining us on the show was Vince Kadlubek, CEO and Co-Founder of Meow Wolf. Meow Wolf is an arts production company creating multimedia experiences that immerse visitors in their storytelling. The first permanent installation, House of Eternal Return, opened last month to rave reviews. Meow Wolf’s goal is to have people to say they don’t know how to describe Meow Wolf – you just have to see it for yourself.
Meow Wolf was founded in 2008 as a place to express a different aesthetic than other forums in Santa Fe. Their members create a place where they are free to express their fringe artwork. The company has numerous layers of chaos and order that are complementary of one another. They are flexible and authentic and that is what makes the product unique. In addition to the House of Eternal Return, Meow Wolf has a large music space, Fancy Town, which is also generating buzz.
When it comes to branding Meow Wolf is selling their uniqueness and the interactive experience. Visitors create their own experiences by walking through the exhibit; every path is unique both in the order they view it in and how they interpret what they see. Since opening in March, 35,000 visitors have been through House of Eternal Return.
As a business with a for-profit model, Meow Wolf does charge admission. They are targeting as wide an audience as possible across all ages and socio-economic groups. Vince shared that art doesn’t have to be a public initiative. His mission is to defy boredom and provide something new and different for audiences.
Meow Wolf marketing is been focused in social media, where their audience is. The Meow Wolf approach is share authentic posts to engage fans and followers and avoid a hard sell. Among the marketing challenges for Meow Wolf, Vince noted they will be relying on tourist to sustain their business model. They plan to focus on this market and generate good reviews.
Enjoy the show.
Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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Filed in: 7Ps of Marketing • Inspiration • Knowledge • People • Physical Evidence • Place • Positioning (Bonus) • Product • Promotion • Strategy • Tactics
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