介绍
With the rapid development of science and technology, especially the increasing maturity of LED屏幕 technology, the digital marketing of 博物馆 has ushered in unprecedented opportunities.
LED screens not only provide a more vivid and intuitive platform for the display of museum exhibits but also build an interactive bridge between museums and audiences. But how should museums use LED screens for digital marketing? This is a question that museum managers must think about.
1. What are the application scenarios of LED screens in museums?
When you walk into a modern museum, you may find that those once-silent exhibits are now talking to you in a brand new way. Among them, LED screens have made an indispensable contribution.
It is like an omnipotent magic wand, making every corner of the museum full of surprises and possibilities. Next, let’s talk about the applications of LED screens in museums!
1). Product and art display:
Imagine that when you approach a display cabinet, the artwork or product inside is no longer just lying there quietly but through a transparent LED screen, showing you its story, production process, or details in a dynamic form.
This way of display is like putting a “magic coat” on the exhibits, making it “alive” instantly. Whether it is the dazzling luster of jewelry or the delicate brushstrokes of artwork, they can be presented more vividly in front of you under the background of LED display screens.
2). Immersive experience:
When it comes to the immersive experience of museums, it is really addictive. LED display screens combined with virtual reality, interactive sensing, and other technologies are like opening a door to another world for you.
You may be able to “walk into” a historical scroll and dance with the ancients, or you may be able to “travel” to the dinosaur era and walk with giant beasts. This all-round and multi-dimensional experience makes you feel as if you are in a real scene, and you have unprecedented interaction and connection with the exhibits.
3). Cultural relics protection and display:
Cultural relics are witnesses of history, but their preservation and display is a thorny issue. However, with the help of LED display screens, this problem is solved.
By shooting the cultural relics with high-definition cameras and then presenting the pictures on the LED display screen, you can not only clearly see every detail of the cultural relics but also avoid the potential risks brought by direct contact.
This method is like putting on a “protective cover” for the cultural relics, allowing them to continue to tell the story of the past in a safe environment.
4). Security monitoring:
As a public place, the museum’s security work cannot be sloppy. The LED display large screen control system is like the museum’s “clairvoyance” and “wind hearing.”
It can not only display the monitoring screen in real-time, allowing security personnel to grasp the situation in every corner of the museum at any time, but also realize information sharing and unified command and dispatch.
In this way, both daily security patrols and emergency response in emergency situations can be carried out more quickly and efficiently.
2. The strategy of LED display screen in museum digital marketing
In this digital age, museums have also played new tricks, and LED display screens are a trump card in their hands.
Don’t look at it as just a shiny screen; it is an “all-round player” in museum digital marketing. Next, let’s reveal the “play” secrets of LED display screens in museum digital marketing!
1). Diversified content:
What are you most afraid of when you walk into a museum? Are you afraid that those boring texts and static pictures will not interest you? Don’t worry; LED display screens are here to save the day!
It can not only play high-definition videos and gorgeous pictures but also be accompanied by dynamic text, making you feel like you are in a vivid historical theater. From the glory of ancient civilization to the advancement of modern technology, LED display screens can use their “magic” to present the museum’s collections, history, and culture to you one by one.
And that’s not all! Through the multimedia central control system, the museum can also achieve a diversified presentation of content. Imagine that you stand in front of the screen and touch it lightly.
The picture on the screen changes as your finger slides. Background music, special effects subtitles, interactive menus… everything is available, making you feel like you are in a treasure house full of surprises.
2). Interactive experience:
The museum is no longer a “cold goddess” that can only be seen but not touched. The LED display screen allows you to become a part of history. By integrating interactive slide screens, touch screens, and other technologies, the LED display screen allows you to “closely contact” with the content on the screen.
You can slide the screen to explore different exhibits; you can touch the screen, participate in interactive games, and learn about the stories behind the exhibits. This interactive experience makes you feel like you are traveling through time and space and having an intimate dialogue with history.
What’s even more amazing is that the emergence of a handheld tablet multimedia central control system makes all this more flexible.
Staff can remotely control the content of the LED display screen through the tablet anytime and anywhere, update in real-time, and interactively manage, making digital marketing more efficient and convenient.
3). Customized service:
Every museum has its own unique charm, and the LED display screen is the best tool to show this charm. Museums can customize exclusive LED display screen solutions according to their own needs and characteristics.
From screen size and resolution to the installation method and control system, each item can be customized according to the museum’s actual situation.
This customized service not only makes the museum’s display more unique and attractive but also allows the audience to feel the museum’s care and concern. Whether it is the solemnity and elegance of the history museum or the modern technology of the science and technology museum, the LED display screen can create a unique display effect according to the style and characteristics of the museum.
4). Multi-screen linkage:
If you think that the LED display screen can only fight alone, then you underestimate it. In the digital marketing of museums, the multi-screen linkage is a “big move.” By realizing the linkage of multiple LED screens, the museum can create a super large display screen, making the audience feel as if they are in a shocking visual feast.
Moreover, multi-screen linkage can also achieve synchronous playback and content interaction. Imagine that you see the introduction of an exhibit in one exhibition hall while the historical background or story extension related to this exhibit appears on the LED display screen in another exhibition hall.
This cross-space interactive experience makes you feel as if you are in a three-dimensional historical world and feel the infinite charm of the museum.
Of course, there are more benefits to multi-screen linkage than just that. Museums can also use this technology for real-time publicity and promotion, increase brand exposure, and attract more audience attention and participation. In this way, the digital marketing of museums becomes more interesting and effective.
3. Museum LED display marketing case analysis
Case 1: Nanjing Deji Art Museum Digital Jinling Map
1.1). Project Overview:
The Digital Jinling Map project was planned and initiated by the Nanjing Deji Art Museum. It is based on the Qing Feng Ning version of the “Jinling Map.” Through digital technology, this handed-down ancient painting is revitalized, presenting an immersive Song Dynasty Jinling City life experience to the audience.
The project not only shows the urban appearance of Nanjing in the Song Dynasty and the social life of people from all walks of life but also allows the audience to “walk into history” through an interactive experience, interact with the people in the painting in real-time, and feel the prosperous scene thousands of years ago.
1.2). Technical features:
The project uses the UWB high-precision positioning system, which is not comparable to ordinary GPS. It can be accurate to the centimeter level, ensuring that every step you take into the painting is accurate, as if you really become a part of the painting.
- Dynamic rendering engine:
Using game engines such as Unity for real-time rendering, the scenes and characters in the painting are no longer static but can change dynamically with your movement and even interact with you.
This sense of immersion makes it difficult to tell whether it is a person in the painting or a scene in the painting.
- 3D modeling and motion capture:
The project team has carried out detailed 3D modeling of every building and every character in the painting, and through motion capture technology, the performance of real actors is transformed into the dynamic image of the characters in the painting.
These characters not only have different shapes but also natural and smooth movements, as if they really walked out of the painting.
1.3). Marketing effect:
The digital Jinling map not only caused a sensation in China but also successfully entered the international stage.
Its exhibition abroad not only demonstrated the unique charm of China’s excellent traditional culture but also promoted the in-depth exchange and mutual learning between Chinese and foreign cultures.
This novel and effective way of cultural output has allowed more people to understand China’s history and culture.
As the project continues to be popular, the museum’s peripheral products have also ushered in a sales boom. Cultural and creative products, catering and accommodation, and other related industries have been rejuvenated by the digital Jinling map, injecting a strong impetus into the sustainable development of the museum.
Case 2: LED display application in the Canadian Science and Technology Museum
2.1). Project Overview:
The Canadian Science and Technology Museum in Ottawa is one of the most famous museums in Canada.
The museum uses LED display screens to display its rich scientific and technological content and historical background.
2.2). Technical features:
The LED display screen in the museum uses high 解决 and advanced technology to ensure the clarity and color reproduction of the picture.
The display screen can be customized and adjusted according to different exhibition needs to meet the museum’s diverse display needs.
2.3). Marketing effect:
Through the display of LED display screens, the museum has successfully attracted a large number of tourists and technology enthusiasts.
It has enhanced the scientific and technological atmosphere and modern image of the museum, as well as the audience’s sense of participation and experience.
4. Challenges and solutions that may be faced in the marketing of museum LED display screens
In the process of marketing museum LED display screens, there may be many challenges. The following is an analysis of these challenges and corresponding solutions:
1). 技术挑战
The need to improve performance indicators such as resolution, brightness, and color performance: As the audience’s requirements for visual experience continue to increase, museum LED display screens require higher resolution, brightness, and color performance to meet their needs.
This requires continuous innovation in display technology to meet the growing requirements for picture quality.
1.1). Solution
Continuous research and development of new technologies: Museums should work closely with LED display manufacturers to jointly develop new technologies, such as higher-density LED chips, more advanced image processing algorithms, etc., to improve the performance indicators of display screens.
Optimize product performance: By adopting higher-quality materials, improving production processes, etc., optimize the performance of LED display screens to ensure that they meet the display needs of museums.
2). 成本问题
High-quality LED display screens are more expensive: High-quality LED display screens usually use more advanced materials and technologies, so they are more expensive. This may pose a certain pressure for museums with limited budgets.
2.1). Solution
- Large-scale procurement:
Museums can cooperate with other institutions or enterprises to conduct large-scale procurement to reduce the procurement cost of a single display screen.
- Optimize the production process:
LED display manufacturers can reduce production costs by optimizing the production process and improving production efficiency, thereby providing museums with more competitive prices.
3). Audience acceptance
- The audience’s acceptance of new technologies varies:
Different audiences have different acceptance of new technologies. Some audiences may feel unfamiliar or resistant to new technologies, such as LED displays, which affects the effectiveness of digital marketing.
3.1). Solution
- Strengthen publicity and promotion:
Museums can strengthen the publicity and promotion of LED display technology through various channels to increase audience awareness and interest in it.
For example, a special display area can be set up in the museum to introduce the technical characteristics and application advantages of LED displays, or relevant information can be released through social media, official websites, and other channels to attract the attention of the audience.
- Provide interactive experience:
In order to enhance the audience’s sense of participation and experience, the museum can set up interactive links on the LED display screen, such as touch query, virtual reality experience, etc., so that the audience can have a deeper understanding and feel the charm of LED display technology.
结论
In summary, as an important tool for museum digital marketing, LED display screens not only greatly enrich exhibition forms and enhance the audience’s sense of participation and immersion but also open up new ways for the museum’s cultural communication and educational functions.
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