Guía marketing experiencial a través de ambient marketing para divulgar el conocimiento científico en espacios museográficos de Quito. Caso: Museo Interactivo de Ciencia

This paper is focused on the development of experiential marketing guide indicating guidelines and strategies for the promotion and dissemination of science museums. This research is specifically focused on interactive science museum (MIC), located in the city of Quito. The aim of this study is to apply new marketing and advertising techniques in museum spaces in different public places in Quito, to promote the interest of society in science and knowledge through fun and interactive activities breaking the traditional schemes. To develop this strategy, a study on Marketing concepts and public communication of science was made, as well as a survey in which current and potential clients were polled. These individuals joined the experts in giving their opinion about the different departments of the Museum (Marketing, Scientific, and Human Resources). There have been various projects that were selected to get the publics attention in order to achieve a greater number of visitors in the Museums. These projects include 3D paintings, eye tricks, optical illusions, and mappings, among others. We seek to increase a greater interaction between society and science in general, and brand awareness, as well as to generate more “word of mouth” amongst the people. To better grasp the concept of the work to be done mockups of the different projects around the city have been prepared. These images give us a better understanding of how this initiative will take place in the streets of Quito.