Mikhail Shvydkoi: Cultural Forums are a way to show those in power, why we need culture

The “Marketing of culture: a search for an actual language” panel discussion took place at the Business venue of the V St. Petersburg International Cultural Forum. Famous Russian and foreign experts in the sphere of communications shared their views on promoting culture today without losing its fundamental content.


“300 years ager Peter the Great thought of a marketing event with the Kunstkamera museum: pouring a shot of vodka for everyone, who comes, to attract visitors. Today we can see long lines to museums. And this is an indicator of high demand for museums and public interest in culture. However the necessity of a new language, which would allow to communicate with the youth about art without losing in quality of communication, is crucial”, - said the deputy general director on public relations of “Transoil” company Alexander Karmaev.


What innovative technologies and marketing techniques are effective for promoting cultural projects among the youth? Should we stimulate absurdity, general fun or rather personal participation on holding events related to world art?



“Today cultural workers should understand, what they want to promote, who needs it and what their target audience is. It is important to understand what you are doing. The actual language is the language, which is easily understandable for the audience. The language of culture should be resourceful and modern, because culture is not the cherry on a cake, it’s the foundation. Cultural Forums are a way to show those in power, why we need culture”, - said the special representative of the President of the Russian Federation on international cooperation Mikhail Shvydkoi.


Director on business development on the mass market of “Megafon” company Vadim Merkulov told about the participation of business in promoting culture:


“The aim of business is to earn money. Megafon does it with maximum benefits for clients. Before realizing a certain project, we meticulously study the needs of the target audience. Forum venues, where we can communicate with our clients, learn about their needs, play a special role in this process. For us it is very important to be part of our clients’ subculture. This year Megafon organized a series of large cultural projects. We organized a virtual exhibition of Van Gogh’s works and organized an online-conference with Amsterdam, where a tour-guide showed works of the artist. The event was dedicated to the 100thanniversary of Murmansk. We also made a present for Saint Petersburg – a digital virtual museum, which gives an opportunity to see the city through the lens of different time period. We need the help of cultural institutions to realize such projects. And the mutual benefits become clear: we have the money and necessary promotion techniques, cultural workers have knowledge. This is what we should keep working on”.


Chief editor of Ria.ru Anna Kocharova pointed out that today in the flow of new methods of promoting culture it is important to retain its content. The task of mass media is to present culture in a new way, using a simple and understandable language.


“People want to cognize culture, and we can’t miss the opportunity to give people knowledge. This should be of interest for every reader: from different regions, with different baggage, of different ages. Cultural workers should come out of the comfort zone, learn to communicate with the audience, understand the needs, educated and develop their viewers”, - said Kocharova.


Participants agreed, that the existence of an actual language in the sphere of marketing cultural values depends on using modern techniques as well as is a result of joint cooperation of the state, cultural workers and professional marketing experts. The promotion strategy should be client-oriented, and the form of communicating should be suitable for the audience, the language has to be simple and understandable for a first-grader as well as a PhD. Representatives of business emphasized that the question is in the effectiveness of methods and the right choice of techniques: if during the first 13 seconds your message on the Internet hasn’t found feedback, the attention switches to something else. That means that the technique doesn’t work and should be changed.