Hanny Nur Azreena Ab Rahman*, Nur Amani Abdul Salam & Wahiza Abdul Wahid
* Hanny Nur Azreena Ab Rahman
College of Creative Arts, Universiti Teknologi MARA
Shah Alam, Selangor, Malaysia.
Email: hnazreena17@gmail.com
* Nur Amani Abdul Salam
College of Creative Arts, Universiti Teknologi MARA
Shah Alam, Selangor, Malaysia.
Email: amanieabduls11@gmail.com
* Wahiza Abdul Wahid
College of Creative Arts, Universiti Teknologi MARA
Shah Alam, Selangor, Malaysia.
Email: wahiz433@uitm.edu.my
Abstract
Shah Alam Gallery, a significant cultural institution in Malaysia has emerged as a key participant in the promotion and preservation of visual arts. Primarily working under tight budgetary constraints, presents substantial hurdles in sustaining visibility and attracting audiences. This paper aims to focus on the challenges Shah Alam Gallery faces in promoting their organisation. The method used to collect data is an interview and also extensive reading. The major findings in this paper are limitations to investing in high-impact marketing and reliance on low-cost marketing such as word-of-mouth. To solve these issues, this paper presents a multifaceted approach that blends digital optimisation and collaborative initiatives such as enhancing websites with search engine optimisation (SEO) to increase online presence and collaborations with influential individuals and community organisations. This article emphasises the significance of sustainable marketing approaches for art galleries seeking long-term relevance and growth.
Keyword: Shah Alam Gallery, financial constraints, digital marketing, social media, SEO, cultural engagement
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