Head of Marketing, The Tank Museum
Nik has pioneered a groundbreaking income diversification strategy for a not-for-profit regimental museum, which now generates 25% of its total turnover online from non-visitors. To overcome the limitations to audience growth imposed by its rural location, Nik used the power of social media to take the museum to the audience. And in doing so, he connected it with a global online community of subject enthusiasts, from which it generated over £2m last year.
Central to this success is The Tank Museum’s industry leading YouTube presence. With over 400m views and 1.2m subscribers, it is one of the biggest museum channels in the world. The nurturing of its online audiences into “fans” allowed The Tank Museum to grow its e-commerce turnover from £190,000 in 2019 to £1.2m in 2020 during the pandemic – with growth continuing since.
