1. marketing
starts inside the organization
museum of science
& technology - ottawa
bernie colterman
mike kujawski
2.
3. what we do
product & service marketing
policy & program marketing
social media engagement
social marketing
sponsorship /partnerships
organizational branding
online strategy planning
10. a process and set of tools
wrapped in a philosophy for
helping an organization do
what it wants to do.
11. much more than just
advertising,
communications or
public education…
12. Determining your USP
Defining your customers
Delivering compelling communications
Effective program / service delivery
Adding value to the customer experience
Launching innovative programs
Effective pricing
Measuring results for improvement
15. the marketing function
in museums…
• Defining your products
• Generating revenue
• Getting customers to use your products
• Getting staff to be client friendly
• Enhancing your image and brand
• Conducting campaigns to retain customers
• Finding new customers/volunteers
• Conducting education and outreach
• Communications with members and stakeholders
16. 6 marketing
trends
affecting
• Advertising clutter
• Shift to selling the “experience”
your job
• The web
• Mass customization
• Power of the customer
• The economy
27. #9
You use all the elements of the marketing
mix (4 p's) , not just promotion
28. #10
Your organization believes that the
ultimate objective for marketing is not
education and creating awareness but
behaviour change
29. how did
you do?
• 8-10 – Congratulations! You have the tools and processes in place to
be successful
• 5-7 – You are most likely struggling (at least in some areas) and need
to look at your processes and priorities
• 1-4 – You are very likely out of touch with your customers, do not
have a good image and probably wasting a lot of resources. You need
to start at the beginning.
33. 10 best practices
for marketing in museums
1. Top-down strategic vision and outcomes that are translated into
working terms at all levels;
2. Customer-driven approach towards your business;
3. Programs / services segmented and promoted by audience;
4. Prioritization of activities based on need or opportunity;
5. Greater linkages between departments;
6. Integrated marketing communications;
7. Marketing that’s focused on behaviour change;
8. Use of the Internet as an engagement tool;
9. Marketing training for managers and line staff;
10. Branding that lives up to its promise.