Transcript Document
Marketing of
Cultural Heritage
Art Marketing
Radka Johnová
[email protected]
Social Definition
Marketing is a societal process by which
individuals and groups obtain what they
need and want through creating, offering,
and freely exchanging products and
services of value with others.
Managerial Definition
(American Marketing Association):
Marketing (management) is the process of
planning and executing the conception,
pricing, promotion, and distribution of
ideas, goods, services to create
exchanges that satisfy individual and
organizational goals.
Marketing helps to
explain and deliver a product
to the right segments of customers
at the right time and to the right place
at a corresponding price (comparing with
the quality)
with the support of publicity
in the competitive environment
MARKETING TOOLS - 4Ps
Product
Price
Place
Promotion
Product - Tangible, Intangible
Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas
Place
Place
Time
Electronic channels
Price
Limiting external factors
Economic
Legal
Social (merit goods)
Customer Cost
Promotion
PRs
Sponsoring
Advertising
Sales promotion
Direct marketing
Events & experiences
Guerilla and viral marketing
E-promotion
Additional Ps
Progress
People
Perfection
Psychology
Participation
Partnership
Potential possibilities
Packaging
4Cs (or Cs)
Customer /
Consumer
Company skills
Convenience
Channels
Collaborators
Cooperation
Competition
Communication
Context
Cost
Concepts
The production concept - products
available and inexpensive
The product concept - quality,
performance, innovations
The selling concept - aggressive selling,
promotion effort - for unsought goods, in
the non-profit area by fund-raisers
The marketing concept - business
philosophy
The holistic concept
Holistic Marketing Concept
Relationship marketing
Integrated marketing
Internal marketing
Social responsibility marketing
History
Ancient markets, medieval age: The seller knew
personally his customers.
Industrial revolution - mass production - mass
communication - printed press and posters.
20th century - radio broadcasting, TV
transmission - mass communication by mass
media
Return to the roots - close to customers satisfying solutions to their needs
Societal Marketing Concept
´60s creativity
´70s strategic planning
´80s perfection and quality, technology
´90s customer oriented marketing
21st century information society – IMC
´10 holistic concept
Customers
Visitors, Audiences
Mission vs. Conflict of Interests
Collect objects
Preserve objects
Interpret objects
Show objects
Educate people
Inspire people to support museum
Objectives of Museums
Attracting
Building
Retaining
an audience
Audiences, Constituencies
Visitors
Directors
Patrons
Donors
Members
Governmental constituencies
Corporate and business support constituencies
Needs Wants Demands
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
Benefits, attractions, and
experiences
In-house concerts
Theatrical performances
Poetry readings
Lectures by famous personalities
Continuing education
Study tours
Book signings
Food-tasting events
Social receptions
Types of Museum-Going
Experiences
Recreation
Sociability
Learning Experience
Aesthetic Experience
Celebrative Experience
Enchanting Experience
Audiences Categories
Emotional ("feeling comfortable")
Rational ("having an opportunity to learn")
Sensory ("having a challenge of new
experiences")
Attributes that influence leisure
choices
Being with people, or having social interaction
Doing something worthwhile
Feeling comfortable and at ease in one's
surroundings
Having a challenge of new experiences
Having an opportunity to learn
Participating actively
Audience Development
Visitorship level
Visitorship diversity
Repeat visitorship
Visitor service quality
Membership program quality
Visitors
Community residents
repeat
Tourists
visitors
Frequent Visitors
Value most highly three attributes:
The
opportunity to learn
To undertake new experiences
To do something worthwhile in their
leisure time
The Occasional Visitors
Seek after
active
participation
social interaction
entertaining experiences
relaxing experiences
comfortable settings
interaction with other people
The Nonparticipants
tend to value
being
together with other people
engaging in high levels of activity
feeling comfortable in their surroundings
Tourists
Spend more money
Purchase gifts
Are first-time visitors
Plan their destination
Seek particular kinds of experiences
Have high expectations
Are attracted to so-called blockbuster exhibitions
Consumer Behavior Influence
Marketing stimuli
Other stimuli (external)
Cultural
factors
Social factors
Personal factors
Psychological factors
Social Factors
Reference groups
Membership groups
Aspirational groups
Dissociative groups
Opinion leader
Competition
Competition
Desire
Generic
Form
Enterprise
Competition
Stay-at-home behavior
Free-time activities
Cultural and educational activities
Other museums
Environmental Analysis
Internal environment
Market environment
Visitors and members
Community residents
Stakeholders collectors and patrons
Media
Regulatory environment
Competitive environment
Macroenvironment
Market
Segmentation
Targeting and Positioning
Segment
Group
big enough
Clearly defined
Approaches to Markets
Mass marketing
Segmentation marketing
Niche marketing
Segment-of-one marketing
Geographical Segmentation
Local visitors
Short-distance visitors
Long-distance domestic visitors
European visitors
Overseas visitors
Demographic Segmentation
Age
Sex
Family size
Family income
Education
Occupation
Religion
Race
Ethnicity
Psychographic Segmentation
Social class
Lifestyle
Personality characteristics
Behavioral Segmentation
Occasion
Benefits sought
User status
Loyalty status
Stage of adopter readiness
Attitude
Organizational Segmentation
Foundations
Government agencies
Corporations
Company Segmentation
Size
Location
Product lines
Resources
Personal variables
Owners’
personal preferences
Human relations
Requirements for Effective
Segmentation
Measurability
Substantiality (large enough to be worth
attracting)
Accessibility
Positioning Strategies
Attribute positioning
Benefit positioning
User positioning
Marketing Information
and Research
Gathering Information
a cross between
what
information managers think they need
what information they really need
what is economically feasible
Marketing Research Process
Defining the problem and the research
objectives
Developing the research plan
Designing the questionnaire
Collecting and analyzing the data
Preparing and presenting the research
report
Evaluating and implementing the findings
Main Types of Museum Research
Exhibition Evaluation Research
Front-end evaluation
Formative evaluation
Summative evaluation
Visitor Studies
Development Research
Organizational Research
Secondary Data
Advantages :
Quick
Cheap
Easy to get
Disadvantages:
Inaccurate
Incomplete
(out)dated
Unreliable
Available for all
Can be divided into two groups:
Internal
Invoices
Sales figures
Balance sheets
Sales reports
Visitors reports
External
Government
publications
Statistics
Periodicals
Books
The Internet
Commercial data
Competitors’
annual reports
Primary Data
Original information
Gathered for the specific purpose
Collected in three ways: through
exploratory research
descriptive research
experimental research
Uses of Marketing Research
Description
Explanation
Causation
Exploratory Research
Observation
Individual in-depth interviews
Focus groups
Descriptive Research
Surveys
Conjoint research
Panel studies
Experimental Research
The most scientifically valid research
Capture cause-and-effect relationships
Semantic Differential
Product
Developing Attractive
Offerings
Product
Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas
Building
Demarketing
Museum's Offerings
Exterior and interior architecture
Objects, collections, exhibitions
Interpretive materials such as labels, texts, and
catalogues
Museum programs such as lectures,
performances, and social events
Museum services, such as reception and
orientation, food service, shopping, and seating
Organization of the visitor's time, activity, and
experience
Organizing a Visitor's Time
Welcome
Orientation
Services that will facilitate the museum-going
experience
Keep the visitor from being bored
Offer a friendly and comfortable setting
Maintain a clean environment
Watch over the visitor
Undertake extensive research
Be informed about a visitor's expectations,
needs, and preferences.
The museum-going experience includes
Make a decision
Leaving home
Driving/transport to the museum
Parking/walking, being greeted at the
entrance
The visit itself
Refreshment, lunch
Souvenirs
The return home
Collections and Exhibitions
Encyclopedic collections
Specialized collections
Structuring exhibitions with
themes
contexts
points
of view
Remember the Audience
Exhibitions don't tell, they show
Exhibitions are provocative, not
comprehensive
A good question is better than a declaration
Interaction, unexpected connections,
surprises, humor
Match media with message
Exhibitions
should not remain unchanged
rotate exhibitions
modify exhibitions
refresh exhibits regularly
plan new exhibits
upgrade existing ones
Programs
Programs
Musical
Theatrical
Film
Lectures
Classes
Education classes
Workshops
Tours
Events
Events and happenings
Social
Recreational
Celebratory
Holiday and seasonal events
Opening-night events
Social gatherings
Developing New Offerings
Upgrading existing exhibitions and
programs
New forms of exhibitions and programs
Services
Orientation and way finding information
Places to sit and relax
Food services
Shopping in gift shops
Restrooms / toilets
Facilities to change infant's and children's
clothes
Water fountains
Lost-and-found
Main Characteristics of Services
Intangibility
Inseparability
Variability
Perishability
Specific Museum Services
Visitor orientation and information service
Seating and relaxation spaces
Courses and research services
Food service
Purchasable Products
Souvenirs
Books
Art reproductions and prints, posters
Clothing with the museum's name or logo
Museum pamphlets and guides
Jewelry
Children's games
Art catalogues
Rocks and minerals
Science learning games
Purchasable Services
Guided tours
In foreign languages
Commercial services
Expert evidence by authorized experts
Rental of facilities
Brand
Art of Branding
Brand is major enduring asset and a
marketing tool
name
term
sign
symbol
design
combination
Brands
Identify
Organization
Goods
Services
Seller
Producer
Brands promise to deliver a
specific set of
Features
Benefits
Services
Warranty of quality
Brand is complex symbol
Subject od author‘s rights
Levels of meaning
Attributes
Benefits
Values
Culture
Personality
User
Brand equity
Amount of power
Value in the marketplace
Brands not known by most buyers
High degree of brand awareness
Brand acceptability
Brand preference
Brand loyalty
High brand equity provides a number of
competitive advantages:
Reduced marketing cost because of consumer
brand awareness and loyalty
Better position in bargaining with distributors –
consumers expect them to carry the brand
Charge a higher price – brand higher quality
Launch extensions – brand name carries high
credibility
Defense against price competition
A Brand Name Requires
Improving brand awareness
Perceived quality
Functionality
Positive associations
Continuous research and development
Investments
Skillful advertising
Excellent trade
Consumer service
Branding gives several advantages
Easier to process orders
Brand name and trademark provide legal
protection of unique product features
Attract loyal customers
Attract profitable set of customers
Brand loyalty - protection from competition
Helps segment markets
Build corporate image
But brand ladder replaced by brand parity –
many brands are equivalent – consumers are
more price sensitive
To brand or not to brand
Return to no branding of certain
consumer goods
Lower price
Lower cost (quality ingredients, labeling,
packaging, minimal advertising)
Standard or lower quality
Types of Brand
manufacturer brand = national brand
licensed brand
distributor brand = reseller, store, house or
private brand
large quantity
low cost
more profitable
no need – research development,
simple packaging and labeling
good quality
supermarkets
new brand
advertising
charge a slotting fee for accepting a
Brand Name Decision
Individual names
Blanket family names
Separate family names for all (or group of)
products
Company trade name combined with
individual product names
Cobrands
Choose the Right Specific Brand Name
Product’s benefits
Product qualities
Action
Color
Taste
Easy to pronounce
Easy to recognize
Easy to remember
Short names help
Should be distinctive
Not carry poor meanings in other countries and
languages
Name Search Procedures Include
Association test – what images come to mind
Learning test – how easily is the name
pronounced
Memory test – how well is the name
remembered
Preference test – which names are preferred
Make sure the chosen name hasn’t already
been registered
Brand name that will become intimately
identified with the product category
Brand Strategy
Line extension
Brand extension
Multibrands
New brands
Cobrands
Brand repositioning
Place
Distributing the Museum’s
Offerings and Services
Distribution Channels Depends on
Physical accessibility
Time accessibility
Attractiveness
Atmosphere
Interior and equipment
Architecture
Features
Surroundings
Internal factors
Ways to Distribute a Museum’s Offerings
Off-site distribution
Reciprocal memberships
Curators offer lectures
Museums can have branches
Publish guides to museums and cultural
institutions
City Culture Card
Partnerships with hotels, restaurants, airlines,
public transport organizations
On the Web
Balance the value
of distributing collections to a large
number of people in the present day
against the value of conserving these
collections in the best state for future
generations
Key Questions
What are the goals of outreach and distribution?
What are the target audiences for outreach and
distribution?
What types of distribution (or channels) are most
appropriate to the goals and the target
audiences?
How well are the distributed offerings working?
Whom are they reaching?
How is effectiveness measured?
What are the relative costs and benefits of
several distributional methods?
Major Distribution Channels
The main facility, building, place
Expositions
Branch museums
Traveling exhibitions and loans
Off-site programs
Publications
Electronic distribution
The Main Facility
Accessibility
Attractiveness
Atmosphere
Building
External factors
Architecture
Features
Surroundings
Physical
accessibility
Internal factors
Entranceways
Corridors
Stairs
Physical
accessibility
Galleries and other
display spaces
Storage
Museum's Interior Design
Two basic views:
Secular church
Inviting
Informal
appearance
Functional
User-friendly
design
Old-fashioned institutions
Modern facilities
Lighting
Ventilation
Wayfinding
Functionality
Access for handicapped individuals
Options for Interior
Show more of its collections
Fewer paintings commands greater attention
Benches in every gallery
Leave visitors standing
Silent exhibits or noisy exhibits
Fill interior with neon lights
Stimulating graphics
Create multiple theaterlike spaces for
demonstrating science
Atmosphere
Sensory
Auditory
Visual
visitor
orientation and way finding
color-coded directional signs
computer screens
orientation galleries
electronic aids that print out customized maps
Branch museum
Guggenheim
Museum
Museum complexes
Louvre
Traveling Exhibitions and Loans
Growing visibility of museums
Reduce storage costs
Reciprocity
New offerings
Sponsors
Press attention
Financing
Museums have to cover the cost of
loans
shipping
conservation
exhibit
costs
costs of technical assistance
sharing of curatorial expertise
ensure the care of objects
Museum Without Walls
No building of its own
No permanent collection
Organize exhibitions across the city, at places
ranging from
schools
libraries
community centers to
corporate headquarters and
municipal buildings
Special Places
Train (Artrain)
Bus
(Bibliobus)
Ship
Airplain
Subway, underground
Open space
Off-site Programs
Distributing
Materials
to other locations
Loans and exhibitions
Lectures by visiting curators
Workshops for educators
Technical and consulting services
Instructional materials to schools
Off-site museum stores
Publications
Books describing a museum's history and
illustrating its collections and departments
Books, pamphlets, and catalogues on special
exhibits
Travelers guides
Card and board games based on the museum's
collection
Members' newsletter
A magazine or journal
Children's guides to museums
Annual reports, distributed to sponsors and
donors
Catalogues
Electronic Distribution
Cyberspace visitors
Available via the Internet
Digital visits to exhibitions and views of objects in the
collections
Audio-assisted guides to Internet visitors
Real-time discussions with curators
Setting up a "chat room" to communicate with other
members on-line
An excellent response to followers who live at a distance
from the museum even across the globe, who want to
maintain contact with the museum
The museum experience far away from the traditional
museum-going
Offers of special merchandise that can be purchased at
the Web site
Advantages
The cost effectiveness
Web sites provide feedback
Museum managers can learn
how many "hits" the site has had
which parts of the site command the most
attention,
how long visitors stay at the site, and
Museums should be able to finance their Web
sites by advertising and finding sponsors
Price
Setting Pricing and RevenueBuilding Strategies
Admission Fees
Remain free to the public
Request a donation at the door
Charge admission
Setting prices for other services
Pricing
Pricing admission
Pricing loaned objects and traveling exhibitions
Pricing special exhibitions and events
Pricing memberships
Pricing items in the gift shop
Pricing rental of museum facilities
Pricing donor support
Setting Admission Fees
Charge the same price to every visitor
Charge different prices to different classes of
visitors (multiple pricing, discriminatory pricing)
Establish a membership program
Request voluntary contributions
Post suggested admission prices or donation
levels
Charge a price, but establish free days or blocks
of time Charge different rates for different
seasons
Regularly or occasionally
Price Elasticity
Price sensitivity of the target market
Break point beyond which its public
showed resistance.
The rate of customer turnaround
Alternative leisure-time activities
Distinction between:
Nonintenders
Nonattenders – pricing is not the central
issue
Intender-rejecters – as a result of pricing
policy
Barriers to Visitation besides
Admission Fees
Traffic conditions and parking
Distance
Long line
Hiring a babysitter
Paying admission fees for children
Physical barriers
Objectives for Setting Admission
Fees
Charging to maximize the number of visitors
Charging to maximize cost recovery
Surplus building
Charging what comparable museums charge
Charging what other leisure activities charge
Charging a single, uniform price
Charging to maximize revenue
Charging the socially justified price
Pricing Objects Loaned to Other
Museums
Loans involve expenditures
staff
time
costs of packing, shipping, and insurance
Art museums do not charge lending fees
Charge lending fees
to
cover in-house costs
to discourage the frequency of loan requests
Pricing Special Exhibitions
Expense often establish a special
admission fee
Balance not discourage citizens of limited
means
Events
Events present good opportunities for
earning additional income
Opening night receptions and dinners
Social gatherings for young professionals
Anniversary parties
Celebrity receptions
Seasonal events
Themed events
Musical and theatrical events
Holiday events
Pricing Special Events
Good opportunity for earning additional
income
These prices cover the cost of
keeping the
hiring staff
purchasing
museum open
and serving food
Expenses amount to half of the price charged
It would take a lot of visitor admission fees to
equal the level of revenue arising from a
special event
Special Social Events
Special social events do not interfere with
customary museum operations and hours
Participants typically represent a segment
different from the regular museum-going
visitor.
NOTICE
Events show diminishing returns
Museum's facilities experience
excessive wear-and-tear
Membership Programs
Purposes
Actively
attending the museum
Supporting the museum
Provide an independent revenue stream
Pricing Membership Programs
1.
2.
3.
Standard membership levels
Single memberships
Family memberships
Students membership
unlimited free admission
a discount on museum gift shop purchases
Higher membership levels
Invitations to special programs
Behind-the-scenes tours
Meetings with directors and curators
Free exhibit catalogues and other gifts
Gift Shops
Near museum entrances
Prominent locations
Expanding in size
Gift Shops - Special Market for
Souvenirs
Books
Gifts; glassware, tableware, clothes
Art
Educational games
Reproductions of museum objects
Pricing Gift Shop Items
Items priced on the high side
Items priced at the level of museum-goers'
expectations
Items also found in department stores
Another pricing principle - offering a
discount to museum members
Pricing Rental of Museum Facilities
Facilities are attractive to a variety of
groups and organizations
Receptions and corporate dinners
Corporations pay a premium price to host
a social or business event
Standard markup over the actual cost
for local government social event
Not to rent facilities out too frequently
(Scarce goods)
Pricing of Donor Support
Raise money from
Individuals
Foundations
Corporations
Government
agencies (Government and EU
grant proposals)
Donor Benefits
Names on individual or group plaques
Names as sponsors of special events or
as patrons
Names of specific museum galleries
Names on galleries for a limited period or
permanently
Pricing donations and gifts from individuals
and companies on principles of
segmentation, positioning, and tailoring
incentives to donations.
Marketing
Communication
Promotion
Communicating and Promoting
Image and brand building
Advertising
Public relations
Sales promotion
Direct marketing
Events & experiences
How to find customers
How customers will find us
Participants
Visitors and non-visitors
Employees
State and local governments
Artists
Professionals
Critics
Journalists
Sponsors, donators
Questions
Economics
What
How
For whom
Marketing
Why
Who are
customers
When
What price
Image Building and Brand Identity
Attracts attention
Builds familiarity and trust
Conveys a promise
Conveys expectation of benefit
Attracts people to the museum
Advertising
Paid form of nonpersonal presentation and
promotion of
products,
services,
ideas,
persons,
or
organizations
by an identified sponsor.
Advertising can add value
Institutional
advertising
Product advertising
Classified advertising
Promotional advertising
Advantages
High level of control
over the message content
over the choice of the medium
substantial control over the scheduling of the message
Allows to repeat a message
It lets the receiver compare the messages of various
competitors
Says something positive about the advertising
organization
Advertising is expressive,
Dramatizes its products through the artful use of print,
sound, and color
Advertising can reach masses of geographically spread
out people
at a relatively low cost per exposure
Shortcomings
It reaches many people quickly, but it is impersonal.
It cannot be as persuasive as a personal communication
It reaches far beyond an organization's targeted
audiences
Advertising carries on only a one-way communication
Audience does not feel that it has to pay attention or
respond
Advertising also can be costly
Difficult to assess the actual impact of paid media
Feedback is usually delayed
Other factors can affect consumer response
Steps of Effective Advertising Program
Setting the advertising objectives
Deciding on the advertising budget
Designing the message
Deciding on the media
Deciding on media timing
Evaluating advertising effectiveness
Setting the Advertising Objectives
The target
The position
Response desired
Time horizon
Stages and Objectives
Awareness
Knowledge
Liking
Preference
Intention
Purchase
Advertising Budget
Objective-and-task approach
Affordable method
Percentage-of-sales method
Competitive-parity method
Designing the Message
AIDA
Capture attention
Hold interest
Arouse desire
Elicit action
Rules for Effective Ads
Strong
Single theme
Simple language
Leave a picture in the viewer's or listener's
mind
End dramatically
Formulating the Appeal
Appeal
Theme
Idea
Unique selling proposition
Capture a person's attention
Offer reasons why person should respond
Motivate person to respond in desired ways
Formulating the Message
What to say (message content)
How to say it (message structure)
How to say it symbolically and
imaginatively (message format)
Who should say it (message source)
Appeals
Rational (directed at a person's selfinterest)
Emotional (emphasizing such feelings as
desire, nostalgia, or pride)
Moral (reinforcing a person's sense of
what is right and proper)
Choosing the Execution Style
Slice of life
Lifestyle
Fantasy
Mood or image
Evidence of expertise
Testimonial
Designing Print Ads
Logo
Picture
Headline
Copy
are important, in that order.
Designing Radio Ads
Name
Addressing one person alone
Only one message
Deadline
Repeat
Ending
Deciding on the Media
Choosing media categories
newspapers,
television, direct mail, radio,
magazines, and outdoor advertising
Choosing specific vehicles
Scheduling
Media Categories
should be examined for their capacity to deliver:
Reach is the number of different persons or
households exposed to a particular message at
least once during a specified time period.
Frequency is the number of times within the
specified time period that an average person or
household is exposed to the message.
Impact is the qualitative value of an exposure
and the fit with a target audience.
Media Timing
Macroscheduling
cyclical
seasonal
Microscheduling
Burst
advertising
Continuous advertising
Intermittent advertising
Flighting
Pulsing
Strengths and Weaknesses of Television
Strengths
High impact
Audience selectivity
Schedule when
needed
Fast awareness
Sponsorship
availability
Merchandising
possible
Weaknesses
High production costs
Uneven delivery by
market
Up-front commitments
required
Strengths and Weaknesses of Radio
Strengths
Low cost per contact
Cheap transmission
Audience selectivity
Schedule when needed
Length can vary
Personalities available
Tailor weight to market
Address people both
nationally and locally
Actual
Can be changed
Weaknesses
Nonintrusive medium
Audience per spot
small
No visual impact
High total cost for
good reach
Clutter within spot
markets
Strengths and Weaknesses of Magazines
Strengths
Audience selectivity
Editorial association
Long life
Large audience per
insert
Excellent color
Minimal waste
Merchandising
possible
Weaknesses
Long lead time
needed
Readership
accumulates slowly
Uneven delivery by
market
Cost premiums for
original or
demographic editions
Strengths and Weaknesses of
Newspapers
Strengths
Large audience
Immediate reach
Short lead time
Market flexibility
Good upscale
coverage
Weaknesses
Difficult to target
narrowly
Strengths and Weaknesses of
Posters, Billboards
Strengths
High reach
High frequency of
exposure
Minimal waste
Can localize
Immediate
registration
Flexible scheduling
Weaknesses
Posters have only
local impact
Public Relations
Unpaid promotion
???
The task of public relations is to
form,
maintain, or change public attitudes
toward the organization or its products,
attitudes that in turn will influence behavior
PR Categories
Image
PR
Routine PR
Crisis PR
Tools of PR - Events
Events are planned happenings that aim to
communicate or deliver something to target
audiences
Press conferences
Grand openings
Public tours
Sponsor events, programs, including
Exhibition openings
First-night performances
Art fairs
Art competitions
Community Relations
Identify local opinion leaders
Make museum facilities available for
community events
Tours for local residents
Host special community events
Educational programs
Tips for Working with the Media
Do advance planning
Prioritize the events and issues that best meet
the organization's goals.
Know the media
read
watch
listen
and become familiar with
style
orientation
strengths
limitations
Body Copy
Include all the critical information (the who, what,
when, where, and why) in the lead or opening
paragraph,
Then move through the rest in descending levels
of importance,
Concluding with the least essential points in the
shortest paragraphs at the end.
This structure is helpful to copyeditors, who,
when pressed for space, can simply cut copy
from the bottom, assured that the crucial
information will remain intact.
Advantages of Direct Marketing
Prospect selectivity
Personalization
Relationship building
Timing
Attention
Research opportunities
Sales Promotion
Temporary price reductions
Admission free
Late evening hours
Creativity
Methods
A Technique for Producing Ideas
– by James Web Young (1940)
Gathering raw materials - the specific and the
general
Working over the materials in the mind
The incubation stage, latency time subconsciousness is synthesizing the
information
The birth of the idea
The final shaping and development of the idea
Composition Theory
by Arthur Koestler
Called The Act of Creation (of new ideas)
Based on bisociation as an opposite or
contrast to (word) association
Lateral Thinking by Edward de
Bono
Based on horizontal thinking
Horizontal thinking should break the firm
construction of vertical thinking
Lateral Thinking
Vertical thinking
classical
selective
steps continue one after another
analytical
sequential
may use negation
logical
uses categories and
classifications
follows the most likely paths, the
most probable direction
finite process with conclusion
Horizontal thinking
unconventional
creative, generative
seeks new ways
provocative
can make jumps
breaks all bans
illogical
disturbing elements are welcome
explores the least likely
prefers the most improbable way
original ideas
never ending process,
probabilistic
Synectics - William J. Gordon
Program to train creative thinking
Takes the idea from one context and place it into
another
Uses metaphors and analogy
Associative
Based on metaphor
Direct analogy
Personal analogy - personified analogy
Compressed conflict - collision of contradictions
Sponsoring
Attracting Resources
Membership Programs
High actives
Moderate actives
Inactives
Membership Benefits
Free admissions
Discounts
Conveniences
Social events
Education
Information
Recognition
Gifts
Attracting Members
Mass marketing approach
Segmenting and targeting approach
Attracting and Motivating Donors
Stages
of Fundraising:
Begging
Collections
Campaigning
Development
Sponsor vs. Donor
Gaius Cilnius Maecenas (70 – 8 BC)
Confidant and political advisor to Octavian
(Emperor of Rome as Caesar Augustus)
Synonym to "patron of arts"
Famous literary circle, which included
Horace, Vergil, and Propertius
Sponsoring
is a relationship between equal partners
sponsor and sponsored
both of them are seeking to gain an
advantage
is not a donation
Sponsor is seeking
Image
Publicity
Contacts
Sponsored is seeking
Money
Goods
Services
Sponsored organization offers
Image
Product
Audience (customers)
Publicity
Triangle
Sponsor
Sponsored
Media
Can be sponsored:
Person (artists)
Group, team
Organization
Exhibition, program
Event
Sponsoring Targets
Familiarity
Favorable attitude
Image
Goodwill
Breaking through communication barrier
Motivation of employees
Target Groups
Consumers
Governments and authorities
Employees
Media
Geographical Target
World
Country
Region
Local
Conditions of Concept
Credibility
Uniqueness
Publicity
Ethics
Types of Sponsoring
One-time
Long-time
Money
Barter
Investments
Co-sponsoring
Exclusive sponsoring
Name holders
Sponsor Chooses
One or more projects
Target groups
Number of addressed
Visibility in media
Methods of presentation
Breaking through communication barrier
Pricing Sponsoring
Unimportant cost
Assets for sponsor
Publicity and its effectiveness
Informal contacts
Marketing Strategies
Analyses, Planning
Strategic Planning
The strategic market planning process
(SMPP) allows museums to shape, plan,
and implement their missions, offerings,
and the markets to be served.
Marketing takes place when
following conditions are met:
At least two parties are involved
Value to offer the other party
Ability to deliver the value
Benefit or satisfaction from the exchange
Each party is free to accept or reject an offering
Appropriate and desirable to deal with the other
party
SWOT Analysis
SWOT Analysis
Internal Resources Analysis
Strengths
Weaknesses
External Resources Analysis
Opportunity
analysis
Threat analysis
Programs
Museum reputation
Core product quality (exhibits)
Interpretative quality
Orientation quality
Volunteer services quality
New exhibit development
Marketing
Image effectiveness
Public perceptions of accessibility
Promotion effectiveness
Pricing effectiveness
Product mix
Finance
Cost/availability of capital
Cash flow
Financial stability
Fundraising effectiveness
Government support
Earned income support
Corporate support
Individual giving
Organization
Visionary, capable leadership
Dedication of employees
Entrepreneurial orientation
Innovativeness
Staff responsiveness to public service,
educational outreach
Flexibility and responsiveness
Environmental Analysis
Internal environment
Market environment
Regulatory environment
Competitive environment
Macroenvironment
Market Environment
Museum visitors
Members
Community residents
Stakeholders
Volunteers and activists
Donors
Media
Competitive Environment
Desire competitors
Generic competitors
Form competitors
Enterprise competitors
Macroenvironment
Threat analysis
Opportunity analysis
Internal Resources Analysis
Strengths
Weaknesses
SWOT
Programs
Museum reputation
Core product quality (exhibits)
Interpretative quality
Orientation quality
Volunteer services quality
New exhibit development
Audience development
Visitorship level
Visitorship diversity
Repeat visitorship
Visitor service quality
Membership program quality
Marketing
Image effectiveness
Public perceptions of accessibility
Promotion effectiveness
Pricing effectiveness
Product mix
Finance
Cost/availability of capital
Cash flow
Financial stability
Fundraising effectiveness
Government support
Earned income support
Corporate support
Individual giving
Organization
Visionary, capable leadership
Dedication of employees
Entrepreneurial orientation
Innovativeness
Staff responsiveness to public service,
educational outreach
Flexibility and responsiveness
Offerings ►
Existing
Modified
New
1. Market
penetration
4.
Modification
for existing
markets
7. Product
innovation
Markets ▼
Existing
Geographical 2.
5.
Geographical Modification
expansion
for dispersed
markets
8.
Geographical
innovation
New
9. Total
innovation
3. New
markets
6.
Modification
for new
markets
Marketing Plan Structure
Introduction
Executive summary
Main goals and
recommendations
Current marketing situation
Problems to solve
Objectives
Analyses
SWOT
Customers
Competition
Marketing strategy
Budget
Controls
Implementation
Conclusion
Marketing strategy
Product
Price
Place
Promotion
Advertising
Sales promotion
Public relations
Personal selling
Direct marketing
Remember the Audience
Exhibitions don't tell, they show
Exhibitions are provocative, not comprehensive
Effects affect
Match media with message
Exhibitions should not remain unchanged
Rotate, modify exhibitions
Refresh and plan new exhibits
Upgrade existing ones
A good question is better than a declaration
Interaction, unexpected connections, surprises,
humor
Conclusion
Marketing's role has to be seen as one
of supporting a museum's objectives.
Marketing does not define the
museum's objectives.
Marketing assists an organization in
achieving its objectives towards
customers.
Thank you for your attention
More detailed information can be found on the
Internet:
http://info.sks.cz/users/jo/
For English click to:
ENGLISH PAGES ART MARKETING
or in the book: JOHNOVÁ, Radka.
Marketing kulturního dědictví a umění.
Art marketing v praxi. Praha:
Grada Publishing, a.s., 2008. 288 s.
ISBN 978-80-247-2724-0.
(The book is available in Czech only)