Museum marketing and strategy

This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to: define the exchange process between a museum's offerings and consumer value; differentiate a museum and communicate its unique value in a competitive marketplace; find, create, and retain consumers and convert visitors to members and members to volunteers and donors; plan strategically and maximize marketing's value; achieve financial stability; and develop a consumer-centered museum.12 Setting Pricing Strategies 409 Pricing Admission 411 Pricing Objects Loaned to Other Museums 421 Pricing Special Exhibitions and Events 422 Pricing Membership 423 Pricing Museum Shop Items 424 Pricing Facility Rental 427 Pricing Donor Support 428 Summary 428 13 Managing Marketing Operations 431 Developing Marketing Budgets 431 Marketing Implementation 438 Power Relationships in Organizations 440 Marketing Information and Control Systems 442 Summary 454 Conclusion 457 14 Securing the Future of Museums 459 Museums and Marketing 460 Achieving Expanded and Diverse Audiences 461 Expanding Capacity and Developing Exhibitions and Programs 462 Museum Partnerships 464 Encouraging Future Visitors and Experiences 466 Online Resources 469 References 471 Index 483 Continuation of the Copyright Page 509 Part 3 Museum Challenges and Opportunities 151 6 Building Audiences 153 Attracting and Retaining an Audience 154 Attracting New Audiences 168 Information Gathering 177 Decision Evaluation 179 Decision Execution 180 Postpurchase Assessment and Action 180 Summary 182 Model Museum Practice: Fonthill Museum 183 7 Attracting Financial Resources 188 The Impact of Economic Cycles on Museums 188 Museum Revenue Sources 191 Government Support 192 Earned Income 196 Attracting and Managing Donors 215 Fundraising Goals and Strategy 231 Investment Income 236 Improving Business Practices to Augment Income 237 Financing Opportunities 238 Summary 241 Model Museum Practice: The Freer and Sackler Galleries 243 Part 4 Tactical Marketing 247 8 Carrying Out Marketing Research 249 Museum Applications of Marketing Research 250 Major Types of Museum Research 253 Before Beginning the Research 261 Data Sources and Research Tools 261 Steps in the Marketing Survey Process 268 Marketing Research Budgeting 278 Resistance to Marketing Research 278 Summary 280 Model Museum Practice: The Newark Museum 281 9 Developing Attractive Offerings 287 Collections and Exhibitions 290 Museum Programs 298 Museum Experiences 302 Museum Services 307 Purchasable Products 315 Summary 316 Model Museum Practice: 21st Century Museum of Contemporary Art, Kanazawa 317 10 Distributing the Museum's Offerings and Services 322 Distribution Channel Structure 323 Branch Museums 325 Traveling Exhibitions and Loans 326 Off-Site Programs 331 Museum Retail Channels 334 Museum Publications 336 Electronic Distribution 339 Consumer Convenience 341 Summary 342 Model Museum Practice: Great Britain's Tate 343 11 Managing Marketing Communications 347 The Communication Process 347 Advertising 349 Sales Promotion 369 Direct Marketing 371 Public Relations 384 Summary 396 Model Museum Practice: Museums and E-Communication 398 Table of Contents Terms of Use Figures, Tables, and Exhibits xiii Model Museum Practices xvii Preface xxi Acknowledgments xxvii The Authors xxix Part 1 Museums and Marketing 1 1 The Diverse World of Museums 3 Museum Experiences 4 What Is a Museum? 6 Origin and Evolution of Museums 9 Summary 19 2 The Role of Museum Marketing 21 Exchange Transactions and Relationships 22 A Role of a Marketer 25 The Marketing Concept 26 Strategic Marketing 27 Marketing Core Concepts 30 Developing Marketing Plans 31 Characteristics of a Consumer-Centered Museum 32 The Impact of the Digital Revolution on Marketing 33 Summary 34 Model Museum Practice: Museum of Science, Boston 35 Part 2 Strategic Marketing 41 3 Moving to Strategic Planning 43 Strategic Planning 43 Strategic Market Planning Process 45 The Environmental Scan 45 Undertaking a Marketing Audit 69 Summary 73 Model Museum Practice: National Gallery of Victoria 75 4 Choosing a Mission and Core Strategy 83 A Museum Chooses Its Mission 83 Setting the Core Marketing Strategy 93 Product Portfolio Strategy 93 Organizational Structure and Culture 97 Human Resources 100 Summary 108 Model Museum Practice: The Strong National Museum of Play 108 5 Applying Market Segmentation, Targeting, Positioning, and Branding 114 Approaches to Markets 114 Steps in Segmentation, Targeting, and Positioning 115 Bases for Segmenting Markets 118 Targeting Specific Market Segments 129 Positioning the Museum and Its Offerings 130 Museum Branding and Brands 138 Summary 143 Model Museum Practice: Chicago History Museum 144