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A presentation developed for the Museum of Science & Technology, to provide their staff with a quick overview of what strategic marketing involves.
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marketingstarts inside the organization
bernie coltermanmike kujawski
museum of science & technology - ottawa
what we doproduct & service marketing
policy & program marketing
social media engagement
social marketing
sponsorship /partnerships
organizational branding
online strategy planning
June 2-4 in Toronto
www.marcom.caa
demographicsenvironment
technology
economics
social valueshealth
our world is changing
marketing provides a strategic approach for dealing with these changes…
marketing must be holistic
what is marketing?“a disciplined approach for creating , enhancing the value of, or retaining a customer”
a process and set of tools
wrapped in a philosophy for helping an organization do
what it wants to do.
much more than just advertising,
communications or public education…
Defining your customersDetermining your USP
Delivering compelling communicationsEffective program / service deliveryAdding value to the customer experienceLaunching innovative programsEffective pricingMeasuring results for improvement
the process…
why should you care?
the marketing functionin 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
• Advertising clutter• Shift to selling the “experience”• The web• Mass customization• Power of the customer• The economy
6 marketing trends affecting your job
These trends affect how we market our programs and services
let’s take the test!are you a marketing driven organization?
You don’t use terms like “general public” when referring to your target audience
#1
You focus on results , NOT process and politics
#2
Your organization takes “risks”, although ensuring they are “reasoned risks“
#3
You do not keep doing the same things every year i.e. programs, services,
products
#4
You have a clear understanding of the needs of your target group (s).
#5
You are up to date with the latest trends, technologies in the area of marketing and
communications
#6
Branding is more than a visual identifier.
#7
You see the need to understand your “competition”
#8
You use all the elements of the marketing mix (4 p's) , not just promotion
#9
Your organization believes that the ultimate objective for marketing is not education and creating awareness but
behaviour change
#10
• 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.
how did you do?
don’t jump!
the bottom line…“the aim of marketing is tomake selling unnecessary” Peter Drucker, Marketing Guru
final thoughts…
10 best practicesfor 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.
thanks for your time!
questions?
Bernie Colterman Phone: 613.731.9851 ext. 15
E-mail: [email protected]
Blog: www.berniecolterman.ca
Mike KujawskiPhone: 613.731.9851 ext. 12
E-mail: [email protected]
Blog: www.mikekujawski.ca
where to find us…
www.publicsectormarketing.ca
