Should tourists matter to museums?


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A presentation by Andrew Bateman, Tourism Manager and Kirstin Monk, Tourism Officer at Hampshire County Council’s Economic Development Office. The presentation looks at the importance of tourism to Hampshire, how best to meet the needs of visitors and provides a quick overview of the types of destination marketing activity taking place across Hampshire. The presentation was one of several presentation made at a one day workshop that looked at the issue of museums and tourism. The event, called Working Together, took place at the Historic Dockyard in Portsmouth on 8th November 2011 and was organised by The Tourism Company and SAM Ltd. The workshop is part of a broader campaign, funded by Renaissance, to help museums in Hampshire and the Solent to work together to promote themselves to tourists.

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  • We’ll be talking you through how important tourism is to Hampshire, how best to meet the needs of visitors and give you a quick overview of the types of destination marketing activity taking place across the county.
  • AB notes
  • Museums are an integral part of the cultural offer in Hampshire, and are therefore a key part of the tourism offer too.
  • Hampshire is one of the UK’s largest and most diverse counties. Unlike destinations like Cornwall it doesn’t have a single destination brand identity. Instead it’s made up of a patchwork of large and smaller destination brands.
  • So how can you look at attracting more visitors to your museum? ‘Push’ marketing is the old school way of marketing when you take your product to the customer and hope they will make a purchase or in this case make a visit. This form of marketing has its limitations and works best if your museum is already known to the people you are speaking to, either by reputation or through a previous visit. It isn’t our recommended approach for raising your profile and attracting tourists to your museum…
  • Today destination marketing is more about engaging with potential visitors, creating interest via word of mouth and helping to make life easy for busy people by providing itineraries and packages so they don’t have to think for themselves. Unless there is a museum or collection of national or international importance, it would be very unlikely for a short break or holiday to be organised around a particular museum. Instead we should ask how can the museum offer be effectively integrated into the wider destination offer?
  • If you’re starting to look at how you can attract more visitors to your museum, let’s start with how you perceive your museum. Close your eyes for a moment and think about your museum, picture yourself there. What’s the first thing you think of? How are you currently promoting your museum? Does your marketing reflect what your museum means to YOU, or are you putting yourself in the shoes of a potential visitor?
  • There are myriad reasons why someone will book a short break to a destination. They may be tying it in with a visit to a friend of member of their family. There may be a special event going on, or a large attractions they wish to visit. But regardless of their drivers, it’s the overall experience they are looking for. How does your marketing reflect this at present?
  • The outline tourism marketing strategy written by David and Pam which helped direct this current Renaissance campaign included some very interesting findings around the reasons people visit museums from Visit Britain and Renaissance North East. It implies that quite a change is needed away from the traditional way of marketing museums, focussing on their events programme and collections.
  • We use a range of strong tourism themes to help promote Hampshire. These themes are made stronger by integrating complementary product to promote a rich package to the customer. For example, we are running a food and drink campaign next year called ‘Good Food Hampshire’. It’s an opportunity to get involved and benefit from some free publicity, which you could do by providing quirky food-related stories for our PR team, for example. If you’d like more information, please see Kirstin in the break or at lunchtime.
  • We’re unable to access the internet so can’t give you a demonstration of what thematic marketing looks like on our website, but perhaps take a look when you’re back in the office and see how we group tourism product together. Packaging of tourism product can be made much easier using the web. If you click on a museum database record for example, you’ll not only be able to find out about their opening hours and location and scroll through their images, you’ll also be able to see what the nearest eateries are, where the nearest hotels are located and then you can create your own travel itinerary and email it to yourself.
  • There are also various ways you can work with your local tourism officer or tourism team to help raise your profile with potential visitors to your local area. Not all destinations offer these opportunities, some destinations are better resourced than others. If you are based in the New Forest, Winchester or East Hampshire, things are a little clearer for you as there are two membership organisations for tourism businesses that you can choose to join. Winchester DMO new for 2012 Our message is that collaborative working in tourism is much more effective than trying to gain visitors on your own – a critical mass of product is more appealing to the visitor.
  • Here are some examples of the types of destination marketing opportunities available via the web, at local and county level….
  • …plus some of the other opportunities available off line. The importance of networking with other tourism organisations cannot be underestimated; it’s an excellent way of keeping in the loop, finding out what’s going on and can lead to collaborative working, for example joint promotion between businesses in the local vicinity.
  • Here are a few questions to leave you with around how you can integrate your museum offer. Forget silo working, this is all about working collaboratively to create a richer visitor experience.
  • Should tourists matter to museums?

    1. 1. Should tourists matter to museums? <ul><li>Andrew Bateman – Tourism Manager </li></ul><ul><li>Kirstin Monk – Tourism Officer </li></ul><ul><li>Economic Development Office </li></ul><ul><li>Hampshire County Council </li></ul>
    2. 2. Are tourists a worthwhile target market for museums? <ul><li>Britain’s unique culture and heritage attracts £4.5bn worth of spending by inbound visitors annually </li></ul><ul><li>UK is fourth best out of 50 for its culture in the Nation Brands Index </li></ul><ul><li>57% of respondents from 20 countries agreed that history and culture are strong influences on their choice of holiday destination (only 15% disagreed) </li></ul>
    3. 3. Hampshire & IoW rank well nationally <ul><li>Hampshire is the 6 th most visited county nationally </li></ul><ul><li>£2.40bn is spent by tourists annually in the county </li></ul><ul><li>Day visitors are the key market </li></ul>
    4. 4. The Hampshire destination brands North Wessex Downs Hampshire Winchester Test Valley South Downs New Forest Southampton Portsmouth The Solent Hayling Island
    5. 5. Traditional ‘Push’ marketing <ul><li>Take your product to the customer </li></ul><ul><li>Brochures </li></ul><ul><li>Direct mail </li></ul><ul><li>E-newsletters </li></ul>
    6. 6. Destination marketing <ul><li>Creating a holistic visitor experience </li></ul><ul><li>Inspiring people to visit through video, imagery and stories </li></ul><ul><li>Social media engagement & word of mouth </li></ul><ul><li>Working in partnership with other tourism providers </li></ul><ul><li>Meaningful product packaging </li></ul>
    7. 7. What does your museum mean to you? <ul><li>Collections? </li></ul><ul><li>Archives? </li></ul><ul><li>Local history? </li></ul><ul><li>Display boards? </li></ul><ul><li>Education programme? </li></ul><ul><li>Events programme? </li></ul>
    8. 8. What are visitors looking for? <ul><li>Memories </li></ul><ul><li>Experiences with friends and family </li></ul><ul><li>Variety </li></ul><ul><li>Choice </li></ul><ul><li>Quality </li></ul><ul><li>Value for money </li></ul><ul><li>Peace of mind </li></ul><ul><li>A treat </li></ul>
    9. 9. Drivers for visiting museums <ul><li>Social – e.g. nice place to spend time with friends and family, or to visit the shop/café </li></ul><ul><li>Intellectual – e.g. to improve my own knowledge </li></ul><ul><li>Emotional – e.g. to see beautiful things in an attractive setting </li></ul><ul><li>Spiritual – e.g. for peaceful contemplation </li></ul>
    10. 10. Thematic approach to destination marketing <ul><li>Literary heritage </li></ul><ul><li>Countryside </li></ul><ul><li>Food and drink </li></ul><ul><li>Arts & entertainment </li></ul><ul><li>Military heritage </li></ul><ul><li>Shopping </li></ul><ul><li>Families </li></ul>
    11. 11. Visit Hampshire <ul><li>Linked to national database </li></ul><ul><li>Partnership working with local authorities </li></ul><ul><li>Thematic campaigns </li></ul><ul><li>Itinerary builder </li></ul><ul><li>Event promotion </li></ul><ul><li> </li></ul>
    12. 12. Destination marketing in Hampshire <ul><li>The New Forest Tourism Association </li></ul><ul><li>Winchester & Heart of Hampshire DMO </li></ul><ul><li>Portsmouth </li></ul><ul><li>Southampton </li></ul><ul><li>Hamble Valley </li></ul><ul><li>Test Valley </li></ul><ul><li>Gosport </li></ul><ul><li>Havant </li></ul>
    13. 13. Online marketing examples <ul><li>Website editorial & database entry </li></ul><ul><li>Event promotion </li></ul><ul><li>Itineraries </li></ul><ul><li>Thematic campaigns </li></ul><ul><li>Reciprocal links </li></ul><ul><li>Video </li></ul><ul><li>Social media </li></ul>
    14. 14. Off-line marketing examples <ul><li>PR & press trips </li></ul><ul><li>Publications e.g. visitor guides </li></ul><ul><li>Signage </li></ul><ul><li>Photography </li></ul><ul><li>Tourist Information Centres </li></ul><ul><li>Tourism networking groups </li></ul><ul><li>Collaborative working and promotion </li></ul>
    15. 15. Joining up the cultural offer <ul><li>What other complementary tourist product is located near your museum? </li></ul><ul><li>How are you networking with these businesses? </li></ul><ul><li>Are you selling your museum’s product or promoting the visitor experience in your literature and on your website? </li></ul><ul><li>How integrated is your marketing with your local destination website? </li></ul>
    16. 16. Any questions? Thank you for listening