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HOW TO DEVELOP A HOLISTIC AND AUTHENTIC "COMMERCIAL" STRATEGY FOR CULTURAL INSTITUTIONS. Excerpt from Smithsonian NMAI Brand Strategy Presentation
HOW TO DEVELOP A HOLISTIC AND AUTHENTIC "COMMERCIAL" STRATEGY FOR CULTURAL INSTITUTIONS. Excerpt from Smithsonian NMAI Brand Strategy Presentation
HOW TO DEVELOP A HOLISTIC AND AUTHENTIC "COMMERCIAL" STRATEGY FOR CULTURAL INSTITUTIONS. Excerpt from Smithsonian NMAI Brand Strategy Presentation
HOW TO DEVELOP A HOLISTIC AND AUTHENTIC "COMMERCIAL" STRATEGY FOR CULTURAL INSTITUTIONS. Excerpt from Smithsonian NMAI Brand Strategy Presentation
HOW TO DEVELOP A HOLISTIC AND AUTHENTIC "COMMERCIAL" STRATEGY FOR CULTURAL INSTITUTIONS. Excerpt from Smithsonian NMAI Brand Strategy Presentation
HOW TO DEVELOP A HOLISTIC AND AUTHENTIC "COMMERCIAL" STRATEGY FOR CULTURAL INSTITUTIONS. Excerpt from Smithsonian NMAI Brand Strategy Presentation
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HOW TO DEVELOP A HOLISTIC AND AUTHENTIC "COMMERCIAL" STRATEGY FOR CULTURAL INSTITUTIONS. Excerpt from Smithsonian NMAI Brand Strategy Presentation

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This is an excerpt (pages 1 through 6 of 40 pages) from my January 2012 Smithsonian NMAI Brand Strategy Presentation on how to develop a holistic and authentic "commercial" strategy for cultural …

This is an excerpt (pages 1 through 6 of 40 pages) from my January 2012 Smithsonian NMAI Brand Strategy Presentation on how to develop a holistic and authentic "commercial" strategy for cultural institutions.

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  • 1. NMAI BRAND STRATEGY!
  • 2. NMAI AND SE RETAIL STRATEGY! SMITHSONIAN RETAIL STRATEGY SHOULD HELP BUILD BRAND EQUITY AND DRIVE CUSTOMER ENGAGEMENT.!
  • 3. RETAILING IS A CORE FUNCTION OF BRAND MANAGEMENT:! SMITHSONIAN NMAI IS:! ! HERITAGE! SUSTAINABLY SOURCED ! ENGAGING & RELEVANT!
  • 4. MERCHANDISE PRIORITIZATION IS REQUIRED TO REFLECT SMITHSONIAN NMAI BRAND AND MISSION ALIGNMENT: ! ! !  Cultural importance! !  Customer relevance – novelty vs. utility! !  Profitability ! !  Provenance - Sustainable Sourcing & Reporting!
  • 5. THEN, AN INTEGRATED APPROACH TO CAPTURING AND ENGAGING THE AUDIENCE TO CONNECT WITH THE NMAI BRAND:! ! ! !  Evolution of the consumer for cultural arts management! !  Convergence of media, education, entertainment with technology, therefore a requirement to improve content and delivery to compete for audiences! !
  • 6. IMPROVED MERCHANDISE MANAGEMENT STRATEGY ALONE WILL NOT DRIVE REVENUES…! ! INTEGRATED MOBILE WEB SOLUTION:! -  DRIVE TRAFFIC, both physically and virtually! -  ENGAGE VISITORS, PRE & POST visit! -  INCREASE ACCESS to content! !

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