marketing
starts inside the organization
museum of science
& technology - ottawa
bernie colterman
mike kujawski

what we do
product & 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

our world is changing
technology
social values
health
economics
demographics
environment

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…

Determining your USP
Defining your customers
Delivering compelling communications
Effective program / service delivery
Adding value to the customer experience
Launching innovative programs
Effective pricing
Measuring results for improvement

the process…

why should you care?

the marketing function
in 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

6 marketing
trends
affecting
• Advertising clutter
• Shift to selling the “experience”
your job
• The web
• Mass customization
• Power of the customer
• The economy

These trends affect how we
market our programs and services

let’s take the test!
are you a marketing
driven
organization?

#1
You don’t use terms like “general public”
when referring to your target audience

#2
You focus on results , NOT process and
politics

#3
Your organization takes “risks”, although
ensuring they are “reasoned risks“

#4
You do not keep doing the same things
every year i.e. programs, services,
products

#5
You have a clear understanding of the
needs of your target group (s).

#6
You are up to date with the latest trends,
technologies in the area of marketing and
communications

#7
Branding is more than a visual identifier.

#8
You see the need to understand your
“competition”

#9
You use all the elements of the marketing
mix (4 p's) , not just promotion

#10
Your organization believes that the
ultimate objective for marketing is not
education and creating awareness but
behaviour change

how did
you do?
• 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.

don’t jump!

the bottom line…
“the aim of marketing is to
make selling unnecessary”
Peter Drucker, Marketing Guru

final thoughts…

10 best practices
for 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?

where to find us…
Bernie Colterman
Phone: 613.731.9851 ext. 15
E-mail: bernie.colterman@publicsectormarketing.ca
Blog: www.berniecolterman.ca
Mike Kujawski
Phone: 613.731.9851 ext. 12
E-mail: mike.kujawski@publicsectormarketing.ca
Blog: www.mikekujawski.ca

www.publicsectormarketing.ca