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Marketing Starts Inside the Organization

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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.

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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  • 1. marketing starts inside the organization museum of science & technology - ottawa bernie colterman mike kujawski
  • 2. what we do product & service marketing policy & program marketing social media engagement social marketing sponsorship /partnerships organizational branding online strategy planning
  • 3. June 2-4 in Toronto www.marcom.caa
  • 4. our world is changing technology social values health economics demographics environment
  • 5. marketing provides a strategic approach for dealing with these changes…
  • 6. marketing must be holistic
  • 7. what is marketing? “a disciplined approach for creating , enhancing the value of, or retaining a customer”
  • 8. a process and set of tools wrapped in a philosophy for helping an organization do what it wants to do.
  • 9. much more than just advertising, communications or public education…
  • 10. 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
  • 11. the process…
  • 12. why should you care?
  • 13. 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
  • 14. 6 marketing trends affecting • Advertising clutter • Shift to selling the “experience” your job • The web • Mass customization • Power of the customer • The economy
  • 15. These trends affect how we market our programs and services
  • 16. let’s take the test! are you a marketing driven organization?
  • 17. #1 You don’t use terms like “general public” when referring to your target audience
  • 18. #2 You focus on results , NOT process and politics
  • 19. #3 Your organization takes “risks”, although ensuring they are “reasoned risks“
  • 20. #4 You do not keep doing the same things every year i.e. programs, services, products
  • 21. #5 You have a clear understanding of the needs of your target group (s).
  • 22. #6 You are up to date with the latest trends, technologies in the area of marketing and communications
  • 23. #7 Branding is more than a visual identifier.
  • 24. #8 You see the need to understand your “competition”
  • 25. #9 You use all the elements of the marketing mix (4 p's) , not just promotion
  • 26. #10 Your organization believes that the ultimate objective for marketing is not education and creating awareness but behaviour change
  • 27. 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.
  • 28. don’t jump!
  • 29. the bottom line… “the aim of marketing is to make selling unnecessary” Peter Drucker, Marketing Guru
  • 30. final thoughts…
  • 31. 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.
  • 32. thanks for your time!
  • 33. questions?
  • 34. 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
  • 35. www.publicsectormarketing.ca

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