Love is... marketing: Björn Stenvers about museum marketing
Bjorn Stenvers, Executive Director of the Fonds de dotation de l'ICOM (ICOM Endowment Fund), UNESCO, held a lecture on museum business. The speaker shared with participants his attitude towards marketing in culture and its role in the management of a museum.
‘Love is marketing,’ said Bjorn Stenvers said at the beginning of the lecture. What is marketing? How can it contribute to a museum? What tools will be useful for a manager in culture? Strategy and analytics are the tools to be applied by everyone. This can be the SWOT-analysis technology, 4p and 7p techniques, ability to apply Maslow's pyramid, etc. The main thing is to have a clear understanding of where you are.
When promoting a museum, due attention must be paid to establishment of the brand. Today cultural institutions cannot ignore the context in which they exist. According to Bjorn Stenvers, everything you do, somehow correlates with your image. It is good to have an analytical framework and a strategy, i.e. a clear understanding of what we strive to and what it takes: uniqueness, networking, etc.
The lecturer focused on the values of cooperation, whether of a museum with another museum, a museum with commercial organizations, etc. This increases the flow of visitors and increases brand recognition. If people do not go to the museum, the museum should go to people: through the placement of exhibits in airports, coffee shops, libraries, and public spaces. Various promo campaigns, like phone charge from pedaling a bicycle, would do well. The speaker demonstrated a number of joint projects: magazines for Disney, Heineke, branded chocolate fashion shows in museums.
Like any business, a museum should pay attention to the service: arrangement of cash zone, smiling and pleasant staff, comfortable and accessible environment for various groups of visitors. Already today one can see 3D pictures for blind. Is it convenient to visit museums from 10 am to 7 pm, as it is the average working day? - Bjorn Stenvers asked. Concern about visitors is, inter alia, measured opening hours.
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