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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.

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Marketing Starts Inside the Organization

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