An introduction to
strategic marketing for galleries & museums
What
Presentation & workshop
AMaGA National Conference 2024
When
1:30–5 pm AWST
Tuesday 16 September 2024
Where
The Goods Shed
Ballarat, Victoria
On this page
This page includes information related to my upcoming presentation and workshop at (un)Common Ground: Collisions, Convergence, Conversations – the AMaGA National Conference.
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About the talk
Galleries and museums face unique challenges in attracting and engaging audiences. This comprehensive presentation and interactive workshop are designed to equip arts marketers in galleries and museums with knowledge of fundamental marketing concepts to help them introduce a strategic layer to their marketing program.
The presentation will:
- walk participants through the 7 PsThe unique combination of marketing elements – Product, Price, Place, Promotion, People, Process and Physical Evidence – a company or brand uses to support their marketing efforts. Learn more → marketing mixThe unique combination of marketing elements – Product, Price, Place, Promotion, People, Process and Physical Evidence – a company or brand uses to support their marketing efforts. Learn more → (Product, Price, Place, Promotions, People, Process and Physical Evidence), discussing the benefits of each and how they interact with each other.
- introduce the concept of Segmentation which groups customers into subgroups (called segments), how to identify target segments and how to align the 7 PsThe unique combination of marketing elements – Product, Price, Place, Promotion, People, Process and Physical Evidence – a company or brand uses to support their marketing efforts. Learn more → to meet their needs and preferences.
- help participants understand your brand’s competitive environment and how you position your brand to differentiate it from competitors.
Together, these concepts help arts marketers build an effective and actionable marketing strategyThe unique ways a company or brand communicates marketing messages to potential customers. Learn more → to enhance their marketing communications efforts.
The presentation will be followed by a hands-on workshop to help participants understand how to effectively put together their 7 PsThe unique combination of marketing elements – Product, Price, Place, Promotion, People, Process and Physical Evidence – a company or brand uses to support their marketing efforts. Learn more →. Working in groups, participants will analyse a gallery or museum’s brand in terms of the marketing mixThe unique combination of marketing elements – Product, Price, Place, Promotion, People, Process and Physical Evidence – a company or brand uses to support their marketing efforts. Learn more → – identifying opportunities to enhance things that are working and potential areas of improvement.
Resources
After the talk a number of resources will be made available to attendees. Watch this page.