Know-How Exchange : Strategy

Marketing is Marketing.

The process is the same whether it's cultural experiences or toothpaste. First you identify/define your primary target audience. Then you interview a representative sample of that audience -- at least a dozen for starters -- to understand what's important to them, what words they use to describe their attitudes, etc. (Ask high-gain questions and take detailed notes.)

Then you conduct a SWOT analysis to help develop an objective view of your situation.

Once you've done that share with us what you've learned, and we will work with you to come up with an action plan that is consistent with your findings and conclusions.

You're in luck. Yes, the tactics will be different for you than for us tech marketing consultants. You'll be doing more mass comm through media and education, and fundraising through affluent families and foundations. And, Yes, as mgoodman points out, the fundamentals of marketing still apply.

One of the most respected authorities on marketing strategy and fundamentals is Philip Kotler. He and two highly credentialed coauthors have updated "Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources" (2nd Edition). I would buy and memorize this book if I were you.

If fundraising is your particular focus, also look at "Fundraising and Strategic Planning: Innovative Approaches for Museums" edited by museums expert Juilee Decker.

Both titles are available on Amazon. I hope that's helpful.