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Good Books On Cultural (museums/theater) Marketing
9/14/2017 at 10:19 AM ET
In a month I will be starting a job with a Dutch cultural organisation. The focus is on cultural experiences such as museums, theaters, festivals, etc.
Does anybody know any good books (or articles) on this topic?
Looking for "Cultural Marketing" turns out to be a bit difficult, since you often end up with material on how different cultures influence marketing and doing business.
Thanks in advance!
9/14/2017 at 4:02 PM
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.
9/14/2017 at 8:00 PM
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.
9/15/2017 at 4:31 AM
Thank you for your answer mgoodman. I fully understand that marketing is marketing and I don't expect to find proof that it is different in a cultural market. However, there are resources available on all different types of market (sports marketing, food marketing, tech marketing, etc): I was simply curious whether cultural marketing had such resources available as well.
The book you recommend - dubois - looks very good, but also more of a course book, not so much a literature piece that I can read on the train. I'm keeping it in the back of my mind for if I need some more insights, but for now I am simply looking for an easy read, with some best practices, examples, maybe a few theories but not too many!
Thanks in advance!
10/12/2017 at 5:48 PM
I am closing this question since there hasn't been much recent activity.
Thanks for participating!
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