Transcript Godalming Museum

Godalming Museum
Volunteer Meeting 9th May 2011
What is Marketing?
 "Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitably”
 Management Process - Means the whole organisation need to be involved
 Identifying - Means research is needed in the market place
 Anticipating - Means identifying market demand
 Satisfying - Means the product or service must please the customers -> greater sales
 Profitably - If operations are not profitable, the organisation will go out of business
Actually Marketing is all about us and
understanding / satisfying the requirements of
our customers / visitors / service users
Reasons for Volunteering
Three reasons why you are here
These might be different now from when you
first started as a volunteer
There might be a perceived mis-match
between your expectations and what the
Museum requires
History of Marketing
 Philip Kotler – the father of marketing (born 27 May 1931 in
Chicago) is the S.C. Johnson & Son Distinguished Professor of
International Marketing at the Kellogg School of Management at
Northwestern University
 Professor Kotler's book, Marketing Management, is the world's most
widely used graduate level textbook in marketing. His other books
include Principles of Marketing and Marketing: An Introduction
 “Marketing is so basic that it cannot be considered a separate function
...... It is the whole business seen from the point of view of its final
result, that is, from the customer’s point of view.” Peter Drucker
Background
The term “market mix” was coined in 1953 by
Neil Borden in his American Marketing
Association presidential address
A prominent marketer, E.Jerome McCarthy,
proposed a Four P classification in 1960,
which has been widely used

The Four P’s of marketing are:
Product / Price / Place / Promotion
 More recently, three Ps have been added to the
marketing mix - People, Process and Physical
Evidence
Known as the Extended Marketing Mix
 Product Marketing: Product / Price / Place /
Promotion / Packaging/ Positioning / People
One customer-focused marketing model is known
as SIVA: Solution / Information / Value / Access

 Product → Solution
 Price
→ Value
 Place
→ Access
 Promotion → Information
 Robert F. Lauterborn proposed a four Cs
classification in 1993
 The Four Cs model is more consumer-oriented
 Commodity / Cost / Channel / Communication
Emphasis
Profit driver
Western European
timeframe
Production
Production methods
until the 1950s
Product
Quality of the product
until the 1960s
Selling
Selling methods
1950s and 1960s
Marketing
Needs and wants of customers
1970 to present day
Relationship Marketing/Relationship
Management
Building and keeping good customer
relations
1980s to present day
Business Marketing / Industrial Marketing
Building and keeping relationships
between organisations
1990s to present day
Social Marketing
Benefit to society
1990s to present day
Branding
Brand value
2000s to present day
How does all this relate to us?
 We are all involved in marketing
You are the interface between service users
and the organisation
 The Museum needs understand its Strengths /
Weaknesses / Opportunities / Threats
 Periodic re-evaluations keep an organisation
alert and lively
Times are tough – more funding required
Museum Objectives
Godalming Museum Marketing Plan 2009 - 2014
The aim of this Marketing Plan is to increase the number of museum
service users to 22,000 by 2014
The museum also aims to maintain the quality of all the services it
offers by regular consultation with service users and by updating its
services in response to the feedback it receives
The museum is a Waverley Borough Council service and this
needs to be made clear on all publicity material. The role of the
Museum Trust is also critical and also needs acknowledgement.
Progress to date
New brochure last June
New logo
Mission Statement
“Godalming Museum aims to promote the enjoyment
and understanding of the heritage of the town and its
surrounding villages, and to encourage and support
lifelong learning. It does this by collecting,
safeguarding and making accessible, local artefacts
and knowledge, within a welcoming, stimulating and
inclusive environment.”
 New strapline
Branding – a logo
With a strapline
The friendly Museum by the Pepperpot
With three important fund providers
The friendly Museum by the Pepperpot
Godalming Museum is supported by Godalming Museum Trust, Waverley
Borough Council and Godalming Town Council
And an important Accreditation
The friendly Museum by the Pepperpot
Godalming Museum is supported by Godalming Museum Trust, Waverley
Borough Council and Godalming Town Council
The friendly Museum by the Pepperpot
Issues to address
Profile / Awareness
Funding
The friendly Museum by the Pepperpot
Issues to address
Profile – raising awareness
Funding – focus on Friends and Benefactors /
Corporate Patrons
The friendly Museum by the Pepperpot
Profile
all corporate communications must use the new logo
new letter headed paper / stationery / etc
 attendance at town fairs and shows
Funding
use our combined contacts and knowledge
Set objective for numbers of Friends and Corporate Patrons
The friendly Museum by the Pepperpot
What can you do to help?
Phone a friend – aim to talk to 10 people about the Museum in 2011
Try to convert visitors to Friends – role play
 Do you know someone in a local company who might consider
sponsorship or becoming a Corporate Patron
Skills required
Local contacts and knowledge
Have time and are prepared to help
The friendly Museum by the Pepperpot
Role Play - how to encourage more people to sign up
as Friends without being a pushy sales person!
Hammy and Peter Stevenson will demonstrate how
this can be achieved
The friendly Museum by the Pepperpot
Role Play
The friendly Museum by the Pepperpot
Friends Benefits – Godalming
 Receive a newsletter twice a year with information
about events, lectures and exhibitions, as well as
articles on local history
 Invited to social and fundraising events during the
year
 Help us run and develop the museum, as well as
buying new items for display
The friendly Museum by the Pepperpot
Friends Benefits - Haslemere Educational Museum
 A welcome gift
 A Members Handbook including a short history of the Museum
 Newsletters packed with latest museum news
 Advance notification of events
 Priority booking of events
 Discounts on events and workshops
 10% discount in the Museum Shop
 Voting rights at Annual General Meeting
 Annual report
The friendly Museum by the Pepperpot
Friends
Memberships
Godalming
Farnham
Haslemere
Guildford
Individual annual
membership
£10
£7
£15
£6
2 Adults (at same
address) annual
membership
£15
Family £10
£20
Family £12
Individual life
membership
£120
-
£300
£100
2 Adults (at same
address) life
membership
£180
-
Meetings/Events every
month
Junior/Student
£8
Student (up to 18 years) £2
Membership
Society Membership
£30
School Membership
£30
Corporate Patron
Membership
From £120
£25