ISEN-ASTC-L is a service of the Association of Science-Technology Centers
Incorporated, a worldwide network of science museums and related institutions.
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you have reason, you are correct. marketing whether it be profit or non-profit must be creative. education is a form of marketing although we do not see it that way. when we educate, we are selling our knowledge and we are selling our pedagogy and if it is not efficient or does not help people learn, they will not want to enrol in our classes or come to our museums, conferences etc. if a university has no students, it cannot run. if a museum has no patrons it cannot run. therefore you are so right that creativity is important. however, whether in profit or non-profit we should not sell disney when we mean to sell hard science. there is an aspect of ethics that we must oblige to. excellent exchange
Edith
> De: Lisa Jo Rudy <[log in to unmask]>
> A: [log in to unmask]
> Objet: marketing
> Date: Wed, 30 Mar 2005 14:59:41 EST
> <pre>ISEN-ASTC-L is a service of the Association of Science-Technology Centers
> Incorporated, a worldwide network of science museums and related institutions.
> *****************************************************************************
>
> I once worked with a museum marketing director whose mantra was "I bring 'em
> in the door. It's up to you to educate 'em."
>
> Not sure whether that's a good and appropriate approach, but it worked for
> him. And he did a great job of bringing 'em in.
>
> The only concern I'd have is not bringing 'em in under false pretences
> (offering them Disney and giving them an academic presentation on scientific
> inquiry).
>
> And of COURSE it's important to market! It's not as if non-profits were
> living off a guaranteed dole. There's an expectation on everyone's part that
> earned revenue will be a major part of a museum's operating budget, which means
> that the income MUST be earned.
>
> Most museums make a lot of their $ at the door, with the lion's share from
> school groups. That means marketing to families and schools, and selling them
> a product that offers a good "bang for the buck." For schools, that means a
> nice package that meets guidelines, manages the process, and provides a
> positive experience for all. For families, it means a nice blend of education and
> entertainment that's suitable for all ages, along with appropriate and pleasant
> amenities like decent rest rooms, edible food, trained staff, etc.
>
> To my mind, all of this is perfectly reasonable and appropriate. Of course,
> it doesn't exclude the possiblity of some really innovative, creative new
> product to market...!!
> Having also taught social marketing and non-profit marketing, i agree that
> certain products are not necessarily delivered to those with means, for the
> simple fact that there is a social marketing mission as opposed to pure profit.
> however, to some degree, in the case of museums and some non-profit
> organisations a certain degree of the marketing concept that you speak of in your first
> paragraph is necessary. for example, the Sierra Club has to market to
> environmentally conscious people in order to obtain membership. The National Space
> Society must market to space advocats, so therefore, there is some degree of
> marketing concept even in the non-profit sector. however in the social service
> sector the degree of marketing concept becomes nil. i hope this is clearer. edith
>
> Lisa Jo Rudy, Writer/Consultant
> 625 Chelten Hills Drive
> Elkins Park, PA 19027
> <a href=http://www.lisarudy.com/>http://www.lisarudy.com/</a>215-635-9735
>
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> </pre>
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