2004-02-04
New marketing approaches in Museums, Heritage and Performing Arts
INTERNATIONAL WORKSHOP about New marketing approaches in Museums, Heritage and Performing Arts, Turin, 22nd 24th January 2004, Fondazione Fitzcarraldo
The first workshop on new marketing approaches organized by the Fondazione Fitzcarraldo in Torino gave the chance to connect practitioners and researchers from all around the world. Under the guidance of Prof. Neil Kotler and Prof. François Colbert the challenges that cultural organizations face nowadays were identified and suitable strategies discussed.
The first workshop on new marketing approaches organized by the Fondazione Fitzcarraldo in Torino gave the chance to connect practitioners and researchers from all around the world. Under the guidance of Prof. Neil Kotler and Prof. François Colbert the challenges that cultural organizations face nowadays were identified and suitable strategies discussed.
As offers of entertainment explode today the percieved personal leisure time decreases. Thus cultural organizations are inevitably put into competition with the entertainment and information industry. Sustaining a competitive position in this environment requires arts institutions to build up a strong mission and identity, to work out strategies for audience retention and development. Especially easy accessibility in terms of low social risks for new visitors is to be provided.
In order to adjust to ongoing social changes, which seem to lead to ephemerality and quick consumption, arts organizations need to comprehend their cultural offer for the visitor as a diverse set of experiences. These experiences fulfil not only cultural, but also social, symbolic and emotional needs. Therefore a sound mix of educational and entertaining experiences need to be complemented by social and recreational offers. Often neglected is the fact, that visitors also want to express their own creative impulses.
On the long run arts organizations should take on a major responsibility in early cultural integration of citizens, as public creative education is being cut down. Additionally, professional research, which is still a minor issue in the cultural field, may help to anticipate new and emerging cultural needs.
Dan J. Martin and Alessandro Bollo gave insight in research.
Literature:
Neil Kotler and Philip Kotler, Museum Strategy and Marketing (Details here)
François Colbert, Marketing Culture and the Arts (Details here)
François Colbert (Editor), International Journal of Arts Management (Details here)
Links:
François Colbert, Professor of Marketing at HEC Montréal: http://www.hec.ca/artsmanagement/chairholder/
Fondazione Fitzcarraldo: http://www.fitzcarraldo.it
Fitzcarraldo Consulting, Marketing culturale: http://www.fizz.it/
In order to adjust to ongoing social changes, which seem to lead to ephemerality and quick consumption, arts organizations need to comprehend their cultural offer for the visitor as a diverse set of experiences. These experiences fulfil not only cultural, but also social, symbolic and emotional needs. Therefore a sound mix of educational and entertaining experiences need to be complemented by social and recreational offers. Often neglected is the fact, that visitors also want to express their own creative impulses.
On the long run arts organizations should take on a major responsibility in early cultural integration of citizens, as public creative education is being cut down. Additionally, professional research, which is still a minor issue in the cultural field, may help to anticipate new and emerging cultural needs.
Dan J. Martin and Alessandro Bollo gave insight in research.
Literature:
Neil Kotler and Philip Kotler, Museum Strategy and Marketing (Details here)
François Colbert, Marketing Culture and the Arts (Details here)
François Colbert (Editor), International Journal of Arts Management (Details here)
Links:
François Colbert, Professor of Marketing at HEC Montréal: http://www.hec.ca/artsmanagement/chairholder/
Fondazione Fitzcarraldo: http://www.fitzcarraldo.it
Fitzcarraldo Consulting, Marketing culturale: http://www.fizz.it/
An article by Julia Weitzer, Vienna
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