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Market my Collections

Marketing can often be treated as something of an afterthought. A more integrated approach to marketing, using it as both a management tool and part of the overall planning process, would benefit both staff and visitors alike.

“The purpose of marketing is to attract new visitors but also to help maintain a good service for existing users because they are strong advocates for what our organisations do,” says Henrietta Hopkins of marketing and international relations company Hopkins van Mil.

Marketing should concentrate on the benefits of a visit rather than merely on specific features, she says – “the main reason a mother and daughter go to a gallery, for example, is to spend time together.' - Read the full article

Getting Started

Good marketing without a good product won't get you very far. However, effective marketing of a good product can increase awareness and use significantly. Embedding the principles of marketing into your planning and development helps you todeliver much better services to users.

• Basic Principles of Marketing (MDA)
• Market Research (MDA)
• Writing a Marketing Strategy (BusinessLink)
• Writing a Marketing Plan (BusinessLink)
• Data Protection and Marketing (BusinessLink)
• Developing an e-Marketing Plan (BusinessLink)

The Accreditation Resource Directory on Collections Link contains resources which are useful whether or not you are applying for accreditation. Go to 2.1 Published information on location, opening arrangements and services and 2.3 Consultation with users in relation to services provided for more resources.

BusinessLink Marketing Resources

BusinessLink provides an excellent range of information resources on different aspects of marketing. Some of these resources are reproduced by kind permission of BusinessLink in the relevant sections of Collections Link. Visit the BusinessLink website for further information and online interactive tools.

• Visit the BusinessLink marketing section (external link)

HLF Audience Development Grants

The Heritage Lottery Fund (HLF) provide grants to help heritage organisations develop their audiences, a key aspect of marketing their collections.

• Read the HLF Audience Development Grant booklet (external link)

© All material on Collections Link, copyright MDA and other National Organisations 2006, all rights reserved

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Other Links

• British Market Research Association The UK trade association for the Market Research industry.
• CIM Guide to Creating a Marketing Strategy The Chartered Institute of Marketing provides a 'Rough Guide' to help small organisations create a marketing strategy.
• Association of Independent Museums Coordinates lobbying, professional standards and information sharing for the independent museum sector
• Chartered Institute of Marketing CIM exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners worldwide