HOW TO DEVELOP A HOLISTIC AND AUTHENTIC "COMMERCIAL" STRATEGY FOR CULTURAL INSTITUTIONS. Excerpt from Smithsonian NMAI Brand Strategy Presentation

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Information about HOW TO DEVELOP A HOLISTIC AND AUTHENTIC "COMMERCIAL" STRATEGY FOR...
Small Business & Entrepreneurship

Published on April 4, 2014

Author: ericalwang

Source: slideshare.net

Description

This is an excerpt (pages 1 through 6 of 40 pages) from my January 2012 Smithsonian NMAI Brand Strategy Presentation on how to develop a holistic and authentic "commercial" strategy for cultural institutions.

For more details, visit www.ventureindependent.com

NMAI BRAND STRATEGY!

NMAI AND SE RETAIL STRATEGY! SMITHSONIAN RETAIL STRATEGY SHOULD HELP BUILD BRAND EQUITY AND DRIVE CUSTOMER ENGAGEMENT.!

RETAILING IS A CORE FUNCTION OF BRAND MANAGEMENT:! SMITHSONIAN NMAI IS:! ! HERITAGE! SUSTAINABLY SOURCED ! ENGAGING & RELEVANT!

MERCHANDISE PRIORITIZATION IS REQUIRED TO REFLECT SMITHSONIAN NMAI BRAND AND MISSION ALIGNMENT: ! ! !  Cultural importance! !  Customer relevance – novelty vs. utility! !  Profitability ! !  Provenance - Sustainable Sourcing & Reporting!

THEN, AN INTEGRATED APPROACH TO CAPTURING AND ENGAGING THE AUDIENCE TO CONNECT WITH THE NMAI BRAND:! ! ! !  Evolution of the consumer for cultural arts management! !  Convergence of media, education, entertainment with technology, therefore a requirement to improve content and delivery to compete for audiences! !

IMPROVED MERCHANDISE MANAGEMENT STRATEGY ALONE WILL NOT DRIVE REVENUES…! ! INTEGRATED MOBILE WEB SOLUTION:! -  DRIVE TRAFFIC, both physically and virtually! -  ENGAGE VISITORS, PRE & POST visit! -  INCREASE ACCESS to content! !

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