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Marketing

How to communicate your value – segmentation, targeting, positioning

How do you connect a local community to a global event?

The London Olympics present enormous opportunities – as well as some challenges – for local youths. Steve Moffitt, CEO of A New Direction in London, describes how he and his team have worked to localize and truly global event.

Michael Norton: How to buy happiness

How would the world be different if we could get all of our donors to…

3 Ways To Predict What Consumers Want Before They Know It

This brief article from Scott Anthony, of Innosight and the author of The Little Black…

What do changes in customer mindset mean for cultural organizations?

Thomas Kinnear, Ph.D. is the Eugene Applebaum Professor of Entrepreneurial Studies and professor of marketing at the Stephen M. Ross School of Business, University of Michigan. He is also a member of The New Nature of Competition faculty. In this clip he discusses the impact of convergence on the cultural customer.

What does the convergence of consumer interests, markets and industries mean for cultural organizations?

Keith Winsten, Executive Director of the Brevard Zoo in Brevard County, Florida, discusses how increased competition helped the organization focus on relevance and redefine its mission.

A Logo Is Not a Brand

Brands aren’t just logos- they are a huge range of things that contribute to customer perceptions.

Should cultural institutions be in the business of “romance” or “precision”? Ask your newcomers

Here’s an interesting post from Peter Linett’s blog in which he discusses the presumption of…

Why Can’t Kmart Be Successful While Target and Walmart Thrive?

What can arts organizations learn from the successes and failures of these three discount retailers?…

Exploring and Defining Influence: A New Study

These survey results show that influence (particularly online) has less to do with the size of your audience and more to do with the value of the content you are providing

How does an organization design an experience?

Patricia Mooradian, President of The Henry Ford, shares her insights on how to create a meaningful, engaging visitor experience.

What are the elements of a successful visitor experience?

Patricia Mooradian, President of The Henry Ford, discusses the key elements necessary to build a great visitor experience — from resources and research to curriculum and web presence.

How can arts organizations use social media to deepen visitor experience?

Patricia Mooradian, President of The Henry Ford, talks about the importance of social media as a way for visitors to share their own visitor experience and continue the discussion beyond the museum walls.