NMAI Brand Strategy & Retail Merchandising Plan
•
1 recomendación•757 vistas
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
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (14)
Similar a NMAI Brand Strategy & Retail Merchandising Plan
Similar a NMAI Brand Strategy & Retail Merchandising Plan (20)
NMAI Brand Strategy & Retail Merchandising Plan
- 2. NMAI AND SE RETAIL STRATEGY! SMITHSONIAN RETAIL STRATEGY SHOULD HELP BUILD BRAND EQUITY AND DRIVE CUSTOMER ENGAGEMENT.!
- 3. RETAILING IS A CORE FUNCTION OF BRAND MANAGEMENT:! SMITHSONIAN NMAI IS:! ! HERITAGE! SUSTAINABLY SOURCED ! ENGAGING & RELEVANT!
- 4. MERCHANDISE PRIORITIZATION IS REQUIRED TO REFLECT SMITHSONIAN NMAI BRAND AND MISSION ALIGNMENT: ! ! ! Cultural importance! ! Customer relevance – novelty vs. utility! ! Profitability ! ! Provenance - Sustainable Sourcing & Reporting!
- 5. 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! !
- 6. 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! !