Museum & Gallery Marketing Forum

On 18-19 October 2012, marketing staff from museums and galleries all over New Zealand gathered in Wellington for the inaugural Museum & Gallery Marketing Forum. Developed by National Services Te Paerangi in partnership with Museum of Wellington City & Sea, the Forum provided a great two days of discussion, sharing ideas, and making new contacts.

There was representation from museums and galleries of all sizes and almost the full length of New Zealand, from Kiwi North in Whangarei to Invercargill’s Anderson Park Art Gallery. Attendees from Wellington Zoo and the Department of Conservation added some diversity of organisation type to the mix.

On day one participants heard from keynote speakers Meg Williams, Marketing and Development Manager for the New Zealand International Arts Festival, and Kate Daellenbach, Lecturer – Marketing at Victoria University’s School of Marketing and Business.  Meg talked about identifying and marketing to different audience types, and gave insights into the various innovative ways the NZ International Arts Festival was marketed.  Kate discussed the role of marketing in the arts sector, and what it means to market the arts as opposed to other kinds of products or services.

Participants touring Wellington museum. Image courtesy of Allie Fry-Kewene, Kiwi North.Participants also took part in ‘community café’ sessions.  Community cafés are discussion-based group sessions where participants rotate tables in order to discuss and contribute to various topics connected to the café’s main theme – a principle not dissimilar to speed dating!  Group discussions were informal and encouraged participants to share their experiences and work with their peers come up with solutions for marketing issues. The two community café sessions on day one were on social media and print marketing.

The second day involved further community café sessions, this time focused on media relationships and marketing to diverse communities. Richard Benge of Arts Access Aotearoa and Sonya Davis of Te Papa’s Iwi Relationships team were popular guest contributors in the marketing to diverse communities session. Day two culminated in a tour of some of central Wellington’s museums.

National Services Te Paerangi is now working through steps to make the Forum a regular event.  If you couldn’t make it to this year’s Forum, there will be an opportunity to attend future events.

In the meantime, you could visit National Services Te Paerangi’s marketing resources page.  If you have any great marketing resources to add to the ones National Services has found, we’d love to hear about them, so please contact us!