Thomas Aageson was the VP of marketing and merchandising at Mystic Seaport in the late 80's. And they were facing some of the same hurdles we all are facing today at museums and theatres around the country.
How did they address the issue? They went back to basics. They started with some street-level market research that assessed the current environment, created a strategic plan and developed advertising and promotional efforts that were based on the plan.
His excellent account of their efforts is here on the American Association of Museums website.
If you haven't looked at your strategic marketing plan in the last few months, go back and check your assumptions about the market to see if they still hold true. As the Mystic Seaport example shows us, it's not a new idea, but it's a good one.
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