How Does Museum Marketing Look in Practice?

Just ten days before the corona virus outbreak which has been labelled and pronounced a pandemic by the World Health Organization (March, 11 2020), and at the same time when the first case of the corona virus was registered in Poland NEMO Learning Exchange was held in “POLIN Museum of the History of Polish Jews” in Warsaw (March, 2-3 2020). This was for sure one of the last international museum events actually held as planned, in situ.

This international seminar/workshop was co-organized by the Network of European Museums Organisations (NEMO), the Association of European Jewish Museums/AEJM and the POLIN Museum of the History of Polish Jews in Warsaw. Two topics of museum marketing and research in practice have gathered 15 museum professionals, NEMO members from seven different European countries (Romania, Poland, Slovenia, Serbia, Hungary, among other) that had a great opportunity to get the insights on the POLIN’s rich experience in this field. One of the participants was a representative of the Balkan Museum Network Milena Milosevic Micic, member of BMN Steering Board and BMAG.

As always, NEMO Learning Exchange was practical, useful and a true sharing of knowledge. The event was structured in such a manner that it combined theoretical work with practical experience, proven with specific examples. On the other hand, it was very interesting for mostly museum curators or educators, managers to see how applying and using business models, and managing and measuring tools in museums supported by the precisely planned PR activities, can create a mind shift in the other creative, educational or curatorial departments.

This was not only the introduction to the use of marketing and research tools and methods, but also presentation of how systematic and strategic approach, planning and analysing can lead to measurable and vivid results that have a final effect on museum programs, exhibitions, etc. Through the stories about segmentation and audience research, participants had a chance to also hear and learn about the strategic planning, creative and analytical processes that are permeating and supporting museum development. Also, they have had a chance to try to use some free digital tools.

Clear examples of how delegated tasks and obligations, cooperation between sectors and departments, mutual understanding, acceptances and co-existence of the different expertise, can turn something known as traditional, rigid structure as a museum, into a living and growing organism that is in symbiosis with the society, community and environment. The best thing is that the POLIN Museum team in cooperation with the AEJM is willing to share the knowledge and experience in the Balkan region.

For more information about the Learning Exchange visit NEMO web site. 

Milena Milošević Micić

Senior curator art historian of the Homeland Museum of Knjaževac

Steering Board Member of the Balkan Museum Network and member of BMAG

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