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Museums and galleries marketing day 2010 - exploring relevance
21/01/2010
 Exploring relevance
16 March 2010 - Wellcome Collection, London
Sponsored by 
This day conference sets out to explore the trends that are having the most impact on the sector and to generate a range of responses to ensure that our organisations and our marketing practices are relevant to today's society.
Jump to:
- Keynote sessions
- Seminar sessions
- Directions
- Book your place
- 2009 Museums and galleries marketing day report
 The morning will focus on how to make sure your marketing planning is relevant and up-to-date. The keynote will present a round-up of the trends that are having the most impact on the sector and develop our understanding of the implications in terms of practical and strategic planning, with some top tips on how to translate the latest theories into actionable plans.
 The afternoon will focus on how to make sure that your organisation remains relevant. With so much change going on, how do we ensure that our cultural establishments maintain their position in today’s society? How do we use our knowledge of social behaviour to adapt the way we communicate with our potential visitors and participants? How do we measure our relevance and use it to demonstrate our value in a way that our colleagues, visitors and funders cannot ignore?
 There will also be the opportunity to attend practical seminars about reviewing and refreshing your marketing strategy and integrating the latest technology into your campaigns.
 Who is it for?
If you have responsibility for marketing, audience development, or any aspect of a visitor’s experience of your gallery or museum, this is the day for you.
What will I learn?
- Match your strengths to relevant external trends and opportunities,
- refresh your marketing strategy and communications,
- deepen your dialogue with your visitors, participants and the wider community.
KEYNOTE SESSIONS
 Making sure your marketing planning is relevant
Heather Maitland, Arts Consultant and Author
With so much change going on, how do we secure our place in society and ensure that our engagement with the outside world remains relevant? Set within a cultural framework, this keynote will present a round-up of the societal issues, challenges and trends that are having the most impact on the museums and galleries sector. Heather will interpret the key issues for arts marketers and analyse what implications they have for practical and strategic planning.
Join Heather in a keynote in conversation session if you would like to further discuss the points raised in this keynote presentation.
Making sure your organisation is relevant
Kate Farmery, Head of Services, Manchester Art Gallery and
 Virginia Tandy, Director of Culture for Manchester City Council
How can our organisations design and deliver relevance? How can they make an impact and measure that impact? How can the sector not only respond to but engage with and be a driver of change in wider society?
This session will focus on how Manchester City Galleries has engaged with different stakeholders and their different agendas (cultural tourism and economic growth with the regional development agency to inclusion with the local authority) and how it has used audience insight to develop more relevant exhibitions and evaluation to measure the personal, social, learning, societal and economic impacts of its work. The session will include some strategic 'theory', and explain their ethos and approach, but will focus on their methodology and compelling data evidence that proves that their strategy works and allows them to measure and report on their value. It will demonstrate that this approach and the collection of this data gives marketing staff a new currency with which it can engage non-marketers and help the institution to become more audience focused. For example, curators now use audience segmentation to inform programming choices.
Join Kate and Virginia in a keynote in conversation session if you would like to further discuss the points raised in this keynote presentation.
SEMINAR SESSIONS
For more information on the day's seminar sessions, click here.
 Developing a marketing strategy with impact
Sam Evans, Head of Marketing, Big Lottery Fund
This seminar will help you develop a marketing strategy that is agile and relevant – helping the whole of your organisation meet the challenges of a rapidly changing environment. It will identify ways you can build support for your marketing strategy – by involving people in the process, understanding the needs of others and building your strengths and credibility as a marketing professional.
Integrating new media into your marketing plan
Charlotte Sexton, Head of New Media, National Gallery and
Jenny Brown,, Consultant
This session will explore the latest developments and trends in new media and demonstrate how they are making an impact on audiences and visitors. It will examine how a range of digital tools can be adapted to suit your organisation and give advice and tips on how to build new media into your marketing mix, whilst remaining true to both your organisational vision and your visitors. It will help you to ensure that your communications remain relevant, responsive and meaningful in an ever-changing society.
DIRECTIONS Click through to the Wellcome Collection website www.wellcomecollection.org/visit-us/getting-here
TIMETABLE Click here to download the timetable of the day.
BOOK NOW AMA members rate £133 +VAT / Non members rate £193 +VAT
Click here or email emma@a-m-a.co.uk
2009 MUSEUMS AND GALLERIES MARKETING DAY REPORT AMA members can sign in and download the report from the 2009 MGM Day here
The AMA will make every effort to deliver the programme as described but reserves the right to make any necessary changes to the programme.
IMAGES from conference 2009 at Curve Theatre, Leicester by Leo Cinicolo - www.leocinicolo.com
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