How to Market the Heritage Value?!

Page 1

The 2nd International Conference on Regional Challenges and Exploring Sustainable Solutions Architectural Profession in Pakistan: Vision 2025 and Beyond Institute of Architects Peshawar Chapter

How to Market the Heritage Value?! Mohamed Badry, M.A. PhD candidate in “Architecture: Innovation and Heritage�-University Roma Tre Heritage Management Professional; HeritageForAll Initiative Founder


Cultural Heritage Site Heritage contributes particularly in reforming the identity into the framework of our current socio-cultural needs as well as in promoting the image of a heritage site or museum.

Future

Past

Present (Baram, 2014, pp. 4674 – 4676) Friday, 27 September 2019

How to Market the Heritage Value?

2


Heritage Marketing: Definition Marketing deals with heritage sites and museums through two factors value for money and

edutainment ("education“ & "entertainment“) that visitors are paying admission fees and expecting be

provided with an experience. (P. Kotler, 1999, p. 6 ; Genoways & Ireland, 2003, p. 247; Lertkulprayad, 2007, p. 31; Park, 2014, p.143) Friday, 27 September 2019

How to Market the Heritage Value?

3


Heritage Management & Marketing Conservation

Site Management

Interpretation

Marketing

Visitor Management

Education

Economic & Finance Friday, 27 September 2019

How to Market the Heritage Value?

4


Heritage Marketing: Functions To boost the visitation rate

To generate income

To manage the communications with stakeholders To determine the visitor desires (NEEDS & WANTS) and satisfy some of these offering various services, programs and activities. (Misiura, 2006; N. G. Kotler, Kotler, & Kotler, 2008) Friday, 27 September 2019

How to Market the Heritage Value?

5


Heritage Marketing Plan Structure Friday, 27 September 2019

How to Market the Heritage Value?

6


SWOT Analysis

Friday, 27 September 2019

How to Market the Heritage Value?

7


Marketing Mix

Friday, 27 September 2019

How to Market the Heritage Value?

8


Marketing Mix 1. Product: CH product is both a physical and symbolic product represented in a heritage site, museum objects or an intangible heritage and has the function which is to enhance visitors’ experience. Friday, 27 September 2019

Morrison, A. M. (2013). Marketing and Managing Tourism Destinations (1st ed.). New York: Routledge, p.71, fig. 3.2.

How to Market the Heritage Value?

9


Marketing Mix 2. Place “Distribution Channel”: • Directly to visitors, eliminating the barriers via direct mail offerings, telemarketing, and e-commerce offerings • Indirectly

through

intermediaries

by

wholesalers,

retailers,

and

advertisements to motivate potential visitors to visit the site and enjoy its services and facilities. Friday, 27 September 2019

How to Market the Heritage Value?

10


Marketing Mix 3. Price:

• To be the cost of the heritage visit administrating the relationship between the visitors and the economic objectives of the heritage sites or museums.

• To have both negative and positive aspect, Price can attract or repel certain target groups.

Friday, 27 September 2019

How to Market the Heritage Value?

11


Marketing Mix 4. Promotion:

A tool of displaying the added-value benefits of heritage attractions for heritage visitors through multi-variables.

Friday, 27 September 2019

How to Market the Heritage Value?

12


Competition Analysis

“DIRECT” & “INDIRECT”

Friday, 27 September 2019

How to Market the Heritage Value?

13


Marketing Segmentation 1. Geographically (local visitors, short-distance visitors, long-distance visitors, and international visitors), 2. Demographically (age, sex, family size, family income, education, occupation, religion, race, and ethnicity), 3. Psychographically (social class, lifestyle, and personality characteristics), 4. Socio-economically 5. Culturally Friday, 27 September 2019

How to Market the Heritage Value?

14


Vision Effective vision statement:

…describes the desired future

• Describe a desirable future of the heritage site

state.

• Motivate people to implement plan-driven actions

…provides “a bridge from the

• Generate affect and emotion

present to the future“.

• Create of community among employees • To be shared among all stakeholders • To be based on wide participation

Friday, 27 September 2019

How to Market the Heritage Value?

15


Mission which direction the heritage site

Offer

or museum hope to orient the communication tool used with

Where

visitor groups to express how the heritage attraction can serve and satisfy the visitor’s needs and

wants Friday, 27 September 2019

How to Market the Heritage Value?

To Whom

How


Friday, 27 September 2019

How to Market the Heritage Value?

17


S. I

Promoting the heritage site

G. II

Obj. IV

Designing Using 3D printed various models to Info. Tech. site techniques attractions

Friday, 27 September 2019

O.

Activity

Putting two models:

Taking some distinguishe d photos for the site attractions and drawing these separately 3D printing program

T.Frame

Selecting an attractive area in an arrival terminal

Respon.

KPIs

Photos Photograp hers,

Artists,

4 months

Drawings of 3D printed models

Animation specialists

1-1st model in the frontal Printing two area of the 3D printed heritage models site 2-2nd model in the court of arrival terminal at Internatio nal Airport

Budget

3D models 10.000 â‚Ź

2 months

Transporting 3D printed model to ICA

How to Market the Heritage Value?

3D printing company & administra tion office of Internatio nal Airport

Identifying specific place to display 3D printed model Displaying 3D printed model in an arrival terminal's court 18


Auditing/Monitoring - a comprehensive, systematic, independent, and periodic examination, - to assess and improve the site performance by - identifying problems and opportunities

- introducing some suggestions to develop the performance of marketing plan.

Friday, 27 September 2019

How to Market the Heritage Value?

19


Heritage Branding Augmentation Level To be a defensive tool in the competitive marketplace which creates loyalty via developing a direct emotional rapport with the visitors, and charges a suitable price.

Friday, 27 September 2019

How to Market the Heritage Value?

20


Heritage Branding a messaging process the brand message must be simple, consistent and reinforced by experience catching the audience's eye and their imagination. It requires name, term, sign, symbol, logo, slogans, taglines, design, advertising, public relations or a collection of these which enhance the recombination of pleasurable memorial experiences of the heritage attraction and sell the site services. Friday, 27 September 2019

How to Market the Heritage Value?

21


Heritage Branding

British Museum, England www.britishmuseum.org

City of Bath, South West England www.bathworldheritage.org.uk Singapore Botanic Gardens www.tripadvisor.se/LocationPhotoDirectLinkg294265-d310900-i157414181Singapore_Botanic_Gardens-Singapore.html

Plitvice Lakes National Park, Croatia

Aztec Ruins National Monument, New Mexico (North Western), USA

http://theamateuradventurer.co m/wpcontent/uploads/csenU/2013/10 gpj.1eglngiso

www.nps.gov/azru/learn/management/images/WH-sign-2-editedDSCN4850_01281esized.jpg?maxwidth=1200&maxheight=1200&autorotate=false

Friday, 27 September 2019

How to Market the Heritage Value?

22


Heritage Marketing: Techniques & Method Friday, 27 September 2019

How to Market the Heritage Value?

23


1- Public Relations (PR) ……… publicizes exhibitions and new services, which are developed and take place on-site, and gives guidance to the Site/Museum Management on issues that are related to public affairs and the site’s image. ……… increase the scale of the target market by using press releases to raise awareness of the audience. (Misiura, 2006, pp. 110, 111; N. G. Kotler et. al., 2008, pp. 384, 385) Friday, 27 September 2019

How to Market the Heritage Value?

24


1- Public Relations (PR)

Friday, 27 September 2019

How to Market the Heritage Value?

25


2- Advertising ………..

adding

value

to

the

heritage

site/museum’s services in various forms. In a long-term vision, it can establish the

heritage

destination’s

image,

publish

information about events or exhibitions and announce a new membership drive. (N. G. Kotler et. al., 2008, pp. 349, 350) Friday, 27 September 2019

How to Market the Heritage Value?

26


2- Advertising

Friday, 27 September 2019

How to Market the Heritage Value?

27


2- Advertising

Friday, 27 September 2019

How to Market the Heritage Value?

28


2- Advertising

Friday, 27 September 2019

How to Market the Heritage Value?

29


3- Information and Digital Technology ‌‌... assist the heritage/museum marketer in communicating with visitors more easily than the traditional marketing

methods.

(N. G. Kotler et al., 2008, p. 307; Park, 2014, p. 144) Friday, 27 September 2019

How to Market the Heritage Value?

30


3- Information and Digital Technology

Friday, 27 September 2019

How to Market the Heritage Value?

31


3- Information and Digital Technology Natural Interaction Model http://bit.ly/2CsThdz

Friday, 27 September 2019

How to Market the Heritage Value?

32


Heritage Marketing: Techniques & Method

Hologram Model www.3dmediaww.com/files/h1.jpg

Friday, 27 September 2019

How to Market the Heritage Value?

33


3- Information and Digital Technology

The displayed object by Hologram http://antiquities.bibalex. org/Attachments/images/ Caesarion-cropped.jpg

Friday, 27 September 2019

How to Market the Heritage Value?

34


3- Information and Digital Technology

Augmented Reality Model www.digitalherita ge2015.org/wpcontent/uploads/ 2015/09/289.png

Friday, 27 September 2019

How to Market the Heritage Value?

35


3- Information and Digital Technology

3D printed model for heritage village – OBG http://3dchimera.com/files/2014/07/Heritage-Village-landscape.png

Friday, 27 September 2019

How to Market the Heritage Value?

36


4- Exhibitions Heritage attraction can share the heritage product in order to attract new audience as well as enhance their heritage experience. (Durham WHS, 2016)

(ICCROM-ATHAR, December 2014)

(Misiura, 2006, p. 8 ; N. G. Kotler et al., 2008, p. 201) Friday, 27 September 2019

How to Market the Heritage Value?

37


4- Package Policy • It is used to boost, as well as to smooth out the visitor rates. • A package is composed of heritage site / museum’s attributes depending on the visitor’s motivations and desires. (Baram, 2014, p. 4676; Kumar, 2014, p. 20; Morrison, 2013, p. 96) Friday, 27 September 2019

How to Market the Heritage Value?

38


6- Festivals and Events ….. to connect between the cultural heritage site and the memory or experience of

visitors, so they visit regularly the site/museum when they come back to the city. • Main Characteristics - …… raising the cultural awareness, - ……. satisfying the basic needs of the local community, - …….. delivering the heritage values.

(Misiura, 2006, p. 160; N. G. Kotler et. al., 2008, p. 295) Friday, 27 September 2019

How to Market the Heritage Value?

39


6- Festivals and Events

Karneval der Kulturen 2014 ŠMohamed Badry

Friday, 27 September 2019

How to Market the Heritage Value?

40


7- Publications ‌. to increase the desire of the site/museum visitors, especially those who like to take souvenirs from their heritage

visits, ‌. to increase the involvement of the site members. ‌. to distribute the site offerings. (N. G. Kotler et. al., 2008, p. 337 , 338, 376, 394) Friday, 27 September 2019

How to Market the Heritage Value?

41


Heritage Marketing: Techniques & Method

Friday, 27 September 2019

How to Market the Heritage Value?

42


Heritage Marketing: Techniques & Method

Friday, 27 September 2019

How to Market the Heritage Value?

43


Heritage Marketing: Techniques & Method

Friday, 27 September 2019

How to Market the Heritage Value?

44


Heritage Marketing: Techniques & Method

Friday, 27 September 2019

How to Market the Heritage Value?

45


THANKS FOR ALL https://issuu.com/heritageforall

@heritageforall www.linkedin.com/in/HeritageForAll

www.facebook.com/HeritageForAll/ ​@heritage4all info.heritageforall@gmail.com