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
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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
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Heritage Management & Marketing Conservation
Site Management
Interpretation
Marketing
Visitor Management
Education
Economic & Finance Friday, 27 September 2019
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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
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Heritage Marketing Plan Structure Friday, 27 September 2019
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SWOT Analysis
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Marketing Mix
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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.
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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
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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.
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Marketing Mix 4. Promotion:
A tool of displaying the added-value benefits of heritage attractions for heritage visitors through multi-variables.
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Competition Analysis
“DIRECT” & “INDIRECT”
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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
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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
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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
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To Whom
How
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S. I
Promoting the heritage site
G. II
Obj. IV
Designing Using 3D printed various models to Info. Tech. site techniques attractions
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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
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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.
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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.
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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
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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
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Heritage Marketing: Techniques & Method Friday, 27 September 2019
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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
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1- Public Relations (PR)
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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
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2- Advertising
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2- Advertising
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2- Advertising
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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
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3- Information and Digital Technology
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3- Information and Digital Technology Natural Interaction Model http://bit.ly/2CsThdz
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Heritage Marketing: Techniques & Method
Hologram Model www.3dmediaww.com/files/h1.jpg
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3- Information and Digital Technology
The displayed object by Hologram http://antiquities.bibalex. org/Attachments/images/ Caesarion-cropped.jpg
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3- Information and Digital Technology
Augmented Reality Model www.digitalherita ge2015.org/wpcontent/uploads/ 2015/09/289.png
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3- Information and Digital Technology
3D printed model for heritage village – OBG http://3dchimera.com/files/2014/07/Heritage-Village-landscape.png
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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
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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
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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
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6- Festivals and Events
Karneval der Kulturen 2014 ŠMohamed Badry
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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
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Heritage Marketing: Techniques & Method
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Heritage Marketing: Techniques & Method
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Heritage Marketing: Techniques & Method
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Heritage Marketing: Techniques & Method
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THANKS FOR ALL https://issuu.com/heritageforall
@heritageforall www.linkedin.com/in/HeritageForAll
www.facebook.com/HeritageForAll/ ​@heritage4all info.heritageforall@gmail.com