Museum Store Spring 2012 by Museum Store Association

2012 MSA n o c ference bonus content

INSIDE

THE

BIG EASY eat, drink and explore like a local

MSASpring12_Cover.indd 1

28 40 46

books & educational products buyerâ&#x20AC;&#x2122;s guide product development marketing on a budget

3/5/12 8:55 AM

TheRosenGroup.indd 2

3/5/12 9:02 AM

Spring 2012

Museum Store helps cultural commerce professionals operate more effectively, find sources of museum-quality products and contribute to the missions of their institutions.

Volume 40

Beverly j. BArS ook

cOMMuNIcATIONS STAff sEnior managEr for communications

communications EDitor

kAthy CiSAr communications anD officE assistant

SyBil FAurer

ADMINISTRATIVE STAff

DatabasE aDministrator

ADriANA herAlD sEnior managEr for mEmbErship anD programs

ClAire leMASter confErEncE & Expo sErvicEs coorDinator

jeNNiFer ANDerSoN officE aDministrator

46 50

SKIES AMERIcA PuBlISHING cOMPANY

Your Name Here proprietary products can improve the merchandise mix and your profits. The Numbers Game tips and tricks to make marketing work—on a budget. By MeGy kAryDeS Idea Gallery: Impulse Buy Displays take a look at what your peers are doing to increase sales at the cash register.

Departments

art DirEctor

jACquelyN M errill EDitor

MAtt WilliAMS aDvErtising

MAry petillo proDuction managEr

CiNDy pike circuLation

AlleN NelSoN HOw TO cONTAcT uS

maiL: Museum Store Association 4100 e Mississippi Ave, Ste 800 Denver, Co 80246-3055 www.MuseumStoreAssociation.org phone: (303) 504-9223 Fax: (303) 504-9585

Extend the Experience help your customers take their museum visit home with merchandise from this Books & educational products Buyer’s Guide. By April Miller

By MArGe D. hANSeN

CANDrA heNDriCkS

E-maiL: speters@museumstoreassociation.org please provide your full name, location and institution or company name.

Inside the Big Easy 2012 MSA Conference attendees get set to enjoy the sights, sounds and tastes of the amazing city of N’awlins! By StephANie peterS

StephANie peterS

BriDGet DuMMett

Issue 1

Features

MSA STAff ExEcutivE DirEctor

mEmbEr & EDucation sErvicEs coorDinator

aDvErtising: Mary petillo: (503) 726-4984 maryp @skies.com

President’s Message Celebrate our cultural connections.

Executive Director’s Message your museum store book section: extinction or evolution?

Human Resources Motivate your staff and volunteers. By thoMAS W. MCkee

Strategic Management the 10 things every museum store should do online. By DArreN korNBlut

Merchandise Planning Merchandising versus displays. By ANDreW ANDoNiADiS

Museum Store magazine (iSSN 1040-6999) is published quarterly by the Museum Store Association. postmaster: Send address changes to Museum Store Association 4100 e Mississippi Ave, Ste 800 Denver, Co 80246-3055

Operations Safeguarding your store from the Web’s dark side. By joe DySArt

Knowledge Standards Q & A how do we meet our customers’ needs? By lAurA Murphy

45 52 54

© 2012 Museum Store Association inc. All rights reserved. except for the inclusion of brief quotations in a review, no part of this magazine may be reproduced or used in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without permission in writing from MSA. opinions expressed by contributors are not necessarily those of the Museum Store Association. printed in the uSA. MSA and Museum Store Association are registered in the u.S. patent and trademark office.

MSASpring12_TOC.indd 3

Cover image: istockphoto.com/© Nick M. Do

New Vendor Showcase Product News New Releases / Advertiser Index SPRING 2012 | MUSEUM STORE

3/5/12 11:48 AM

| president’s message |

Here’s to 2012! celebrate our cultural connections.

s we draw nearer to the 57th annual MSA Retail Conference & Expo in New Orleans, I’ve been thinking about the cultural bond we all share. As nonprofit retail professionals, we are in a unique position to connect people with our institutions, and we have a unique set of needs that go along with the job. MSA was created to address the one-ofa-kind needs of museum stores and provide a connection to create a community of sharing. Fifty-seven years later, MSA continues to help cultural commerce professionals unite in many ways: MSA Retail Conference & Expo— The 2012 event will be held in New Orleans, a city rich in culture and history. This is the only event specifically focused on cultural commerce and provides multiple opportunities to connect with your colleagues through networking events, discussion groups by museum type, topical information exchanges and “10-minute solutions” to the hottest topics presented by your peers. MyMSA—MSA’s online community connects more than 1,500 museum store professionals and vendors. ShopTalk is consistently rated the number one benefit of MSA membership because it brings members closer together and creates a community for sharing ideas, resources and information. Since its launch in 2011, more members and vendors are taking advantage

| by Valerie troyansky

of the virtual networking opportunities available through MyMSA. Webinars—MSA continues to connect you with industry experts throughout the year. Topics covering markdowns, e-commerce, inventory and improving margins will keep you connected with the latest industry trends affecting nonprofit retail professionals. The 2012 Conference will mark the completion of my term as president of the MSA board of directors. A year flies by quickly when you are aiming to redirect priorities, re-engage lapsed members and communicate among our diverse community. I am pleased with all we have accomplished in the past year, and look forward to all we plan to offer in 2012 and beyond. I leave the board under the watchful guidance of a strong, diverse and committed group of leaders. The connections I have made over the years through MSA have been invaluable to me, both professionally and personally. I hope you will find your own common threads and take the time to recognize the diverse fabrics that make our Association so strong.

the core purpose of MsA is to advance the success of cultural commerce and of the professionals engaged in it. An international association, MsA is governed by a seven-member board of directors.

board of directors President

v alerie troyan sk y the metroPolitan museum of art new york, n.y.

first vice President

elizab eth (be th) rick e r new mexico museum of natural history and science albuquerque, n.m.

second vice President

stac ey stachow wadsworth atheneum museum of art hartford, conn.

secretary

c hac ho he rm an san diego museum of art san diego, calif.

treasurer

c and ace alle n museum of new mexico foundation shoPs santa fe, n.m.

directors at large

stua rt hata de young and legion of honor/ fine arts museums of san francisco san francisco, calif.

Valerie Troyansky valerie.troyansky@metmuseum.org

-and-

b arb ar a le n hardt crystal bridges museum of american art bentonville, ark.

MuseuM store | sPrING 2012

MSASpring12_PresMsg.indd 4

3/5/12 9:21 AM

CHIHULY PORTLAND PRESS STUDIO EDITION GLASS

Pictured is Violet Persian Pair by Dale Chihuly. Please join us in offering your patrons a unique opportunity to collect Chihuly glass. Contact us to find out how this program can benefit your organization. 800.574.7272 paulaj@portlandpress.net P.O. Box 70856, Seattle, Washington 98127 www.portlandpress.net Photo by David Emery

PortlandPress.indd 5

3/5/12 9:02 AM

| executive director’s message |

Extinction or Evolution? Your MuseuM store Book section, e-readers and the Future oF Bookstores. by beverly j. barsook

here’s been a lot in the news lately about independent bookstores, chain stores (and the death of some), e-readers, tablets and the future of books and bookstores in general. Verso Advertising made an interesting presentation recently at the American Booksellers Association Winter Institute in New Orleans. Verso helps publishers market books and has been closely tracking, through annual surveys, the development of the e-book phenomenon. The session speaker opened the presentation with a quotation from author William Goldman: “Nobody knows anything.” Given the abundance of activity in the publishing industry, that is about the size of it. Nonetheless, through Verso surveys, we do know some things. As we might expect, the most recent 2011 survey shows that the number of e-reader owners continues to grow despite significant resistance among some segments of the reading population. The Verso study segments those surveyed into an “avid reader” group and others. Avid readers skew older, are female, come from higher income households and are better educated. I suspect that this describes many museum store buyers as well. Verso estimates avid book buyers to be about 70 million in the United States. Verso’s data shows that book buyers are splitting their purchases between many book sources and formats. So this phenomenon isn’t really about e-readers taking over all reading. I’ve noticed that e-books are quickly changing, too. They are becoming more interactive. As tablets and e-readers begin to have higher resolution screens and greater processing speeds, this feature will continue to develop. I noticed that one version of a new nonfiction title just released is listed

with audio/video enhancements “for a richer reading experience” and is available at this time only for iPads, iPods and iPhones, but that will quickly change as tablet and reader technology develops. The cold war between chain booksellers, independent bookstores (of which museum stores are a segment), various electronic platforms and online booksellers continues to heat up. Amazon’s holiday price comparison/

of all titles on a selection of topics. While art and photography books still don’t translate very well to an electronic format, that too will change, so art museums are not exempt from this changing environment. Yes, I know there is that chronic issue of exhibition catalogs and academic study publications that almost all museums generate and that find their way into museum store inventories. Change will come here as well.

The days of a museum store with a deep backlist of titles carried as an educational service that turn over very slowly are long over. discount pitch that angered so many is, it seems, just the beginning. It was recently reported that Amazon is considering some brick-and-mortar stores as an outlet for its own published titles and is increasing its inventory of self-published titles. Negative response to that news has been swift and vigorous. The aggravating trend towards price comparison in your store and then watching as the customer walks out to buy elsewhere (or buys right there in your store, but online) is a growing trend. This behavior is happening not just in the book business. Mobile phones really have changed shopping. Most museum stores have a book section, some stores have a large book section and there are still some museum stores that are exclusively bookstores. What does all of this mean for us? As a practical matter, I think it means that you must vigorously curate your book title list. Think carefully about every title and monitor its sales figures closely. The days of a museum store with a deep backlist of titles carried as an educational service that turn over very slowly are long over. Your book section can no longer afford to be a “library”

The way things are going, the sooner you act to get your book section in good shape the better you will be able to respond to still more changes coming down the road. Should museum stores just drop their book section altogether? I think not. But store managers will have to lead the way in taking a harder edge to the rationale of their book section. Across the board, all stores need to step up the customer service, relationship building and customer engagement. Only by binding the customer to you, your museum and your store, will you succeed in this hypercompetitive and volatile bookselling environment. These days, loyalty really is critically important―for the one-time visitor as well as the repeat visitor. Beverly J. Barsook bbarsook@museumstoreassociation.org

The 2012 MSA Conference will offer a session on the future of print and electronic content for museum stores. Plan to attend this session if books are an important segment of your merchandise.

MuseuM store | sPrING 2012

MSASpring12_ExecDirLtr.indd 6

3/5/12 9:22 AM

The Assistant Managerâ&#x201E;˘

Proven. Scalable. Affordable. Point of Sale Merchandise Admission Fast Food Inventory Management

eCommerce Customer Relationship Management Membership Integration

Store Polling and Distribution Accounting Group Reservations

Where retail experience and technology come together. 888.THE.14POS - 888.843.1476 | nonprofitpos.com | See us at Expo Booth #306

sPrING 2012 | MuseuM store

MSASpring12_ExecDirLtr.indd 7

3/5/12 9:22 AM

HUMAN RESOURCES

Motivate Your Staff and Volunteers START THE NEW YEAR RIGHT BY ASKING FOR INPUT.

| by THOMAS W. MCKEE

istockphoto.com / ©vm

great way to start the New Year is with energizing and stimulating staff meetings. Actually, invigorating staff meetings are great any time of the year, but I am always looking for ways to engage my paid and non-paid staff in a productive discussion to set the tone and opportunities for the New Year. The rousing discussion part is not hard because most people are ready to share their opinions on most topics. What proves to be a constant challenge is the productive part. Leaders strive to have each participant walk away with some significant “take-aways” that they are motivated to put to immediate use. One way to focus your discussion is to hand out a relevant, short, informational and motivating discussion starter. Give each staff member five to 10 minutes to read the

episodic volunteer and transform that volunteer into a faithful, showup-every-week volunteer?

A rousing discussion is not hard because most people are ready to share their opinions on most topics. hand-out at the beginning of the meeting. A couple of years ago I had the staff over to my home for the morning. After I served them food, I handed out a short article with a few discussion questions. I was lucky in that we had a wonderful warm day (rare in Northern California for January) and they spread out all over the backyard to read and reflect. I encouraged them to mark up the article, question it, underline and circle sections or key thoughts. Then they took another 10 minutes alone to jot down the answers to a few questions―such as: • What idea(s) did you pick up from the article about how to recruit an 8

• What idea(s) can we implement to better serve our volunteers? • In what ways are our structures, policies or procedures inhibiting our ability to empower our volunteers? How can we change those structures? • What is the one thing that you are not doing now, that if you would start doing, would totally change your impact with our volunteers? Of course the questions you design would relate to the very specific article that you have chosen. In a recent workshop that I was teaching, one of the break-out groups was discussing the dating method

of recruiting. The discussion leader framed a creative question and wrote it on a flip chart for her small group. The question was, “How can we create a dating service to recruit volunteers?” As you can imagine, the group came alive with a plethora of dreadfully edgy suggestions, but, as so often in a brainstorming session, that group created (and owned) about five creative ideas. Tom McKee is president and owner of www.volunteerpower.com, a leadership development firm specializing in volunteerism. He has more than 40 years of experience in volunteer leadership. Tom began his speaking career to one of the most difficult audiences—high school assemblies. Since those days he has addressed more than one million people spanning three regions— Africa, Europe and the United States. Over the past 40 years he has trained more than 100,000 leaders how to manage the chaos of change in an organization.

MuseuM store | sPrING 2012

MSASpring12_KSDept_HR.indd 8

3/5/12 9:28 AM

Come see over 60 NEW 2012 Intros MSA New Orleans, LA April 15-16 / Booth 716

Safari.indd 9 06$B635,1* LVVXHB:KROHVDOH LQGG

3/5/12 9:18 AM $0

STRATEGIC MANAGEMENT

E-Commerce Success THE 10 THINGS I WISH EVERY MUSEUM STORE DID ONLINE.

n a recent discussion on ShopTalk, MSA’s email discussion forum, many museum store managers shared their online store sales as a percent of the on-site sales. The results were similar to numbers I’ve seen across many of my managed stores, with online sales ranging from one percent all the way up to 10 percent of in-store sales. Selling on the Internet today is easier to do on a technical level, yet more complicated as customers have increased expectations and an ever growing number of places they can shop. Improving online sales combines a mix of basic marketing and technical know-how. Below are 10 things that I wish every museum store did to support their online sales.

| BY DARREN KORNBLUT

and Patronmail can be used to manage your email list. Send a welcome email to new names on your list. Try to mail to your lists at least once a month or more around specific holidays. 2. Tout Your Website Let your shoppers know that you are online. Start simple by putting your Web address on shopper bags, receipts, membership materials and exclusive publications. The saying goes, “All roads lead back to Rome.” Let everyone know where Rome is. 3. Tell Your Customers What They Are Getting Into Today’s online shopper has high expectations. They want their order

Don’t think of Amazon as an online store, but as a shopping search engine. The San Diego Museum of Art offers their publication, “An American Pulse: The Lithographs of George Wesley Bellows,” in their online store for $14.95. On Amazon the lowest price for a new copy is $31.77. Books can be easily added by visiting www.amazon.com/Sell-Books. 6. Be Social Turn visitors to your Web store into a part of your marketing team. Be sure all product pages have, at the very least, the ability to share products on Facebook and Twitter. Have separate social media feeds for your store offerings from the museum’s other social accounts. This allows shopping and trend writers and bloggers to better follow and share any information you post online. The museum’s main social media account can then “like” the store’s posts on a selective basis.

The Advanced The Warhol: Store—one of the sites managed by Kornblut.

The Easy 1. Get the Email Address of Every Visitor There is a saying that a customer is someone who shops at your store more than once. Turn your onetime shoppers into customers—ask for their email address and stay in touch. Having an email address turns a one-time anonymous shopper into a potential long-term customer. Services such as Constant Contact 10

quickly. Post stock status on product pages with information on when the item will ship. 4. Offer “Cheap” Shipping Options Postal shipping is a viable option for orders that weigh less than a pound. Offer economy (postal) and standard or express shipping (UPS/FedEx) when possible. Include a link to a time-in-transit map. 5. Sell Books and Exhibition Catalogs on Amazon.com

Some of the items listed below require some technical know-how. Share them with your museum’s webmaster: 7. Build Your Site With Basic SEO in Mind There are three design elements that will help the search engines better identify the products in your online store and help your customers understand what they will find when they click on the search engine results. • Use natural named pages. Search engines read page names and a natural page name such as keith-

MUSEUM STORE | SPRING 2012

MSASpring12_KSDept_SM.indd 10

3/5/12 9:34 AM

haring-radiant-baby-tshirt.html has a bit more meaning than item/12345.html. • The product name should also be used in both the page’s title and H1 tags. • Use a version of the product’s item description in the meta description tag. Keep the text no longer than 140 characters. The meta description is the text you see in the search engine results. Make sure this is done for each product and product category page. 8. Track Everything With Google Analytics A free service called Google Analytics (www.google.com/analytics) is offered by Google and supported by most shopping carts. Track who is visiting your online store, what they are looking at and which items they are buying. Two of my favorite reports are Organic Search Traffic and Referral

Traffic. Organic Search Traffic shows the keywords that visitors use to find the website. The report takes things a step further with the Ecommerce tab, which shows the keywords that generated revenue. This report lets you “read the thoughts” of visitors and shoppers to your store. The Referral Traffic report shows which websites sent visitors into your online store. The report also has an Ecommerce tab. Use it to see which sites help generate the most revenue. 9. Google Ads Accentuate the positive! Use data from Google Analytics to build a pay-per-click advertising campaign. Create a report in Google Analytics showing the keywords that visitors have entered in the past six months and then use them to build an ad campaign. Even an ad spend of a few dollars a day should have positive results. Be sure to purchase your

store’s name. Other online stores are probably already banking on your name. Make sure you rank #1. 10. Membership Discounts/Donations Be sure that your online store is an online museum store. Integrate membership discounts and the ability to purchase or renew a membership. Display member pricing and show how much customers would save if they become a member. Add the option to give a donation during checkout. Many customers will take you up on the offer. With a background in television audience research and programming, Darren Kornblut has spent the past 15 years working to bring the visual arts online. His company, Image Exchange, works with artists, museums and estates as an advisor on website strategy and e-commerce management. His current managed sites include www.Pop-Shop.com, www.TransitMuseumStore.com, and www.WarholStore.com, among others.

Some use words to describe their work.

We let our work speak for itself.

Camper Mug 12+ oz. Red w/black white

Footed Mug 12 oz. Lt. Teal w/rose white

Patriot Mug 12 oz. Midnight w/lilac white

Attending the MSA Conference and EXPO? Stop by and meet us at booth #717

Request your catalog today at www.deneenpottery.com SPRING 2012 | MUSEUM STORE

MSASpring12_KSDept_SM.indd 11

3/2/12 12:31 PM

MERCHANDISE PLANNING

Merchandising vs. Display UNDERSTAND THE DIFFERENCE AND INCREASE SALES.

| by ANDREW ANDONIADIS

ypically, merchandising a store the images at the same time, and from an • Permanent or temporary exhibits includes building displays, but operations, staffing, security and customer that are currently the main attraction for the purposes of this article experience standpoint, jewelry displayed in of the museum. merchandising is defined as the one area is also a strong preference. • Seasonal and special events that are placement/presentation of products in Effectively cross-merchandising a store drawing unusually high visitation. the store from which customers make takes a special skill, but it can be • Add-on suggestions that increase most of their selections. The vast majority compelling and adds to the adventure the average transaction by hinting at of store space and fixtures are dedicated of finding something unexpected as the related products. to merchandising. Displays are defined shopper moves through the space. It is easy, • What’s new! There is a large group as vignettes that incorporate multiple however, for the results to be a visually of customers who like to be first to products with a common theme that jumbled mess and is probably not best buy new products and this display capture the visitor’s attention, tell a story, suited for the museum visitor. appeals to them. It’s also a way to visually suggest add-on purchases and encourage the visitor to linger. It is retail arrogance to expect a visitor to come into the store and slowly I believe it is retail arrogance to expect walk through the space looking at all the merchandised products. a visitor to come into the store and slowly walk through the space looking at all the merchandised products. This expectation help store staff become aware of at If visitors are only going to spend a is especially high for museum visitors, least some of the new products in limited amount of time in the store, it’s other than those who are inveterate the store. effective to build displays that, in a sense, shoppers, who have already been on their • Best-selling! There is another large say, “If you’re only going to give us 15 feet for a while going through the museum group of customers who take comfort minutes we want to make sure you see or who may have a tour bus waiting in the in knowing that they are buying these products.” Some themes that can be parking lot. something that is popular. used in displays include those built around: While there is no universal I love to cook, and an example answer and reliable empirical of a very effective merchandising data isn’t available, primarily for and display combination was the reasons above, stores that one I helped to build in a friend’s are merchandised by product cooking store. The elements category seem to best meet the included: visitor’s needs. Most customers, • A large format cookbook not just those who are short on of relatively easy recipes, time and have sore feet, prefer splayed open in an acrylic to be able to see all the products holder at the highest point that are available in a category in of the display so that a which they have interest at the picture of the prepared same time. If they are a book meal was on one page person they respond well to a and the ingredients book section, those who typically and instructions on the Product display at the Mint Museum, Charlotte, N.C. buy t-shirts prefer to compare all opposite page.

MuseuM store | sPrING 2012

MSASpring12_KSDept_MP.indd 12

3/5/12 10:56 AM

Mismatched socks for adults, kids & babies. Crafted with care in the USA with recycled cotton yarn. MSA Expo Booth #609. Visit www.socklady.com or call 802-765-4177. 6ROPDWH6RFNV 6SULQJ 06$ LQGG

Birdhouses on display at The Morton Arboretum, Lisle, Ill.

• All the utensils and ingredients used in the recipe, which were sold in the store, were then displayed/ merchandised around the cookbook. You could just see customers look at the appetizing picture, think that the recipe didn’t look too difficult, realize that they didn’t have some of the ingredients and utensils and then buy the missing items. Perhaps the most important display in a museum store is the one on the fixture closest to the entrance to the store, which will help to draw visitors across the threshold and start the process of turning visitors into customers. This display should be crisp and uncluttered, easily understood from a bit of a distance and feature products that are focused on what’s currently popular with the visitor. Some believe every inch of a store should be merchandised. I would argue that focusing on suggestive selling through a reasonable number of displays is an effective use of space. Andrew Andoniadis is the principal in Andoniadis Retail Services, a consulting ﬁrm that has specialized in revenue-generating strategies for museum stores for 20 years. He can be reached at (503) 629-9279, Andrew@MuseumStoreConsult.com or w w w. Mu s e u m St o re C o n s u l t . c o m . Andoniadis Retail Services is a Champion Level Sponsor of the 2009 MSA Retail Industry Report.

FUNNYBONE TOYS™ SMART BRAIN, BIG HAT

Introducing our “Color Series” games, including Spectrix™: A Classic Card Game Designed for Color Lovers of All Ages; Array™: Splice, Slice, Splatter & SLAM Your Opponents Right Out of the Game; and CUBU™: Where Visual Illusion Leads to Confusion. Ages 8 to adult. Email: info@funnybonetoys.com www.funnybonetoys.com Toll Free: 855-386-2663 Fax: 303-388-1039 See us at Expo Booth #827!

FunnyboneToysAd.indd 1

MSASpring12_KSDept_MP.indd 13

sPrING 2012 | MuseuM store 2/27/12 1:16 PM

3/5/12 10:56 AM

OpERATiOnS

Don’t Get Taken SAFEGUARDING YOUR STORE FROM THE WEB’S DARK SIDE.

| by JOE DySART

useum stores uneasy about the increasing frequency of unsolved hacker cases can take heart: with a bit of foreplanning, you can significantly reduce your vulnerability to a computer break-in via the Internet. So far, it’s been computer breaches at giant corporations like Visa, MasterCard and PayPal―perpetrated by a shadowy group of hackers known as “Anonymous”―that have grabbed most of the headlines. But while Anonymous’ exploits have been reserved for big game, Web security experts say virtually every business and every computer user is seriously at risk of being hacked by someone these days—especially those businesses and users who are cruising the Web with little or no protection. “Rogue applications, clickjacking, survey scams—all unheard of just a couple of years ago—are now popping up on a daily basis on social networks such as Facebook,” says Graham Cluley, a senior technology consultant at Sophos, a computer security consulting firm. “Many computer users still don’t realize

Clockwise from top: One of the most infamous of hacker groups is Anonymous, which is so brazen, it regularly issues press releases about its exploits branded with this emblem; The Japanese American National Museum outsources its store to cloud provider Yahoo!; The Contemporary Jewish Museum entrusts its store security to outside experts.

The best way to begin hardening your online digital perimeter is to realize that the person or staff responsible for your Web security is the over-arching factor in keeping your business safe—and not necessarily the security technology they administer and oversee.

Museum stores of all sizes need to make peace with the fact that hackers won’t be neutralized any time soon. that you can wind up with something nasty on your machine simply by visiting a website,” says Cluley, whose firm recently released, “Security Threat Report: 2012.” The security take-away? Museum stores of all sizes need to make peace with the fact that hackers won’t be neutralized any time soon. And they need to fess up that their current computer defenses are probably silly putty in the hands of experienced hackers. 14

“Fundamentally, good security really is just good systems administration,” says Ira Winkler, founder of Internet Security Advisors Group, another computer security consulting firm. “And if you can’t afford or can’t get a good system administrator, I recommend outsourcing that.” In fact, Winkler says the smallest of museum stores will probably be better served by an outsourced, third-party

solution, given that the entire focus of a top-notch network systems provider is on configuring, maintaining and securing computer systems, 24/7. In other words: You may want to move the critical computer systems of your online store to the “cloud,” so you can take advantage of the relatively sophisticated Web security offered there, according to Winkler. The “cloud” is fancy computer jargon for computer applications that are hosted remotely, like a website maintained by a hosting service, or the email account you may have with Google, Yahoo, Microsoft, etc., that you can use by logging in to the account on the Web with an ID and password. Maria Kwong, director of retail and visitor services at the Japanese American National Museum, Los Angeles, Calif., for example, says her museum has outsourced its store to Yahoo!, which maintains its operations in the cloud. “I have to say

MuseuM store | sPrING 2012

MSASpring12_KSDept_OPS.indd 14

3/5/12 10:27 AM

I kind of have blind faith in them and generally donâ&#x20AC;&#x2122;t worry about being hacked,â&#x20AC;? Kwong says. â&#x20AC;&#x153;When it comes to fraudulent usage of credit cards, we have always either been warned or have recognized potential fraud by the nature of the orders.â&#x20AC;? Adds Kevin Grenon, museum store director, The Contemporary Jewish Museum, San Francisco, Calif.: â&#x20AC;&#x153;Our e-commerce service, CPOnline, is provided as an integrated package with our point-of-sale solution, CounterPoint SQL. As a result, we donâ&#x20AC;&#x2122;t have to worry about the details of protecting our e-commerce environment. The data center that houses our e-commerce solution keeps our systems up-to-date with the latest security patches, maintains virus protection on our servers, and monitors our servers and Web activity looking for anything suspicious. â&#x20AC;&#x153;Weâ&#x20AC;&#x2122;re not computer security experts, so we leave this kind of stuff to those who are. This lets us focus on providing the best online shopping environment to our customers.â&#x20AC;? At minimum, Sharon D. Nelson, Esq., president of Sensei Enterprises, a computer

security consulting firm, recommends a quality Internet firewall thatâ&#x20AC;&#x2122;s properly configured and Internet security software that guards against viruses, malware and spyware. Both are available with software packages like Symantecâ&#x20AC;&#x2122;s Internet Security. There also should be security policies in place regarding password length, complexity and the like, Nelson says. And youâ&#x20AC;&#x2122;ll also need to be sure staff gets the message that

Surprisingly, one of the most commonly used passwords is P-A-S-S-W-O-R-D, which has spelled the undoing of countless computer security systems. your online storeâ&#x20AC;&#x2122;s security is serious business. Be careful with any custom-made software, Nelson adds, since these programs are rarely subjected to the rigorous security testing that popular, established software endures. Content management systems (CMS),â&#x20AC;&#x2022;software designed to enable museum stores and other businesses to easily update their websitesâ&#x20AC;&#x2022; for example, are often custom-made. â&#x20AC;&#x153;A custom CMS is usually a bad idea,â&#x20AC;? Nelson says.

DavidChandlerAd_Layout 1 2/27/12 9:35 AM Page 1

WANT REAL NIGHT VISION ?

The Night Sky star dial is â&#x153;ś 90% distortion-free â&#x153;ś Designed for night-time use â&#x153;ś Now shipping from centrally located Denver

DAVID CHANDLER COMPANY www.DavidChandler.com See us at

1-800-516-9756

Expo Booth #309

Many people also tend to get lazy about passwords. Surprisingly, one of the most commonly used passwords is â&#x20AC;&#x153;P-A-S-SW-O-R-Dâ&#x20AC;?â&#x20AC;&#x2022;a seemingly trivial oversight that has spelled the undoing of countless, otherwise stellar computer security systems. Nelson recommends complex alphanumeric passwords of more than 12 characters, which are tough to crack even by password-stealing software specifically

designed for the purpose. And she reminds people to use different IDs and passwords at different gateways. Museum stores also need policies in place to establish lock-outs after a system user has entered a pre-determined number of incorrect IDs or passwords, Nelson adds. And the same lock-out fail-safe needs to activate the moment an employee departs or is terminated from a business.

<PM

?WZTL I\ +PQTLZMVÂź[ .QVOMZ\QX[ Kids Love to Learn _Q\P

Bit of Intelligence Cards

ÂŽ

by Glenn DomanÂŽ

Enjoyed by: Museums Science Centers Nature Centers Home schoolers Teachers

www.gentlerevolution.com email: order@gentlerevolution.com

Toll Free: 866-250-2229 Fax: 215-233-1530 The Gentle Revolution Pressâ&#x201E;˘ sPrING 2012 | MuseuM store 7KH *HQWOH 5HYROXWLRQ LQGG MSASpring12_KSDept_OPS.indd 15

$0 3/5/12 10:27 AM

OpERATiOnS

For protection of especially critical data, Winkler advises multiple-authentication, such as the use of two or three passwords to access a website maintenance account, rather than just one. And he says companies whose data privacy is especially critical should consider investing in data leakage prevention software. Employees also need to stay on the lookout for â&#x20AC;&#x153;social engineeringâ&#x20AC;? ploysâ&#x20AC;&#x201D;a fancy term for when a hacker tricks someone at your online store into surrendering your crown jewels with a friendly phone call, or a seemingly innocuous e-mail. â&#x20AC;&#x153;Most exploits are people-based, so you need to educate everyone around you about good online security practices,â&#x20AC;? says Alexandra Vasquez, director of business development, Childrenâ&#x20AC;&#x2122;s Museum of Houston. Regular meetings, e-newsletters or memos about security vigilance also offer

an opportunity for museum stores to update staff about the latest smoke-andmirrors in vogue among hackers. â&#x20AC;&#x153;We also believe it is a good idea to receive â&#x20AC;&#x2DC;security threatâ&#x20AC;&#x2122; newsletters, so you know what vulnerabilities are currently active and if they have been solved yet,â&#x20AC;? says Vasquez. A popular one lately, for example, is to regularly spam people with marketing emails that seem to originate from a legitimate firm, and include a handy â&#x20AC;&#x153;unsubscribeâ&#x20AC;? link at the bottom. Unbeknownst to the recipient, clicking the link activates an invisible download of malware to their PC or other computer deviceâ&#x20AC;&#x2022;software that can be used to steal IDs, passwords, credit card numbers, client data and the like. â&#x20AC;&#x153;Look at the link, and see where itâ&#x20AC;&#x2122;s coming from,â&#x20AC;? Winkler advises. If you donâ&#x20AC;&#x2122;t recognize the company, or the link seems hinky, donâ&#x20AC;&#x2122;t click it. There are, of course, other ways to further toughen your securityâ&#x20AC;&#x201D;Nelson plans to release an entire book on the subject next

*(1(5$/Âś6Â&#x160; &KDUFRDO LV DQ H[WUD VPRRWK ULFK LQWHQVH EODFN GUDZLQJ IRUPXOD KDQG FUDIWHG ZLWK RXU IDPLO\ IRUPXOD VLQFH 2LO IUHH DQG EOHQGDEOH *(1(5$/Âś6Â&#x160; ÂłWKH RULJLQDOÂ´ FKDUFRDO SHQFLOV DUH RIWHQ UHIHUUHG WR DV Âł5HG +RWVÂ´ E\ DUWLVWV DFURVV WKH 86$ 0DGH ZLWK JHQXLQH ,QFHQVH &HGDU ZRRG DYDLODEOH LQ GHJUHHV DQG &KDUFRDO :KLWHÂ&#x160;

year. But at a certain point, youâ&#x20AC;&#x2122;ll probably need to concede that your security will never be perfectâ&#x20AC;&#x201D;only hopefully, good enough. â&#x20AC;&#x153;Anybody who sells you â&#x20AC;&#x2DC;perfect securityâ&#x20AC;&#x2122; is a fool or a liar,â&#x20AC;? Winkler says. â&#x20AC;&#x153;What security is about is risk management. The more you elevate security, the more youâ&#x20AC;&#x2122;re raising the bar, and the more exponentially youâ&#x20AC;&#x2122;re decreasing your risk.â&#x20AC;? Adds Grenon: â&#x20AC;&#x153;The Web is a very dangerous place. Any computer with an open connection to the Internet will be a target for hackers. They have software and tools available to them that make probing for vulnerable sites almost free. They are continually devising new schemes and updating their toolset to infiltrate servers and steal information.â&#x20AC;? Joe Dysart, an Internet speaker and business consultant based in Manhattan, N.Y., wrote the article, â&#x20AC;&#x153;Foursquare Deals: How to Turn a Cell Phone into a Handshakeâ&#x20AC;? in the fall 2011 issue of Museum Store. He can be reached at (646) 233-4089, joe@joedysart.com or www.joedysart.com.

Â&#x2039;%LOO 7LOWRQ XVLQJ *(1(5$/Âś6Â&#x160; &KDUFRDO 3HQFLOV

www.generalpencil.com

MADEE IN TH

USA

*HQHUDO 3HQFLO &RPSDQ\ ,QF )DFWRU\ -HUVH\ &LW\ 1- 86$ 6DOHV %D\ 5RDG 5HGZRRG &LW\ &$

See us at Expo Booth #1020 16

MuseuM store | sPrING 2012

MSASpring12_KSDept_OPS.indd 16

3/5/12 10:27 AM

NEW from THAMES & HUDSON ThamesHudson.indd 17

THE ART OF NOT MAKING Michael Petry The first book to highlight the growing number of artists who collaborate with craftsmen and artisans to realize their work 324 illus. | $34.95 paper

EGYPTIAN HIEROGLYPHS FOR COMPLETE BEGINNERS Bill Manley An original and accessible approach to learning hieroglyphs, written by an experienced teacher and author 47 illus. | $16.95 paper

GAY LIVES Robert Aldrich A comprehensive illustrated biographical survey of artists, writers, philosophers, activists and others throughout history

HEIRLOOM FRUITS AND VEGETABLES Toby Musgrave · Clay Perry A specially photographed celebration of the beauty, origins, history and uses of traditional fruit and vegetable varieties 157 illus. | $50.00

JOAN MIRÓ Edited by Matthew Gale and Marko Daniel A superbly illustrated, retrospective survey of Miró’s politically engaged art, published to accompany a major touring exhibition 200 illus. | $60.00

ON THE HIGH LINE Annik LaFarge Introduction by Rick Darke The first illustrated guide to the elevated park that has transformed an entire neighborhood of New York City 400+ illus. | $29.95 paper

128 illus. | $29.95

Distributed by Norton

PAULA REGO T.G. Rosenthal Second edition “So lucidly presented that it will enthrall all who value graphic prints . . . a significant addition to the Rego literature.”—The Art Book 637 illus. | $125.00

RAW + MATERIAL = ART Tristan Manco The newest development in alternative art: the use of salvaged and repurposed materials by contemporary artists 400+ illus. | $44.95 paper

THE WALLPAPER BOOK Geneviève Brunet From handcrafted papiers peints and nostalgic floral prints to the Arts and Crafts movement and playful retro revivals: the art of wallpaper from its historical beginnings to the present day 237 illus. | $50.00

• For more information, visit thamesandhudsonusa.com

3/5/12 9:19 AM

INSIDE

THE

BIG EASY

Need some tips on where to enjoy the sights, sounds and tastes of New Orleans? Ask the locals!

BY STEPHANIE PETERS

MUSEUM STORE | SPRING 2012

MSA12_Conference.indd 18

3/5/12 10:03 AM

ith three full days of educational programming, networking events and product sourcing, the 2012 MSA Retail Conference & Expo offers plenty to keep you busy. But, if you find yourself with a little free time to explore our host city, there’s plenty to experience in the culture-rich city of New Orleans. To help you narrow down the many possibilities, we asked your colleagues in New Orleans to provide suggestions for their favorite places to eat, drink and explore the city sights. Take some tips from the locals!

DINING OUT

oe Sunseri, business manager/archivist at the Southern Food & Beverage Museum, says his favorite restaurant for eating out is Feelings Café, 2600 Chartres St., (504) 945-2222, www.feelingscafe.com. “This is a real New Orleans experience!” he enthuses. Located in a 200-year-old building in the Marigny neighborhood on the other side of the French Quarter, this lovely restaurant offers a courtyard for dining and a small bar in former slave quarters. Offering a Creole“ish” menu (plus, a vegetarian menu…hard to find in these parts!), this restaurant is just a taxi ride from the convention center area. Suggested by two local colleagues, Beatrix Bell, owner/designer at Beatrixbell Handcrafted Jewelry, and Edward Begnaud, store manager/buyer at the Louisiana Children’s Museum, is Irene’s Cuisine, 539 St. Philip St., (504) 529-8811. One of Beatrix’s favorite restaurants, this is a New Orleans take on Italian cuisine located in the French Quarter. “It has a very charming interior and is very delicious!” she shares. Another dining spot recommended by two locals is Carmo, 527 Julia St., (504) 8754132, www.cafecarmo.com. Both Sunseri and Begnaud suggested this tropical café located just a few blocks from the convention center. Says Sunseri, “I would suggest this location for lunch, as there are limited choices near the convention center.” Says Chris Michel, director of retail services at The National World War II Museum, “You can’t go wrong with the muffaletta and a Barq’s,” at Central Grocery, 923 Decatur St., (504) 5231620, www.centralgroceryneworleans.com.

Also suggested by Begnaud, this old-style grocery store with a sandwich counter is home to the original muffaletta, offering several varieties, including a veggie version. Begnaud also recommends The Green Goddess, 307 Exchange Pl., (504) 3013347, www.greengoddessnola.com. This lovely, intimate restaurant located in the heart of the French Quarter, offers alfresco dining and a unique, progressive menu that blends New Orleans sensibilities with a globetrotting sampling of ingredients. For a taste of authentic Mexican cuisine in the heart of the French Quarter, try El Gato Negro, 81 French Market Pl., (504) 525-9752, www.elgatonegronola.com. Offering casual indoor and outdoor dining overlooking the French Market, Bell suggests the carrot margarita or the spicy Diablo margarita. Located in uptown New Orleans is Jacques-Imo’s, 8324 Oak St., (504) 8610886, www.jacquesimoscafe.com. It is well known for its eclectic mix of Creole and Cajun specialties at reasonable prices. “The fried chicken is delicious,” recommends Bell. Lucy’s Retired Surfers Bar & Restaurant, 701 Tchoupitoulas St., (504) 523-8995, www.lucysretiredsurfers.com, located in the New Orleans Warehouse District near the convention center, is a favorite of New Orleans Saints Quarterback Drew Brees. “The name says it all,” says Michel. Not surprisingly, many of your local colleagues included Café Du Monde, 800 Decatur St., (504) 525-4544, www.cafedumonde.com on their lists. Located in the French Market, this must visit establishment offers café au lait and beignets 24 hours a day.

Sunseri has several more suggestions for dining out in the city. According to Sunseri, Croissant d’or Patisserie, 617 Ursulines Ave., (504) 5244663, www.croissantdornola.com serves the best coffee and croissants this side of Paris! “To say the croissants are fresh daily is an understatement. They are made every 20 minutes and are often served still warm,” he shares.

Shrimp po’boy served up fresh!

Located in the historic Bywater neighborhood, Elizabeth’s Restaurant, 601 Gallier St., (504) 944-9272, www.elizabeths-restaurant.com, features Cajun cuisine served on checkered tablecloths. Their motto is “Real food, done real good.” Cake Café & Bakery, 2440 Chartres St., (504) 943-0010, www.nolacakes.com. This cozy neighborhood restaurant offers great baked goods and interesting breakfasts like crayfish omelets. SPRING 2012 | MUSEUM STORE

MSA12_Conference.indd 19

3/5/12 10:04 AM

a INSIDE

THE

BIG EASY

Tommy’s Cuisine, Cuisine, 746 Tchoupitoulas St., (504) 581-1103, www.tommysneworleans.com. www.tommysneworleans.com. This upscale restaurant located in the Warehouse District is a local favorite serving Italian-Creole cuisine. But, says Sunseri, “do NOT think meatballs and spaghetti.” Johnny’s Po-Boys, 511 Saint Louis St., (504) 525-8037, www.johnnyspoboys.com. The oldest family-owned po-boy restaurant in New Orleans. Gumbo Shop, 630 Saint Peter St., (504) 525-1486, www.gumboshop.com. Located in the French Quarter next to the Saint Louis Cathedral, Sunseri says, “this is a reasonably priced restaurant that gives visitors a good overview of New Orleans cuisine.” Franky & Johnny’s, 321 Arabella St., (504) 899-9146, www.frankyandjohnnys.com. Located in the Uptown area, this is a local hole-in-the-wall favorite. According to Sunseri, “The jukebox plays 45s and the beer is from a bottle. They should have boiled seafood (crayfish, shrimp and maybe crabs) during the conference.”

NIGHTLIFE & ENTERTAINMENT

reservation Hall, 726 Saint Peter St., (504) 522-2841, www.preservationhall.com. Begnaud put this must-see venue on his list of recommendations. Founded in 1961

New Orleans Botanical Garden 20

The National World War II Museum

Café Du Monde

to protect and honor New Orleans jazz, this musical venue in the French Quarter is filled to capacity on any given night with people waiting to hear authentic New Orleans jazz played by veteran musicians. Open nightly at 8 p.m. Another Begnaud recommendation is the Irvin Mayﬁeld’s Jazz Playhouse in the Royal Sonesta Hotel, 300 Bourbon St., www.sonesta.com/RoyalNewOrleans, (504) 586-0300. It showcases New Orleans’ greatest jazz talent in a luxurious venue on the lobby level of the Royal Sonesta Hotel New Orleans. Frenchmen Street is a true music club scene attraction with more than a dozen venues covering about two blocks on the fringe of the French Quarter. Sunseri’s personal favorite is the Spotted Cat, 623 Frenchmen St., (504) 943-3887, www.frenchmenst.com. For a new point of view, Michel suggests the Carousel Bar at the Hotel Monteleone, 214 Royal St., (504) 523-3341, www.hotelmonteleone.com.

The American Sector Restaurant

Immortalized in the writings of Ernest Hemingway, among others, this revolving bar is a favorite of New Orleans locals.

CULTURAL ATTRACTIONS

ity Park, 1 Palm Dr., (504) 482-4888, www.neworleanscitypark.com. Located in the heart of New Orleans, this 1,300acre park was recommended by many locals. It is home to the New Orleans Botanical Garden, New Orleans Museum of Art and The Sydney and Walda Besthoff Sculpture Garden at NOMA. The Ogden Museum of Southern Art at the University of New Orleans, 925 Camp St., (504) 539-9600, www.ogdenmuseum.org. Begnaud says not to let the name dissuade you. Named an affiliate of The Smithsonian Institution in 2001, this dazzling museum is home to the most comprehensive collection of southern art in the world. Audubon Aquarium of the Americas, 6500 Magazine St., (800) 774-7394, www.auduboninstitute.org/visit/aquarium.

MUSEUM STORE | SPRING 2012

MSA12_Conference.indd 20

3/5/12 10:04 AM

would be of interest to anyone interested in the history of Southern food and drink. Sunseri is offering half off their regular $10 admission price to MSA Conference attendees. Algiers Ferry, located at the foot of Canal Street next to the Aquarium of the Americas. This recommendation from Bell is a great way to witness some of the best views of the city as the ferry crosses the river to historic Algiers Point on the West Bank. Once in Algiers Point, Bell suggests you stop by Vine & Dine, 141 Delaronde St., (504) 3611402, www.vine-dine.com, Canal Street for some wine and cheese, or The Crown & Anchor English Pub, 200 Pelican Ave., (504) 2271007, www.crownanchorpub.com, both located within one block of the ferry. The ferry is free for pedestrians. Shopping on Royal Street. One block over from Bourbon Street you’ll find classy

“This is a world-class aquarium located right on the Mississippi River” says Michel. Recommended by both Sunseri and Michel (well, he IS a little partial), The National World War II Museum, 945 Magazine St., www.ddaymuseum.org, (504) 528-1944, is a short walk from the convention center. In addition to playing host for MSA’s networking event, the museum is home to “Beyond All Boundaries,” a 4-D film experience; The American Sector, a John Besh restaurant with food that puts a sassy spin on the most popular staples of the 1940s (Michel says, “Try the meatloaf, it’s great!”) and offers happy hour seven days a week; plus, three museum stores offering a generous 40 percent off to MSA Conference attendees! The Southern Food and Beverage Museum and The Museum of the American Cocktail, 500 Port of Orleans Place, Ste. #169, (504) 569-0405, www.southernfood.org. Located right next door to the convention center in the Riverwalk Marketplace, this museum

antique shops and boutiques, fine jewelry stores and colorful art galleries. Some of the most picturesque buildings and iron lace balconies are along the 13-block stretch of Royal Street between Canal Street and

Esplanade Avenue. Michel says to be sure to check out the great museum store at The Historic New Orleans Collection, 533 Royal St., (504) 523-4662, www.hnoc.org. Show your MSA Conference badge and receive a 15 percent discount in the shop!

06$ (;32 %227+ Each book will provide hours of entertainment while giving readers the opportunity to take a closer look at history. W

10 Books Available W

24 Pages of Fun

W W

Wholesale $3.50 each Made in America

4057 Highwood Court, NW W Washington, DC 20007 PHONE: 202-342-0145 W FAX: 202-342-0773

SPRING 2012 | MUSEUM STORE

MSA12_Conference.indd 21

3/5/12 10:04 AM

2012 MSA RETAIL CONFERENCE & EXPO | SCHEDULE-AT-A-GLANCE

SUBJECT TO CHANGE

FRIDAY, APRIL 13, 2012 9 a.m.–12 p.m.

TIC KET

Creating the Ultimate Visitor Experience Plan | Room 235 SOLD OUT!

Meet & Greet Event—The Hilton New Orleans Riverside | River, Port and Starboard Rooms

5:30–6:30 p.m.

SATURDAY, APRIL 14, 2012 Registration and Bookstore Open | Convention Center Lobby, Hall D

7:30 a.m.–6 p.m.

Build, Renovate & Revitalize—Take Your Store to the Next Level | Rooms 333 & 334

8:30–9:30 a.m. 9 a.m.–12 p.m.

TIC KET

Mission Possible: Developing Your Store’s Strategic Plan | Room 235

9:45–10:45 a.m.

Tap Into Your POS Potential Rooms 338 & 339

11 a.m.–12 p.m.

10-Minute Topics: There’s a Solution for That! | Rooms 333 & 334 TIC KET

12:15–1:45 p.m.

Teacher’s Tricks: Classroom Techniques for Managing Employees | Room 242

Spice Up Your Statistics: Discover the Influential Power of Your POS | Rooms 253 & 254

The Future of Print and Electronic Content for Museum Stores | Rooms 333 & 334

Take a Deep Breath: Learning to Manage Stress in a Busy Work Environment | Room 242

The Practical Reality of Volunteers Room 252

Choosing American: Practical Applications for Your Store | Rooms 253 & 254 NEW! Topical Information Exchanges

1:30–2:30 p.m.

Effective Promotions Rooms 253 & 254

In-Store Special Events Rooms 338 & 339

Inexpensive & Effective Merchandising Rooms 238 & 239

2:45–4:15 p.m.

MSA Forum: The Consumer in 2012 and Beyond—Buckle Your Seatbelts, It’s Going to Be a Rocky Ride! Rooms 243, 244 & 245

4:30–5:30 p.m.

The 7-Minute Sell | Rooms 253 & 254 E-Commerce: 10 Things You Simply Must Do in 2012 | Rooms 238 & 239

4:30–6 p.m. 5:45–6:45 p.m. 7–8 p.m.

Vendor Forum | Food Court Hall C TIC KET

Discussion Groups by Museum Type

The Greenberg Scholarship Fundraising Reception | Hilton New Orleans Riverside: The Deck

SUNDAY, APRIL 15, 2012 8 a.m.–5:30 p.m.

Registration and Bookstore Open | Convention Center Lobby, Hall D

9–11 a.m.

Members Market Open | Hall C Expo Open | Hall D

9 a.m.–5 p.m.

Prize Drawings | Expo Floor

9:30 a.m. 11 a.m.–1:30 p.m.

Lunch in the Expo Hall | Food Court Hall D

12, 2 & 4:30 p.m.

Prize Drawings | Expo Floor

6–7:30 p.m.

TIC KET

Networking Event at The National WWII Museum | Louisiana Memorial Pavilion

MONDAY, APRIL 16, 2012 8 a.m.–4 p.m.

Registration and Bookstore Open | Convention Center Lobby, Hall D

9 a.m.–3 p.m.

Expo Open | Hall D Expo Passport Prize Drawing | Expo Floor

10 a.m.

Fair Trade 411: How to Make it Work for Your Store | Expo Learning Theatre

10:30–11:15 a.m. 11 a.m.–1:30 p.m.

Lunch in the Expo Hall | Food Court Hall D

12:30 p.m.

Buyer’s Choice Award Winners | Expo Floor

1:30–2:15 p.m.

Stop That Thief: Prevention of Shoplifting, Theft & Other Losses | Expo Learning Theatre Exhibitor Prize Drawing | Expo Floor

2:30 p.m. 3:15–4:15 p.m. 4:15–5 p.m. 22

MUSEUM STORE | SPRING 2012

MSA12_Conference.indd 22

Closing Keynote Session Proactive Retailing: Can a Museum Store Be the Destination? | Rooms 243 & 244 Wrap-up and Final Afternoon Networking—Sweet Treat | Foyer of Rooms 243, 244 & 245 Customer Relations

Human Resources

Operations

Strategic Management

TIC KET Ticketed Event

3/5/12 10:05 AM

NEW

THE GETTY

FROM

Caravaggio The Artist and His Work

Landscape in Photographs

Herb Ritts L.A. Style

Sybille Ebert-Schifferer

Karen Hellman and Brett Abbott

ISBN 978-1-60606-095-7, $59.95, Hardcover

ISBN 978-1-60606-103-9, $24.95, Hardcover

Paul Martineau With an essay by James Crump

June Art History

June Photography

ISBN 978-1-60606-100-8, $59.95, Hardcover April Photography

Lucio Fontana The Artist’s Materials

Photography and Play

Prom

Erin C. Garcia

Mary Ellen Mark

Pia Gottschaller

ISBN 978-1-60606-107-7, $24.95, Hardcover

ISBN 978-1-60606-108-4, $49.95, Hardcover with DVD

June Photography

April Photography

The Goldfish in the Chandelier

The Medieval Cookbook Revised Edition

The Classical Cookbook Revised Edition

Casie Kesterson Illustrations by Gary Hovland

Maggie Black

Andrew Dalby and Sally Grainger

$17.95 Hardcover

ISBN 978-1-60606-109-1, $24.95, Hardcover

ISBN 978-1-60606-110-7, $24.95, Hardcover

Month Children’s Literature

May Cooking

ISBN 978-1-60606-114-5, $50.00, Paperback August Art Conservation

J. PAUL GETTY MUSEUM + GETTY RESEARCH INSTITUTE + GETTY CONSERVATION INSTITUTE + GETTY FOUNDATION GETTY PUBLICATIONS

Distributed to the trade by the University of Chicago Press 800 621-2736 phone 800 621-8476 fax

For a catalog, contact Getty Publications 800 223-3431 phone pubsinfo@getty.edu Find us on Facebook and Twitter

Getty.indd 23

3/5/12 9:19 AM

2012 MSA RETAIL CONFERENCE & EXPO | THANKS TO OUR SPONSORS!

PREMIER LEVEL

Closing Keynote & Networking Event at The National WWII Museum THE CULTURAL TRAVELER

The Relaxation Lounge CHEMART CO. Booth #813

PREFFERED LEVEL

Badge Holders & Lanyards TAM RETAIL (A Div. of Lode Data Systems Inc.) Booth #306

Networking Event at The National WWII Museum & Expo Passport PARTNERSHIP Booth #632

CONTRIBUTING LEVEL

Expo Passport DESIGN MASTER ASSOCIATES INC. Booth #906

Networking Event at The National WWII Museum FOUND IMAGE PRESS Booth #917

Expo Passport RENAISSANCE ASSOCIATES Booth #105

Expo Passport STEWART/STAND Booth #612

GREENBERG SCHOLARSHIP FUND SPONSORSHIPS

MSA Conference Scholarship POPCORN MOVIE POSTER COMPANY Booth #1112

Mulitple MSA Conference Scholarships THE INTERNATIONAL GIFT EXPOSITION IN THE SMOKIES®

IN-KIND DONATIONS

T-Shirts CLASS ATTIRE

Tote Bags DE YOUNG AND LEGION OF HONOR/FINE ARTS MUSEUMS OF SAN FRANCISCO 24

Pen Books DAVID HOWELL Booth #900

Commemorative Mugs DENEEN POTTERY Booth #717

Tote Bags PHOENIX ART MUSEUM

Volunteer Pins HOGEYE INC. Booth #811

Tote Bags THE PRESERVATION SOCIETY OF NEWPORT COUNTY

Greenberg Pins PINPEDDLERS.COM (The Pin Peddlers Inc.)

Tote Bags SAM SHOP – SEATTLE ART MUSEUM

MUSEUM STORE | SPRING 2012

MSA12_Conference.indd 24

3/7/12 8:37 AM

New Book from the Museum Store Association!

Marketing Cultural & Heritage Tourism

By Rosemary Rice McCormick, President, Shop America Alliance and Co-Founder, U.S. Cultural & Heritage Tourism Marketing Council •

Learn how to build your business with the fast-growing global tourism market

•

Increase visitation and retail sales in museum stores by targeting high spending travelers

•

New insight into the important Drive Market, delivering 85% of U.S. travelers

•

Step-by-step guide to developing your organization’s tourism marketing plan

•

More than 175 pages packed with valuable ideas and case studies

•

Discover partnership strategies to leverage local tourism partners and minimize your investment

•

Includes Cultural & Heritage Traveler research, data and trends to help you understand and capture the travel market

•

A “must read” addition to your business library for everyone interested in building their tourism business

Published by the Museum Store Association, Shop America Alliance and the U.S. Cultural & Heritage Tourism Marketing Council

MSA MEMBER PRICE: $29.96. Order online now at msa.omnistorefront.com. MarketingCulturalTourismAd.indd 1

3/2/12 12:41 PM

REACH CULTURAL TRAVELERS | BUILD ATTENDANCE | INCREASE STORE SALES

hopping is the #1 activity of all travelers, according to data tracked by the U.S. Department of Commerce/Office of Travel & Tourism Industries and the Travel Industry Association. MSA

and The Cultural Traveler can help you market your store to these lucrative shoppers. Be a part of this high-end cultural tourism guidebook with a fullcolor page highlighting your museum store!

To view the current edition and for more information about The Cultural Traveler, visit www.Museum-Store.travel. CulturalTravelerAd.indd 1

MSA12_Conference.indd 25

SPRING 2012 | MUSEUM STORE 3/2/12 12:45 PM

3/5/12 10:05 AM

2012 MSA RETAIL CONFERENCE & ExpO | BUyEr’S chOIcE FInALISTS

BOOKS & MULTIMEDIA

BArrOn’S EDUcATIOnAL SErIES Inc. # 1004 “Explore Titanic: Breathtaking New Pictures Recreated with Digital Technology” Astonishing pictorial history of the ill-fated liner reconstructs all the ship’s details, with dramatic gatefolds and an enclosed CD-ROM that walks viewers through the ship’s interior.

InDEpEnDEnT pUBLIShErS GrOUp # 1001 “The Industrial Revolution for Kids: Investigate How Technology Changed the World with 25 Projects” Young readers are introduced to the individuals, history, biography and civics of this radical change through a variety of minimal supervision enrichment projects.

pAInTBOx prESS # 1009 “Design Dossier: Architecture” “Design Dossier: Architecture” is the third in a series of 10 books that introduce kids 10+ (and their parents and teachers!) to the world of design.

cUSTOM DESIGn

DAvID hOwELL AnD cO. # 900 Italian Chandelier Earrings Custom designed dangling earrings of solid brass plated in silver tone with enamel accents. They are gift boxed and made in the United States.

MUSEUMLIGhT cOMpAny # 323 MuseumLight Images chosen by museums from their collections come alive in glowing reproductions illuminated from within. A beautiful way for museum visitors to take memories home.

nIELSEn TrADInG Inc. # 510 Asger Jorn Mobile Based on modern Danish artist Asger Jorn’s early sketches. Four small figures dance playfully together and are designed to spell “JORN” when aligned just so.

EcO-FrIEnDLy

BASKETS OF cAMBODIA # 709 Kiri Wave “Tatami Style” Purse The Saraye™ Kiri Wave is one of Baskets of Cambodia’s newest styles, turning an entirely unique new purse shape and function into a beautiful, inspiring neverbefore-seen design. 26

KOTIK-DESIGn (A Division of Dagex Ltd) # 418 Tin Can Lamp Our studio is about green design. We collect garbage and redirect him and us to a greener future. We strive to create a kind of “thinking spot” which will examine an object before throwing it away as garbage.

TOySMITh # 713 Makedo Find & Make Plane Through playful creativity, take recyclable materials commonly found in the home and transform them into creations. Each kit includes Makedo’s reusable re-clips, lock hinges and safe saw. Exclusive to Toysmith in the U.S.

MuseuM store | sPrING 2012

MSA12_Conference.indd 26

3/5/12 10:06 AM

EDUcATIOn & GAMES

ALEx # 1212 Tots Art Start Toddler’s first art kit includes materials for six works of art that your child can create! Stick, scribble and collage!

EnI pUzzLES # 607 Kim’s Column “Mini” Puzzle The Eni puzzle is designed to enhance problem solving and space perception skills through interactive play. Solve the puzzle by manipulating the empty space into colorful patterns.

FOxhALL DESIGn cOMpAny # 8 Personal History Tool Kit This one-of-a-kind activity kit is an exciting hands-on introduction to family history. Top quality components and appealing presentation make it a standout among children’s educational products.

FAShIOn

KJK JEwELry Inc. By KAThErInE J. KOrnBLAU # 501 Chakra Energy Necklace The dramatic necklace has seven cascading strands of faceted crystals to represent and stimulate the seven chakra, or energy centers of the human body.

MAGnETOMAnIA Snc # 921 Tubulart Multi-Scarf A unisex, versatile, practical microfiber tubular scarf for all ages that can be worn in a variety of ways for comfort, protection and casual wear.

vILLAGE DESIGnS #404 Wire Ring Colorful wire ring, adjustable for fashion and fun.

pApEr prODUcTS

1000MUSEUMS Inc. # 924 Framed/Matted Reproduction From the Guggenheim Museum Archival reproduction from picasso painting in the Guggenheim Museum. 10,000 available on 300 GSM cotton rag paper; 8-ply mat and Italian wood frame.

AUThEnTIc cArDS, Inc # 733 3-D Lenticular Postcards Eye-catching sharp 3-D images of space technology, planetary science, dinosaurs, animals and marine life on postcards, bookmarks, rulers and magnets.

L.M. KArTEnvErTrIEB & vErLAGS GMBh, GErMAny # 801 3-D Paperclip 3-D or animation paperclip also usable as a bookmark. It’s a set with six pieces that guarantees new fun with paperclips.

sPrING 2012 | MuseuM store

MSA12_Conference.indd 27

3/5/12 10:06 AM

[1]

[2]

[4]

[5]

[3]

[6]

[7]

[8]

[9]

MuseuM store | sPrING 2012

MSA12_BuyersGuide_BooksEducation.indd 28

3/5/12 10:15 AM

MERCHANDISE PLANNING

Extend the

Experience Help your customers take their museum visit home with merchandise from this Books & Educational Products Buyer’s Guide. By Apri l Mil ler

trip to a museum is stimulating, entertaining and enlightening and visitors will look to your store’s selection of books and educational products to extend and enhance those experiences. “It’s very rewarding to bring home a product that continues to teach and reinforce the child’s interests,” says Betty DeStefano of The Gentle Revolution Press, Wyndmoor, Pa. Yet it’s not just the youngsters that you can reach with educational products. “Learning is a lifelong adventure,” adds Mary Jo Joyce, president of Parli-Cards (A Division of Practical Strategies, Inc.) in West Bend, Wis. “A trip to a museum can take an entire family on a trip around the world and what is presented in the stores can provide consumers lasting memories and an extension of that exciting adventure.” Cultural commerce retailers also benefit from those shoppers who “want more unique and aesthetically pleasing educational toys than they can generally find in big-box

stores,” Beverly Johnson, president of Boulder, Colo.-based Fractiles, says. Interesting displays that invite shoppers to interact can turn browsers into buyers. Julien Sharp, president of Denver’s Funnybone Toys, encourages retailers to unwrap one of the company’s games, allowing customers to “play” in-store. Mauricio Velázquez de León of Duo Press, Baltimore, Md., suggests retailers display books cover forward and don’t relegate them only to a bookshelf. “Show ‘123 Beach’ next to plastic buckets and other toys or show ‘123 USA’ next to American flags,” he says of the company’s “Cool Counting” book series. “People respond really well to them.” Ask vendors about a free game, book or video with purchase to use as a demo model or for a game night event. Johnson finds that when toys and games are made accessible to visitors, “my informal study shows that a hands-on sample increases sales by 200−300%.” To start stimulating your own books and educational product sales, look to some of the following to add to your selection: sPrING 2012 | MuseuM store

MSA12_BuyersGuide_BooksEducation.indd 29

3/5/12 10:15 AM

Extend the

hard as wood. Custom imprinting is available in small-quantity production. Color pencils, rulers and pens are also available. Counter displays and point-of-purchase header cards are offered.

Experience

[1]

[2]

Safari Ltd.’s Safariology Life Cycle of a Green Sea Turtle includes four major stages in the lives of this marine reptile: sea turtle eggs, sea turtle hatching, juvenile sea turtle and adult sea turtle. Each piece of the award-winning miniature collectibles is professionally sculpted and finely hand-painted. Packaged in a blister card with educational information included; for ages 4 and up. TreeSmart pencils are made of recycled newspaper rolled around highquality #2 graphite and include latex-free, smudge-proof erasers. A special adhesive formula is used to bind the newsprint together into a cohesive core trunk that is as

[3]

Bit of Intelligence card sets, available from The Gentle Revolution Press, feature vivid color illustrations or photographs on the front and 10 facts and keyword definitions on the back. All 11" x 11" cards are printed on heavy card stock with a long-wearing gloss-laminated surface. Sets include: authors, composers, flowers, organs of the body and many more. New sets are regularly published.

[4]

Map of the U.S.A. Jumbo Puzzle, for ages 2 and up, joins Mudpuppy’s spring 2012 line. Steve Mack illustrated the colorful 22-inch square puzzle with symbols of states and

capital cities. Made up of 25 oversized pieces, it is packaged in a sturdy box with a colorful rope handle. The puzzle greyboard contains 90 percent recycled paper and is printed with nontoxic soy-based inks. [5]

The fully functioning secret decoder cypher wheel—originally devised by Thomas Jefferson—is part of Design Master Associates’ American Traditions collection. Twelve natural-finished wooden disks, with engraved cyphers in a random order, rotate around a wooden spindle to scramble and unscramble words. Educational text and instructions are included on the back of the clear-view acetate packaging.

[6]

Carr Enterprises’ new collection, “Fun with History” activity books, is designed for children age 7 and older as a fun way to learn about

MuseuM store | sPrING 2012

MSA12_BuyersGuide_BooksEducation.indd 30

3/5/12 10:15 AM

Artwear.indd 31

3/5/12 9:19 AM

[10]

[11] [12]

[13]

[14]

[15]

[16]

[17]

MuseuM store | sPrING 2012

MSA12_BuyersGuide_BooksEducation.indd 32

3/5/12 10:16 AM

United States history. Each 24-page book includes puzzles and games to challenge children to find facts, learn about historical figures and explore history. There are 12 titles in the series, including: “Inventors,” “The American Civil War” and “Lighthouses.” [7]

[8]

Winner of the 2011 Red Dot Award and the International Design Excellence Award is Great Circle Works’ Oblo Puzzle Spheres. The 3-D spherical puzzle challenges and inspires kids of all ages. Made of spheres within spheres, the challenge comes when putting the pieces back together. The puzzle helps with motor-skills development. Pastiche provides a full palette of color cards to “recreate” 34 famous paintings from the past six centuries. All images are from New York’s Bridgeman Art Library. Just one of the many museum-quality games

from Gryphon and Eagle Games, Pastiche received a Mensa Select Award in 2011. Great for families, the game entertains while also encouraging a discussion of art. [9]

Duo Press’ Cool Counting Book Series is a bestseller for the company and includes 12 titles that help little ones practice number skills. “123 New York,” “123 Beach” and “123 San Francisco” are just a few of the available titles. More are added each season. Targeted to babies and toddlers, each 6"�x 6", 22-page book includes full-color art.

[10] The Night Sky Star Dial from David Chandler was designed specifically to minimize the distortion inherent in one-sided planispheres. Available in two sizes (6"�x 5" and 10"�x 8.5"�), it is printed with dark stars on a light background for easy nighttime readability. In

Extend the

Experience addition to constellations, the planisphere also includes deep sky objects such as galaxies and star clusters for binocular viewing. [11] The U.S. Presidents and Founding Fathers board game from Parli-Cards is the company’s best-selling game. Other games include U.S. Senate and U.S. Governors. Its Speak DC! is an alphabet soup of government acronyms game and comes with a display case. All games are made in America. [12] “Art Deco Postcards” by art historian Patricia Bayer takes an original approach to Art Deco design. Featuring postcards from the 1920s to 1940s of nightclubs, hotels,

See us at Expo Booth #606

FullArtPeruAd.indd 1

MSA12_BuyersGuide_BooksEducation.indd 33

sPrING 2012 | MuseuM store 2/27/12 1:35 PM

3/5/12 10:16 AM

[19]

[18]

restaurants and the Chrysler and Empire State Buildings, the title from Thames & Hudson celebrates the enduring legacy of the era. Includes eight detachable postcards.

game for color lovers of all ages; Array™, where players connect cards to build the largest array of color you can; and CUBU™, where players try to follow number and color sequences.

spirals, butterflies, flower bouquets, spaceships, swarms of fireflies and much more. Fractiles is available in three sizes: large, the best-selling travel edition and fridge size.

[13] The “Magnetism of Mata Ortiz: Places, People, and Pottery” book from Mata Ortiz to You is a new source on the second-generation artists and the history of Mata Ortiz, Mexico. The book includes stories by Spencer MacCallum about the early days of Mata Ortiz pottery, a guide to activities in the region, information on the area’s newest potters and more.

[15] General Pencil Company’s How to Draw Cartoon Flipbooks! Kit includes all the tools needed to learn to draw cartoon animation, make flipbooks, develop storyboards and more. Pixar Animation Studios’ Matthew Luhn created two easy-to-follow books for the kit. Drawing accessories include: two blank flipbooks, three sketching pencils, one artist sharpener and eraser, and eight plastipastel woodless color pencils.

[17] Puzzle A•Round from Pigment & Hue is a new series of 100-piece round puzzles shipped assembled as flat disks. Measuring 13-inches in diameter, each puzzle makes a powerful display and takes up minimal space when stacked on a shelf. The backer card is die-cut and scored so it can be folded into a box to hold the puzzle pieces.

[14] Using good design to stimulate creativity, Funnybone Toys’ games blend engaging play patterns, vibrant colors and appealing graphics. The new Color Series line of games includes: Spectrix™, a classic card 34

[20]

[16] The award-winning Fractiles magnetic tiling toy is made in the United States and is for those ages 6 and up. Use the tiles to create endless designs, from the simple to the complex: starbursts,

[18] One of many hand puppets from Folkmanis, the Leatherback Sea Turtle Puppet features a brown screen-printed shell and movable mouth and flippers. It is 12-inches long and 9-inches wide. The puppet honors the critically endangered

MuseuM store | sPrING 2012

MSA12_BuyersGuide_BooksEducation.indd 34

3/5/12 10:16 AM

NumbersByTheBook_Half_MSA-Numbers 3/2/12 12:57 PM Page 1

NUMBERS BY THE BOOK A Financial Guide for the Cultural Commerce & Specialty Retail Manager Your store’s finances are arguably the most important part of your job. This new book will help you: • • • • • • •

TTools ools for fo or best best business business practices practices iin n ccultural ultural ccommerce. ommerce.

$29.95

Create budgets, project sales and analyze cash flow Establish accounting procedures and maintain records Develop a merchandise buying plan and set prices Manage inventory and open-to-buy Measure store performance Leverage point-of-sale systems Implement internal controls

PLUS, each book includes a CD with several forms to help in your planning and record keeping.

GO TO MSA.OMNISTOREFRONT.COM TO ORDER YOUR COPY TODAY! MSA_SalesAd_Half_Hor_Layout 1 3/1/12 2:24 PM Page 1

What is the shortest distance between you and hundreds of museum store buyers? You Are Here.

ADVERTISE.

IN THE 26

made

REACH BUYERS.

USA

16 30 38

HOME AND GARDEN

what’s hot for 2012

Muse um Store articles now online!

P RO D U C TS TO F R E S H E N U P TH E H OM E — I N S I D E A N D O UT

excess inventory control

2011

Holiday Gifts Buyer’s Guide

marketing to travel groups

| 36

outsourcing

| 24

join us in rosemont

Museum Store Association

and

Museum Store Association

choosing a consultant

reading revolution

off-site sales

msa annual report

Contact Mary Petillo to reserve space in the next issue.

(503) 726-4984 / maryp@skies.com

sPrING 2012 | MuseuM store

MSA12_BuyersGuide_BooksEducation.indd 35

3/5/12 10:16 AM

GHVLJQ GRVVLHUV

Extend the

ÂŽ

Experience

,QWHUDFWLYH ERRNV IRU DVSLULQJ \RXQJ FUHDWLYHV

%X\HUhV &KRLFH )LQDOLVW 9,6,7 86 $7 06$ (;32 %227+

ZZZ SDLQWER[SUHVV FRP

See us at Expo Booth #934

marine reptile, the largest of all living sea turtles. The family business is headquartered in Emeryville, Calif., and has been creating carefully detailed and realistic puppets since 1976. [19] Dowling Magnetsâ&#x20AC;&#x2122; Junior Architect is part of the companyâ&#x20AC;&#x2122;s best-selling Wonderboard line. It includes a 9"ďż˝x 12" double-sided magnetic playboard, 150 magnet architectural elements and instructional guide to design skylines, castles, buildings and more. Made in the U.S.A., the set comes in a reusable vinyl storage envelope. Additional Wonderboard sets include: Build-A-Bug, Make a Healthy Lunch, Play with Shapes and more. [20] The Rain Forest card game from U.S. Games Systems features 48 animals in their natural habitat. Children ages 6 and up will enjoy an educational journey through the rain forest. Set comes with instructions for four different games, 48 cards, custom dice, colorful poster and stickers. Winner of a Dr. Toy Awardâ&#x20AC;&#x201D;Best Vacation Game. April Miller is a Cleveland-based freelance writer and editor. A regular contributor to Museum Store, she last wrote the Whatâ&#x20AC;&#x2122;s Hot for 2012 Buyerâ&#x20AC;&#x2122;s Guide in the winter 2011 issue.

ica Brown Pel

Atlantic Spot

ted Dolphin

Donâ&#x20AC;&#x2122;t miss out on the HOLIDAY BUYERâ&#x20AC;&#x2122;S GUIDE featured in the Summer 2012 issue of Museum Store magazine!

Call Mary Petillo today to reserve ad space!

Donâ&#x20AC;&#x2122;t miss being part of the most anticipated buyerâ&#x20AC;&#x2122;s guide of the year.

(503) 726-4984 36

MuseuM store | sPrING 2012

MSA12_BuyersGuide_BooksEducation.indd 36

3/5/12 10:16 AM

Buyer’s Guide

Handcrafted in the USA

ALL WOOD SPIN-TOPS

Carr Enterprises www.fun-history.com (202) 342-0145 See our ad on page 21 David Chandler Co. www.davidchandler.com (559) 539-0900 See our ad on page 15 Design Master Associates Inc. www.designmasters.com (800) 322-7583 See our ad on page 56 Dowling Magnets www.dowlingmagnets.com (800) 624-6381 See our ad on page 45 Duo Press LLC www.duopressbooks.com (800) 888-4741 See our ad on page 49 Folkmanis, Inc. www.folkmanis.com (800) 654-8922 See our ad on page 55 Fractiles www.fractiles.com (877) 277-3201 See our ad on page 49

812-325-1996 dandlionempire.com dandlionempire@gmail.com theDanDLionEmpire.indd 1

3/5/12 1:21 PM

Do you have PUBLICATIONS that have STOPPED SELLING? Bullpen Book Sales purchases museum publications in the following areas: ART HISTORY PHOTOGRAPHY DECORATIVE ARTS ARCHITECTURE DESIGN

Let’s work together to move out your dead stock and free up storage space. Ed Ripp

BULLPEN BOOK SALES 2638 - 6th Street NW Albuquerque, NM 87107 505.345.7477 ripp505@gmail.com

Funnybone Toys LLC www.funnybonetoys.com (855) 386-2663 See our ad on page 13 Galison/Mudpuppy http://wholesale.galison.com (212) 354-8840 See our ad on page 48 General Pencil Company, Inc. www.generalpencil.com (800) 537-0734 See our ad on page 16 SPRING 2012 | MUSEUM STORE

MSA12_BuyersGuide_BooksEducation.indd 37

3/5/12 1:22 PM

Buyer’s Guide

The Gentle Revolution Press www.gentlerevolution.com (866) 250-2229 See our ad on page 15 Great Circle Works www.greatcircleworks.com (416) 830-7536 See our ad on page 54 Gryphon and Eagle Games www.eagle-gryphon.com (270) 259-8833 See our ad on page 48 Mata Ortiz to You www.mataortiztoyou.com (520) 744-0639 See our ad on page 43 Parli-Cards (A Division of Practical Strategies, Inc.) www.parli-cards.com (202) 276-6500 See our ad on page 43 Pigment & Hue, Inc. www.pigmentandhue.com (800) 850-8221 See our ad on page 15 Safari Ltd. www.safariltd.com (800) 554-5414 See our ad on page 9 Thames & Hudson Inc. www.thamesandhudsonusa.com (800) 233-4830 See our ad on page 17

Elaine Sheth GIA Gemologist MSA Member

AWA R D - W I N N I N G J E W E L R Y

• Genuine Gemstones • Sterling Silver • Consciously Sourced & Hand-crafted (352) 316-6310 www.espiritcreations.com V I S I T

MuseuM store | sPrING 2012 EspiritCreationsAd.indd 1

MSA12_BuyersGuide_BooksEducation.indd 38

O U R

W E B S I T E F O R N E W D E S I G N S A T A F F O R D A B L E P R I C E S !

TreeSmart Industries, Inc. www.treesmart.com (800) 459-8767 See our ad on page 39 U.S. Games Systems, Inc. www.usgamesinc.com (800) 544-2637 See our ad on page 7

2/29/12 11:35 AM

3/5/12 10:16 AM

2. 0 C U S TOM E R RE L AT I ON S

Q: A:

How do we meet our customers’ needs?

According to MSA’s Knowledge Standards for the cultural commerce professional, customer relations is defined as the management of the interactions between the customer and the cultural commerce team. We need our customers’ approval for success and they need us to complete and enhance their museum experience. Our stores can be the determining factor of a positive or negative museum experience. We want to win them over so they visit us again and again. Here are a few tips on how to accomplish this: • Have a good point-of-sale system. Fast and accurate service is important, as our customers hate to wait. But, they also want their member discounts or the ability to purchase gift certificates. MUseum_ad_2012:Layout 1

1/30/12

Capturing their name and what they purchased will allow you to follow up with them if product arrives in the store you think they would be interested in or to send a birthday message offering them some sort of incentive to return to the store. Customers like to be made to feel special and a good POS system can help you accomplish this. • Constantly monitor and improve selling techniques. One needs to react quickly and efficently to customer complaints and issues. Remember the old saying, “tell one person about a bad experience and they will tell 10 more.” • Pay attention to customer feedback. You can improve your business standards by listening to what your customer has to say. Listen to the feedback from comments or by watching body language signaling something 10:36 AM

has gone awry. As managers we can step in and make a wrong right. • Be a role model. Setting the standard is the easiest way to train. Put these principles into action! • Understand the product. The staff needs to know how the product relates to the collection and/or its mission. They need to know the materials the product is made of, product safety of toys and where the merchandise is made. Trust your staff to take the helm. By being diligent with training, you will give your staff the confidence they need to work with the customer. Laura Murphy is the educational sales manager at The Preservation Society of Newport County, Newport, R.I., and is on the Education Task Force, which developed MSA’s Knowledge Standards Program. For more information, visit www.MuseumStoreAssociation.org.

Page 1

Go Green this Year

Recycled Newspaper Pencils TreeSmart has been making recycled newspaper and plastic products since 1998. Recycled Newspaper Pencils Recycled Colored Pencils and other recycled products. Contact us today and we’ll help you go green this year.

Visit us at the MSA show in New Orleans: Booth 925

www.treesmart.com • 1-800-459-8767 Making recycled products since 1998 • Lake Oswego, Oregon

SPRING 2012 | MUSEUM STORE

MSASpring12_KSDept_CR.indd 39

3/5/12 9:27 AM

STRATEGIC MANAGEMENT

Your Name

Here Serious, silly, functional or just plain pretty to look at, proprietary products can improve the merchandise mix and your profits. By MArge D. HAnsen

mug is a mug and a t-shirt is pretty much just another t-shirt until the artwork is applied. That identifier can elevate a product to unique, collectible, cool. In the case of a museum, a product developed under an institution’s brand also serves as a business card that introduces your organization to the public, provides an opportunity to talk about an exclusive collection or special exhibition, and increases your profit potential. As Richard Trigg, retail operations manager for the Jefferson National Parks Association, St. Louis, Mo., points out, “A product specific to your store allows you to get higher margins of return on items that no one else has available for sale.” Product development is fun, creative and exciting. But, it’s not without risks. For those who are debating if this is an avenue they want to explore or others who could use some fresh insights to polish up their product development process, museum stores that exhibit at the Members Market at the annual MSA Retail Conference & Expo have some development and wholesaling strategies to share.

In the Beginning What is a good starting point? Developing a plan and budget are first and foremost. Then evaluating products comes into play, according to Stuart Hata, director of retail operations at the de Young and Legion of Honor/Fine Arts Museums of San Francisco in San Francisco, Calif. He recommends a sort of self-examination to help target products that have the best chance for success. “Look at where the opportunities are,” he advises. “Ask yourself, what is my institution best known for? Is it our collection? Exhibits? The physical building or surroundings? If there is a special feature or character of your institution, learn and understand it. See if there are product possibilities that can be derived from it.” The next step, says Hata, is to scrutinize product categories to establish product feasibility. Considerations include costs, audience, shelf life and licensing and/or wholesale potential. Visitor favorites at Hata’s stores are:

MuseuM store | sPrING 2012

MSA12_ProductDevelopment.indd 40

3/5/12 10:18 AM

sPrING 2012 | MuseuM store

MSA12_ProductDevelopment.indd 41

3/5/12 10:18 AM

Your Name

Here â&#x20AC;˘ T-shirts and caps â&#x20AC;˘ Tote bags, umbrellas and scarves â&#x20AC;˘ Stationery (postcards, note card sets and journals) â&#x20AC;˘ Small gifts/souvenirs (mugs, magnets and bookmarks) â&#x20AC;˘ Print and poster reproductions. Textiles is another great category, according to Laura Murphy, educational sales manager at The Preservation Society of Newport County, Newport, R.I. Scarves and ties offer superb canvases to communicate a special exhibit- or collection-based design or theme. â&#x20AC;&#x153;Many companies will work with new designs for a minimal set-up charge. Or,

they will name-drop on their designs to give your institution its own distinctive look. Name-dropping is an easy way to start, but be mindful of minimum quantities and if there are any name-drop charges. This may affect your cost, retail and how long you will inventory the product,â&#x20AC;? she warns, noting that name-drop programs are often free, but minimum quantitiesâ&#x20AC;&#x201D;100 or moreâ&#x20AC;&#x201D;are usually part of the deal. Depending on the merchandise and your market, it can really pay off. Murphy recalls name-dropping on a childrenâ&#x20AC;&#x2122;s product, transforming it from a toy to a souvenir. Sales tripled.

Thinking Ahead

ricing and minimum order quantities are always a challenge, which is why Hata emphasizes the importance of sticking to the budget. â&#x20AC;&#x153;Make sure you are ready to commit to the financial investment of the inventory and have adequate space to store it,â&#x20AC;? he says, adding that it is vital to understand â&#x20AC;&#x153;how often you need to turn the inventory in order to earn the expected income.â&#x20AC;?

+$)"0Ĺ?

Custom mug display from Jefferson National Parks Association.

Is the product well-designed? Does it have commercial appeal? Pairing a design with the appropriate product requires a certain objectivity and maybe even restraint. No one wants to be saddled with inventory they cannot sell, or in Murphyâ&#x20AC;&#x2122;s case, give away. But, it happens. â&#x20AC;&#x153;We had an exhibit that our curators believed would be a huge draw. We jumped on board with excitement. We created too many products that you could not tie in

)&*1 !"0&$+0Ĺ&#x161; #/,* 1%" ,))" 1&,+ ,# 1%" 2+01 &01,/&0 %"0 20"2* &+ 201/& Ĺ&#x161; /" '201 &+ 1&*" #,/ 1%" Ä&#x203A;Ä&#x;Ä&#x161;1% ++&3"/0 /6 ,# )&*1Ĺ˘0 &/1%Ĺ&#x2122;

,),/#2)Ĺ&#x161; 0,-%&01& 1"! +! 01 ( )"Ĺ&#x161; ,2/ +$)"0 /" 4% 1Ĺ˘0 %,1 1%&0 0" 0,+Ĺ&#x2122; /" 1"! 2+!"/ )& "+0" # /,* *20"2* ,))" 1&,+0 4,/)!4&!" +! -/& "! 1, 0"))ĹŹ

Ä¤Ä˘ Ĺ Ä&#x203A;Ĺ&#x2020;Ä&#x153;Ĺ¤ +$)" Ĺ&#x192; Ä¤ÄŁ Ĺ Ä&#x203A;Ĺ¤ +$)" ,+1 1 20 1, /" 1" ,))" 1&,+ #,/ 6,2/ *20"2* 2+!"/ )& "+0" ,/ "5 )20&3")6 * +2# 12/"!Ĺ&#x2122;

,!"/+ !"0&$+0 #/,* 1%" &/$&+ 20"2* ,# &+" /10

+2# 12/"! "5 )20&3")6 #,/ 1%" )& 20"2*

086(80 5(352'8&7,216 FRP

+DUYDUG 6WUHHW %URRNOLQH 0$ Â&#x2021; SKRQH Â&#x2021; ID[

MuseuM store | sPrING 2012

MSA12_ProductDevelopment.indd 42

3/5/12 10:18 AM

and make a story,â&#x20AC;? she remembers. â&#x20AC;&#x153;To this day and after numerous warehouse sales, we cannot move them. Not even for a dollar! Now with a book purchase we are going to hand them out with a smile and hope they are not rejected.â&#x20AC;?

radeshows are great for information gathering. They provide an opportunity to meet and speak with multiple vendors at one time in one place. Counterparts at other museums are a reliable resource for vendor recommendations. However, when you put your buyerâ&#x20AC;&#x2122;s hat on, the â&#x20AC;&#x153;bewareâ&#x20AC;? admonition is not to be overlooked. â&#x20AC;&#x153;It is essential to make it clear to the vendor what you want and not allow them to tell you otherwise,â&#x20AC;? Trigg emphasizes. â&#x20AC;&#x153;Never commit to an order until the vendor is able to show you art that works for you. The purchase order is never sent to the vendor until you are happy with the design.â&#x20AC;? Murphy adds the reminder to â&#x20AC;&#x153;sample your product and sign off on it.â&#x20AC;? In the event the order is not correct when delivered, you will have the sample to verify any discrepancies.

Somewhere Out There

n life and museum retailing, timing can be everything. Padding the schedule to cover the unknowns makes sense. Trigg is a big fan of timelines. â&#x20AC;&#x153;It is important to plan a project carefully so that your inventory arrives at least a few weeks before your busy season begins,â&#x20AC;? he counsels, pointing out that orders from overseas, for example, can take months. â&#x20AC;&#x153;The experience of going through the process of producing custom product will allow you to learn the pitfalls of getting your product on time. Vendors will promise you a specific date of arrival and it just never happens.â&#x20AC;?

The Wholesale Side

ot all products are well-suited to wholesaling, but ones that are can bring in good profits. In the early days of The Preservation Society of Newport Countyâ&#x20AC;&#x2122;s wholesaling efforts, merchandise that appealed to their customer base did not draw strong interest from other institutions.

See us at Expo Booth #433

/($51 7+( $%&Âˇ6 2) :$6+,1*721 '& 3DUOL &DUGV SURYLGHV WKH HDVLHVW DQG PRVW H[FLWLQJ ZD\V WR OHDUQ DERXW 3UHVLGHQWV )RXQGLQJ )DWKHUV 8 6 +LVWRU\ DQG *RYHUQPHQW )LYH JDPHV LQ RQH ER[ LQFOXGLQJ D UHJXODU GHFN RI SOD\LQJ FDUGV IHDWXULQJ VWDWHVPHQ )RU VWLOO PRUH IXQ OHDUQ WR GHFLSKHU WKH DOSKDEHW VRXS RI JRYHUQPHQW DFURQ\PV ZLWK 6SHDN '& See us at Expo Booth 210

www.parlicards.com 3DWHQW 3HQGLQJ &RS\ULJKW Â&#x2039; 3UDFWLFDO 6WUDWHJLHV ,QF 0DGH LQ 8 6 $ 06$ DG LQGG

Itâ&#x20AC;&#x2122;s not just beautiful one-of-a-kind jewelry; itâ&#x20AC;&#x2122;s a 700 year old story.

SHARE IT 520-744-0639 MataOrtizToYou.com MataOrtiz.indd 1

MSA12_ProductDevelopment.indd 43

3KRWRV E\ 'DQ /DXUHQFH

You Are the Customer

13845 N. Buckhorn Cholla Drive Marana, AZ 85658

Use code MOTY23 for FREE SHIPPPING

sPrING 2012 | MuseuM store 2/22/12 10:18 AM

3/5/12 10:18 AM

Your Name

Here Prudent product selection for a more diverse audience is a key component to wholesaling success, as are low cost, significant markup potential and the possibility of extending a concept into a line of related products. “The markup needs to be reasonable to retail the product. When wholesaling, it still needs to make a profit so as not to affect the gross margin,” says Murphy, citing that the Votes for Women product line is one of their ongoing success stories. “We are constantly adding new products to the line to keep our current customers interested.” MSA Members Market is the primary wholesale venue for the de Young and Legion

of Honor/ Fine Arts Museums of San Francisco products. “We distribute product style sheets organized by merchandise category,” Hata says. Participation in Members Market encouraged The Preservation Society to upgrade the photography on the product sheets they hand out to make the items really pop. They also use the sheets as a marketing tool in exchange for store managers/buyers’ business cards for follow-up after the show.

Reap the Rewards

roduct development can expand the reach and inﬂuence of your institution. “I just finished the product development program for our upcoming exhibition, ‘The Fashion World of Jean Paul Gaultier: From the Sidewalk to the Catwalk.’ I had the opportunity to work directly with Jean Paul Gaultier’s fashion house, which is based in Paris,” remarks Hata. “They provided specific Jean Paul Gaultier designs for our product development program that enabled us to create exhibition products that are exclusive to us.” From small (imprinted logo items) to

Votes for Women products designed by The Preservation Society of Newport County.

grand (elaborate dinnerware), product development requires creativity, time and a systematic and detailed approach from concept to completion to minimize risk and maximize profit. Lack of experience is no reason to shy away from this opportunity, when incorporating the ideas of more experienced colleagues can be part of the plan. A willingness to interact and innovate is what makes museum stores leaders in specialty retailing. Marge D. Hansen is a freelance writer based in Broomfield, Colo., who regularly contributes to Museum Store magazine. She recently wrote the “Made in America” article in the winter 2011 issue.

ACTION ITEMS

he U.S. Capitol Historical Society (USCHS), in Washington, D.C., offers branded products at a variety of price points, from a Constitution Bookmark at $6.95 to a pair of Columbus Door Bookends at $128. Their top seller is a commemorative holiday ornament priced at $24. Diana E. Wailes, vice president, merchandising, provides this helpful checklist for prospective product developers. • Visit museums with similar exhibits/ collections to get ideas. • Ask which products have been successful for them. • Be sure your logo clearly identifies your institution. • Know the demographic breakout of your clientele (older, younger, income bracket, etc.). • Avoid over-buys of trendy items. • Negotiate carefully. • Identify your key categories, such as affordable gift items.

MuseuM store | sPrING 2012

MSA12_ProductDevelopment.indd 44

3/5/12 10:18 AM

| new vendor showcase |

s a member of MSA, you have access to some of the best product vendors. When you purchase from them, you are supporting your community. The following are some of MSAâ&#x20AC;&#x2122;s newest affiliates, all of whom are vendors waiting to help you stock merchandise that will coincide with your museumâ&#x20AC;&#x2122;s mission.

ARBOR VITAE CARDS Tulsa, Okla. | (918) 557-4290 claire@arborvitaecards.com Arbor Vitae cards inspire a love of the natural world around us. These gorgeous greeting and note cards balance beauty and accuracy making them a natural draw in museum shops of all kinds. Cards contain accurate details in paintings of flowers, bees, puffins and more, making Arbor Vitae cards eye-catching and excitingâ&#x20AC;&#x201D;fun to use and send. Entirely made in the United States, the greetings and notes are a high-quality gift purchase with a low impact on customer wallets. Free shipping to MSA members. Display rack program available.

GRYPHON and EAGLE GAMES Leitchfield, Ky. | (270) 259-8833 www.eagle-gryphon.com Gryphon and Eagle Games has been teaching, developing and publishing games for 16+ years. Their designer games feature quality artwork and components, are often set in historical contexts and reward playersâ&#x20AC;&#x2122; evolving skills. Production quality, artwork and themes (history, art, words, wildlife and abstracts) make them great museum choices! Art and history of the great masters are woven into the fabric of Pastiche and Masters Gallery while The Road to Canterbury leads you through Chaucerâ&#x20AC;&#x2122;s time and the art of H. Bosch. Numerous civilization and railroad titles (many geographical maps) are available. Players compete, cooperate, analyze and form strategies for changing circumstances within a dynamic social environment of fun and learning!

PINE NEEDLE BASKET PROJECT KITS All inclusive kits for adults and kids, 8 years and older. Green Craft. Teaches lost art of pine needle basketry. 910-799-8363 pgb@pinegardenbaskets.com For more info and wholesale prices. www.pinegardenbaskets.com

Pine Box Baskets.indd 1

2/27/12 10:47 AM

KIT INCLUDES: t TUBJOMFTT TUFFM NBHOFU UPXFST t OFXMZ NJOUFE BVUIFOUJD #SJUJTI QFOOJFT t QBHF JMMVTUSBUFE CPPLMFU QBDLFE XJUI FYQFSJNFOUT "(&4 "/% 61 www.dowlingmagnets.com BOE NPSF

DowlingMagnetsAd.indd 1

MSASpring12_NewVendorShowcase.indd 45

FUNNYBONE TOYS Denver, Colo. | (855) 386-2663 (855-FUN-BONE) www.funnybonetoys.com People love games, but few appreciate the â&#x20AC;&#x153;artâ&#x20AC;? that goes into their creationâ&#x20AC;&#x201D;because the art is usually hidden in the background, secondary to game play. Funnybone Toys wants people to actually see, enjoy and appreciate the art in their games. So in addition to creating fun and thought-provoking card games, they have also designed them to be visually stunning works of art. Enter Arrayâ&#x201E;˘, CUBUâ&#x201E;˘ and Spectrixâ&#x201E;˘. These games combine a seamless blend of engaging play patterns, vibrant colors, and stunning graphics, designed to make game players and museum stores put them in a place where they will be seen by everyone.

SPRING 2012 | MUSEUM STORE 2/27/12 12:42 PM

3/5/12 9:23 AM

COMMUNICATIONS

the

NUMBER$ GAME tipS & tricKS to MaKe MarKetinG worK—on a budGet by MeGy KarydeS

mart retailers know that marketing is necessary to drive traffic to their stores. Museum shop managers are no different. While most museum shops have the added benefit of museum visitors who often visit the store during their trip, many managers agree that museum stores do not exist simply as a shopping outlet. It’s a real opportunity for visitors to make the connection between museum exhibitions, the collection and programming. Donele Pettit, store marketing manager for the Milwaukee Art Museum Store in Milwaukee, Wis., spends more than half of her work week marketing. The remaining time is spent on the sales ﬂoor and meeting with other departments in the museum to stay aware of museum programming and events that may be relevant to marketing the store and store products. Pettit firmly believes that museum stores should complement and enhance the complete experience of the museum. “As one example, we should never miss an opportunity to have a lecturer sign books that are available for purchase in the museum store,” says Pettit. “The visitor experience comes full circle: they experience a work of art, hear an expert speak on the subject of that work, then personally interact with that expert by having them sign a book purchased in the museum store.” Budget cuts are no reason to pull back on marketing, especially since there are so many effective ways to market the shop on a budget. Doing so also will help you develop a deeper connection with your customer, who is already interested in what the museum has to offer.

MUSEUM STORE | SPRING 2012

MSA12_BudgetMarketing.indd 46

3/5/12 9:35 AM

Give Social Media a chance

ettit doesn’t discount print ads but feels social media is becoming more important as guests rely on digital technology to gather information. “When the museum store can reach an external audience via Facebook or email with a specific, compelling product that ties to the art and draws the audience to the store or the online store, the impact is much more immediate,” notes Pettit. “Placing meaningful products within a click of a customer’s mouse can be the beginning of a fresh relationship. “We have to keep our online store up-to-date in order to take advantage of social media opportunities, so that the social media messages contain direct links to the online store,” adds Pettit. “The messages aren’t as effective if the link to the store isn’t compelling and immediate.” Kesha Williams, digital communications manager for The Cleveland Museum of Art in Cleveland, Ohio, couldn’t agree more when it comes to using social media. The key is to find the networks that work best for your goals and use them well. “We use Facebook, Twitter, YouTube, a blog and our e-newsletter to get the word out about our museum activities and to promote our museum store,” says Williams. Since the museum store lends itself to more visual experiences, she and the Director of Auxiliary Services, Catherine Surratt, decided to create a YouTube video (http://www.youtube.com/watch?v=Uassn7CYk-E) last winter to highlight great gift ideas that could be found in the store that also related to an exhibition on Chinese Art. “Shows like ‘Today’ and ‘Good Morning America’ highlight gift ideas all the time, so we thought, why not create something similar by featuring items in the store, sharing the story behind the item and providing a visual for people to see the items in the store’s environment,” adds Williams. According to Williams, the entire process took about a day to create from drafting the content of the piece, to taping, to editing. Surratt took additional time to determine which items to feature and collect the stories behind those items, so she was prepared to discuss them on-camera. But even if the museum doesn’t have an in-house production team, Williams recommends using a simple digital video camera, since those videos can be uploaded to YouTube in minutes. To extend the life of the video, managers can post it to Facebook and Twitter and encourage their

followers to share it virally with their friends since the visual nature of the video makes it appealing to share on those sites. The link also can be shared on blogs and the museum’s electronic and print newsletters, too. Pettit likes to take advantage of peak gift-buying seasons as well as Valentine’s Day, Mother’s Day and even the wedding season. “By encouraging traffic to the museum store during these times when people are actively searching for unique gift items and an ‘out-of-mall experience,’ we also raise awareness of the museum itself and support visits throughout the year,” adds Pettit. Experts agree that the best marketing approaches marry several key components to be effective, including having the right product and a comprehensive marketing strategy that aligns on-site marketing and sales with online marketing and social media. “Simply showing a good product isn’t enough— we have to appeal to both sense and sensibility. Customers are looking for a product that is as local as possible and as artistic and unique as possible— something that tells a story they can remember and share,” says Pettit.

For iMMediate bottoM line reSultS, GettinG that cuStoMer into the door and at the caSh reGiSter requireS More eFFort than SiMply SendinG out a tweet. SPRING 2012 | MUSEUM STORE

MSA12_BudgetMarketing.indd 47

3/5/12 9:35 AM

the

NUMBER$ GAME

isit our website to see more museum-quality, award-winning games covering art, history, words, wildlife, abstracts and more. Games for all ages--they challenge, entertain & educate!

* SEE BUYER’S GUIDE

beyond Social Media

S 720-436-3483 | www.eagle-gryphon.com | Expo Booth #208 Eagle and GryphonGames_rev.indd 1

3/1/12 8:30 AM

ocial media has the benefit of marketing to a larger network and engaging your audience, but for immediate bottom line results, getting that customer into the door and at the cash register requires more effort than simply sending out a tweet. And this is where those experiences matter. “Stores in general underestimate the value of ‘experiencing’ something versus just ‘buying’ something in stores,” says Nicole Leinbach Reyhle, founder and editorial director of Retail Minded, a retail lifestyle magazine, blog and consulting firm. “Creating a reason to visit your store that extends beyond great product gives customers a fantastic excuse to walk into your store, and they are likely to buy something as a result.” Leinbach Reyhle suggests organizing free craft activities for kids, story time, a vendor trunk show or a book reading as no- or low-cost experiences that will result in traffic and bottom line results. Jana Machin, director of SFMOMA MuseumStore at the San Francisco Museum of Modern Art, organizes an annual trunk show that is incredibly successful, she says. The annual event, held in April, hosts more than a dozen local, domestic and international jewelry artists in a large space right off their atrium. “Although it’s a lot of work for us, the response has been tremendous,” Machin says. She has artists from Germany and Argentina coming this year and it’s not unusual for artists to call her to participate because the response is so strong. Pettit believes events are a win-win. To take advantage of the “shop and support local” movement, the store recently collaborated with a local artist to create an exclusive product for the Milwaukee Art Museum. “We were then able to bring the artist into the store to meet customers and

MUSEUM STORE | SPRING 2012

MSA12_BudgetMarketing.indd 48

3/5/12 9:35 AM

personalize the product and advertise those events in-store with signage and bagstuffers and through Facebook and email blasts,” adds Pettit. Carrying through the marketing message, Pettit also featured the product on its online store and through its print member magazine, so the product was familiar and the message (local, artistic, one-of-a-kind) unmistakable: “Customers bought the product in multiples so they could share the story and the experience with their friends and family.” Another successful and inexpensive marketing promotion for Machin was creating a keycard with a local hotel where the hotel guests received a discount for bringing in the card to the MuseumStore. “The card cost a couple of hundred dollars to design and create, but the promotion generated thousands of dollars in sales,” she says. And while most museum stores already do this, don’t forget that great shelf talkers and displays are a great way to share the

stories behind the products and most suppliers can provide you those for free.

engage the Media— proactively and reactively

hile most museums have the benefit of an internal public relations person to handle media requests, be sure to keep that person informed of new items on a consistent basis. Engaging the media regularly will reap many financial rewards, especially when the media begins to turn to you for quick gift guide ideas. “Press releases, story pitches and general media outreach can help you gain sales, since it provides you an audience that is dedicated to their news source,” adds Leinbach Reyhle. “The key here is to have a story worth sharing―whether it’s about new products in your store or experiences consumers can engage with in your store.” Machin works very closely with her PR team, often providing items immediately for magazines on deadlines. In other cases

they may have more time, but it still takes a lot of effort to think of what to send that will have the best chance of getting picked up. But Machin says it is still worth it. “In two cases Real Simple magazine included products of ours in their annual Holiday Gift Guide,” says Machin. “Although it took us some time to prepare what to send, it was so effective for us because in both cases the magazine featured our item in a full page spread. That type of exposure can have such an effect on your sales.” The bottom line? There are several ways in which to market your store on a budget that will produce strong financial results. The key is to find those that are most effective for you in terms of time and money. Megy Karydes is a professional writer who regularly covers marketing and business topics for trade publications. Connect with her at www.KarydesConsulting.com and subscribe to her blog for 52 weeks of marketing ideas throughout 2012. FractilesAd_Layout 1 8/22/11 1:15 PM Page 1

MADE IN THE USA! CPSIA Compliant

VersatileEasy to manipulate, MAGNETIC pieces stay put! Wide AppealAges 6-Adult Three VersionsOriginal, Travel and Fridge Size! Nobody can resist playing with Fractiles!

Toll Free: (877) 277-3201 www.fractiles.com fractiles@fractiles.com SPRING 2012 | MUSEUM STORE

MSA12_BudgetMarketing.indd 49

3/5/12 9:35 AM

IDEA GALLERY

impulse buy

displays

Hunter MuseuM of AMericAn Art, Chattanooga, tenn.

VirGiniA MuseuM of fine Arts, richmond, Va.

MAine HistoricAl society, Portland, Maine 50

MuseuM store | sPrING 2012

MSASpring12_IdeaGallery_MP.indd 50

3/5/12 10:07 AM

crystAl bridGes MuseuM of AMericAn Art, Bentonville, Ark.

AsiAn Art MuseuM of sAn frAncisco, san Francisco, Calif.

dennos MuseuM center â&#x20AC;&#x201D; nortHwestern MicHiGAn colleGe, traverse City, Mich.

Auburn cord duesenberG AutoMobile MuseuM, Auburn, Ind.

tHe blAnton MuseuM of Art, Austin, texas sPrING 2012 | MuseuM store

MSASpring12_IdeaGallery_MP.indd 51

3/5/12 10:07 AM

Kimono designs by tHeresa inc. Phone: (417) 823-8886 kimonodesigns@sbcglobal.net www.kimonodesigns.com retail: $52-100 | Wholesale: $26-50 & Print and Online Catalog

HandbagCulture.indd 1

he 2012 MSA Retail Conference & Expo is just around the corner! It’s the perfect place to take the pulse on products everyone will be talking about in the year to come. Long-time suppliers will return with their latest array of products, mingling alongside first-time vendors who will be vying for your attention. Below are some tips to better navigate the MSA Expo floor.

MSA Expo BooTH #519

HANDBAG CULTURE Phone: (855) 841-8400 Fax: (408) 841-8475 info@handbagculture.com www.HandbagCulture.com Retail: call | Wholesale: call & Print and Online Catalog

MSA ExpO BOOTh #906

Quick Tips for Attending Tradeshows

Handbags From Japanese Kimonos Vintage Japanese kimonos redesigned into handbags, totes, scarves, hats and neckties. A great recycled product. Made by Theresa Gallup, an artist in Springfield, Mo.

CUSTOm PRODUCTS

PRODUCT NEWS

APPAREL

Wood Handbag Collection Hand-carved handbags: classic, elegant and functional. Made from sustainable acacia wood using traditional methods and tools by artisans in the Philippines.

3/1/12 KimonoDesigns.indd 11:19 AM 1

Q3 Commemorative Medallion Ideal fundraisers! DesignMasters Q3 program —high quality, low quantities, delivered quickly. Great products: ornaments, keychains, magnets, coins/medallions and more, with your custom image. Budget friendly.

Before You Go

Custom Design Pop-Up Greeting Cards Historic treasure or cutting edge icon—I can design a 3-D greeting card of your museum home. Custom pricing upon request. live yoUr Dream DesiGns Phone: (323) 226-0274 Fax: (323) 226-0274 www.liveyourdreamdesigns.com retail: Call | Wholesale: Call & Print and Online Catalog

• Survey the entire Expo once before diving into specific product categories. • Take detailed notes on every meeting you have. After a while, the experience can seem like a blur! • Trust your gut. If a product jumps out at you, it likely will do the same for your customer. • Notice how products are displayed in exhibitor booths. Use vendors’ creative space-saving display ideas in your store.

After You Return • Consider what trends you uncovered and how you can best use them in your store. • You’ll probably field several calls from new vendors. Keep an open mind before saying you’re not interested! You may learn something important you missed on the floor. 52

CUSTOm PRODUCTS

DESIGN MASTER ASSOCIATES INC. Phone: (800) 322-7583 Fax: (757) 566-8400 • Outline your inventory needs in advance. What is your sales@designmasters.com budget? How can you best take advantage of Expo discounts? www.designmasters.com • Identify key vendors, research their products and set up Retail: call | Wholesale: call appointments to save time upon arrival. & Print and Online Catalog • Pack your own pre-printed purchase order forms to make ordering easier. • Pack three times as many business cards as you anticipate you’ll need. DesignMaster.indd 1 3/1/12 11:19 AM LiveYourDreamDesigns.indd

While You’re There

Hand-Crafted in America Stoneware Personalize with museum brand or recognize Civil War events. Signature Stoneware™ offering includes mugs, soup crocks, etc. Transforms logo into a three-dimensional clay medallion. 100% lead free. Oven, microwave and dishwasher safe.

3/1/12 11:19 AM

3/1/12 11:21 AM

SunSet HILL StOneWARe, LLC Phone: (800) 509-4662 Fax: (920) 886-1116 info@shstoneware.com www.shstoneware.com Retail: $19.95 | Wholesale: $9.50 & Print and Online Catalog

MUSEUM STORE | SPRING 2012 SunsetHillStoneware_Double_SP12.indd 1

MSA12_ProductNews.indd 52

3/1/12 11:22 AM

3/5/12 9:27 AM

REPRODUCTIONS

MuichicAd_PNSP12.indd 1

msa Expo booth #1008

JEWELRY

LAmp-In-A-Box LLc Phone: (310) 838-8844 Fax: (310) 838-4789 info@lampinabox.com www.lampinabox.com Retail: $45–$69 | Wholesale: $20–$35 & Print and Online Catalog

krista bErmEo stUdio Phone: (317) 956-0685 Krista@KristaBermeoStudio.com www.KristaBermeoStudio.com retail: N/A | Wholesale: $125 & Print and Online Catalog

3/1/12 Lamp-In-A-Box.indd 11:25 AM 1

Tagua Rings (100% Natural) Big, bold, chunky and truly one-of-a-kind. Each one is hand-carved from tagua nut making them 100% sustainable, organic, vegan and biodegradable. Available in five colors: natural, green, turquoise, red and black. muichic Phone: (205) 547-8169 look@muichic.com www.muichic.com Retail: $20 | Wholesale: $10

Urban Ethnic Necklace Inspired by a friend in the Peace Corps, Krista created this oxidized sterling and glass neckpiece for artsy black-tie affairs. Custom collaborations for exhibits encouraged.

3/1/12 KristaBermeo.indd 11:24 AM 1

Derby Necklace & Bracelet and Dooma Earrings Q3 Art makes fashionable, fun and affordable hand-dyed anodized aluminum jewelry, mobiles and clocks. To access website below, enter artist #20169, then enter the password: tra3q. Q3 Art iNc. Phone: (877) 929-4258 Fax: (773) 929-4258 info@q3art.com www.wholesalecrafts.com/visitor Wholesale: $62 for all three & Print and Online Catalog

3/1/12 Q3Art.indd 11:27 AM 1

Thames & Hudson New York, N.Y. (212) 354-3763 | Fax: (212) 398-1252 www.thamesandhudsonUSA.com Bookinfo@thames.wwnorton.com

gAmES & TOYS

3/1/12 11:27 AM

SArAh cAvender MetAlworkS, Inc. (256) 831-6241 info@sarahcavender.com www.sarahcavender.com retail: $175 | wholesale: $81 & Online Catalog

GET YOUR PRODUCT IN BUYERS’ HANDS!

DaviD changar ceramic Designs Phone: (718) 842-6362 Fax: (718 ) 842-6965 David@DavidChangar.com www.DavidChangar.com retail: $35 Wholesale: $14 & Print and Online Catalog

Bullpen Book Sales Albuquerque, N.M. (505) 345-7477 ripp505@gmail.com

Carr Enterprises Washington, D.C. (202) 342-0145 | Fax: (202) 342-0773 www.fun-history.com marie.p.carr@gmail.com

Mesh Poppy Flower This poppy necklace is made of brass screening and other industrial metals. We are now Certified Made in the U.S.A. of domestic materials!

colonial miniature Jug Miniature reproduction of 3/2/12 a SarahCavender.indd 1:07 PM colonial jug. It is available in a variety of colors and there are four other styles of colonial miniatures to choose from. Hand-crafted in the U.S.A.

BOOKS & RELATED

EDUCATIONAL PRODUCTS

MSA exPo Booth #1103

DotiUS.indd 1

Lamp-In-A-Box—Your Story, Your Lamp! High-res printing, individual box with handle and a CFL bulb included! Choose from our artists, brands, original designs or make your own! Made in the U.S.A.

msa expo Booth #825

JEWELRY

DOTI US InC. Phone: (678) 379-8037 Fax: (866) 924-4841 www.berryallure.com Retail: $4.49+ | Wholesale: $2.10+ & Print and Online Catalog

mSA Expo Booth #203

HOmE & gARDEN

FOOD Berry Allure Chocolate Covered Delicacies The line features unique fruit and nuts from continental gardens and exotic bazaars. Hand-crafted in a traditional way by familyowned European chocolatier DOTI. Corporate gifts available.

Category Listing ads

3/1/12

Product News is still the #1 resource for great products for museum store buyers. CoNtACt MARY PEtIllo toDAY At (503) 726-4984 foR DEtAIlS.

Funnybone Toys Denver, Colo. (917) 280-9110 | Fax: (303) 388-1039 www.funnybonetoys.com julien@funnybonetoys.com Gryphon and Eagle Games Fountain Hills, Ariz. (480) 836-2139 | Fax: (270) 259-8835 www.eagle-gryphon.com ashlandjo@gmail.com Squishable New York, N.Y. (800) 490-9784 | Fax: (646) 350-0133 www.squishable.com aaron@squishable.com JEWELRY

Arbor Vitae Cards Tulsa, Okla. (918) 557-4290 | Fax: (918) 747-4436 www.arborvitaecards.com 11:29 AM claire@arborvitaecards.com Esprit Creations Alachua, Fla. (352) 316-6130 | Fax: (386) 462-3480 www.espritcreations.com elaine@espritcreations.com STORE OPERATIONS Clear Solutions Hinsdale, N.H. (603) 256-6644 | Fax: (603) 256-8057 www.cleardisplays.com roger@cleardisplays.com TAM Retail Orland Park, Ill. (708) 460-0999 | Fax: (708) 460-1253 www.tamretail.com bhlode@tamretail.com SPRING 2012 | MUSEUM STORE

DavidChangar.indd 2

MSA12_ProductNews.indd 53

3/1/12 11:35 AM

3/5/12 9:27 AM

| new releases |

s a cultural commerce buyer, you have the unique opportunity of extending and enhancing your visitors’ experiences with educational and unusual merchandise. Here’s a sampling of the new products submitted to MSA for review in the past 90 days. (All review copies will be donated to qualified charitable organizations.)

EDUCATIONAL PRODUCTS Mammal Skulls TOOB® Safari Ltd. Miami Gardens, Fla. (800) 554-5414 | www.safariltd.com Wholesale: $5.50 | Retail: $10.99 Each mini figure in Safari’s TOOB® ranges from 1" to 3" and is carefully sculpted and finely hand-painted. Packaged in a reusable acetate TOOB®, the figures guarantee years of learning fun. These small, highly detailed figures depict the skulls of the most beloved mammals. This TOOB® includes the skulls of a dolphin, lion, rhinoceros, elephant, giraffe, zebra and hippopotamus. All figures are 100 percent guaranteed and phthalate and lead free to ensure children’s safety. Educational information in five languages is available online. Suggested ages 3+.

HOME & GARDEN Bird on a Nest Haw Creek Forge Asheville, N.C. (828) 285-9785 www.hawcreekforge.com Wholesale: $43 | Retail: $107 Created out of copper, the nest is handwoven and spot welded. The Carolina wren is gracefully shaped; the subtle hues in the copper are brought out with the heat of a torch. The elegant, hand-crafted piece rests on a 36" garden stake. Bird lovers will find it makes a lovely addition to their gardens! The complete piece is clear coated for weather fastness. Made in America by talented artisans in the mountains of western North Carolina.

| ad index |

Oblo is a 3-D spherical puzzle that challenges and inspires kids of all ages. To graduate from one layer to the next, users will progressively build spheres within spheres. The unraveling discovery happens when taking the puzzle apart; and the true mental challenge occurs when putting the puzzle back together.

www.oblospheres.com 54

Arbor Vitae Cards .................................... 36 Artwear LLC............................................. 31 Authentic Cards Inc. ................................ 37 Big Hairy Dog Information Systems ....... 13 Bullpen Book Sales ................................. 37 Carr Enterprises ...................................... 21 Clear Solutions, Inc. ............................... 36 The Cultural Traveler ................................ 25 DanDLion Empire .................................... 37 David Chandler Co. .................................. 15 Deneen Pottery ........................................ 11 Design Master Associates Inc................. 56 Dowling Magnets ..................................... 45 Duo Press ................................................ 49 EDC Publishing ........................................ 30 Esprit Creations........................................... 38 Folkmanis Inc. ........................................ 55 Found Image Press ................................. 44 Fractiles ................................................... 49 Full Art Perú ............................................ 33 Funnybone Toys LLC ............................... 13 Galison/Mudpuppy ................................... 48 General Pencil Company, Inc. ................... 16 The Gentle Revolution Press ..................... 15 Getty Publications ....................................... 23 Glass Eye Studio/ Global Village Glass Studio ................. 48 Great Circle Works .................................. 54 Gryphon and Eagle Games...................... 48

Heritage Metalworks Inc. ........................ 38 Historical Folk Toys LLC ......................... 38 J. Davis Studio ......................................... 49 “Marketing Cultural & Heritage Tourism”............................... 25 Mata Ortiz to You ..................................... 43 Museum Reproductions Inc. ................... 42 Museum Store magazine ......................... 35 “Numbers by the Book” ........................... 35 Paintbox Press ........................................ 36 Parli-Cards (A Div. of Practical Strategies Inc. ...... 43 Pigment & Hue Inc. ................................. 15 Pine Garden Baskets............................... 45 Portland Press........................................... 5 Product News ........................................... 52 The Rosen Group ....................................... 2 Safari Ltd. ...................................................... 9 Solmate Socks ............................................. 13 Soft Stuff Creations Inc. .............................. 43 TAM Retail (A Div. of Lode Data Systems)... 7 Thames & Hudson ...................................... 17 TreeSmart Industries Inc. ....................... 39 U.S. Games Systems Inc. ......................... 7 For detailed contact information about any Museum Store advertiser, please visit www.MuseumStoreAssociation.org and log in to the Member Directory.

MuseuM store | sPrING 2012

GreatCircleWorksAd.indd 1

MSASpring12_NewReleases.indd 54

8/25/11 10:30 AM

3/5/12 9:24 AM

An essential ingredient to every toybox, every childhood, every generation. See more puppets at www.folkmanis.com 0r call 1-800-654-8922 for a free catalog.

See us at Expo Booth #1000

Folkmanis.indd 55

3/5/12 9:20 AM

DesignMasters…Endless Possibilities L

3-D  M I

C D Come visit us at

BOOTH



5 Items Under $1.00 Wholesale, No Item Over $5.00 Wholesale!

SCAN TO LEARN ABOUT CUSTOM PRODUCTS

DesignMaster.indd 56

A collector’s item or an appealing souvenir, our design team can create your custom product. Ask us how.

144 Piece Minimum Order, 90 Day Turnaround, No Set-Up or Design Fees!

2012 DMA · MM-001-304

3/5/12 9:20 AM