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"I have decided as a direct result of the course to do two things immediately . . ." "At the Auckland War Memorial Museum we have in excess of 500,000 visitors a year including more than 50,000 school-age children in groups." "The major attraction is exhibitions that we display but alongside these is a vigorous programme of activities and events. A very significant number of visiting adults are overseas tourists but the museum is seeking to attract increasing numbers of Auckland families. "Like most cultural institutions we do not have a huge marketing budget by any means. I enrolled for the course to gather a few ideas that might help stretch the budget or perhaps offer some ideas about ways in which we could replace paid advertising with the wealth of person-to-person promotion that we are told can be so effective (especially when it is based on positive visitor experience). "I have decided as a direct result of the course to do two things immediately: "First we will continue to offer our Education Kits FREE on-line but will only present the first six pages of each section. That will speed up downloads too. "People wanting the balance of the material will be required to send us an email with their contact details requesting it. I now understand the benefits in terms of future business of entering such a dialogue with potential 'customers' of our education services, not to mention the other data it will provide. "Secondly, I will seek to use the existing evaluation forms as a source of potential attributed testimonials about the services we offer. "Teachers are telling us about our services and we have not even considered the possibility of using that feedback to help 'grow the business'. "I would like to think that I gained a significant benefit from the day because I did quite a bit of thinking about it prior to the day. This also enabled me to make some sensible contributions when the opportunity arose. This was perhaps more important because while I have reasonable understanding about Marketing this was not based on anything more than previous experience." Peter Millward
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