Museum marketing as a tool for survival and creativity: the mining museum perspective

This paper considers the contribution that marketing can make to museum survival strategies and, in particular, the application of marketing tools to mining heritage museums. The analysis focuses initially on the use of marketing tools to reach receptive target markets, including current visitors, local and regional communities, the schools segment, mining heritage enthusiasts, cultural tourists, day-trippers, and the travel trade. This paper also outlines options for adjusting and diversifying the museum offering to raise visitation levels and, finally, discusses the value of museum branding.