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Not Bovvered! Including a new generation

Not Bovvered! Including a new generation. MA Conference, Manchester, 6 th October 2010. Comments from the film. Something they did when young i.e. taken to it Which having done once, there is no need to do again Museums see as offering ‘too much information on old things’

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Not Bovvered! Including a new generation

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  1. Not Bovvered! Including a new generation MA Conference, Manchester, 6th October 2010

  2. Comments from the film • Something they did when young i.e. taken to it • Which having done once, there is no need to do again • Museums see as offering ‘too much information on old things’ • Specific about what they would like – interactive means getting involved, touching stuff, experiencing things • Entertainment or involvement? • Part of a creative package: art, drama, music, museums and galleries • The opportunity to ‘Learn stuff I don’t already know’ • The significance of key influencers they empathise with – The Victorians and Van Gogh

  3. PEST and SWOT

  4. Formal eg BML and Omnibus surveys eg Nielsen BookData (explicit) • Explicit for another purpose eg FT • Informal (tacit) • Anecdotal • From authors and agents

  5. Publishers • Booksellers, chain and independent • Temporary site eg literary festivals • Wholesalers • Other retailers – supermarkets and chemists • Amazon and other online • Other intermediaries eg book clubs • Customers for direct supply • Overlap eg booksellers running websites, authors selling through events

  6. Effort vs impact – 14 -18 age group WorstPlace National advertising Contacting parents Exploiting TV series Effort Combined tickets Themed events Offers in gift shop Discount tickets Educational partnerships Twitter Blogging e-comms Media features School parties linked to syllabus Local advertising Best Place Impact

  7. Ten top tips for parents • Involve them in planning – spotting in real life what you have seen in the marketing information really validates the experience • Negotiate on what you will go to see • Quality not quantity; never stay to get your money’s worth (which is why season tickets are great) • Explain that what they are looking at belongs to them • Price tags often prompt good discussions about value/merit/taste • Let them take a friend • Explore the back story - creator/collector/current owner • Show them how to look and comment, but make it accessible (‘that colour blue is lovely’) • Not liking the same stuff as you is fine • Make the shop and cafe part of the date

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