User Guide
Section 2:
Marketing at the National Waterfront Museum
Marie Szymonski, the Marketing and Communications Officer at the National Waterfront Museum discusses aspects of marketing at the museum.
The 4 ‘P’s - Marie introduces herself and the National Waterfront Museum by outlining the Place, Product and Price components of the marketing mix.
Summary points
- Place – located close to the city centre and within easy reach of the M4 corridor east and west.
- Product – a museum which tells the story of how industrial developments have changed the face of Wales, using the latest multi-media technology. Other components of the product include a gift shop, café and corporate hire facilities.
- Price – free entry thanks to financial support from the Welsh Assembly Government plus sponsorship from a range of organisations.
Promotional activities – Marie discusses Promotion, the fourth ‘P’ of the marketing mix and explains the key promotional activities undertaken in her role.
Summary points:
The main promotional activities are:
- Press and PR activities
- Paid-for advertising
- Promotional Literature (event brochures, flyers)
- E-marketing
- Direct Mail
SWOT Analysis – Marie provides an overview of a SWOT analysis of the National Waterfront Museum.
Job role – Marie also discusses her job role and explains the nature of her work. So what does a Marketing and Communications Officer do? Marie explains.
Summary points:
- The Marketing and Communications Officer has a varied job role. Key aspects include
- Working closely with other departments such as events, curatorial and visitor services.
- Liasing with the press and media on a daily basis.
- Updating the museum’s online tools.