From fundraising to marketing strategies to enhance museums

twelve o’clock, March 5, 2021 – 19:55

In the book by Granato and Picilli, the recipes for organic and sustainable development

of Gabriele Bojano

You say marketing and you think you’ve said it all. Nothing more wrong. Behind a term borrowed from the English language there is a whole world of opportunities and strategies that allow for the implementation of good practices for the most advanced and profitable use of museum spaces and archaeological areas. The objective of the book written jointly by Gabriele Granato, marketing manager of the Archaeological Park of Paestum and Velia, and Raffaele Picilli, expert in fundraising and people raising techniques, entitled “Fundraising and marketing for museums”, published by Rubbettino , it is precisely this: to offer an overview of all the possible actions to be introduced to renovate, innovate and develop a museum or an archaeological area, through the study of the most effective techniques. A book therefore, “not only important but also necessary”, as Alfonso Andria, director of the Archaeological Park of Paestum and Velia writes in the preface, accompanied by analyzes of Italian and foreign practical cases and interesting interviews with experts. Like the one to Massimo Osanna, general director of museums at the Ministry of Culture, for years at the head of the Pompeii excavations, who claims a training and loyalty role to museums when they are able “to create a feeling of belonging to a physical or metaphorical space “. From the Royal Palace of Caserta, whose new logo, submerged in controversy, lasted a week, to the Louvre Museum which hosts 27,000 visitors a day (data prior to the pandemic) and has a following of over 7 million people on social There are many examples and if successful they always rhyme with contamination and interaction. In the end, one thing is certain: in order to compete, grow and sustain itself today, a museum needs to make the most of its cultural heritage and this is only possible through good marketing.

March 5, 2021 | 19:55

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