ASDC Marketing Conference
UK Association for Science and Discovery Centres
Friday 8th February 2013
Glasgow Science Centre
The third ASDC Marketing day conference took place on Friday 8th February at the Glasgow Science Centre. In an interesting and unusual year for British tourism, one of the industry's acknowledged experts, Ken Robinson CBE, spoke about science centres in the context of the wider tourist economy. Morris Hargreaves McIntyre has produced insights which have revolutionised how the biggest not-for-profit tourist organisations view their audiences - their clients include Tate Galleries, the British Museum and the National Trust; Andrew McIntyre, one of the partners, gave a presentation about how science centres can better understand their visitors. Richard Hall, author of Brilliant Presentation, Brilliant Marketing, and Brilliant Business Creativity also discussed the need to think differently in this changing time.
The Innovation Session: 5 ideas, 5 minutes each with time for discussion. Delegates were invited to share a great campaign or idea you want to share with other attendees? For this session we invited 5 delegates to put themselves forward to either give a talk or raise an issues for discussion. They could speak about an exciting campaign they have been involved with or seen, or raise something they wanted all ASDC members to work better together on, for example finding a mechanism to share details on membership schemes or secondary spend and wanted to see if others were interested in sharing this information?
Ken Robinson CBE is an independent advisor specialising in tourism and visitor attractions. His particular interest is innovative and creative strategies that optimise the economic, social and cultural benefits of tourism. Past chair of the Tourism Alliance, and the Tourism Society where he currently Chairs its Think Tank, he also chairs VisitEngland's Visitor Attractions Group, and is a Board member of several tourism bodies. Ken was appointed CBE in 1997 for services to tourism.
A co-founder of Morris Hargreaves McIntyre, Andrew McIntyre is one of the UK's leading authorities on audience motivations, behaviour and responses. His work on visitors' engagement with and meaning making from museum and gallery collections has profound implications, not only for arts marketing and audience development but also for curatorial and educational practice in the sector. But he doesn't just do theory. Andrew has devised many widely used audience development techniques including Test Drive the Arts and Audience Builder. He has served as Chair of the Visitor Studies Group and is a popular speaker and trainer. He gives delegates real insight into the minds of the audience, a toolkit of skills and techniques and the inspiration and confidence to try them out. MHM works internationally; in the UK, they have assisted organisations including the British Museum, Tate Galleries, Historic Royal Palaces and the National Trust.
Richard Hall is the author of the books Brilliant Presentation, Brilliant Marketing, and Brilliant Business Creativity, and spent his early career as a marketer at Reckitt's, RHM, and Corgi Toys before moving into senior roles in the world of advertising. Richard will talk about marketing in changing and uncertain times, and the need to think differently.
There will also be opportunities to experience the Science Centre, network with your peers, and discuss future opportunities with the Marketing Group.
You can book tickets for this event by clicking here