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MSA FORWARD VIRTUAL 2021 Conference Education Session Recording
Packing a Punch: The Ins and Outs of Museum Retail Packaging & Collateral. Sponsored by: Penguin Random House
Presenters: Colleen Higginbotham, Chrysler Museum of Art; Stuart Hata, De Young/Legion of Honor Fine Arts Museums of San Francisco; Sandy Bastone, Prime Line Packaging
Knowledge Standards: Business Relations, Communications, Customer Relations, Operations
Session Description: Store packaging plays an important role in the marketing mix for museum retailers. Distinctive and consistent museum retail packaging is not only an important extension of an institution and store’s brand, but it also acts as the physical embodiment of the institution and store in the customer’s hand and home. Well produced and designed packaging contributes highly to the overall impression that your museum store leaves on the minds of your customers and visitors. In this session, museum packaging experts and suppliers will discuss the ins and outs of strategically developing and realizing consistent museum retail packaging and related collateral that delivers brand impact with functional ease.
What attendees will learn in this session:
- How to strategically plan for developing museum retail packaging that uniquely reflects your institution while delivering key marketing messages.
- How to ensure green and sustainable packaging
- How to work with internal stakeholders and external service providers to determine design, formats, pricing, and production.
- How to supplement packaging with related promotional and marketing collateral
- How to plan for budget, project purchase quantities, and estimate usage, especially during COVID
-Online store packaging considerations with growth in Online store
