PowerPoint Presentation

Presented by Deepanwita Buddy- Aditya

Marketing strategies of Sports Museums

CONTENTS

AimDefinition of sports n sports museumsName of some sports museums and reason for choosing NSM, Melbourne as the ideal museum, video.Brief introduction of museums and their galleries that are mentioned.Marketing plans of the museums . Activities that the museums are doing.SWOT analysis of the museums.Marketing Audit NSM(Sample)Based on the analysis of NSM, Marketing plans for Indian sports museum.ConclusionReferencencesSlides 29

Aim Of this project:- To analyze the marketing strategies of Sports Museums.

For this project I am taking one sports Museum to analyze the marketing strategies and based on that and with other new ideas, I will try to discuss what is going on in the marketing plans of Indian sports museums. Is there any room for improvement. If yes then how?

Contd

Before knowing about the Marketing Strategy, let us first discuss about the terms like sports, sports museums

What is Sport/Sports?

An activity involving physical exertion and skill in which an individual or team competes against another or others for entertainment.

What is a Sports Museum?

- It is a non-profit organization which houses and celebrates the accomplishment, the characters and equipment related to sports and the unique brand of teamwork, determination, responsibility, courage, fairness, and other qualities of character possessed by Sportspersons.

Contd

Some of the Sports Museum in the world are -

Wimbledon Lawn TennisMuseum, London

Sports Museumof America

NationalSports Museum, Melbourne

International Olympic museum, Switzerland

Blades of Glory, Pune, India

The Sports Museum, Patiala, India

Contd

Lets go to NSM, Melbourne

Among these museums, I am taking National Sports Museum, Melbourne(NSM) to discuss the marketing plan and then I will apply the ideas in Indian contexts.

Reason for taking NSM is that it is one of the best sports museums in the world. It is also known as the Sporting Mecca for the visitors.

National Sports Museum, Melbourne(NSM):-

Located within the iconic Melbourne Cricket Ground (MCG), the National Sports Museum celebrates the contribution that sport has made within the development of the uniquely Australian culture.

The achievements of Australian sportsmen and women at all levels are showcased within interactive exhibitions including sports memorabilia.Contd.

The National Sports Museum is a national focal point for achievements and values in sport, in particular the notion that the pursuit of excellence at all levels is consistent with a commitment to fair play - a philosophy that has contributed to the evolution of our beliefs and culture.Located on two levels of the Olympic Stand (Gate 3), the National Sports Museum displays more than 2500 items from Australia's rich sporting history.These permanent exhibitions will offer visitors an insight into Australias extremely diverse sporting history:-

Faster, Higher, Stronger(Olympics) The People's Ground(MCG)Spirit of Sport(Sport Australia Hall of Fame)Backyard to Baggy Green(Cricket)Australia's Game(Australian Football)Multi-Sports exhibitionGame On(Interactive gallery)MCC Museum(Melbourne Cricket Club)ISS Exhibitions GalleryNSM Cinema SportChampions Thoroughbred Racing Gallery

Contd

Details of some of the exhibitions-1)The People's Ground presents a history of Australia's spiritual home of sport - theMelbourne Cricket Ground.The exhibition highlights the history of the MCG, itsNational Heritage Listing status and the important role it has played in the history of cricket, the 1956 Olympic Games andAustralian Football and as a home for thousands of Australian and United States servicemen during World War II.

2)TheSpirit of Sportexhibition in the National Sports Museum introduces athletes and general members inducted into SAHOF, and honour the sportspeople who have achieved Australian sport's most prestigious honour, Legend status.

The exhibition showcases the careers of Legends including Shane Gould, Scobie Breasley, Greg Norman and Jack Brabham among others.3) Australia's Game traces the history of the game Australian Football and includes a selection of the greatest VFL/AFL Grand Final moments; a wealth of material collected from the greats of this uniquely Australian game.View the hand-written notes outlining the rules of the game by the founders of Australian football, Wills, Hammersley, Smith & Thompson in 1859; the 1933 Brownlow medal awarded to Wilfred Chicken Smallhorn and trace the evolution of player from past to present day.Contd

Australias GameThe People's GroundNSM Cinema Sport

4) Displays on sports including basketball, boxing, cycling, golf, tennis, soccer, netball, Paralympic Games, rugby union and rugby league are featured within the National Sports Museum.

In addition, anew horse racing exhibit -Champions: Thoroughbred Racing Gallery- pays tribute to thesport of kings.5) Game Onis a new hands, feet and bottoms-on area within the museum.

Galleries

The National Sports Museums temporary exhibitions program provides the museum with the flexibility to present a broad range of content, respond to current events, mark significant anniversaries, showcase a wider range of sports and increase accessibility to the heritage collections.

Contd.

Marketing Strategy of NSMNSM have a very detailed and beautiful website.They are very much active in social media like twitter, Facebook , LinkedIn, Google+, email etc.

The National Sports Museum is supported by the Australian Government through funding from the Department of Health and Ageing. They have supporting icon partners like Bank of Melbourne and Coca cola. Other partners like Spotless, herald Sun, ISS , sporting partners like Basketball Australia, Football Federation Australia, National Rugby league etc.

The National Sports Museum Ambassador program includes individuals who have made a significant impact in their chosen sport as a participant, coach, or administrator; or have made a considerable contribution in the reporting of sport through the media. Their Brand Ambassadors are Ron Barassi AM ,Australian football ; Shane Gould MBESwimming, Shane Warne ,Cricket; and the list goes on.

Contd.

The museum hosts theNational Sports Museum Basil Sellers Creative Arts Fellowship. This is a funded program, with sponsorship from Basil Sellers AM. They have volunteer programs as well.

They have a museum shop. A comprehensive range ofNational Sports Museum merchandiseis available at the MCG Superstore.Taking inspiration from the museum exhibits, a diverse selection of items including stationery, giftware, publications and novelty items are available.Entry to Gate 3 of the MCG is at ground level. The MCG Tour uses lifts and is led by the Tour Guide. Entry to the National Sports Museum is via an escalator. A staff member will assist anyone that requires entry via a lift. There are a range of special offers and discounts for visitors to the National Sports Museum. After gates open for MCG events, entry to the National Sports Museum is half-price for allevent ticket holders.If vistors are attending a game at the MCG, they shouldmake sure to allow enough time prior to the game to take advantage of this great discount.Contd

ACTIVITIES

AT

NSMThe National Sports Museum is the perfect place to be these school holidays, with a range of boredom-busting interactive activities that are sure to keep kids entertained. The interactive Game On! Gallery is perfect for kids to throw, shoot, ride, race and run to their heart's content as they challenge the champs and each other.e.g., Spring Carnival dress-ups dress up in racing costumes Touch/sit on saddles, hold bridles, horseshoes and helmets; try on jockeys clothing Bank of Melbourne trivia trail complete the trail and win a prize Wear your footy colours and win a prizeA visit to the National Sports Museum is a popular choice for students and teachers. There is plenty to see and do when a group visits the MCG.Contd.

SWOT analysis:-

Strengths:-

The popularity of the Museum makes the visitors visit to the Museum.

When visitors take a visit to MCG which is one the best place in Melbourne, they ultimately visit the Museum which is inside it.

One of the favorite place for children and the school groups to spend their holidays.

The USP of the Museum is itself the MCG ground and discounts that they offer with particular terms and conditions though and also the Game on section.

Exactly one year out from the 2016 Paralympic Games in Rio de Janeiro, the National Sports Museum at the MCG has unveiled a new exhibit featuring equipment used by some of Australias best Paralympians recently and they have plenty of other successes as well. Contd.

Weaknesses:-

It is very hard to find out the weakness. But may be as it is within the famous cricket ground, people sometimes go the wrong idea that it is giving more importance to display cricket.Activities are little bit more children or youth centric. So number of activities are less for people of other ages.Braille labels are not used for physically challenged people

Opportunity:-

NSM is already offering many things to visitors like holiday programs, special activities in Game on section or the NSM Cinema sport; so they can add more new activities for people for other ages other than youth.Inclusion of more technologies for the physically challenged and handicapped people.

Threat:-

As it is one of the best Sports Museum, so there must be competition from other organisations or holiday places as they also want to increase their customers. So they might try new offers and the happy visitors might leave and opt for this new thing rather than NSM. So popularity can be a threat for them.The special offers or discounts they offer to the visitors are related to the events of MCG. So when the visitors have that MCG event ticket and attend the events than only they can take advantage of these offers of NSM. So it can be disturbance to the visitors and decrease their number for visits.Contd..

Sample of Marketing Audit of Strengths and weaknesses of NSM

Audience Development Major StrengthMinor StrengthNeutralMinor WeaknessMajor WeaknessHighMediumLowVistorship levelVisitorship DiversityRepeat VisitorshipVisitor service qualityMembership program quality

performance importance

Comments from visitors for NSM in different social sites:-FaizalaQmalKuala Lumpur, Malaysia

museumThe National Sports Museum is a museum dedicated to Australian sport and is located within the Melbourne Cricket Ground in Melbourne, Australia.Visited September 2014Noel bPerth, Australia

Sporting MeccaThe National Sports Museum is a must visit if you are in Melbourne.Covering many sports from The Melbourne 1956 Olympics,A F L,Cricket,Basketball,Softball,Archery,Car Racing,Horse Racing,plus many more,including the hall of fame.Include a tour of the World Famous MCG,it is not only facinating but very interresting. Allow at least 2-3 hours,you won't be disappointed.

Visited July 2015ParashmitraMumbai, India

Sports GaloreThe National Sports Museum is Australia's home of the Glorious Sports History that they have. Everything that the Australians have won in the past so many years finds its place in the museum. It is a must visit for every Indian.Visited March 2015

Coming back to Indian Sports Museum

From NSM

Where is the National Sports Museum of India???!!

Ohhh! Here it is.in PatialaBut people know only about NIS. What to do now?

The National Sports Museum established in 1972, at the Institute, is now India's cultural pride. The purpose of the Museum is to remind the posterity of the accomplishments of our sportspersons.

Netaji Subhas National Institute of Sports, Patiala India which is also Asias largest Sports Institute is housed in the palatial monumental building and sprawling lawns built by the erstwhile Maharaja of Patiala whose descendants dedicated this complex for the promotion of sports to the people of India. The Institute is having 115 rooms and among these one room is used as the National Sports Museum of India. NIS is housed in the OldMoti Bagh Palace of the erstwhile royal family ofPatiala State, which was purchased byGovernment of IndiaafterIndian Independence.

National Sports Museum, Patiala, IndiaContd

Collections of Sports Museum, Patiala:-

The Museum displays the rare trophies, shields, cups, medals, pin & badges, photographs, certificates, stamps, coins and personal sports-gear of world renowned sports personalities. The Museum has also received a large number of collections from the leading foreign sportsmen.

Several items of sports memorabilia, like a hass (doughnut-shaped exercise disc), weighing 95kg, used byThe Great Gama, for squats, and MajorDhyan Chand's gold medal from the 1928 Amsterdam Olympics, andPT Usha1986 Seoul Asiad shoes, are housed at the National Institute of Sports Museum. Contd..

Present Marketing status of Sports Museum, Patiala :-

The museum doesnt have any website.Phone numbers are not in use. Like at present time one cant have any access to them until and unless the person doesnt know one of the members of the museum personally.

Though NIS is the one of the most well known Institute and socially active and always related to celebrity sportsperson but their museum dont have any social page or social activity.

When you type National Sports Museum of india in google then you cant find directly. The NIS page can only be seen everywhere.Contd..

Improvements that can be done in our National Sports Museum, IndiaTo market anything 1st we should have a proper building Name or the hoardings which cant be seen in the photoghaphs of the museum.

Ideas can be taken from NSM not only to market but how to improve a national museum by including all the sports and activities related to them.Bollywood stars can help to promote the Museums as films like chak de india, lagaan etc helped a lot to promote these games.

Advantage of NIS can be taken to make the famous personalities related to different sports as the brand ambassadors of the museum.Museum shops can be opened. The museum should join the social sites.

Sports bar can be used to promote the Sports Museum. India has several sports bar which are used during IPL. Some of the Sports Bar around the world are:-

1. Heroes Sports Bar & Grille, Mobile 3.The Royal Peasant, Athens

2.Kezar Pub & Restaurant, San Francisco 4. STATS, Atlanta etc..

Contd.

SPORTS BARS

Sports MuseumConclusion

Strong Marketing strategy always helps a museum to bring the visitors to visit the museum. India has so much to preserve and celebrate in the field of sports. A good Marketing plan will definitely help it to save the accomplishments of our sportspersons and the sports.

REFERENCES

Website of NSM

News of Newspapers like Hindustan times, news channels like Zee News

Netaji Subhas National Institute of Sports PATIALA, INDIA; NIS an overview

Social sites like twitter page of NSM and other sports museum, Sports authority, Facebook, LinkedIn( followed Shane Brown, communication manager at MCC; Cynthia Wallis Barnicoat Audience Development Manager at National Sports Museum, MCG, Melbourne)http://www.tripadvisor.in/ShowUserReviews-g255100-d2266013-r296803503-National_Sports_Museum-Melbourne_Victoria.html#

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