Marketing, visitor research, and museum evaluationKimihia, rangahaua ngā whikawhika o Te Papa

Strategies and planning

Marketing is an essential part of how museums, galleries, and other culture and heritage organisations operate. This guide, from National Services Te Paerangi, suggests some simple, practical steps that can be applied to define your marketing strategy and produce effective marketing campaigns.

Market research

Do you know who visits your museum and why? Or who doesn't — and why not? Knowing your visitors is an essential part of building your audience and planning your services. This guide from National Services Te Paerangi will help you get started with visitor research.

Teams at Te Papa regularly undertake research and share findings to support the wider sector. Read recent reports and learn more about research at Te Papa.

Te Papa Audience Research reports

Te Papa Research

Visitor numbers

How do you conduct a survey to find out more about your visitors? How do you process and present the results? This guide, from National Services Te Paerangi, introduces you to visitor surveys – a vital research tool for your museum’s planning and operations.

Publicity

Museums can and do make news. Culture makes good copy! National newspapers, prime-time television, and periodicals regularly cover major museum and art-related events. This guide, from National Services Te Paerangi, will help you work with the media.

Evaluate your museum with the New Zealand Museums Standards Scheme

Reach new levels of professionalism with the New Zealand Museums Standards Scheme and determine whether your museum is reaching its target audience. See where your museum, gallery, or iwi organisation is doing well, and where it may need improvement.

New Zealand Museums Standards Scheme

Poster, ’Follow me!’, November 1914, United Kingdom, by E J Kealey, Parliamentary Recruiting Committee, Hill, Siffken & Co. (L.P.A. Ltd.). Gift of Department of Defence, 1919. Te Papa (GH016317)