| |
|
|
 |
|
Paal
Mork |
| |
|
|
| |
|
Norsk
Folkemuseum
head of communications since 1992 |
| |
|
|
| Geboortejaar: |
|
1965 |
| Nationaliteit: |
|
NO |
| Woonplaats: |
|
Oslo |
| Website: |
|
www.mpr.icom.museum |
| |
|
|
| CURRICULUM |
|
|
| Specialisatiegebied: |
|
museum
communications and branding |
| Opleidingen/studies: |
|
master's
degree in Ethnology and educated in Marketing and Communications |
Deelname
aan raden
en/of besturen: |
|
chairman
of ICOM-MPR (the Marketing and PR committee of the International
Council of Museums)
board member of ICOM-Norway |
| Publicaties: |
|
article
on museum marketing in ICOM/Unesco's handbook for running a
museum for the Arabic World
article on branding in Norsk Folkemuseum's book 'Museum I friluft'
article on architecture in Luster's yearbook |
| |
|
|
| maandag
10:30 |
|
Controlling
the museums brand
plenaire sessie in het Engels
Who is controlling the museums brand? Many museum brands have
been built through a long history of existence, but the brand
values are influenced both by the museum itself and the audience.
Paal Mork discusses the value of brand equity and gives some
ideas of how museums can put more consciousness and objective-driven
strategies into the brand building process. |
| Uitgebreid: |
|
Klik
hier |
| maandag
16:15 |
|
Free
or charged entrance? (parallelsessie 2.2)
Een rondetafel-gesprek ingeleid door Joanie
Dehullu in het Nederlands over de Hasseltse case, verdere
algemene discussie in het Engels door Paal Mork, Jean-Michel
Tobelem en François
Colbert.
Joanie Dehullu:
Een gratisbeleid. Ook voor het Hasseltse stadsmuseum? Gratis
toegand leidt -volgens literatuur- onomstreden tot meer museumbezoek.
Maar geldt dit ook voor een 'klein' stadsmuseum? Is het gratis
openstellen van het vernieuwde museum een instrument om het
gewenste publiek te bereiken, om te zorgen voor een natuurlijke
loop binnen en buiten het museun? Wat zijn de pro's en de contra's
voor een gratisbeleid in het Hasseltse stadsmuseum?
Paal Mork:
Overview of different models chosen in different European countries,
pointing out pro's and con's.
Jean-Michel Tobelem:
The link between price and strategy.
François Colbert:
To accept to buy any product the consumer must have some kind
of interest for this product otherwise nothing else helps. If
there is no interest for museums, be it free, the citizen will
not come to an exhibition. Free entrance may encourage more
visits from those already convinced, and may induce somebody
to try the product in some cases, but it is not THE solution
to attract more visitors especially given the cost of this strategy.
Free entrance may also send the message that if it is free,
it is because it is not that important. |
| |
|
|
| |
|
|
