Be direct and frank.

Focus on uniqueness.

Go slow.

In Authenticity: What Consumers Really Want, authors James H. Gilmore and B. Joseph Pine II present an exceptionally thought-provoking and example-studded discussion about the "appeal of the real" in the current consumer-driven market. The premise here is that consumers, "no longer content just with available, affordable, and excellent offerings," purchase goods and experiences that reflect their self-image - or the image they want to portray to the world.

"Real" is good. "Fake" is not good.

Museums fit into the discussion under the heading of "Rendering Authenticity."  Roughly translated, this means creating and marketing a product that is real, or at least, appears real. Think Disney's Epcot Center. Or Coke - "it's the real thing".

Because museums have long been viewed as truth-tellers, and as places to go for authentic experiences, all that (theoretically) remains for us to do is tap into this consumer trend.

The book offers great examples and a lot of theory, but very little "how to." That said, I read the book with a pad in my lap, as every chapter sparked new ideas about how to bring my little museum to that "next level."

Most museums market their products as an afterthought. If your museum is ready to use current business theory to create a marketing strategy that just might generate real results, start here.

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