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Beamish Swot Analysis

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Aims and objectives…
Beamish offer an immersive museum that’s puts the visitors first, using its collections and sharing stories of everyday life in the North of England between generations. They also however promote the fact that they are a living museum celebrating the heritage of the North of England with people, enabling communities to participate in the making, creating enduring relationships. Furthermore they are an organisation that thrive through self-reliance and entrepreneurial spirt always looking for new opportunities to innovate and grow to reach more people. (Simon Woolley 2015)

Marketing objectives…

Engagement; a key principle to beamish is building relationships and a dialogue with audiences through transparent …show more content…
Marketing Techniques…

Due to the products and beamish offer they opt for relationship marketing which entails forming long term relationships with the customer encouraging repeat business rather than a one off transaction. However having said this you could argue that beamish also use transactional marketing in terms of their gift shop as repeat visitors will more than likely only purchase a one off transaction in the gift shop.
Beamish use a mix of three growth strategies from within the Ansoff Matrix; Market penetration, Market development and Product development.
- Market Penetration; for beamish this remaining as they are with the same products and services on offer within their existing market but increasing the number of customers that visit within the year. One way that they achieve this is offering the annual pass. So the one off £18 ticket payment will allow you to return to the museum all year round for no extra charge. Beamish also use high onsite leaflet usage as for first time customer also helps to provide a potential platform to promote repeat visits. This is also how the achieve relationship marketing, as the one off visitors then become repeat …show more content…
Over the years beamish have re-segmented their market many times in order to find new markets and in turn increase their number of visitors. An example of this would be them targeting the international tourists to the region, by advertising on buses and in tourist offices.
- Product development – Beamish also often develop new products in terms of constructing and opening new time period specific attractions and marketing them to their existing customers. Currently they are working on 1950’s and 1980’s town.

Branding…
All of Beamish’s branding is concise and traditional, from leaflet to website. They use a unified set of leaflets, with a…
Agreed heritage colour palette

And… with the iconic Chauldron wagon all included within their logo. With the use of paid bus adverts and leaflets at local tourist sites, they use this brand positioning to encompass with their main guiding principle off offering local history, by advertising and including the local communities. This use of concise and consecutive branding also allows Beamish to create a recognisable brand helping with the use of their growth strategies highlighted earlier, extending the product/ service

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