1. Why diversity marketing?
product
What you do
image
What you say
Why diversity marketing?
Where you do it
Environment
How you behave
culture

2. What you stand for product Image Heritage & art Where you do it
Environment
How you behave
culture

3. Big Idea Inside: Focus and drive Image: idea that
drives everything you do
Big Idea
True, simple & important idea
Outside: Desirable & different

4. Intercultural
Acknowledge both similarities and differences between people

5. ABCD
Autobiography
Biography
Conflict
Dialogue

6. Personal life histories Recognize conflict Dialogue is more rewarding than conflict

7. Art and Heritage intercultural Reflect similarities
Reflect differences
Art and Heritage
intercultural
individuals
groups

8. Identify groups Reflect similarities Reflect differences individuals

9. Every individual is unique
Every person has a right to culture
One person belongs to different groups

10. Identity Is multifaceted Develops in relation to others
Changes according to the situation, context, stage in life

11. Experience changes identities A person belongs to several groups
The firefighter Mathew Spotp tatood the ext In memory of our fallen hero’s a tribute to the firefighters that died The experience of his day is now part of his identity.

12. Identify groups with respect
Reflect similarities
Reflect differences
Identify groups with respect
individuals
groups

13. Some numbers The Netherlands 16 million inhabitants
Migrants (born abroad or child of one parent born abroad)
2.9 million or 18%
from ‘non-western’ countries
1.5 or 10%
Amsterdam 54 % Dutch origin
Rotterdam 55 %
Utrecht % 

14. Largest groups
Indo Dutch
Germans
Turkish
Surinamese
Moroccans
Antilles
Moluccans
Africans
Latino’s

15. Why should museums attract a diverse audience?

17. Why should museums attract a diverse audience?
Art & heritage is diverse; to present it that way is only fair
Diversity is part of our identity
Why should museums attract a diverse audience?
Sociale inclusion
Reflect demographics
Learn from history- democratic values
5 p’s: places, persons, price, product, promotion

18. Delftshaven customers of windmill

19. Tilburg
Museum of
textile
Women from
the area work
together with
artist

20. Rijksmuseum
Outreach

21. Wedding ceremonies in Rotterdam Historical Museum
Transnational
Culture
Wedding ceremonies in Rotterdam Historical Museum
of Hybridiseren, omvormen tot een transnationale cultuur. Migrants often are key figures in theis process.
Kunst van migranten wordt beschouwd als volkskunde (zelfs stukken die Felix in de tt slavernij gebruikte zijn later in het volkenkundig musuem bewaard en nu in tt)

22. Value: We share difference
product
Heritage is diverse
Works of art exist to be shown
Value: We share difference
Heritage is everywhere
In own environment
Everyone is welcome