Extend Your Merchandising Wingspan

All in all, Maxwell stresses that Winterthur's merchandising efforts are successful at marketing for the museum. To show the power of this effort, she uses the example of boxes of note cards it sells with images of Americana on the front, the Winterthur logo on the back and a note on the inside about where the image comes from. In terms of points of contact, Maxwell explains, it's a marketing effort that reaches not only the person who purchases the cards, but also the eight to 10 people who receive them. A similar, viral-marketing effect takes hold when owners of Winterthur's reproduced home furnishings share with friends and family the stories associated with those items.