The challenge is to make more people aware of the museum and what it has to offer, achieve a responding positive reaction, and then seek to motivate a visit and put people in an active frame of mind. The image will define his or her attitude toward the museum and will have a major influence on any decision on whether or not to visit and on expectations of the visit. The external analysis will concentrate on the attitudes of existing visitors and non- visitors. Museums must make a virtue of this, placing visitor engagement with staff as one of the highlights of a museum visit. The museum product is also dependent on visitors as part of the production process. For most museum directors, the role of the marketing department remains one geared to bringing in visitors. There must be a constant process of renewal and both exhibits and visitors need to be supported by relevant programmes of activities.