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This new level of connectedness brings a wealth of opportunities to attract new museum visitors from all walks of life, with vast interests and varying social needs. During one visit, for example, Museum Nerd asked @MuseumModernArt why there was so much dust in an … With no option to extend the exhibition the V&A came up with a way to increase capacity, improve guest experience and attract visitors for whom a visit to the V&A would normally not be possible; they chose to open through the night for its final two weekends helping to make the exhibition the most successful the V&A, London had ever seen. Content Marketing: Create an Editorial Calendar. In this event marketing guide, we reveal the strategies we used to promote our first conference and outline how you can use these techniques for your event. And it’s not just about the money, diversifying your opening hours can dramatically increase your chances of diversifying your visitors. The BNP Paribas Foundation has been a trailblazer in actions to promote awareness of and preserve the heritage of museums.For 25 years it has been a loyal and widely recognized patron of museums, regularly funding restoration of works. By increasing their opening hours the V&A, London attracted not only those visitors who simply couldn’t get tickets for the daytime opening in the first instance but also allowed those who would not normally be able to visit during regular operating hours a chance to see the exhibition. And for us a way to promote the museum night already. Exhibition Plan – Every museum is divided into areas. Through the past decade we have seen massive social change in the UK and around the world which, during the initial stages seemed dramatic, with the closure of many traditional community spaces and the increase in time many people are spending in virtual environments. Plan your content using an editorial calendar. This is both enticing for those you want to attract and soothing for those who already have knowledge of your museum but perhaps needed additional detail to convince them to invest their time and money into a visit. I think the importance of museums is often overlooked. The areas may be called galleries or zones or era or a “topic”. Use a $1,000.00 Pomonko family donation to develop a logo. Whether you bring your child to a children’s museum, art gallery, or science museum, history has made a huge impact on the innovation they are witnessing. How wrong those predictions turned out to be. A marketing plan is the road map of where your museum is going. Don’t forget to give the designer a good brief to guide them. Planning Solutions Consulting Limited | All Rights Reserved |. Technological changes may have made us more connected in a virtual world, made it easier to keep in touch with family and meet new friends with similar interests but the we have also seen social spaces diminish over the past decade. The power of review sites – however much we love (or hate) review sites they are here to stay for the time being. Host a movie night. See http://egyptmanchester.wordpress.com. This is something which can be quite simple to complete. Carly Straughan began her career working in tourist attractions on a 3 month contract until she found a “real job” and almost 15 years later she is still here. If not, I recommend using the ones by Fanbridge or ReverbNation. Part Two: Strategy Set Up Your Goals. Do a survey of visitors to the town. Website audit – to ensure that your online experience (desktop / mobile / tablet) meets the needs of your visitors it is essential to carry out an annual audit of your website. As a museum with a modest marketing budget, you are going to have the greatest impact if you can activate an enthusiastic micro-target via their pre-existing passion for whatever it is. You can then use this data to send people an online newsletter via a service such as Mail Chimp. Visitor data – understanding who your customers are is essential to developing a targeted and effective marketing strategy. Here you can meet lots of art fans, professional artists, and industry pros like gallery owners and agents. Many of these shift workers find daytime visits to museums and attendance of other leisure activities hard and so any events held outside of traditional opening times open up a whole range of people who would normally be unable to attend. In this article we’re going to introduce you to the applications that museum marketing pro’s need to make their lives easier. But it should and for more reasons than purely financial ones. When our family lived in Iowa, the Science Center of Iowa always had … Using online community to drive visitors to museum. She now works with museums, arts and heritage, and tourist attractions worldwide and she is a passionate supporter of the industry. "Realize that … I thought it would be useful to share some marketing tips for museums and visitor attractions. Panaji: Owing to the current situation of the Goa state museum, experts in Goa came together on a common platform to put measures in place to increase accessibility in innovative ways. For anyone who likes to know what they are getting into before committing to a visit, including individuals with Autism, Asperger’s and other anxiety disorders, prior knowledge of what to expect when they come through your doors can make the experience much more manageable and enjoyable. Go to adult-only nights/events. Photo library – you may be contacted at short notice by your local media, a tourist publication or destination management organisation for a photograph of your visitor experience. Create an Internal Communication Strategy. With such easy access to information from all over the world it’s easy to understand why our cultural institutions worry about attracting new museum visitors when there is so much content already to be explored in a virtual setting. To increase the number of positive reviews when they are leaving your museum or visitor attraction ask visitors to write a review if it looks like visitors have had a great time. It’s no secret that sharing on social media drives many people to visit places that they may never have heard of. Museum Nerd, a blogger and social evangelist who shares musings on museum visits, arts advocacy and education, believes engagement is the most important reason for museums to use social media. The Wellcome Collection is a museum located in London, with a unique... 2 | Use UGC photos as an anchor for promotional text. You can also run Facebook competitions to increase the number of likes. Late night events openings, early mornings for members and other none traditional opening hours will allow you to attract new museum visitors and, as the workforce continues to become more flexible about working hours, people will expect museum services to keep pace or they will find something else to spend their money and time on during their leisure hours. If you want to engage new communities and attract new museum visitors you need to look beyond your obvious allies. As the closing of the exhibition approached there was still a huge waiting list, memberships were still being purchased to guarantee entry and tickets were being snapped up as soon as they were released. Having in-person events, lectures, music, drinks, films at museum. While PR can target broadly, marketing is far more effective if it does not. Consider the use of voucher sites – if you don’t have a large marketing budget (or even if you do) the use of voucher and discount sites can be an effective way to raise awareness of your visitor experience. In a world where everything seems to move at the speed of light, quality time and shared experiences can be hard to come by. When growing up, we learn and hear about older civilizations, periods in time, and significant figures throughout the history of the human race, but we rarely get to see the actual remnants used in these time periods without a visit to some sort of museum. Incentivising people by entering them into a ‘prize draw’ for a family day ticket can help to generate a higher response rate. This acceptance of a community has allowed a real relationship to flourish with enough trust to make physical changes to the museum such as gender-neutral bathrooms. I’m going to see if this YouTube video will work. But we also know there are some experiences that are much more than the virtual world can offer. Best practice in making Museums more accessible to visually impaired visitors. This is usually because simply keeping the museum afloat on a... MuseumNext earns commissions from purchases made through some links on this website. Maybe your town has a one-of-a-kind museum, boasts "the largest in the world" of something bizarre, hosts a fun festival or is home to a historical building. Credit: Chicago Children’s Museum. © MuseumNext 2020 | Terms and Conditions | Privacy Policy | Website: General Public, traditional pub had been “killed off by millennials”Â, many of us spent more time online than sleeping  in 2018, 350,000 night workers and across the UK there are over 3.2million people who regularly work through the night, promotion of LGBTQ events, tours and specialised blog, Philbrook Museum of Art on their hugely successful Museum Confidential podcast. You can conduct face to face interviews at the local shopping … Email signatures – it doesn’t cost anything to include links to the next three upcoming events in your email signatures. It’s good practice to have a digital library of high quality photographs available. You collection may not even be the source of your event, imply by inhabiting a physical space your museum can host events that may seem to be of no relation to your mission but isn’t that sort of the point? Experiential – That’s the Key Word. When you volunteer to use your artistic abilities to benefit your community, you build your reputation as an artist and can gain unexpected opportunities to promote your work. In our experience it is worth working with an external designer to produce your newsletters and other marketing material. Have a look at The Egypt Gallery at Manchester Museum which has an excellent blog which is frequently updated. Send Out Targeted Emails: By now, you should have a e-newsletter service. To increase the number of positive reviews when they are leaving your museum or visitor attraction ask visitors to write a review if it looks like visitors have had a great time. It encompasses a wide variety of disciplines, which in turn requires a lot of work across multiple teams within an organization. The days of wandering museums reading small print placards … Becoming more open about your collections, exhibitions and event online not only can you feed the “fear of missing out” that comes from seeing your friends, family and other connections visit a museum but it can help others to find something that truly interests them or give those that might have avoided attendance the confidence to join in. How Can Museums Encourage Visitors to Post About Them on Social Media? With this social shift, and many related social changes, in mind it’s time to think about how museums can use this to their advantage to attract new museum visitors who are looking for different options for spending their leisure time. #5 – Getting Active in the Community can Help Promote Your Art. Prepare a targeted pitch for your product line to the museum store buyer prepared with knowledge … Museums can offer a space for reflection, creativity and collaboration and the exhibitions that you host and your collections can be a fantastic jumping off point for activities to attract new museum visitors. Some of the best types of community outreach include: Norwegian artist Lars Aukrust painting outdoors. The bigger your museum is, the more you’ll need a robust internal... Write Social Media Guidelines. By offering your spaces and collections to community groups you may just find yourself on the receiving end of additional new visitors that they communicate with, some of whom may never have visited a museum before. Event marketing can be a daunting task. Marketing for Museums Think About Your Audience. 2. Whilst may traditional high streets have given way to on-line shopping and austerity has closed many community centres, libraries and drop-in centres people will always need physical gathering spaces. For many social spaces, including museums, social change is not the same as loss of socialising. An exhibition consists of a group of exhibits organized around a topic. Florida Museum of Natural History Gainesville, FL 32611 352-392-1721 (Research) or 352-846-2000 (Exhibits) By making sure your online presence is available to everyone with interesting and relevant content you reach out to new museum visitors across the world and give them reasons to visit you in person. With gender and race showing huge differences in the numbers of shift workers those night-time, evening and early morning sessions might just allow you to attract new museum visitors and connect with parts of your community you normally miss. They are looking for physical spaces they can invest in, communities they can engage with and tribes to belong to and Museums have a huge opportunity to be the recipient of their time and money. Fresh ideas from museums around the globe in your inbox each week. The Importance of a Marketing Plan. “But my collections are interesting to everyone!” I hear you cry but as Generation Z mature they don’t just want to look at interesting collections, after all they can do that from their smartphones. Don’t forget about the Data Protection Act! Acknowledge the value of decommissioning or relocating culturally insensitive icons. Sit down with existing visitors (with a desktop, tablet and mobile) and ask them to complete tasks on your website e.g. Unconventional Ways Museums Can Use UGC to Promote their Exhibits 1 | Make visitors a part of the exhibit themselves. How to Increase Museum Attendance. It’s a very cost effective way to engage with visitors – Twitter and Facebook are free to use. Replicating the in-person experience for … The key, therefore, is target selection. Beyond any doubt, artists want their art in museums-- museum acquisition is the ultimate validation of everything artists live and work for. Whether it’s spending holidays with our loved ones, catching up with friends over a weekend or meeting for a first date, physical spaces are vital for our social lives and our health and well-being. According to research carried out by Statista over 90% of all adults aged 16-54 owned a smartphone along with more than half of all adults aged 55+. If your museum can spend a bit of staff time and money to write and produce a great gallery trail, you can sell them to visitors for years to come (or at least until your exhibits change!). Promote on social media … in a dozen different ways Share rich media, soundbites, video, images, teasers, evergreen — anything you can think of. And in some cases, whilst the collections you maintain may not solely be about a specific topic, I can guarantee there are links to communities you don’t see until you find the right community partner to deliver new experiences alongside you. For many museum’s the option of opening outside of traditional opening hours may seem absurd and with budgets always tight anything that increases your costs is surely never going to cross your mind? The initiatives include: 1. Alongside this I have been carrying out the marketing activities for CONKERS an environmental discovery centre, in the Midlands for over seven years. Your front of house staff can ask visitors to your museum or visitor attraction to complete a short questionnaire and setting up a survey on Survey Monkey can help to engage with your visitors online and people who may not have visited you yet. Some museums, such as the Chicago Children’s Museum, now offer “play for all” events for families with special needs children. Several museum directors agreed that maintaining the loyalty of a committed local audience is the first order of business for a small museum … As well as helping to identify your core audience and how they heard about the attraction, visitor surveys can also be used to help shape your investment strategy in the development of the visitor experience in the future. As Thomas Jefferson is often quoted saying “if you want something you’ve never had. to a Museum Encourages a Love of History Museums are the caretakers of history as much as they offer connections to history that can easily be overlooked in traditional classrooms. Your collection may be highly focussed but your café, conference and outdoor spaces can play host to all sorts of community groups that don’t share your obvious interests. As a 24 hour city London has over 350,000 night workers and across the UK there are over 3.2million people who regularly work through the night. If you have the resources to offer some unusual events without the need for community engagement it still might be a good idea to involve the communities you wish to reach. This trust, along with its promotion of LGBTQ events, tours and specialised blog not only provide the V&A with interesting new content but also gives a sense of ownership to the community itself, attracting new museum visitors who may not have visited the museum otherwise.

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