Museums have increasingly utilized social media as an important method to communicate with current and prospective audiences. The working group have, however, made dramatic changes to the way the V&A works with the LGBTQ community and vice-versa. 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. Use social media and blogs – don’t be scared of social media or developing your own blog. How to Increase Museum Attendance. Support for developing marketing plans 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. 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. Replicating the in-person experience for … The museum is the Hall of Fame for artists, the apogee of apogees, where the best art gets trophied up for all to behold-- preserved, protected, exalted, and honored in perpetuity. 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. Have a look at The Egypt Gallery at Manchester Museum which has an excellent blog which is frequently updated. “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. Here’s my guide on How to Use Facebook to Promote Your Shows/Tour. Acknowledge the value of decommissioning or relocating culturally insensitive icons. What are you hoping to accomplish with each network? 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. Everybody was free to upload the movies and this one kind of stood out in 2009, and it’s something – I’ll show it first. 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. Map … 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. Data capture – don’t forget to capture visitor data, ask visitors to leave their name and email address. 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. 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. The days of wandering museums reading small print placards … But we also know there are some experiences that are much more than the virtual world can offer. If not, I recommend using the ones by Fanbridge or ReverbNation. While PR can target broadly, marketing is far more effective if it does not. Incentivising people by entering them into a ‘prize draw’ for a family day ticket can help to generate a higher response rate. Some of the best types of community outreach include: Norwegian artist Lars Aukrust painting outdoors. To be able to continually attract new audiences you must strive to keep your museum attractive, interesting and relevant as a social space and community resource. Fresh ideas from museums around the globe in your inbox each week. For some potential museum visitors the ability to preview a show, exhibition or collection can actually improve the chances that they will attend in real life. Parallel to this, each museum needs to have a community specific agenda of events, and the proper PR team to promote these. We’re so lucky to have the amazing social networks that we do. Using social media to show off the experiences you offer and how they affect people is the key here, you may be able to watch a video of the Boston Science Museum’s lightening show in 360 degree’s virtual reality but it’s a pale comparison to being in the room with the huge Van Der Graaff generator in real life. 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. Many museums have embraced the challenge of inclusion in their programs and events. Alongside this I have been carrying out the marketing activities for CONKERS an environmental discovery centre, in the Midlands for over seven years. Experiential – That’s the Key Word. In our experience it is worth working with an external designer to produce your newsletters and other marketing material. 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. The areas may be called galleries or zones or era or a “topic”. You can target audiences who may live outside of your core catchment, you can set the terms and conditions so that visitors with discount vouchers are driven to fill certain days when you may not be so busy outside of the main season. You need to know what makes your town unique so that you can tell potential tourists all about it.

Safety – Last but not least, tourists want to feel safe wherever they go. You can conduct face to face interviews at the local shopping … For small museums, it can be one of the most vexing issues. 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. She now works with museums, arts and heritage, and tourist attractions worldwide and she is a passionate supporter of the industry. 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. Content Marketing: Create an Editorial Calendar. 2. How will this exhibition “fit” into the overall museum experience? 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. 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. Beyond any doubt, artists want their art in museums-- museum acquisition is the ultimate validation of everything artists live and work for. 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. 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. You can then use this data to send people an online newsletter via a service such as Mail Chimp. Find the magic and ‘spirit of the place’, the Genius Loci. Credit: Chicago Children’s Museum. 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? The Importance of a Marketing Plan. How the creative use of audio tours is attracting a new museum audience. 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. To find out more about developing and implementing a market plan please contact: Richard Linington – richard@pslplan.co.uk or call 023 9248 1999, Copyright 2020. Using Social Media to build an online community for the museum. 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. 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+. Social media platforms, including Facebook, Twitter, Instagram, and Tumblr, provide diverse opportunities for museums, libraries, and other cultural institutions to share their unique offerings to people around the world. An exhibition consists of a group of exhibits organized around a topic. 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. Planning Solutions Consulting Limited | All Rights Reserved | Privacy & Policy, Marketing tips for museums and visitor attractions, Copyright 2020. Using online community to drive visitors to museum. Prepare a targeted pitch for your product line to the museum store buyer prepared with knowledge … 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. 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. To be able to continually attract new audiences you must strive to keep your museum attractive, interesting and relevant as a social space and community resource. There’s just so much creativity and fun to be had with promoting a podcast on social media. Marketing through the newsletter, social media sites, and the museum’s homepage is usually only seen by those already interested in what the museum has to offer. 6. If you want to engage new communities and attract new museum visitors you need to look beyond your obvious allies. Having in-person events, lectures, music, drinks, films at museum. I think the importance of museums is often overlooked. Many sources hailed this dramatic change as the death of socialising forever, assuming customers would simply spend their leisure time at home instead. During one visit, for example, Museum Nerd asked @MuseumModernArt why there was so much dust in an … A marketing plan is the road map of where your museum is going. Exhibition Plan – Every museum is divided into areas. How wrong those predictions turned out to be. 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. It’s no secret that sharing on social media drives many people to visit places that they may never have heard of. 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. 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. Do a survey of visitors to the town. Sit down with existing visitors (with a desktop, tablet and mobile) and ask them to complete tasks on your website e.g. Visitor data – understanding who your customers are is essential to developing a targeted and effective marketing strategy. Don’t forget to give the designer a good brief to guide them. 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 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. 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. Certainly, in a city that is packed with museums and art galleries of... Ah, fundraising. In this article we’re going to introduce you to the applications that museum marketing pro’s need to make their lives easier. And it’s not just about the money, diversifying your opening hours can dramatically increase your chances of diversifying your visitors. Promote on social media … in a dozen different ways Share rich media, soundbites, video, images, teasers, evergreen — anything you can think of. 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. Each place has its own peculiarities, and … I thought it would be useful to share some marketing tips for museums and visitor attractions. Some museums, such as the Chicago Children’s Museum, now offer “play for all” events for families with special needs children. 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. Florida Museum of Natural History Gainesville, FL 32611 352-392-1721 (Research) or 352-846-2000 (Exhibits) #5 – Getting Active in the Community can Help Promote Your Art. 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. That’s okay, right? Plan your content using an editorial calendar. Marketing tips for museums and visitor attractions – hello I am Richard Linington and have been working in the tourism and visitor attraction sectors for Planning Solutions for over 17 years – over that time we have worked on a number of museum, heritage and visitor centre projects. Planning Solutions Consulting Limited | All Rights Reserved |. When it comes to learning how to promote your art, one of the main skills to master is networking! Consider museum websites: if you type into a Google search box the name of most any museum, you find the most common searches come up in … Unconventional Ways Museums Can Use UGC to Promote their Exhibits 1 | Make visitors a part of the exhibit themselves. Generation Z are the current “social generation” and they are now entering the workforce, socialising as adults with disposable income and looking for physical spaces to inhabit and this new generation of adults are more politically active, community focussed and tech-savvy than previous ever before. Send Out Targeted Emails: By now, you should have a e-newsletter service. Making your collections searchable online, giving clear descriptions of upcoming and current exhibitions along with online previews not only helps people understand what they will be entering into but also allows people to imagine themselves in that environment. Marketing for Museums Think About Your Audience. There have, of course, been huge changes to the way people socialise but I would argue that we are now more social than ever. Here are some of the best ways to build those art-world relationships: Attend Art Exhibitions and Fairs. The traditional experience of perusing exhibits can now become a dialogue, thanks to real-time information networks. I’m going to see if this YouTube video will work. In a world where everything seems to move at the speed of light, quality time and shared experiences can be hard to come by. 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!). Create an Internal Communication Strategy. 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. Use a $1,000.00 Pomonko family donation to develop a logo. 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. Several museum directors agreed that maintaining the loyalty of a committed local audience is the first order of business for a small museum … 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. See http://egyptmanchester.wordpress.com. These relationships with community leaders can help you authentically attract new audiences and help you spread the word as you embark on your new endeavour. 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? When Alexander McQueen: Savage Beauty proved such a blockbuster at the V&A, London it seemed like there were never enough hours in the day to allow all their tickets holders and members access. 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. 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. When Nina Simon asked for feedback from museums as part of the of/by/for all initiative the feedback from over 1,000 respondents was that most museums feel they do not accurately reflect their diverse communities in their board members, staff or exhibitions. Today we are connected through the internet, able to find people with similar interests all over the world and able to travel and enjoy our leisure time in a way that would seem unbelievable to people from a few, short generations ago. And for us a way to promote the museum night already. Where possible always respond to a negative comment in a positive and courteous way (I know sometimes you may not feel like being courteous). Here you can meet lots of art fans, professional artists, and industry pros like gallery owners and agents. Don’t forget about the Data Protection Act! 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. The Uffizi Gallery in Florence is one of Italy’s best-known tourist attractions. It encompasses a wide variety of disciplines, which in turn requires a lot of work across multiple teams within an organization. The power of review sites – however much we love (or hate) review sites they are here to stay for the time being. Does your museum have a lecture theatre or a room with a projector and some chairs? This is usually because simply keeping the museum afloat on a... MuseumNext earns commissions from purchases made through some links on this website. Think Brand Awareness. 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. The key, therefore, is target selection. 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. 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. Part Two: Strategy Set Up Your Goals. As the children who grew up with social media become adults we are definitely seeing a shift in how we attract new museum visitors. Finally, and most importantly there is a country-wide initiative in which the government wants to establish San Jose as the civic center through an urban project. © 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. If you’re basing your opening hours solely on tradition or on when your staff think you should open it’s highly likely you’re missing a large part of your community. The Wellcome Collection is a museum located in London, with a unique... 2 | Use UGC photos as an anchor for promotional text. This is something which can be quite simple to complete. The initiatives include: 1. They help sort/organize your email list and can send out emails to specific zip codes so you’re not spamming everyone on your list. approval from the board of directors to proceed with two new initiatives to promote the museum and raise its profi le. Best practice in making Museums more accessible to visually impaired visitors. You can also run Facebook competitions to increase the number of likes. 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. And how often has following a celebrity’s account given you a reason to visit a place even if by seeing it online you already know what the experience offers? The bigger your museum is, the more you’ll need a robust internal... Write Social Media Guidelines. find the latest event, download directors, book an online ticket and see how easy (or difficult) people found it to complete the task. How many times have you seen a friends online exploits and considered attending or travelling to somewhere they have visited? When the V&A began its LGBTQ working group it probably seemed that more involvement from the LGBTQ community, including it’s own team members, would bring new knowledge to the museum. For many people the reason for visiting may be a video they see online completely unrelated to your museum, online photos from an exhibition a friend visited or a celebrity visit. If you are really interested in going the extra mile to attract new museums visitors you may want to invest more time into when you open your doors as well as what is beyond them. It’s good practice to have a digital library of high quality photographs available. You will need to promote yourselves online, open your doors as and when people need you and commit to relationships; not just for your local community or your collections enthusiasts but for everyone. Can Museums Reduce Their Use of Single-Use Plastic? Joint promotions – explore opportunities to develop joint promotional packages with a local accommodation provider or other attractions, where you can cross sell to new audiences. How Can Museums Encourage Visitors to Post About Them on Social Media? 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. When our family lived in Iowa, the Science Center of Iowa always had … As Thomas Jefferson is often quoted saying “if you want something you’ve never had. Go to adult-only nights/events. "Realize that … 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. Email signatures – it doesn’t cost anything to include links to the next three upcoming events in your email signatures. 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. From The Guardian pondering if the traditional pub had been “killed off by millennials” to MarketWatch’s realisation that many of us spent more time online than sleeping  in 2018. Event marketing can be a daunting task. 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. If you’re looking to the age group where we tend to set the bar for socialising you will see there are many changes that weigh both positively and negatively for museums. It’s a very cost effective way to engage with visitors – Twitter and Facebook are free to use. Host a movie night. You must be willing to do something you’ve never done.” This same logic applies for attracting new museum visitors too, what worked for museums and cultural institutions previously may not be successful now or in the future. Invest in design – in the past we have opted to produce newsletters in-house. 2. So, I’ll say again, it is discovering art and culture by night that was the team. But it should and for more reasons than purely financial ones. Develop and execute a two-year marketing plan.

how to promote a museum

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