As I speak to museum professionals, I’m seeing a growing number of examples illustrating that perhaps the biggest COVID-19 challenge may not be outside forces, but rather our perceptions of what these forces mean. Many articles discuss the importance of adapting existing programming and trying new initiatives to make it through this time; however, there is a difference between understanding these concepts and acting on them in the face of difficult decisions.
It’s easy to allow significant decisions to weigh us down. One museum leader I spoke with described it as decision paralysis. He said, “I sit at my desk and think through things for hours, but don’t feel like I make any progress. It just consumes me.” Decision paralysis saps both our energy and our ability to come up with the best possible solutions. It’s the old ‘can’t see the forest through the trees’ thing. There are no easy answers, but in today’s article, I’m going to discuss an easy to implement way to gain some valuable perspectives and peace of mind.
I’ve had several conversations about member programs over the last few weeks. Some museums are discussing adding benefits to their membership as a retention measure as they either have been closed or are still closed. In today’s article, I’m going to discuss a few things to consider before deciding to ‘add benefits’ to your existing member program.
To ensure that these individuals can access information about your reopening quickly and easily, check that each of these tools is updated with your reopening date, hours, phone number, and as much additional information as possible. As you go through this process, keep in mind that during this time, people are assuming businesses are closed unless they find out otherwise. If the information they find is incorrect or outdated, they are not going to take a chance. They will choose to go somewhere else.
As we all reopen, we want to make the most of our marketing campaigns when our budgets are more restricted than ever. In today’s post, I’m going to focus on a few tourism trends, and recommend a few tweaks to your reopening campaigns.
A mix of testimonials from people within your community that have made the museum a part of their lives will resonate with potential visitors and also reshape perceptions of your museum’s brand among people that have never visited.
Most of us have a location somewhere in our museums where we ask visitors, ‘How did you hear about us?’ While this is vital information, it only tells us where people that found our museum heard about you. What about the larger group that searched for a museum or cultural attraction and chose a competing option? How did they hear about the museum they chose?
In a zoo in Western Denmark, there were three monkeys in an enclosure. The zoo was brand new, and they were still making final touches to the animal’s environments. Within the monkey enclosure was a tall fruit tree. Naturally, the monkeys enjoyed eating the fruit and spent much of their time around the tree. One day a zoo employee noticed that it was possible for a monkey to climb the tree and escape the enclosure.