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 If the information they find is incorrect or outdated, they are not going to take a chance.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.
When we reopen, our audience of potential visitors will be highly motivated to get out and do things after months of sitting at home. At the same time, these potential visitors will be engulfed in a sea of advertising messages as every type of business aggressively campaigns for their time and dollars. To break through the advertising overload, you must communicate a message that resonates with potential visitors and creates buzz.
More than ever, this is the time to over-communicate! Stress and anxiety are high, and everyone one of us has fears about the future. Making matters worse, many of us have more idle time than ever, so our minds get locked into spending hours considering worst-case scenarios over and over again. CLICK TITLE TO READ FULL ARTICLE
Video: I’ve been doing weekly videos for the group @sharetogetherapart aimed at helping small business owners navigate the COVID-19 pandemic. This content is not specifically about museum strategy, but I’m adding it to the blog because we discuss some tools that museums can implement. Click title to watch video.
My co-contributor in this video is social media marketer @AllisonHarpole.
Every Museum Director is overwhelmed right now. We are thinking about paying the bills, keeping staff employed, and how long we are going to be closed. The human brain does not process crisis well. As we worry, the amygdala area of the brain takes over, and we go into survival mode similar to what our prehistoric ancestors experienced when they ran into a life-threatening animal.
We need to get back to the higher functioning prefrontal cortex to start making logical plans for the future. While this is not easy, I’m going to give you a quick tip that should help you focus and be more productive during these overwhelming times.
I’m not going to blog about museum strategy and marketing for a few weeks as the world addresses far more serious issues. If any museum would like a sounding board in how to address, non-medical, issues related to addressing the Corona Virus please contact me. I will do one call with any museum for free through May, 1, 2020 as a service to the museum community. Go to www.WorldClassMuseum.com to contact me.