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.
Everyone is talking about the importance of cleanliness at tourism destinations due to the coronavirus right now. While cleanliness for health reasons is a critical discussion, in today’s post, I’m going to talk about neatness and cleanliness as strategic imperatives.
Imagine you need fifty cents to pay a meter, and you only have a five-dollar bill. You ask a person walking by if he can give you change for a five-dollar bill, and he says he will, but you have to give him two dollars for giving you the change. You probably think this is not a fair transaction. CLICK TITLE TO READ FULL ARTICLE
One of the most valuable things we can do with our in-facility experience is make it more interactive, taking the visitor from passive to active participant. There have been numerous studies showing a direct correlation between the interactive quality of a museum’s experience and the likelihood a visitor will transition into a long term supporter. We have also found that the exercise creates an ice breaker causing strangers to interact as they all engage in a common activity bringing about many of the most positives attributes of group think.
One of the first things I do with any museums I’m helping is an uncertainty analysis. Pretend you are a person that saw an advertisement for your museum and is considering visiting for the first time. Now walk very slowly through the mental process from an initial impression to either phone call or website, to the driving experience, the parking experience, the front entrance, purchasing tickets, all the way to entering the galleries. As you go through this process, stop and ask yourself what questions come to mind.
All price perception, regardless of product or service, is based on context. People will perceive the value of your experience based on both the price you charge and how you communicate its value. If you are continually discounting, it will lower the perceived value of your experience. If your museum was a high value, in-demand service, you would not be discounting. What would you think of Disney World if their advertisements were discount-driven instead of value-driven? CLICK TITLE TO READ ARTICLE