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Audience focused museum

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Powerpoint presentation which accompanied the Audience-Focused Museum session at the 2011 Museums in Conversation Conference

Powerpoint presentation which accompanied the Audience-Focused Museum session at the 2011 Museums in Conversation Conference

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  • 1. The Audience-Focused Museum Barbara Leggett, Director, Explore & More Children ’s Museum Mark Mortenson, CEO, Buffalo Museum of Science/Tifft Nature Preserve
  • 2. Laying the Groundwork
    • Join the discussion – there are incentives!
    • What we (all of us!) will discuss:
      • Hierarchy of Audience Needs
      • Connecting with Our Audiences
      • Aligning museum goals with audience needs
      • Proving our value
      • MM
  • 3. Question : How do you define a Museum?
      • Physiological & intrinsic value
      • MM
  • 4. Fill-in the Blank : While I am at a museum, three things that positively affect my experience are……
      • Customer & Quantitative value
      • MM
  • 5. Building the Pyramid Physiological Safety/Comfort Social Museum Customers
      • MM
  • 6. What are these needs? – as defined by Abraham Maslow
    • Okay, we ’re shifting them slightly to focus on museums, but basically…
    • Physiological – the basic requirements for survival – what makes a museum a museum?
    • Safety / Comfort – the need for a predictable, orderly world – what do our audience members want at minimum?
    • Social – the need to belong and feel accepted – how can we make our audience feel like they are more a part of our world?
      • MM
  • 7. What does your audience NEED? What does your audience DESIRE?
      • BL
      • Call Out
  • 8. We interrupt this presentation for a short commercial message
      • BL
  • 9. Let ’s hear it for older women (60+)
    • Older Women - often the life-blood of museums through volunteerism and support.
      • Support museums more often than they visit and are the most POSITIVE about museum experiences of all audiences
      • Tend to visit a wide range of museums, especially those with a “sense of place” or history. Although they support science centers, zoos, children’s museums, they visit less frequently
      • Visit museums with grandchildren, children and friends – SOCIAL
      • Also very active with other cultural experiences (theatre, concerts & gardens!)
      • Interpretation preferences are visiting on their own with text panels, guided tours and interacting with costumed staff. They are NOT interested in hands-on activities!
      • Tend to hear about events through traditional media AND directly from the museum
      • Amenities – MORE SEATING! Accessibility
      • BL
  • 10. And let ’s hear it for older men (60+)
    • Older Men - In Reach Advisor ’s studies, they are “the MOST engaged, most emotionally invested audience segment”
      • More likely to be visiting than younger men
      • Do NOT visit for family learning experience – more about their own curiosity and interest in learning
      • Most likely to visit with spouse, but least likely to visit with grandchildren
      • VERY likely to be members and supporters of museums – and their reason for giving is philanthropically driven!
      • Focused on their own interests (history, natural history)
      • Want authentic experiences – and want to DO things themselves (not observe). Less interested in “hands-on” interpretive experience. High level of interest in “behind-the-scenes” experiences
      • For interpretation, they are interest in doing it themselves – maps, text panels, etc.
      • Interested in hands-on volunteer experiences
      • BL
  • 11. Gen X: Moms, moms, moms & dads
    • Women are better educated; more likely to move away from home, marry later & have children later.
    • Moms tend to be the decision-makers & focus on active learning experiences for their CHILDREN. Searching for hands-on activities, live demonstrations, interaction with historically costumed staff, live historic reenactments.
    • Moms can be the hardest audience – most negative about their museum experiences – but they make up the biggest museum audience!
    • Men are more involved in their kids ’ lives than Baby Boomer & wish they had even MORE time with their children.
      • BL
  • 12. Baby Boomers – always leading the way with change
    • May be retiring later and looking for second careers more than volunteer opportunities – but they can make GREAT employees focused on engaging visitors!
    • Interest in grandchildren and being actively engaged in their lived and the lives of their children (Gen Ys) – great opportunities for multi-generational programming
      • Fastest growing audience on Facebook – unique pr opportunities
    • Interested in supporting museums is driven by philanthropy, not economy – unique fundraising opportunity /positioning
    • Interested in exhibits/programs that evoke memories
  • 13. Gen X Moms: What do they look for in museums (beyond education for their kids)?
    • CLEAN & TIDY (very clean and tidy!)
    • Restrooms & Nursing Areas for FAMILIES
    • Food services – high chairs or booster seats, child-friendly food; peanut-free preparation
    • Exhibit amenities: children ’s activities, interactives for multiple people, outdoor trails & exhibits, stepping stools
    • Safety: ice, bandages, no exposed cords, cleaning supplies locked & away, lots of benches,
    • Value, value, value – visitors join because it ’s a good deal!
      • BL
  • 14. Gen Y – A whole new generation!
    • As the children of Baby Boomers, Gen Ys is just coming of age.
    • First generation where women are better educated than men (1.5 times more likely to have a college degree) AND the pay gender gap is REVERSED, with women making more than men.
    • Will change the composition of families (stay-at-home dads)
    • Grew up with computers & technology, but their primary mode of communication is the cell phone. Cynical to traditional media
    • About 75% “curate” their lives with social networking sites, photos, art, etc. About 25% lead a “plain” lifestyle & are NOT on social networks, etc.
    • As parents, they are focused on the entire FAMILY (child with both parents interacting)
      • BL
  • 15. Gen Y – What they look for in museums
    • Gender difference is substantial, with women visiting significantly more often than men (maybe tied to education) – but in the future, there likely will be more stay-at-home dads… that means re-thinking ways to attract and serve men.
    • GenYs without children are interested in traditional museums
    • Least likely to enjoy technology in museum exhibits
    • Enjoy off-beat exhibits, current events (Colbert portrait at the Smithsonian)
    • Gen Ys with children want family-focused, multi-generational exhibits, programs, etc. (kids, parents, grandparents)
      • BL
  • 16. Kids / Families
    • Family friendly is changing as visitors & demographic wants change. Also, U.S. is more culturally diverse than ever before, and that trend will continue.
    • Young parents want to be actively INVOLVED in experiences and young grandparents want to be part of it. Fathers are significantly more active.
    • Middle-schoolers:
      • Museums are boring for 75%; 25% LOVE museums
      • See museum visits as social (friends extremely important)
      • Like technology in museums more than Gen Ys
      • Gender differences: Girls like multiple subjects, while boys enjoy in-depth on fewer subjects
      • BL
  • 17. Educators
    • NYS Standards
    • School system expectations/constraints
    • Financial constraints
      • Admissions
      • Bussing
      • Lunches
    • Parent Involvement
      • Chaperones
      • Admissions
      • BL
  • 18. Reach Advisor ’s Top 14 List of Interpretation Preferences
    • #14 Nothing at all (3%)
    • #13 Videos or electronic media (13%)
    • #12 Classes (17%)
    • #11 Audio Tours (19%)
    • #10 Talking with staff not in historic costume (31%)
    • #9 Guided Tours (45%)
    • #8 On own, but with text panels and/or brochures or books (46%)
      • BL
  • 19. Reach Advisor ’s Top 14 List of Interpretation Preferences
    • #7 TIE
    • Purchasing crafts handmade on site (47%)
    • Authentic dining experiences (47%)
    • #5 Hands-on activities (51%)
    • #4 Authentic musical performances (54%)
    • #3 Live reenactments of the past (75%)
    • #2 Talking with historically-costumed staff (76%)
      • BL
  • 20. And the number one answer is…
    • Demonstrations, such as crafts or cooking!
    • Top 5 = ACTION!
    • Note: Life Stages of the Museum Visitor has more detailed information on each of these
      • BL
  • 21. How does your audience have a voice at your museum?
      • Call Out
      • MM
  • 22. How can we connect to our Audience?
      • Gathering input
        • Surveys at the museum
        • Surveys on-line
        • Discussion links on Facebook
        • Observational Research
      • Reaching out
        • Formalized focus groups
        • Strategic planning groups
        • Facebook
        • Face to Face – LISTEN to people!
      • MM
  • 23. How can we connect to our Audience?
      • Staying on top of audience research & what other museums are doing
        • Publications
        • ListServs
        • Blogs
        • “ Visitors… may claim to be satisfied, but if they don’t appear to be joyful, they’re unlikely to become loyal”
        • Consumer Research for Museum Marketers
        • by Margot Wallace,
      • MM
  • 24. Completing the Pyramid Physiological Safety/Comfort Social Museum Customers Esteem Self Actualization Advocates
      • MM
  • 25. Completing the Pyramid: From Audience to Advocate YOU …should add a new exhibit …should change this program …should talk to this donor
      • BL
      • Call Out
  • 26. Completing the Pyramid: From Audience to Advocate WE …should add a new exhibit …should change this program …should talk to this donor
      • BL
      • Call Out
  • 27. HOW DO WE PROVE THE VALUE OF MUSEUMS AND OUR AUDIENCES?
      • BL
  • 28. Our Value
      • MM
  • 29. How could we prove the Intrinsic Value of Museums?
    • Defining Intrinsic
    • Basic and essential; belonging to something as one of the basic and essential features that make it what it is
    • Of itself; by or in itself, rather than because of it associations or consequence
      • MM
  • 30. Physiological Safety/Comfort Social Museum Customers Esteem Self Actualization Advocates Intrinsic Value
      • MM
  • 31. How could we prove the Quantitative Value of museums?
    • Defining Quantitative:
    • relating to quantity: relating to, concerning, or based on the amount or number of something
    • measurable: capable of being measured or expressed in numerical terms
      • MM
  • 32. Physiological Safety/Comfort Social Museum Customers Social Self Actualization Advocates Intrinsic Value Quantitative Value
      • MM
  • 33. How could we prove the Qualitative Value of Museums
    • Qualitative Definition
    • relating to quality: relating to or based on the quality or character of something, often as opposed to its size or quantity
      • MM
  • 34. Physiological Safety/Comfort Social Museum Customers Esteem Self Actualization Advocates Intrinsic Value Quantitative Value Qualitative Value
      • MM
  • 35. Wrap Up
    • Did we meet our goal? We planned to talk about:
      • Hierarchy of Audience Needs
      • Connecting with Our Audiences
      • Aligning museum goals with audience needs
      • Proving our value
      • BL

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