Audience focused museum


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

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Audience focused museum

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