Many museum staff will recognise this scenario: a beautiful museum, a magnificent collection, a prime location. And yet visitor numbers remain low. Or a major exhibition that has been worked on with passion for months, with strong content and excellent design. And yet people still don’t turn up. Why is that, actually? And what do museums that consistently attract large numbers of visitors do differently?
In this session, Rob van Dijck shares five specific success factors that illustrate why one venue is bustling whilst another remains empty.
The common thread: marketing and audience-centred thinking do not belong at the end of the development process, but at the very beginning. Not a ‘fix’ applied after the fact, but an integral part of strategic decisions – covering the collection, programme design, positioning and visitor experience.
These success factors are underpinned by practical examples from museums and historic sites in the Netherlands and Belgium. There will be opportunities for interaction and discussion with the audience.
A practical, accessible session for anyone involved in audience engagement, from curators and educators to management and marketing teams.
Notice
The program in the MUTEC-FORUM will be translated into English or German by Video.Taxi AI. You have two options to follow the translation on site:
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