Tuesday, March 29, 2011

Job trends in visitor experience

A few years back, as I was writing my book, I started introducing myself as a "visitor experience consultant." As far as I know, I may have been the only person with that title. So it's very exciting to see visitor experience tracks at museum conferences, and visitor experience jobs being posted in the U.S. and abroad. I was also excited to see that Beth Plemmons, formerly of Mount Vernon, has been hired as the "CEO for Visitor Services" of the Capital Visitor Center in Washington, DC. I'm loving this trend!

Wednesday, March 09, 2011

What museums can learn from Super Bowl ads

1. A brilliant ad and tagline can re-define you.

When I first saw this ad, I actually got choked up. Imported...  from Detroit. What a great way to acknowledge history and move forward. And, this has 9 million views on YouTube as of today. 9 million views for a CAR COMMERCIAL.

2. Don't bet the bank on one ad campaign.

This ad campaign was a gamble for Groupon. They'd never advertised before, and decided to ante up millions for this ad. Not only was there intense negative reaction when it ran, but it may have hurt them long-term, as many consumers said they were going to unsubscribe as a result of this ad, which they pulled several days later.

3. Have real people look at your ad and give their honest reactions. And, listen to them.
I find it hard to believe that Groupon or their agency had any "real" people view the ad, based on how people on Twitter reacted to it as it aired. It immediately spawned spoof after spoof of negative tweets.

4. Learn how to track public sentiment through Twitter by following the Brand Bowl live next year. It's absolutely fascinating to have a collective experience with other people and watch how people are reacting to advertising. A must for museum marketers, even if you could care less about football.