Shownotes
Part 3 of the audio series based on the free ebook Getting Visitors Through Your Museum’s Doors: Building Connection in a Noisy World and is designed to help museums of all sizes attract and engage visitors.
More Free Resources for Museums:
About the host:
Amy Kehs is a brand strategist and communications expert for museums. She has owned Kehs Communications since 2000 and has worked for the most renowned and well-loved museums in Washington, D.C. Her goal is to ensure that museums thrive into the next century and she hopes people will come to love museums as much as she does. Her proven process sets up proactive communication habits for museums, cultivating relationships with visitors who will want to return and bring a friend. Want to talk more? Click this link to book a call.
Transcripts
Creating a great visitor experience with a visitor journey.
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:Let's talk about what it actually
feels like to visit your museum.
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:You've worked hard to curate your
collection, develop programming and design
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:exhibits, but if the overall experience
doesn't feel welcoming, engaging or
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:consistent, it's hard to build the kind
of relationship that brings people back.
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:A great visitor experience isn't just
about what people see, it's about how
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:they feel at every step of the journey.
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:From the first moment they hear about your
museum to the follow-up after they leave.
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:Every interaction is a chance
to build trust, delight your
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:audience and deepen connection.
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:Walt Disney said, do what you do so well.
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:That they will want to see it
again and bring their friends.
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:That quote is the heart of what we're
working toward because yes, you want
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:to get people in the door, but what
you really want is for them to love it
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:so much they return and tell everyone
they know to come with them next time.
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:Why a consistent experience matters.
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:Remember my story about Tabitha
at the restaurant I took my
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:kids to when they were small.
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:Have you ever gone to a restaurant
that had great food, a smiling
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:hostess and a waiter that seemed to
read your mind and bring you things
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:before you even asked for them?
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:What if when you took your friends
back a couple of weeks later, the
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:experience was the exact opposite?
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:The hostess barely acknowledged you.
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:You had to chase down the waiter to get
more water and the food was overcooked.
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:How did you feel after raving
about this place to your friend
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:and then dragging them there?
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:Were you a little embarrassed?
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:My guess is that you didn't recommend
the place to anyone ever again.
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:Of course, every business has an off
day and things are bound to go wrong.
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:But some of these customer touchpoints
should be so reliable that when other
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:things go awry, they help fill the gaps.
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:If things are inconsistent, that
leaves an impression as well.
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:The same is true for museums.
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:You could have the most fascinating
exhibit in the world, but if your staff
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:seems unsure how to greet guests or
your website forgot to mention that
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:the accessible entrance was on the
other side of the building, people
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:will remember that part just as much,
if not more than the exhibit itself.
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:A consistent visitor journey
builds confidence and loyalty.
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:It tells people you
are in the right place.
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:We are glad you're here, and we've
thought about every detail to make
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:this a great experience for you.
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:What museums can learn from Disney,
Walt Disney didn't just create a
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:theme park, he created an experience.
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:And many of the strategies that make
Disney Park's world renowned for customer
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:satisfaction can be applied in small but
meaningful ways to museums of any size.
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:Here are a few Disney inspired tips
that you can adapt to your museum.
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:Start with staff training.
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:Disney trains every team
member from ticket takers to
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:custodians to see themselves as
part of the guest experience.
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:They teach staff to smile,
use positive language, and be
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:proactive about helping visitors.
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:My daughter did the Disney College
program and the customer service skills
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:she learned there were invaluable tip.
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:Create a simple greeting script
for staff and volunteers.
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:Train them to answer FAQs, share
a favorite exhibit, and offer
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:help before visitors have to ask.
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:Anticipate needs before they are spoken.
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:Disney excels at signage layout and
guest services that help people before
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:they even realize they need help.
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:Tip, walk through your museum
like a first time visitor.
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:Are your restrooms clearly marked?
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:Is there a place to sit?
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:Can a visitor easily
understand what to do next?
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:Create moments of surprise and
delight from character sightings
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:to personalized interactions.
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:Disney builds in little
moments that feel magical.
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:Tip, consider small surprises like a
staff member sharing a behind the scenes
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:story, a welcome sign for school groups,
or a thoughtful little takeaway for kids.
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:Empower your team.
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:All dizzy staff are encouraged
to fix problems on the spot, and
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:no problem is beneath anyone.
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:Even Walt Disney walked around the park.
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:That autonomy creates a
smoother, friendlier experience.
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:It also brings a common goal
and comradery to your team.
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:Tip, give staff and volunteers a few
simple ways they can make someone stay.
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:Like offering a sticker to a child or
personally walking someone to an exhibit.
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:Maintain the magic always.
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:Cleanliness, upkeep and attention
to detail are priorities at Disney
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:because even one messy corner
can interrupt the experience.
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:Tip.
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:Do quick daily walkthroughs to
ensure signage is clear, restrooms
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:are clean, and exhibits are tidy.
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:The three parts of a
great visitor experience.
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:To create a great visitor experience,
we need to think beyond just the time
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:visitors spend inside your museum, a truly
engaging journey includes three parts.
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:Number one, digital presence,
the first impression before
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:they ever walk in your doors.
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:Most people will search your website,
scroll your social media, or try
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:to sign up for your newsletter.
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:This is where they decide
whether you are worth the trip.
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:Number two, the museum visit itself.
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:The main event.
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:This is where your mission comes to
life, and where the stories, spaces,
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:staff, and details come together
to shape how your visitors feel.
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:Number three, staying in touch after the
visit, the long game after someone visits.
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:You still have an opportunity
to deepen the relationship.
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:Email newsletters, invitations
to events behind the scenes.
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:Content and member perks all help Turn a
one-time visit into a lasting connection.
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:Action steps map your visitor journey.
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:Let's make this practical.
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:Number one.
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:Start by drawing a simple map
of your visitor's journey.
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:How do they first hear about you?
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:What happens when they visit
your website or social media?
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:What's the experience like
when they arrive on site?
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:How do you follow up afterwards?
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:Number two, highlight the
key connection points.
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:These are moments where you have
the greatest opportunity to create
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:delight or make someone feel welcome.
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:A warm welcome email after they subscribe.
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:A friendly staff greeting when they
walk in a thoughtful social media
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:post that speaks to their interests.
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:A well-placed sign that
answers a common question.
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:Number three, identify one small
improvement you could make at each stage.
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:It might be adding a welcome
script at the front desk.
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:Updating your events page more frequently
or creating a monthly newsletter that
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:your visitors look forward to, these small
steps make a big difference because in the
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:end, it's not just about the visit, it's
about how your museum makes people feel
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:throughout their entire journey with you.
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:Visit or experience part
one, your online presence.
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:Before someone visits your museum
in person, they visit you online.
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:Whether they are planning a trip, looking
for something fun to do this weekend, or
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:just saw a post on social media from a
friend, your online presence is often the
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:first impression they get of your museum.
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:It shapes their expectations and their
decision to come visit your museum or not.
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:So let's make it easy, welcoming,
and trustworthy from the start.
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:I.
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:Website, your museum's billboard
on the internet superhighway.
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:Why compare your website to a
billboard on a highway because you
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:have just 15 seconds to catch someone's
attention before they move on.
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:That's the average time a
visitor spends on a website.
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:If they don't immediately see
what they need, or at least feel
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:like they are headed in the right
direction, they'll leave, and
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:chances are they'll leave frustrated.
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:If someone landed on your website
right now, what would they see?
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:More importantly, what would they feel?
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:Would they feel confused or
curious, frustrated, or excited?
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:Your website doesn't need to
be fancy or expensive, but it
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:does need to do three things.
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:Well, number one, make
it easy to plan a visit.
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:Number two, help visitors feel
confident about what they'll experience.
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:Number three, invite
them to stay connected.
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:Here's a quick checklist to evaluate
your website through a first visit.
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:Lens is your location and open hours.
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:Easy to find is your admission
pricing, even if it's free, clear.
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:Do you have a plan your visit page with
parking, accessibility, or local tips?
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:Can visitors tell what exhibits,
programs, or events are happening now?
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:Is your site mobile friendly?
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:Some people will look
you up on their phone.
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:Is there a clear and friendly
call to action to sign up for
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:emails or become a member?
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:A bonus tip, put yourself in a visitor's
shoes and try finding this info on
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:your website without using the menu.
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:If it takes more than a few seconds,
it's time to simplify social media.
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:If your website is a billboard,
your social media is a town square.
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:Social media is your museum's
modern day town square.
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:It is a place for real
two-way conversations.
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:It's not about going viral, it's
about showing people your museum is
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:alive, active, and worth a visit.
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:When someone checks your social channels,
they're not just browsing for event
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:dates or pretty pictures, they're
trying to get a sense of who you are.
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:Is your museum family friendly?
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:Are you connected to your local community?
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:Do you feel welcoming and inclusive?
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:I.
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:Think of social media as your
museum's personality online, and a
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:chance to invite people in before
they ever step through your doors.
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:Here's what visitors want to see.
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:Photos of exhibits, events
are behind the scenes moments.
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:Friendly, helpful captions that tell a
story or invite interaction, clear info
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:about upcoming events and how to attend.
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:Real faces, your staff, your community,
your visitors, and here's what builds
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:trust posting consistently, even if it's
just once a week, responding to comments
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:or messages, making sure your profile info
is up to date, address, hours, website.
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:People want to connect with
people, show up consistently.
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:Be yourself and let your
museum's personality shine.
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:Email the follow-up that builds loyalty.
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:Email is still one of the most powerful
ways to stay connected, and it's one of
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:the most underused tools in most museums.
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:When someone joins your list, they are
saying, I wanna hear from you again.
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:Don't leave them hanging.
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:Use email to welcome new subscribers
and tell them what to expect.
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:Invite people to upcoming events.
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:Share a story or highlight
from your exhibits.
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:Offer a sneak peek or
members only content.
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:Ask for feedback or ideas.
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:And remember, the inbox is a sacred space.
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:You don't have to mail constantly,
but when you do make it warm,
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:helpful and worth reading.
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:Online presence equals
invitation plus trust.
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:Your online presence sets the tone.
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:It either invites people in
or causes them to scroll past.
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:It either builds trust
or raises questions.
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:It's not about being
everywhere or doing everything.
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:It's about making sure the digital
version of your museum is just as
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:thoughtful, welcoming, and people
centered as your physical one.
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:Visitor experience.
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:Part two, the main event.
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:Their museum visit.
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:Your visitors are finally
walking through your doors.
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:This is your moment, the part
you've worked so hard for.
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:But remember, a great visitor
experience doesn't happen by accident.
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:It's intentional, thoughtful,
and consistently delivered.
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:This is where you transform a first
time visitor into a lifelong fan.
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:Remember this quote that we talked
about earlier by Walt Disney?
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:Do what you do so well that they will want
to see it again and bring their friends.
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:That quote captures exactly
what we are going for here.
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:Not just a nice visit, but one that's
memorable for all the right reasons.
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:It's smooth, thoughtful, and
meaningful enough that people
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:want to return and tell others.
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:And yes, we can learn a
few things from Disney.
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:What Disney gets right
about visitor experience.
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:Disney parks are legendary for their
attention to detail, and your museum
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:doesn't need a castle or fireworks
to apply the same principles.
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:Consistent staff training
like we talked about earlier.
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:Every cast member's train not just
on task, but on how to create a
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:magical, welcoming experience.
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:They're empowered to solve
problems and go the extra mile tip.
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:Create a short welcome script
or visitor service cheat sheet
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:for your staff and volunteers.
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:Empower them to greet visitors warmly and
help them feel comfortable right away.
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:Wave finding and signage.
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:Disney parks make it easy to go to round
because confusion disrupts enjoyment.
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:What signage can you add
to help your visitors?
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:Do you need staff near signage
for extra clarification?
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:Walk through your museum with fresh eyes.
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:Is it easy to find the restroom,
the gift shop, or the next exhibit?
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:Clear friendly signage
makes a huge difference.
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:Attention to small details,
everything is part of the experience.
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:From the music playing to
the cleanliness of a bench.
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:Think about what visitors see, hear,
smell, and feel at every touch point.
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:Even small details like fresh flowers
at the front desk or a welcome sign.
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:Leave an impression.
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:Creating repeatable magic ensures
every visitor gets a consistently
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:good experience, whether it's
their first visit or their fifth.
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:Create systems for repeatable excellence
like checklists, visitor service training,
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:and exhibit walkthroughs before opening.
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:Make it consistent,
welcoming and repeatable.
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:Consistency builds trust.
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:Visitors want to know what to
expect, and that starts the moment
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:they walk through your doors.
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:Consider the entire visitor flow.
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:Arrival and entry experience.
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:Is your front entrance clear?
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:Are they greeted by a friendly face?
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:Admission process is easy and welcoming.
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:Can you add a personal touch, like
sharing a fun fact or giving a simple map?
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:Are your exhibits well paced?
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:Can people find their
way around comfortably?
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:Seating restrooms and quiet areas.
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:These aren't extras.
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:They are part of the overall
comfort of the visit.
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:Staff and volunteers, are they
present, visible and approachable?
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:Exit experience?
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:Is there a way to leave
feedback or get more involved?
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:How can you encourage them to
take the time to give feedback?
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:Accessibility is part of experience.
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:Accessibility isn't just
about a DA compliance.
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:It's about inclusion.
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:Can everyone in your community
enjoy what you offer?
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:Consider wheelchair and stroller
access clear signage, including
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:visual and tactile cues,
braille or large print guides.
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:Sensory friendly hours or maps, language
options for non-English speakers.
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:Creating an accessible experience is one
of the most powerful ways to show you
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:care about everyone in your community.
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:Don't forget to ask for feedback.
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:The best way to improve
your visitor experience.
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:Ask your visitors.
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:Set up a simple way to collect
feedback before they leave.
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:It could be a quick digital form, a QR
code near the exit or a comment card.
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:Ask what they loved, what surprised
them, and what could be better.
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:Also, ask them why they came.
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:Was it a friend's recommendation,
something they saw online?
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:That kind of insight is goal.
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:Use the museum planning calendar.
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:What special things do you have planned
for a seasonal experience at your museum?
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:If you want visitors to return,
you need to plan new, timely
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:experiences so that they will want to.
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:That's why I created the museum
planning calendar to help you map
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:out your year with purpose, use it to
coordinate programming, staff, training,
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:events, and outreach all in one place.
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:It helps make.
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:Sure your visitor
experience isn't just great.
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:It's consistent across the seasons.