Shownotes
Part 4 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
Visitor experience, part three, using an email newsletter to stay in touch.
2
:We've talked about getting your
visitors in the door and making sure
3
:there are in-person experience is
exceptional, but how do you keep the
4
:connection going after they leave?
5
:This is where email
marketing becomes essential.
6
:Email is one of the most effective ways to
nurture relationships with your visitors.
7
:Turning one time guests into loyal fans
who keep coming back and bringing friends.
8
:The key is creating a connection
that feels personal, welcoming, and
9
:valuable every time you reach out.
10
:Why email matters for your museum.
11
:Think of email as your museum's voice.
12
:In their inbox.
13
:Unlike social media, which is fleeting
and often crowded with noise, email
14
:offers you a direct line to your
audience and it's proven to work.
15
:Studies show email marketing
consistently drives more revenue and
16
:engagement compared to other channels.
17
:When done right, email marketing helps
visitors feel like insiders connected
18
:to the museum even after they've left.
19
:Remember, your visitors don't
just want to see the exhibits.
20
:They want to feel like they're
part of something bigger.
21
:This is where an email newsletter can
make them feel like VIPs, behind the
22
:scenes content share what goes into
setting up an exhibit, stories from
23
:staff or sneak peeks of upcoming events.
24
:Exclusive offers or perks.
25
:Including member only discounts
early access to tickets or special
26
:tours, creating a sense of belonging,
personalized experiences, highlight
27
:special events, tailored to different
types of visitors, families, art
28
:lovers, history buffs, et cetera, tip.
29
:How can you make your visitors feel like
they're a part of your museum's family?
30
:Consider adding small personal touches
in your emails, like acknowledging
31
:birthdays, thanking them for attending
an event, or sharing a piece of museum
32
:history, setting up a process for
easy and consistent communication.
33
:One of the biggest challenges museums
face with email marketing is consistency.
34
:It's easy to get caught up in other
tasks and forget to send out your
35
:newsletter, but this is where planning
ahead can make a huge difference.
36
:Here's how you can streamline the process.
37
:Number one, create a content calendar.
38
:Plan your emails ahead of time so you
know exactly what to send and when.
39
:Whether it's a monthly roundup, upcoming
events, or spotlighting an exhibit.
40
:Having a roadmap helps you stay on track.
41
:Number two, automate where you
can use tools to set up automated
42
:emails for new subscribers.
43
:For example, welcome
emails and for key moments.
44
:For example, reminders
for upcoming events.
45
:Number three, make it easy
for your team to contribute.
46
:Have a designated team member
responsible for gathering content
47
:or create a simple process for
others to submit ideas or updates.
48
:The easier you make it, the more
consistent your communication will be.
49
:What should you include
in your newsletter?
50
:A great newsletter should
do more than just inform.
51
:It should engage, excite,
and invite action.
52
:Here's what your newsletter could
include, a personal greeting from
53
:the director or staff member making
the email feel like a conversation.
54
:Upcoming programs and events with
clear dates, times, and links for
55
:easy registration, visitor stories or
testimonials that highlight how the
56
:museum has impacted someone's life.
57
:Special offers are promotions
such as discounted tickets for
58
:members or early bird discounts.
59
:Call to action for visitors to share
their experiences on social media or
60
:forward the email to a friend action step.
61
:Brainstorm your museum's
newsletter sections ready to start.
62
:Take a moment to brainstorm
the key sections you want to
63
:include in your email newsletter.
64
:Here are a few ideas to get you started.
65
:Event highlights behind
the scenes stories.
66
:Member spotlights, museum
news or milestones, visitor
67
:feedback or testimonials.
68
:Once you have your sections in place,
commit to a regular cadence so your
69
:audience knows when to expect it.
70
:The importance of building
relationships with the media.
71
:One of the most powerful ways
to grow your museum's reach and
72
:reputation is through media coverage.
73
:While it's easy to focus on the direct
marketing efforts like the social media
74
:posts, email newsletters, and website
content, don't underestimate the impact
75
:that third party endorsements from local
journalists, bloggers and influencers
76
:can have on your museum Success.
77
:In today's world where trust in
advertising is lower than ever,
78
:recommendations from credible
sources have become more valuable.
79
:When a journalist writes about your
museum or a local influencer shares their
80
:experience, it carries more weight with
potential visitors than an ad ever could.
81
:Why?
82
:Because it's seen as an
objective perspective.
83
:Not a sales pitch.
84
:Media coverage is often
called earned media.
85
:It's not paid for, but it's
far more impactful because it
86
:comes from a trusted source.
87
:Studies have shown that consumers trust
recommendations from friends, family,
88
:and experts over brand messaging.
89
:When journalists or influencers
talk about your museum, it increases
90
:your credibility and visibility in
a way that advertising simply can't.
91
:The beauty of earned media is that
it helps build awareness without a
92
:huge budget, making it perfect for
museums that are resource conscious.
93
:And even though media relationships
can take time to develop, they
94
:often lead to stronger and more
organic results in the long term.
95
:How to build relationships with the
media isn't as hard as it might seem.
96
:It just takes time, patience,
and a little strategy.
97
:Here's how you can get started.
98
:Number one, identify your
local media contacts.
99
:Start by compiling a list of journalists,
bloggers, and influencers who focus
100
:on local culture, history, art, or
any topics relevant to your museum.
101
:Search on Google local news
websites and social media can
102
:give you a good starting point.
103
:Number two, create a media kit.
104
:A media kit is essentially a one-stop
shop for everything the media
105
:needs to write about your museum.
106
:It should include high quality images
of exhibits and events, a brief
107
:history of your museum, details
about your mission and vision, and
108
:information on how to contact you
for interviews or press inquiries.
109
:It will serve as the basis for a
press kit you may pull together
110
:during an exhibit opening.
111
:Number three, engage on social media.
112
:Follow local journalists and
influencers on social media.
113
:Engage with their posts and
start building a connection.
114
:It's about creating relationships
over time rather than pushing
115
:for coverage right away.
116
:Number four, pitch your stories.
117
:Be proactive.
118
:Reach out with compelling story ideas.
119
:For example, a special event,
a new exhibit, or a behind the
120
:scenes look at how your museum
prepares for a big opening.
121
:Could all make for interesting stories.
122
:This is also where the museum
planning calendar comes in handy.
123
:Let's say it is almost.
124
:Insert holiday name here, and your
museum has a significant artifact
125
:that can be tied to that holiday.
126
:Journalists are always
looking for timely stories.
127
:Send an email and let them know that
your curator is doing interviews about
128
:the object for the upcoming holiday.
129
:Make your pitch personalized and show
the journalists why their readers or
130
:viewers will find your story relevant.
131
:Number five, be consistent
media relationships.
132
:Take time to cultivate.
133
:Don't get discouraged if your first
few pitches don't lead to coverage.
134
:Keep reaching out, sharing
interesting updates, and being
135
:available for interviews.
136
:Remember, the goal is to position
your museum as a trusted resource
137
:in your community, and the media
can be your ally in achieving that.
138
:Public relations grows slowly, but leads
to stronger results, unlike advertising,
139
:which can deliver immediate results.
140
:Often in the form of a sales spike,
public relations works gradually.
141
:Media coverage builds awareness over time,
and its effects are often felt much later.
142
:You might not see an immediate surge in
visitors after a local newspaper writes
143
:about your museum, but over time, as your
museum's name becomes more recognized,
144
:you'll start seeing the results.
145
:Additionally, media coverage
builds a foundation of trust.
146
:Once people start hearing about
your museum from an outside source,
147
:they'll feel more inclined to visit
knowing that others have vouched
148
:for your quality and impact.
149
:Action steps.
150
:Start building media relationships today.
151
:Here are a few simple steps
you can take to start building
152
:relationships with the local media.
153
:Number one, identify three
to five local media context.
154
:Journalists, bloggers, influencers who
focus on art culture history, or your
155
:specific museum subject, reach out to
them with a personalized introduction.
156
:Number two, send an email introducing
your museum and offering story ideas.
157
:Don't forget to include high quality
images and a link to your website.
158
:Number three, engage on social media
by commenting on their posts, sharing
159
:their work, and letting them know
you appreciate what they're doing.
160
:Number four, offer exclusive access
to special events are behind the
161
:scenes content, making it easy for
journalists to write about your museum.
162
:Number five, send regular updates
on what's happening at your museum
163
:so they know you are active and
have interesting stories to share.
164
:By nurturing these media relationships,
you'll increase your museum's visibility
165
:and build a reputation as an important
cultural resource in your community.
166
:Final thoughts, small steps.
167
:Big impact.
168
:Yeah, building strong connections with
your visitors, your community, and
169
:the media may seem overwhelming at
first, but remember that everything
170
:starts with small, meaningful steps.
171
:By focusing on the visitor experience,
getting clear on your unique
172
:story and building relationships,
you're already setting the
173
:foundation for long-term success.
174
:These actions won't just help
you get visitors in the door.
175
:They'll keep coming back and
bring others along for the ride.
176
:You don't need a massive budget or
a huge team to make a difference.
177
:The beauty of this work is that it's
built on consistency, creativity,
178
:and community involvement.
179
:The strategies outlined in this
book are practical and actionable.
180
:You don't need to implement
everything at once.
181
:Take it one step at a time and over
time you'll start to see your museum
182
:become a beloved part of your community.
183
:Next steps.
184
:How to start implementing today.
185
:Here's a quick checklist to help you
put these strategies into practice.
186
:Number one, start with your community.
187
:Begin thinking of your
museum as a community hub.
188
:Start building connections with local
organizations, schools, and businesses.
189
:Think about ways to integrate your
museum into daily life through events,
190
:partnerships, or simply by offering
your space for local gatherings.
191
:Number two, audit your digital presence.
192
:Take a deep dive into your website, social
media accounts, and email newsletter.
193
:Are they providing an inviting,
accurate, and engaging experience
194
:for potential visitors?
195
:If not, start making small updates
to improve these platforms.
196
:Number three, create your museum story.
197
:Write down your museum's unique story and
use it consistently in everything you do.
198
:From emails to social media posts.
199
:It's the heart of your messaging and helps
to build a connection with your audience.
200
:Number four, build media relationships.
201
:Identify three to five local
media contacts and start nurturing
202
:relationships with them, even
if it's as simple as sharing
203
:interesting museum updates via email.
204
:Consistency is key.
205
:Number five, make your
visitor experience a priority.
206
:Start by refining one aspect
of the visitor experience.
207
:Whether it's improving signage, creating
a welcome script for your staff, or
208
:adding an email follow up after the visit,
small changes can make a big difference.
209
:Remember, your museum is more
than just a collection of objects.
210
:It's a community space that has the power
to bring people together, tell powerful
211
:stories, and create lasting memories.
212
:The work you do matters.
213
:And by taking these simple steps,
you're well on your way to turning
214
:your museum into a hub that visitors
not only want to visit once, but also
215
:want to return to again and again.
216
:Pick one small step to start today.
217
:Take a moment now and pick
one step from the list above.
218
:To start implementing today, whether
it's reaching out to a local journalist,
219
:improving your website, or planning
a community partnership, the most
220
:important thing is to get started.
221
:Don't worry about perfection, just take
the first step and the rest will follow.
222
:I'm confident that with the right
strategies, you can create a museum
223
:that isn't just a place to visit, but a
place to return to and to bring friends
224
:and family along for the experience.
225
:Your museum will not just survive, but
it will thrive into the next century.
226
:Consider revisiting these
questions regularly.
227
:Are we making it easy for
visitors to say yes to us?
228
:What's one thing we can do this month
to strengthen community connection?
229
:What part of the visitor
journey can we improve next?
230
:You don't have to do everything at once.
231
:Start small.
232
:Start somewhere.
233
:Just start.
234
:Want more support?
235
:If you've found this book helpful
and you're wondering what it's
236
:like to work with me more closely,
let's keep the momentum going.
237
:I work with museums of all
sizes around the world to build
238
:smart, sustainable strategies
that increase attendance, deepen
239
:community engagement, and strengthen
messaging across all touch points.
240
:No cookie cutter solutions here.
241
:Every museum is different, and my
consulting work is designed to be
242
:tailor made, whether we are rethinking
your visitor experience, refining
243
:your marketing strategy, clarifying
your brand messaging, or helping
244
:your team feel more confident about
what to say and how to say it.
245
:If you want support that's strategic,
practical, and rooted in your
246
:museum's mission and community.
247
:You're in the right place.
248
:One of the best ways to get started
is with the Museum Digital Assessment.
249
:This assessment is a hands-on
personalized review of how your
250
:museum is showing up online.
251
:I'll take a close look at your website,
social media presence and digital
252
:communications with a visitor's eye view.
253
:Because often your digital presence
is the very first step in a visitor's
254
:experience with your museum, and it's
where first impressions are made.
255
:You'll get a detailed report that
outlines what's working, what's getting
256
:lost in translation, and where you have
opportunities to improve, along with
257
:specific, actionable recommendations
you can put to use right away.
258
:Think it is a tune up for your museum's
digital presence that is designed to help
259
:you attract more visitors, communicate
your value clearly, and create a more
260
:consistent and compelling experience.
261
:From the moment someone finds
you online, you can learn more
262
:and book your assessment at love
my museum.com/museum-assessment
263
:As a thank you for listening to this book.
264
:Use code book 104 $100 off.
265
:Let's stay connected.
266
:You can listen to the
Love My Museum podcast.
267
:Conversation strategies and
inspiration for museum professionals
268
:who want to grow their impact.
269
:You can find it on all podcast platforms
and also on my website@www.love
270
:my museum.com/podcasts.
271
:Connect with me on LinkedIn.
272
:I'd love to hear how your museum
is putting these ideas into action.
273
:Visit my website.
274
:Learn more about how I help museums
attract more visitors, strengthen their
275
:messaging and build community centered
experiences, www.lovemymuseum.com.
276
:Thank you so much for listening.
277
:I hope this book helped you
love your museum even more.