This post is about the “too many choices” issue. In this case, I’ll write about the case of travelling, and choosing an attraction to visit. Let’s assume that there is an institution responsible for the attraction in case. And let’s look at the institution’s side.
Generally, many heritage sites need some business ideas to alleviate their dependence on public funding. While it’s very rare to see any business or marketing professional working in or for a museum (or any similar institution), it’s also not to expect that any in-house expert responsible for conservation, curatorial tasks or pedagogical activities would know how to make business or have any ideas about it.
These institutions can’t even pay for such an expert; most of consultants are highly expensive and even to get a visual identity or hire a social media manager, museums would have to ask for more funding, or even permissions in the case they are situated in a country with conservative laws about museums and heritage sites.
For these reasons, it’s pretty normal that many museums, galleries and heritage site would like to get more travellers, tourists and other internationals to visit the place. How to do it, if your institution is not situated in any famous tourist destination? What to do if your institution is situated in a famous city, but it lies alongside hundreds of other attractions?
A Museum’s Competitors
Few months ago I made the first meeting with museum professionals organised within my blog project. I noticed that tendency, museum professionals who think that other museums in the same city are their competitors.
My travel blog project is dedicated to museums and heritage, but you may ask me, what is a museum, and what is a heritage side, according to your mission? I don’t define. I visit a museum, a real museum institution, for my blog posts, but my main objective is to connect it with its wider context so my readers can get a big picture about what I’m writing about.
Why I’m telling that? Because my writing approach wants to put museums and heritage in the concepts of travel blogging and social media for travel and tourism. Not only sporadically, but on the first place.
The picture above was taken in the Arktikum Museum, in Rovaniemi Finland, during the polar night. The moment you see on the picture was the lightest moment of that day. This is a museum with a view, it has a lake behind, visible through the glass wall (at that moment completely frozen, of course). This museum tells stories about the polar lands issues.
So, no museum without a context. Every museums has a story to tell outside the collections and their rooms, so museums can compete with each other, again.
Travellers and their choices
Travellers can choose to go to museums. They will choose to discover some new stories. They want to get amazing experiences. So, which museum will provide it to them? Or, which institution? A National Park maybe? Or a simple gallery on the street?
Who is the lucky winner?
The lucky winner is the one who knows their audiences, the visitors’ choices, who asks and tests which communication methods are adequate. When writing on my blog, I have a feeling which stories to tell about a place. I’m never sure, and my feeling is not always right. I ask users, my readers, my audiences, and I also want to ask the staff from the institutions I visit, to tell me what is their opinion about the topic I chose.
I’m looking for the answers. I’m not going to waste time on that; I will act to get these answers 🙂