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Your visitors couldn't carousel less

Carousels can be a way of deferring tough decisions about what’s most valuable to the audience. Is there a new event coming up? Drop it in the carousel. No need for discussion about how important that event is compared to everything else going on, no risk of ruffled feathers.

What people don’t realize is that practically no one sees the information in the carousel …

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Questions about urgency

A new list member asked a question this week (shared with permission):

We have a music theater that produces 300 shows a year. While it is a huge effort, we do well selling tickets for theater. How do we take those practices/lessons from theater ticket sales with its built-in urgency and apply it to museum admission sales where there is rarely urgency beyond monthly weekend programming and special exhibition?

So, events like concerts let the museum communicate urgency — there’s limited availability and continual change with concerts. But the core collection may not change all that often.

The question got me thinking …

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Randi Korn on value propositions

List member Randi Korn, Founding Director of RK&A and author of Intentional Practice for Museums: A Guide for Maximizing Impact, responded to my earlier emails about value propositions for museums (shared with permission):

Museum websites are often put together by the museum’s marketing department, and marketers may not think that value proposition as a thing to sell or as a thing others might want to buy …

A value proposition isn’t something you can sell — at least not directly. You can’t purchase admission to a value proposition, which means its impact is harder (but not impossible) to measure.

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