For those who are looking for cost savings, see if doing the math for them helps them make a decision more quickly.Read More
From how to why to so what.Read More
Value propositions, audience segments, and helter-skeltersRead More
Do children’s museums have to work even harder to communicate unique value, given that they have to serve two very different audiences — children and parents? To explore the idea, I compared how two museums — the Please Touch Museum and the Long Island Children’s Museum — communicate value to parents.Read More
Check out this article on value propositions for museums by Anna Faherty on MuseumNext. (Hat tip to Carissa for getting this in front of my eyeballs on LinkedIn.)
Value propositions are a recurring theme in these letters. I wrote about them here, here, and here; then here; here again; most recently, Value Proposition appeared as a murderer in a bedtime story for my son.
So, I was excited to see someone writing about them, but what really got my heart beating was Faherty’s mentions of customer “Jobs” in relation to museums…Read More
What you can and can’t get out of testing.Read More
Finding a balance between what visitors value and what museums are uniquely capable of providing.Read More
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.Read More
Last week, I wrote a series of emails to you that began by asking why it’s so rare for museums and cultural organizations to communicate a value proposition on the home pages of their websites. (If you’d like to catch up, you read this entire series as a single unit over here.)
I said that user research could be a great way to uncover a value proposition that resonates with some segment of your organization’s audience.Read More
Over the past few days, we’ve been talking about value propositions. (If you’re just joining us, you can catch up over here, where I’m assembling all these shorter emails into one long blog post.)
Today, let’s take a first look at how user research comes into play.Read More
One great thing about interviewing museum folks is that I get to hear from experts in a domain that’s new to me. Experts tend to have strong opinions (though they may be loosely held). They see their subject at a higher resolution than others.
Experts have a point of view.
So, it seems odd to me that so many organizations run by experts fail to communicate a point of view to their audience.Read More