How to Increase Museum Attendance

As public libraries, museums play a critical role in preserving society. They preserve specimens, educate the public, and conduct research. However, the survival of museums largely depends on attendance. Because of fundraising and attendance challenges, many museums must rethink their marketing. One strategy is to raise public interest.

Often, the first place many people check is the museum’s website, which creates the first impression of the museum. You want people to know what your museum does and make them eager to visit. For that, entice them with photos and videos that show what they can see at each exhibit. Include quick, interesting facts that captivate visitors’ imaginations and tempt them to see the exhibits in person.

Update your website regularly and always include guides and resources. Translate all content into multiple languages because your visitors may come from different countries. To inspire visitors, share useful information and titbits that visitors might not know about your museum or exhibits. For example, what or who inspired the establishment of the museum? Is there a unique story behind that new exhibit item?

Also, invite knowledgeable guest speakers during special events or exhibitions. Expert speakers can bring a fresh breath to the museum, inspire old members, and attract new visitors. You could also charge special fees for such events to raise more revenue. Make sure these events are posted on your website and social media sites.

Consider more flexible opening and closing hours. For example, you could add early or late-night hours for museum members. In addition, explore incentives that can attract more visitors who come calling during nontraditional opening hours. For instance, offer discounts over the lunch hour, early morning, or late evening.

Let visitors know the perks they can enjoy by becoming museum members. For example, give discounts to students, seniors, and families, and offer discounted seasonal and monthly passes. Offer early access and sneak previews of upcoming exhibitions. Give members access to exclusive events like workshops, lectures, and presentations. Promote these benefits and perks online and on social media, at local events, and with flyers, and create a dedicated web page.

Through social media, you can reach younger audiences. Talk about new events and exhibits and encourage people to share your posts and updates. Provide short videos, photos, and exhibit introductions, so people know the benefits of visiting your museum.

Monitor different social media channels to find what visitors say about your museum. What do they like or dislike? From their comments, likes, and shares, gain insight into what you can do to boost attendance or improve your exhibitions.

Add new features or exhibits as often as possible to boost and maintain museum attendance. If you have not exhibited anything new for some time, many people will start looking elsewhere. When you bring something new or make a change, update your website, email members, and post the news on social media.

You can also leverage technological enhancements to attract new visitors. For example, smartphone-guided tours and virtual reality add value to visitors’ experiences.