Marketing starts with something worth showing
Museum marketing is simply the work of helping the right people know what the museum offers and why they might enjoy it. Digital exhibits can contribute because they produce material that is already visual, finished and tied to the museum’s real content: images, clips, audio and stories.
A caution first. Promotion cannot make up for an exhibit that disappoints. If a preview promises more than the gallery delivers, visitors notice. The best marketing usually comes from honest, appealing descriptions of what is actually there.
Ways digital exhibits support promotion
Online previews. A short virtual exhibition or a handful of highlights on the website lets people see what a museum offers before they decide to visit. Previews work best when they show a real piece of the experience, not a teaser that withholds everything.
Short video. A clip of an interactive exhibit being used, or a curator talking about an object, is easy to share and gives a feel of the place. Exhibit videos made for the gallery can often be edited into promotional versions, saving effort.
Behind-the-scenes content. Photographs and clips showing installation, conservation or content creation attract people interested in how museums work. This kind of material is cheap to produce if someone is already documenting the process.
Shareable moments. Visitors who photograph or record an exhibit can spread awareness through their own networks, as discussed in our look at social media. Designing the gallery so photography is allowed, clearly signed and well lit makes this easier.
Search visibility. Well-described online content, with clear titles, text descriptions and accurate details such as opening hours and location, helps people who search for things to do or topics related to the collection. Good collection metadata and readable descriptions serve both visitors and search tools.
Email and local networks. Content from exhibits can feed newsletters, posters, local media notices and partnerships with schools, libraries or tourism groups.
Different audiences, different messages
One message rarely suits everyone. Local residents may respond to new displays, events and the chance to see community stories. Tourists and multilingual visitors need clear practical information, perhaps in more than one language. Family visitors often look for things children can do, while specialist users want to know about collections and access.
Think about who you most want to reach and what they actually need to know. A short, accurate description usually beats a long, enthusiastic one.
Being honest and careful
- Represent the exhibit accurately. Use real images from the gallery rather than idealized renderings, or label renderings as such.
- Check rights. Promotional use of images, music and text needs permission. Rights for display in a gallery may not extend to advertising or social media.
- Respect visitors’ privacy. If photographs of people appear in promotion, obtain consent in line with your policy and local rules, and take particular care with children.
- Avoid exaggeration. Words like “revolutionary” or “the first” invite scrutiny. Describe what visitors will see and do.
- Mention practical details. Access information, opening times, costs and any limits on photography save frustration. Saying what is accessible, such as captions or step-free routes, helps visitors plan.
Costs and effort
Promotion consumes time. Producing good content, keeping the website current and answering questions all take staff capacity. Small institutions often do best with a modest plan: a few regular channels, content reused across them, and a calendar tied to exhibitions and seasons. Reusing content made for exhibits is usually the cheapest approach, which is one reason to plan promotion at the start of a project rather than after launch. Preparing stills and clips during production, when everything is set up, is far easier than recreating them later.
Judging whether it is working
It is tempting to measure everything, but reliable conclusions are hard. Some practical approaches:
- Ask visitors at the desk or in a short survey how they heard about the museum, accepting that answers are approximate.
- Watch trends in website visits to exhibit pages and in newsletter sign-ups.
- Note visitor numbers around promotional pushes, remembering that weather, holidays and school terms also affect them. The difficulty of linking promotion to museum attendance is discussed separately.
- Compare similar periods where possible, and avoid claiming success from one good week.
Treat these as clues, not proof. If a particular type of post or preview consistently draws interest, do more of it; if not, try something different.
A reasonable approach
Create exhibit content with a second life in mind, describe the museum honestly, and keep the schedule realistic. Digital exhibits can give a small museum visual material it might not otherwise have, but they are one part of a wider effort that includes word of mouth, partnerships and a good visitor experience.