Future 1018th February 2010
As creative brand advisors we encourage our clients to invest in future solutions. On one of my frequent gallery tours of London, I started wondering what the future Museum walk will be like. Being a keen list-maker ( I will create top tens of just about anything ), I started browsing the web for key trends.
These are my observations for 2010.
1. The Audience is Not Listening
In order to engage and excite future audiences, museums and galleries will have to rethink their role as mediators of content to actively allow the audience to contribute their own ideas. People will change from passive spectators to becoming active decision makers, influencing the agenda of exhibitions and contributing own content.
Most museum pages are static allowing little or no interaction. This model is a potential dinosaur, and will not survive the expectations of a highly computer literate demographic of kids and young adults. New trends urges museums and galleries to extend their public interaction beyond Facebook and Twitter. Integrating Flickr on the web is one cost-effective solution to showcase new exhibitions, events and behind the scene type material allowing members to submit their own contributions.
Getting ahead means tracking and serving people as individuals. Personalised user benefits includes exhibition tweet reminders, and customised museum profiles that allows you to tag your favourite piece of art. Museums and galleries will have to learn from sites like Ebay, Amazon, Itunes and Spotify who allows people to create their own user profiles, and supplies tailored information based on individual interest. Expect to see a growing number of ‘You may also like’ ads and ‘Get in the door free’ offers.
4. Be Flexible
A recent trend of pop-up exhibitions and outdoors activities in local community spaces, have sparked off the idea of a museum where things ‘just happen’ . Inspired by open market spaces and outdoors cultural heritage sites, the pop-up museum offers a new and exciting way to break out of the traditional space and attract a more diverse audience.
Large museums are discovering the need to segment their audiences as the motivation for visiting is largely variable. Printed material should reflect this by replacing generic brochures with leaflets specifically created to aime at each group.
6. Go Green
Museums will be challenged to strengthen their commitment to making a difference and actively make a stand through exhibiting green thinking, promoting local tourism and highlighting social issues. Actively seeking to affect the behavior of visitors, most museums of the future will go green.
7. Big Brands Know How To
Know the most efficient media channels and use them to their full potential. Museums and Galleries will gain from looking at how corporate brands display their brand to attract new customers. Think of what every application adds to the existing brand collateral. If you’re already using Facebook and Twitter, how will you utilize a blog to add additional excitement about your gallery?
In 2010 galleries will be looking to join forces and collaborate to attract new audiences, rather than spend resources competing for the same people.
9. Go Global
Most galleries will exhibit a growing number of international artists.