Museum membership innovation : unlocking ideas for audience engagement and sustainable revenue
Museum membership innovation : unlocking ideas for audience engagement and sustainable revenue
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2022-02-02
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Rowman & Littlefield
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ผลงานนี้เผยแพร่ภายใต้ลิขสิทธิ์ของของสถาบันพิพิธภัณฑ์การเรียนรู้แห่งชาติ
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Abstract
Museums are facing increasingly challenging times, times of financial change, changing culture trends, and changing societal and institutional needs. The historic shift in audience demographics, mindsets, and motiva-tions are compounded by changes in government funding, endowment losses,and corporate support models.
Table of contents
PART ONE : New Realities : page 3, Downtrend in Cultural Attendance : page 3, The Bottom Line : page 5 / Microtrends and Major Shifts : page 11, The Next Great Generation : page 11, The Missing Audience : page 13, Mindset and Micro-Moments : page 14, Meet Them Where They Are : page 15 / The Writing on the Wall : page 19, A Tipping Point : page 19, To Join or Not to Join : page 22, Giving and Owning : page 25, Any Color You Want : page 27 / Silos, Sacred Cows and Spaghetti Sauce : page 29, Talk Is Cheap : page 30, True But Useless : page 31, Getting Unstuck : page 32 / Part Two : Making the Future : page 39, Milkshakes and Motivations : page 39, Motivations of Museum Visitors : page 45, Making the Future : page 48, The Upside of Experimentation : page 50, Tomorrow's Success Stories : page 54 / Everything Matters : page 57, Nudges and Shoves : page 59, The Endowment Effect : page 61, Influential by Default : page 69, The Paradox of Choice : page 71, The Decoy Effect : page 73, Influencing Choices : page 74, The Ethics of Nudging : page 76 / Members, Motives, and Mixed Messages : page 79, One Membership, Two Very Different Customers : page 80, Smiles and Frowns : page 84, Identity and a Sense of Self : page 88, Gifts and Glows : page 90, The One-for-One Model : page 95, Why Do Members Join? : page 97, Loyalty and Member Involvement : page 98, Why Membership? : page 101 / The Perfect Mix : page 107, The Perfect Mix : page 108, An Essential Ingredient : page 110, Right Place, Right Time, Right Message : page 115, Pricing Psychology : page 117, The Power of Price : page 117, The Rise of New Admissions Models : page 119, Anchors A weigh! : page 122, The Pain of Paying : page 123, You Really Do Get What You Pay For : page 125, The Irresistible Allure of Free : page 127, Making, Membership Easy to Say Yes To : page 128, Mixing It Up : page 130 / PART THREE : Asking the Right Questions : page 137, Never Let the Facts Get in the Way of a Good Theory : page 137, The Trouble with Asking Questions : page 140, Leading Questions : page 140, Loaded Questions : page 141, Double-Barreled Questions : page 141, Absolutes : page 141,Sampling Bias : page 142, Lies and the Liars That Tell Them : page 142, When to Ask Why : page 144, The Five Whys : page 145, Asking Better Questions : page 147 / Empathy, Emotion, and Experiences : page 151 ,The Loneliness Epidemic : page 152, Building a Practice of Empathy : page 154, From Touchpoints to Journeys : page 161, Creating an Emotional Connection : page 165, Meeting Audiences Where They Are : page 167, Reaching New Audiences through Crowdfunding : page 168, Tapping into the Experience Economy : page 173 / A Framework for Innovation : page 179, Reinventing the Membership Business Model : page 180, Experimenting with New Membership Business Models : page 184, The Emerging Field of Service Design : page 192, Thinking Like a Designer : page 194, The Five Modules of Design Thinking : page 194, Designing on the Edge : page 199 / Innovation as a Core Competency : page 203, Tuning the Performance Engine of Membership : page 204, Measuring What Matters : page 205, Process Behavior Charts : page 208, Cohort Analysis : page 210, Implementing Validated Learning : page 211, Developing an Innovation Practice: page 218, Try Something : page 219, Parting Thoughts : page 220 / Index : page 223/ About the Author : page 235