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Grossman, Martini, Mason, Oxendine, Perez-Borges, Turri
From Exhibition to Engagement
CANTOR ARTS CENTER
Fall 2010, MKTG 555 Stanford University
Approach Museum
Park Vehicle
Greeted by Guard + Front Desk
Put Bag in Locker
Look at Map
Walk to Exhibit
THE CANTOR EXPERIENCE : TIMELINE FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
Read, View, Communicate
Retrieve Vehicle
RetrieveBagEat Shop
THE CANTOR EXPERIENCE : TIMELINE FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
HAPPINESS shifting the focus from EXHIBITION to ENGAGEMENT
Insight
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
Stanford
CantorBoard ofTrustees
Philanthropist
Visitor
DocentTrainingProgram
HeadGuard
FrontDesk/
Cashier
Cleaning Team
Exhibitionbuilders
Docent
Curator
Guards
ExhibitionDesigners
ExhibitionCoordinators
Administrativesupport
Gift Shop
Café
Marketing
direct contactbrief contact
MUSEUM-CENTRIC ORGANIZATION FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
StanfordCantorBoard ofTrustees
Philanthropist
Visitor
DocentTrainingProgram
HeadGuard
FrontDesk
Worker
Cleaning Force
ExhibitionBuilders
Docent
Curator
Guards
ExhibitionDesigners
ExhibitionCoordinators
Administrativesupport
Gift Shop
Cafe
Marketing
direct contactbrief contact
VISITOR-CENTRIC ORGANIZATION FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
THE STORIES
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
HILLARYFront Desk Greeter
“Would you like a map? Lockers are to the le.”
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
HILLARYFront Desk Greeter
Priming. Ask visitors questions at the beginning of their visit. “What are you looking forward to seeing today?”
Gateway. Make the coat check and front desk a ritual that begins a journey as you leave the outside world and your backpack behind.
Discovery. Spread out the experience over multiple locations.
Anticipation The brain sometimes enjoys the anticipation of reward more than receiving it.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
DAPHNE + SON
“I like to bring him here
when it’s not busy so he can
run around.”
Cantor Weekday Regulars
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
DAPHNE + SONCantor Weekday Regulars
Child’s Play. Engaging play for children, leaving parents free to explore and enjoy the museum.
Special Events. Social events and activities targeted at specific age groups, bringing them together to share the experience.
Yoga and Meditation. Akin to mall walking. Use the serenity of museum space to bring employees and visitors together for daily practice.
Flexibility As you age, your definition of happiness changes every 3-5 years.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
“My favorite part of the day is when I get to talk to people.”
LA TRISHHead Security Guard
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
Staff Picks. Museum staff selects favorite pieces for special attribution within the museum.
Moccasins. One-day job swaps to connect with visitors and feel better-understood by coworkers.
Visitor as Curator. Visitors document trip highlights, and create playlists providing valuable feedback for curators and other visitors.
Motivate through Autonomy, Mastery, and Purpose
LA TRISHHead Security Guard
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
“e museum’s been great. It’s the IRS that’s the problem!”
CuratorBERNARDDonor
ERIC
Don’t f*ck this up for me.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
ERIC + BERNARDFront Desk Greeter
Dorators. Remove information barriers between docents and curators, and have curators regularly lead museum tours.
Simplifying Donations. Remove tax issues and other barriers to donation.
Prosocial Happiness is giving, not receiving.
Crowdsourcing Docents. Leverage visitor knowledge through Foursquare checkins and meetups, giving visitors a way to contribute and interact.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University
FOOD + FLOW It is 2PM. Do you know where your visitors are?
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
Contextual Menu. Food enhances the experience by engaging all senses.
Box Lunch Lectures. Create an informal community discussion around food and art.
Sandwich Power. Greeter with finger sandwiches before each section to keep visitors engaged and happy.
Sandwich Power Happiness comes in the form of a small sandwich.
FOOD + FLOW
Flow Happiness is being fully immersed in the experience.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
Gift Shop CashierNANCY
“Everybody wants to take some part of the exhibition home.”
(No photos allowed)
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
Mint on Your Pillow. A surprise experience to end the visit, like a exhibition-specific keychain.
Frequent Visitor Card. Swipe on the way out to receive exclusive access to special tours, lectures and events.
QR Code Souvenir. Personalized way to remember one’s visit.
Ending on a High Note
NANCYGift Shop Cashier
Happiness is heavily dependent on the final moments of an experience.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
Thank you!
Social
Educational
Event Continuing
weddings
date night
vacation destinationtypical visit
respite from daily life in unique space
field trips
educational tourism trips
visiting lecturers docent tours
symposium
No regular purely social
events.
rotating through collection
community parties
special exhibition
eat at café
permanent collection
EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University
Single moment
Structural
Reflective Social
headphone audiophotographing
exhibit
readingdescriptions
eveningparties
lunchwith friends
emptyexhibit benches
to sit on
books forpurchase
gift shop
chattyguards
How can we have institutioninteract over here?
Almost noserendipitous
socializing!
members-onlyevents
videokiosk
EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University