We believe it's possible to deliver on your mission, hit your revenue goals and wow your visitors - at the same time.
letter from the founder
New solutions to an old problem
I created Museum Playbook because I love museums and I hate what’s happening to them. As entertainment options stack up, would-be visitors end up glued to the couch binge-watching shows about art, history or science instead of actually experiencing any of it.
But, oddly enough, it’s never been easier to reach audiences who are interested in the specialized things museums are dedicated to sharing. Still, audiences somehow grow further and further disconnected. Some museums are changing their collecting priorities, exhibit strategies or mission statements to be more entertainment focused in the hopes of attracting new audiences. But, these tactics treat the symptom of the problem, not the cause.
The lack of engagement with museums is caused by two primary factors: competition and outdated messaging.
Competition is coming from every direction. Sports, streaming video, online games, new restaurants, the mircobrewing explosion, you name it. They are all competing for time, attention and money. Meanwhile, museums have for decades relied on patronage, not visitorship for survival - and now there is a critical identity crisis.
How do we pivot to focus on vistorship without changing the very essence of who we are?
The answer is new messaging. That’s right, marketing. Skillful marketing can help museums close the gap between their missions and their potential visitors by changing the perception. A killer marketing strategy will make a museum suddenly seem relevant and modern. You already have a building filled with amazing treasures, one-of-a-kind stories and life-changing experiences. All you need now is some buzz.
That’s where I come in. I have been a museum technologist and marketer for the last 12 years. I started my career as a museum educator and found my way to technology in 2006 when Facebook, blogs and an early Youtube account changed the way I did my job.
Since then, I worked across exhibit and marketing technologies to create digital experiences that grab audiences and earn serious revenue. I’ve built an impressive set of skills, and a powerful network of partners, that I want to put to use to make your museum a smashing success. Let’s see what we can achieve together.
For the love of museums,
"You create life-changing experiences for your visitors. I want to make sure they know about them."
– Despi Ross, CEO and Founder