Market to Adults (Not Families) to Maximize Attendance to Cultural Organizations

Marketing to adults increases visitation even if much of your current visitation comes from people visiting with children. Here’s why.

I’ve recently written quite a bit about the barriers to visitation for likely visitors to cultural organizations such as museums, zoos, aquariums, science centers, symphonies, ballets, and other mission-driven, visitor-serving entities. Generally, data do not suggest drastic differences in identified barriers among organization types. In other words, critical barriers to visitation – such as schedule conflicts, travel challenges, etc. – tend to be rather similar, regardless of if you are looking at data cut for a history museum or a ballet. When it comes to nailing down and overcoming barriers to visitation, some emerge as more frequent barriers than others (such as preferring an alternative activity), but a barrier is a barrier. If data suggest that something is stopping people who we’d like to welcome from coming in the door to our organization, we generally want to break up that blockage.

So let’s share information today on how to knock down one of those blockages. Namely, the misconception that certain visitor-serving experiences (aside from children’s museums) are “not for adults” or ”only for kids.”

Read the full post here.

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