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