SO. JEALOUS.

I've been meaning to post about this for a while, but now that he's built up a decent blog of his own I don't have any excuses:

Image probably (c) MSI Chicago at www.msichicago.com

This is Kevin.  [As full disclosure he's a friend of a friend, but we've never met.]  Kevin is the lucky son of a gun who won the Museum of Science and Industry in Chicago's Month at the Museum competition, and he's spending a month living every day in the walls of MSI.  This is the second year the Museum of Science and Industry has held this contest, and I LOVE it.  I love it more that I can really say, because it does exactly what I think all museums should strive for: it makes adults look at museum collections with renewed wonder.

To enter the contest, people have to submit essays and videos, meet with staff and go to demonstrations at the museum, all with the point of  convincing the decisions-makers that they would be the best possible ambassador for MSI.  (And we all remember how I feel about museum ambassadors, no?)  So basically a bunch of grown-ups spend the contest trying to prove how awesome learning is and how much they love museums and want to share that love with other people.  The sharing is a BIG component--Kevin's home base is a plexiglass cube in the middle of the main hall and he spends his days interacting with visitors.  He chronicles his adventures in his blog, facebook, and twitter feeds, and is basically a giant PR windfall for MSI.  Kevin gets to spend his days doing awesome and unusual things, getting excited, and then telling everyone about it.  His adventures take a place that everyone in Chicago thought they knew and turn it into something new and exciting that they want to go see again.  THAT is what every museum needs to be doing. 

Inviting a houseguest (museumguest?) to spend a month in your building is certainly not the right answer for every institution, but MSI has really tapped into something with this project.  The response they've gotten has been huge, and that gives me hope--there are lot of people out there leading grown up lives and secretly dreaming of blowing things up, sleeping on submarines, and getting to share that excitement with everyone  they meet.  They just don't realize it until they have the chance.

Hello, your Excellencies.

So here's a question that's been on my mind while thinking about museum marketing: what does it take to get people in the door?  You all are probably not the best audience for this question, as I suspect people who read an amateur museum blog voluntarily are not folks who need a lot of convincing to visit an institution of learning.  But think about your less-erudite friends, or family members who perhaps prefer March Madness to mummies (not that you can't enjoy both, I know).  What have you said to them to get them in the doors to an exhibit you're dying to see?

From my own past experience I can claim success with the 'limited time' argument: and exhibit will only be here a finite amount of time, this is my/our only chance to see it, so we're going.  ("End of discussion," as my mother would say.)  Another tactic goes hand in hand with the unrelated exhibits post from earlier--bringing in a different type of exhibit brings in a different type of patron.  For example, I'm willing to bet that a number of people showed up for the Harry Potter exhibit at the Museum of Science and Industry in Chicago a few years back who have never ridden on the coal mine.  (I don't have hard data to back me up, just a pretty strong hunch.)

Anyway, beyond my general ponderings about museums and marketing and awesome ad campaigns, thinking about this made me realize something kind of important:  You and I and all the museum lovers out there are ambassadors.  

We all have people in our lives who would never walk into a history center or art exhibit on their own, and part of loving museums is introducing others to them.  YOU know that learning about the history or the Seminole and Miccosukee tribes in central Florida is a totally awesome way to spend an afternoon, and I know that learning about the history of the Seminole and Miccosukee tribes in central Florida is an awesome way to spend an afternoon, but too many people out there don't.  And it's time they did, right?

So for the next four weeks I'm proposing a personal cultural exchange program.  I'm going to make an effort to get at least one person, be it friend, family, or stranger, to walk through a museum or exhibit they would not have chosen to see on their own.  In return I am more than willing to sit through baseball games and poker tournaments, because fair is fair, but I am going to make it a personal goal of mine to get more people in my immediate circle into museums to see what they're missing.  Will keep you posted on progress!