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Grossman, Martini, Mason, Oxendine, Perez-Borges, Turri

From Exhibition to Engagement CANTOR ARTS CENTER. Fall 2010, MKTG 555 Stanford University. Grossman, Martini, Mason, Oxendine, Perez-Borges, Turri. Park Vehicle. Approach Museum. Put Bag in Locker. Look at Map. Walk to Exhibit. Greeted by Guard + Front Desk.

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Grossman, Martini, Mason, Oxendine, Perez-Borges, Turri

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  1. From Exhibition to Engagement CANTOR ARTS CENTER Fall 2010, MKTG 555 Stanford University Grossman, Martini, Mason, Oxendine, Perez-Borges, Turri

  2. Park Vehicle Approach Museum Put Bag in Locker Look at Map Walk to Exhibit Greeted by Guard + Front Desk THE CANTOR EXPERIENCE : TIMELINE FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  3. Retrieve Bag Retrieve Vehicle Read, View, Communicate Shop Eat THE CANTOR EXPERIENCE : TIMELINE FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  4. direct contact brief contact Exhibition builders Philanthropist Stanford Exhibition Coordinators Curator Board of Trustees Cleaning Team Exhibition Designers Marketing Head Guard Docent Training Program Administrative support Cantor Docent Front Desk/Cashier Gift Shop Guards Café Visitor MUSEUM-CENTRIC ORGANIZATION FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  5. direct contact brief contact Stanford Philanthropist Marketing Cantor Exhibition Builders Curator Board of Trustees Exhibition Coordinators Head Guard Administrative support Docent Training Program Exhibition Designers Cleaning Force Front Desk Worker Docent Gift Shop Guards Cafe Visitor VISITOR-CENTRIC ORGANIZATION FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  6. Insight HAPPINESS shifting the focus from EXHIBITION to ENGAGEMENT FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  7. THE STORIES FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  8. HILLARY Front Desk Greeter “Would you like a map? Lockers are to the left.” FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  9. Anticipation The brain sometimes enjoys the anticipation of reward more than receiving it. HILLARY Front Desk Greeter Priming. Ask visitors questions at the beginning of their visit. “What are you looking forward to seeing today?” Discovery. Spread out the experience over multiple locations. Gateway. Make the coat check and front desk a ritual that begins a journey as you leave the outside world and your backpack behind. FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  10. DAPHNE + SON Cantor Weekday Regulars “I like to bring him here when it’s not busy so he can run around.” FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  11. DAPHNE + SON Cantor Weekday Regulars FlexibilityAs you age, your definition of happiness changes every 3-5 years. Special Events. Social events and activities targeted at specific age groups, bringing them together to share the experience. Child’s Play. Engaging play for children, leaving parents free to explore and enjoy the museum. Yoga and Meditation. Akin to mall walking. Use the serenity of museum space to bring employees and visitors together for daily practice. FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  12. LA TRISH Head Security Guard “My favorite part of the day is when I get to talk to people.” FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  13. LA TRISH Head Security Guard Motivate through Autonomy, Mastery, and Purpose Moccasins. One-day job swaps to connect with visitors and feel better-understood by coworkers. Staff Picks. Museum staff selects favorite pieces for special attribution within the museum. Visitor as Curator. Visitors document trip highlights, and create playlists providing valuable feedback for curators and other visitors. FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  14. Don’t f*ck this up for me. “The museum’s been great. It’s the IRS that’s the problem!” ERIC BERNARD Donor Curator FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  15. ERIC + BERNARD Front Desk Greeter ProsocialHappiness is giving, not receiving. Simplifying Donations. Remove tax issues and other barriers to donation. Dorators. Remove information barriers between docents and curators, and have curators regularly lead museum tours. 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

  16. It is 2PM. Do you know where your visitors are? FOOD + FLOW FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University

  17. FOOD + FLOW Sandwich PowerHappiness comes in the form of a small sandwich. FlowHappiness is being fully immersed in the experience. Box Lunch Lectures. Create an informal community discussion around food and art. Contextual Menu. Food enhances the experience by engaging all senses. Sandwich Power. Greeter with finger sandwiches before each section to keep visitors engaged and happy. FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  18. NANCY Gift Shop Cashier (No photos allowed) “Everybody wants to take some part of the exhibition home.” FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  19. NANCY Gift Shop Cashier Ending on a High Note Happiness is heavily dependent on the final moments of an experience. Frequent Visitor Card. Swipe on the way out to receive exclusive access to special tours, lectures and events. Mint on Your Pillow. A surprise experience to end the visit, like a exhibition-specific keychain. QR Code Souvenir. Personalized way to remember one’s visit. FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University

  20. Thank you!

  21. Social weddings No regular purely social events. date night community parties eat at café vacation destination typical visit symposium special exhibition Event Continuing respite from daily life in unique space visiting lecturers docent tours permanent collection educational tourism trips rotating through collection field trips Educational EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University

  22. Single moment Almost no serendipitous socializing! headphone audio photographing exhibit video kiosk lunch with friends evening parties reading descriptions Reflective Social gift shop books for purchase members-only events empty exhibit chatty guards benches to sit on How can we have institution interact over here? Structural EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University

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