Getting Past Ego of Place

For Destination Marketing Organizations, the heritage side of our product line is often a challenge. Museums and heritage sites are decreasingly valued by the consumers we court...and yet, we know that the compelling stories these assets tell differentiate us from other communities and celebrate our history and diversity. Adding on to this conundrum are often site managers that press DMOs to do more to promote these assets, as their livelihood depends on visitation. 

In our recent work with a destination, we interviewed a museum director (among scores of stakeholders) to determine his view on the efficacy of his DMO. Initially, he shrugged off the question, saying that destination marketing wasn't going to be the key to his future success. This museum, he said, isn't enough of a magnet to draw visitors to town.

And then, he nailed what he really needed. "I need people in this community to have enough pride of place that they invite their friends and relatives for a visit," he said. "Because if their friends and relatives come for a visit, their host will bring them to the museum."

Breathtakingly brilliant.

And, another reason why a DMO's work often starts at home...and not 50 miles away.

 

Comments

[Lee T]

"And, another reason why a DMO's work often starts at home...and not 50 miles away." Absolutely, as long as the cultural asset is in with us to help carry that message. If they are, it can be fun and rewarding. However, some times they are their own worst enemy and helping them becomes a one-way partnership that doesn't work out well. One of our truisms is simply, "We work best with those that work with us." Just as in life...if you offer to help, that offer must be accepted. That partnership always succeeds! If you got that manager to team up with his DMO on that goal, you've done the Lord's work.

[George Tzougros]

Bill,

Thought you'd be interested in this new study.

Quick Study: Positive Psych Researchers Take on Art Museums
By Any Measure | ArtsJournal.com
https://www.artsjournal.com/measure/2022/01/20/quick-study-positive-psych-researchers-take-on-art-museums/

George

[Bill Geist]

Thanks, guys. Lee: He's already on board and has a great relationship with his DMO. But your point is spot on...we can only help those that are willing to work with us. And, in this case, he understands the path that will get his facility the highest ROI.

And, George: Cool concept. Proving what any of us do is tough...but this study gets us closer.