Museum professionals from institutions of all kinds are scrambling to rebuild their attendance after COVID-19. They're looking at every detail of limited-run and permanent exhibits, even down to small details like museum exhibit labels. With people out of the habit of attending many things in person, it requires more than the usual incentives to attract people back. There's a new emphasis on memorable interactive installations that get people talking and sharing them on social media. More than merely displaying art and objects of interest is required, and visitors today expect more.

Decisions to offer discounts, free nights, and other financial incentives to lower the cost of visiting can be challenging but potentially necessary. Using the well-understood marketing theory of A/B testing, many museums test various options to see which has the most impact with the most minor financial consequence. It may also be seasonal and depend on the exhibits up at the time. For example, attendance may dip during the holidays or colder weather months, depending on the location. Price incentives to attract groups and families can help attendance more than other options.

If you're a museum director, another question to ask yourself is whether your staff is engaging enough with visitors. Making people feel welcome is important, but going beyond it and talking about exhibits and content can help. When staff members engage visitors in conversations and provide added insight, it enriches the experience. It's also likely that the discussions prompt questions that give opportunities to offer even more. The experiences are memorable for people and have an excellent chance of starting word-of-mouth recommendations. It's the best form of free advertising today.

Virtual visits replaced in-person ones during the pandemic, and it's a given people are accustomed to visiting your website and following the museum's social media. Both are told to attract people to return now that covid concerns are easing. Finding creative ways to connect online content with incentives to visit in person can help. It can be as simple as discounted admissions, but it might also include things that begin online and end on-site. Inviting guest speakers is another marketing tactic that often works. When they connect to exhibits and provide interested people with another reason to stop by, it's beneficial.