{"id":301775,"date":"2025-06-06T15:44:39","date_gmt":"2025-06-06T13:44:39","guid":{"rendered":"https:\/\/amuseapp.art\/preparing-the-museum-for-restart\/"},"modified":"2025-06-06T15:44:39","modified_gmt":"2025-06-06T13:44:39","slug":"preparing-the-museum-for-restart","status":"publish","type":"post","link":"https:\/\/amuseapp.art\/en\/preparing-the-museum-for-restart\/","title":{"rendered":"Preparing the museum for restart"},"content":{"rendered":"<h5 style=\"text-align: center;\"><span style=\"font-weight: 400;\">Four rules for dealing with \u201cPhase Two\u201d right away<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">From one day to the next you were faced with a situation you had never experienced before.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a <\/span><span style=\"font-weight: 400;\">emergency and war surgeon<\/span><span style=\"font-weight: 400;\">, forced to prioritize intensity and speed, many times without much regard for quality, you tried to keep the <\/span><i><span style=\"font-weight: 400;\">\u201cmuseum patient\u201d<\/span><\/i><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">reluctantly cutting off vendors, openings, organized tours and on-site education;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Completely rethinking the communication strategy;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">producing content for social media (many times from home, without the ability to be in the museum);  <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Studying how to work synergistically with colleagues remotely;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">cursing.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You have done your best, and, with respect to all your staff, you should be proud of yourself and the activities you have set up in such a short time.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unfortunately, however, the patient is not out of danger yet, quite the contrary.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Indeed, it is not easy to predict what will happen but one thing is certain: the cultural world will be changed and all those museums that do not adopt certain solutions will be overwhelmed.  <\/span><\/p>\n<p><b>Sylvain Bellenger<\/b><span style=\"font-weight: 400;\">, director general of the Museo e Real Bosco di Capodimonte in Naples, and <\/span><b>Sergio Risaliti<\/b><span style=\"font-weight: 400;\">, Artistic Director of the Novecento Museum in Florence, in a recent article in Artribune emphasize how <\/span> <\/p>\n<h3 style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">\u201ccrises are events that accelerate the course of history and divert its direction, <\/span><\/i><i><span style=\"font-weight: 400;\">influencing the evolution of the species.\u201d<\/span><\/i><\/h3>\n<p><span style=\"font-weight: 400;\">And in all times of crisis, history teaches that the market rewards only those realities that manage to meet their customers&#8217; needs, anticipating them, providing a prompt and concrete response and, where possible, changing their essence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How to do it? Let&#8217;s see it together. <\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">(Warning. If you haven&#8217;t already done so, I recommend that you read this in-depth   <\/span><\/i><a href=\"http:\/\/amuseapp.it\/la-gestione-del-museo-vuoto\/\"><i><span style=\"font-weight: 400;\">HERE<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">. I wrote this in early March to help institutions deal with the proper management of the empty museum with the forced closure).<\/span><\/i><\/p>\n<h2><span style=\"font-weight: 400;\">1. Act locally<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">L&#8217;<\/span><i><span style=\"font-weight: 400;\">OECD<\/span><\/i><span style=\"font-weight: 400;\"> (Organization for Economic Cooperation and Development) says the Covid-19 shock could cause a 45-70 percent contraction in the international tourism economy through 2020.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For <\/span><i><span style=\"font-weight: 400;\">Assoturismo<\/span><\/i><span style=\"font-weight: 400;\">, the Italian tourism federation, Italy will lose about 60 percent of its tourists. <\/span> <\/p>\n<p><span style=\"font-weight: 400;\">According to the survey by <\/span><i><span style=\"font-weight: 400;\">Confturismo-Confcommercio<\/span><\/i><span style=\"font-weight: 400;\">, 57 percent of Italians say that even after the end of the emergency, they will not move to take a vacation; 32 percent that they will take vacations but of 2 or 3 days, without moving too far away.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, in the coming months, people will not be able\/willing to move for:  <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">fear<\/span><\/i><span style=\"font-weight: 400;\"> (diseases and infections); <\/span> <\/li>\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">legislation<\/span><\/i><span style=\"font-weight: 400;\"> (restrictive free movement laws);<\/span><\/li>\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">economic reasons<\/span><\/i><span style=\"font-weight: 400;\"> (severe economic contraction will limit spending).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It will consequently be necessary to build a<\/span><b>activity of<\/b> <b>local marketing<\/b><span style=\"font-weight: 400;\">, which leverages your audience and the community surrounding your museum.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The purpose of the strategy to be put in place is to make people regain interest in local culture, motivate them to learn more about their local area, and thus build stronger and more lasting relationships.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social (from the <\/span><i><span style=\"font-weight: 400;\">live streaming<\/span><\/i><span style=\"font-weight: 400;\">, to <\/span><i><span style=\"font-weight: 400;\">groups<\/span><\/i><span style=\"font-weight: 400;\">, to <\/span><i><span style=\"font-weight: 400;\">rooms<\/span><\/i><span style=\"font-weight: 400;\"> newly born), in-depth blog activities, PR-anything that can stimulate a local person to listen to you and prompt them to take action. <\/span> <\/p>\n<p><span style=\"font-weight: 400;\">Small notes: keep in mind that you will not have their attention as much as in the first few weeks of quarantine and especially you will have to think about deregulating your schedule probably.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">2. Strategically allied<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Many years ago, <\/span><b>Jay Abraham<\/b><span style=\"font-weight: 400;\"> (I also talked about it <\/span><a href=\"http:\/\/amuseapp.it\/vuoi-salvare-il-tuo-museo-devi-diventare-qualcos-altro\/\"><span style=\"font-weight: 400;\">HERE<\/span><\/a><span style=\"font-weight: 400;\">) was interviewed by a reporter, who asked him: <\/span><i><span style=\"font-weight: 400;\">\u201cIf someone could follow only one of his ideas to create a business, which one should he choose and why?\u201d<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jay replied without even thinking about it:  <\/span><\/p>\n<h3 style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">&#8220;The joint venture-the strategic alliance-because it allows you to control the world.  <\/span><\/i><\/h3>\n<h3 style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">You can have access to everything, and it costs you nothing.  <\/span><\/i><\/h3>\n<h3 style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">The only limit is what you think is applicable to your case or feasible and constitutes a moral form of exploitation.&#8221;<\/span><\/i><\/h3>\n<p><span style=\"font-weight: 400;\">Leveraging (in an ethical form) the resources of others&#8217; businesses or institutions is the ultimate strategy for successfully maximizing and multiplying a business using third-party assets, distribution channels, access, or brand value.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Translated it means: working with other museums.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to reconnect with your local area, with local institutions in order to create a <\/span><b>network between cultural heritage sites<\/b> <b>local<\/b><span style=\"font-weight: 400;\"> enhancing the potential for economic development.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The benefits of this activity are many, but I will try to list the main ones:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Increase market penetration;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reduce marketing costs;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Increase the value added to the visitor;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Collaborate in designing new offerings;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You strengthen your brand.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You have to think about building the <\/span><b>canvas of culture<\/b><span style=\"font-weight: 400;\">, so that a person is inclined to feed on three, four museums on the days they have available to them and that they organize their days based on your museum offerings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Only then, if at all, expand it to third parties.  <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">3. Trust<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">How do you maintain constant contact with your \u201ccultural consumers\u201d?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How do we weave an ever thicker and more robust thread that ensures an emotional continuity of relationships?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why invest in acquiring new visitors when you don&#8217;t fully \u201csqueeze out\u201d the ones you have?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Okay, maybe you won&#8217;t like the \u201csqueeze\u201d metaphor, but in doing so I am sure I am making you realize the potential of keeping people inside your world without letting them out and allowing you to multiply the value of the individual visitor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Activities such as the creation of <\/span><i><span style=\"font-weight: 400;\">membership<\/span><\/i><span style=\"font-weight: 400;\">, programs of <\/span><i><span style=\"font-weight: 400;\">referral<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">follow-up<\/span><\/i><span style=\"font-weight: 400;\"> of privileged ongoing communication, produce a sense of belonging such that people are enticed to invest more time and money in your brand museum.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cWe have implemented the Friends of the Museum card and I write emails to them once a month.\u201d <\/span><\/i><span style=\"font-weight: 400;\">you&#8217;ll say.<\/span><i><span style=\"font-weight: 400;\"> <\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Well, a good starting point but you&#8217;re missing one part: customers stay longer as they climb or move up from one level of benefits, engagement, recognition and status to another.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is called <\/span><b>retention by ascension<\/b><span style=\"font-weight: 400;\"> and is one of the pillars in the field of information marketing. <\/span> <\/p>\n<p><span style=\"font-weight: 400;\">You can plan to start building it now and, slowly as you have broken it in, implement it.  <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">4. Think Digital<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">I reiterate.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We will have to live with the uncertainty of new infections and concern about hygiene standards.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How long this period will be I do not know but the diktat <\/span><i><span style=\"font-weight: 400;\">\u201cno physical guides\u201d<\/span><\/i><span style=\"font-weight: 400;\"> imposes the need for the museum to have a <\/span><a href=\"http:\/\/amuseapp.it\/amuseapp\/\"><b>digital solution<\/b><\/a><span style=\"font-weight: 400;\"> for the purpose of:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Continue to ensure cultural enjoyment;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Make the museum accessible to everyone indiscriminately;  <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Create more constructive experiences;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Promote a personalization of pathways;  <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Geolocating the visitor for marketing purposes;<\/span><\/li>\n<li>Offer the possibility of advance ticket booking;<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">&#8230; and actually I could go on.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For <\/span><b>Sebastian Chan<\/b><span style=\"font-weight: 400;\">, one of the leading minds in the transition of museums into the digital age, former director of digital and emerging technologies at Cooper Hewitt and now chief experience officer at ACMI Melbourne:<\/span><\/p>\n<h3 style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">&#8220;Everyone has a smartphone in their pocket, and no museum can do without digital enhancement.  <\/span><\/i><\/h3>\n<h3 style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Museums are repositories of stories, exhibitions the way to tell them, and technology provides visitors with new tools with which to build their own itinerary, right down to the possibility of keeping track of them thanks to a personalized digital \u201cguidebook.\u201d<\/span><\/i><\/h3>\n<p><span style=\"font-weight: 400;\">However, the need for a digital solution goes far beyond being the \u201creplacement\u201d for driving.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we saw in the previous point, \u201ctying\u201d the tourist into a kind of spider web is the ultimate goal you have to aspire to in order to have a series of direct and steady revenue streams.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And the digital solution allows me to keep it anchored to me.  <\/span><\/p>\n<p>In the book <a href=\"http:\/\/www.ognimaledettomuseo.com\/\"><b>Every Damn Museum<\/b><\/a><span style=\"font-weight: 400;\"> you will find 60 pages of operational guidance on how to build a world around your museum for the purpose of retaining visitors inside it. <\/span> <\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-6832\" src=\"http:\/\/amuseapp.it\/wp-content\/uploads\/2020\/02\/OMM_copertina_LINK.jpg\" alt=\"\" width=\"1584\" height=\"396\" srcset=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/02\/OMM_copertina_LINK.jpg 1584w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/02\/OMM_copertina_LINK-300x75.jpg 300w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/02\/OMM_copertina_LINK-768x192.jpg 768w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/02\/OMM_copertina_LINK-1024x256.jpg 1024w\" sizes=\"(max-width: 1584px) 100vw, 1584px\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Why the need to act now  <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The consequences of crisis and change will be great.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Granted that at this time the opening of museums can only take place provided security measures and adequate economic supports are in place (I therefore find it impossible to arrange May 18 as an X date for most facilities), I disagree with those who would like to <strong>wait until the end of summer<\/strong> (even late fall-I hear talk of October 2020) <strong>to <\/strong><\/span><b>operate<\/b><span style=\"font-weight: 400;\">. <\/span> <\/p>\n<p>Not possible.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7037 size-full\" src=\"http:\/\/amuseapp.it\/wp-content\/uploads\/2020\/05\/Depositphotos_134139654_xl-2015-scaled.jpeg\" alt=\"\" width=\"2560\" height=\"1440\" srcset=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/05\/Depositphotos_134139654_xl-2015-scaled.jpeg 2560w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/05\/Depositphotos_134139654_xl-2015-300x169.jpeg 300w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/05\/Depositphotos_134139654_xl-2015-1024x576.jpeg 1024w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/05\/Depositphotos_134139654_xl-2015-768x432.jpeg 768w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/05\/Depositphotos_134139654_xl-2015-1536x864.jpeg 1536w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/05\/Depositphotos_134139654_xl-2015-2048x1152.jpeg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">We both know very well that the <em>\u201cmuseum patient\u201d<\/em> will face intense months before recovering from this situation.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, the choices made at this stage will be crucial to success or failure in the new market to be addressed.  <\/span><\/p>\n<p style=\"text-align: center;\"><em><span style=\"font-weight: 400;\">Act locally<\/span><\/em><\/p>\n<p style=\"text-align: center;\"><em><span style=\"font-weight: 400;\">Allying strategically  <\/span><\/em><\/p>\n<p style=\"text-align: center;\"><em><span style=\"font-weight: 400;\">Building public loyalty<\/span><\/em><\/p>\n<p style=\"text-align: center;\"><em><span style=\"font-weight: 400;\">Thinking Digital<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Not acting on these points now and with effective tools could be detrimental.  <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Four rules for dealing with \u201cPhase Two\u201d right away From one day to the next you were faced with a situation you had never experienced before. As a emergency and war surgeon, forced to prioritize intensity and speed, many times without much regard for quality, you tried to keep the \u201cmuseum patient\u201d: reluctantly cutting off [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7036,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[127],"tags":[],"class_list":["post-301775","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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