Attracting visitors into a museum or an art gallery and getting them to appreciate exhibitions are a constant challenge. In an increasingly online world, making cultural materials relevant to people’s lives proves to be especially demanding. iBeacon technology offers a timely solution to the communication and promotion gap many art institutions are confronting. This new marketing tool can help you automate, streamline and effectively target your institutional message in a number of ways. Here are some of them:
1. Automating entrance procedure
Speed up and automatize entrance procedure by allowing visitors to purchase their tickets through the app. Digital tickets do not need to be scanned manually, they can be recognized automatically at the point of purchase. After the visitors enter your facility, send them a welcome message that greets them by name and notifies them about current exhibitions, ongoing tours and special events.
2. Providing interactive guidance
Thanks to iBeacon location tracking services, visitors are guided through the venue in real time, based on their location. Since the mobile app acts as a personal tour guide for each visitor, there is no need for museums and galleries to put up navigational signs throughout the venue. The app can let visitors obtain directions to the sites within the facility, it can highlight the floor a visitor is on or show the location of the gift shop, special exhibitions, libraries, dining venues, restrooms and vending machines.
3. Delivering personalized notifications
iBeacon solution allows museums and art galleries to tailor promotional content to specific audiences. Artwork and exhibition recommendations can be created based on customers’ preferences and viewing history, and delivered in their native or preferred language.
4. Delivering contextualized messages
In order to gain a more comprehensive understanding of the work of art they are viewing, visitors need to know how the time period in which it was created influenced it along with other factors. With iBeacon solution you can relate stories behind paintings and sculptures, and relay videos which highlight individual artist’s life and work in detail.
5. Providing information about the exhibits
Using pre-recorded audio tours to deliver information about exhibits requires users to manually select the language and the right audio guide for each exhibit. iBeacon solution automatizes this process based on each visitor’s language preferences in the app and their position in the facility. Beacons can detect a person’s proximity to a particular location and send appropriate content via the mobile app. In case a visitor requires additional information or any sort of assistance, they can simply request it from an on-site expert through the mobile app.
6. Bookmark items for later browsing
iBeacon system allows your visitors to bookmark the items they find particularly interesting through their mobile apps. This process lets them review information at a later date, after a museum or gallery visit ends. This feature proves especially useful for schools and student visitors. It encourages visitors to keep learning about exhibits and enhances their post-visit experience.
7. Getting customer feedback
Your institution can use the iBeacon and its app to encourage helpful feedback from visitors. For example, consider implementing these ideas:
- Ask visitors to register social media likes if they enjoy visiting your collection;
- Use the app to conduct visitor surveys;
- Request feedback from visitors who recently toured the facility;
- Conduct promotional contests through the app to obtain useful new ideas and display suggestions;
- Allow visitors to read reviews posted by peers.
8. Gamifying visits
This remarkable technology assists art galleries and museums in developing an array of fun activities to entertain visitors before, during and after a trip to see the collection.
- Develop riddles, quizzes and treasure hunts;
- Use beacons to trigger the app to supply clues for real-time contests and games as visitors tour through different exhibits;
- Engage visitors through these interactive and enjoyable learning activities;
- Help stimulate visitor interest in gaining additional knowledge about the collection and its background.
9. Suggesting purchases
iBeacon technology also enables art galleries and museums to match interested visitors with retail merchandise and souvenirs that hold particular interest for them. For example, a visitor who spends a designated period of time near a particular exhibit might receive a recommendation from the smartphone app to purchase similar items at the facility’s shop. Additionally, visitors can be targeted with offers concerning sales and discounts related to items on their favorites list.