Corning Museum of Glass
A Smart Visitor Segmentation for a Top 10 National Museum
The Challenge
In a new era with so much competing for share of visitors' leisure time (along with more limited marketing dollars), the museum's CMO came to us to refresh her team's understanding of current and prospective visitors and position the museum as a priority destination for the future. The goal was to take an insight-driven approach to developing offerings, messages and marketing ideas focused on visitor segments that truly represented the biggest opportunities for growth.
Our Solution
Through robust primary research conducted across the museum’s key feeder markets, we uncovered 6 very different visitor personas and were able to identify 2 clear priority segments to focus on. We provided rich profiles of these top segments that gave clear direction to the museum’s marketing team on where to reach these visitors and what selling points to emphasize in communications.
Our Impact
Not only did we increase visitation within these visitor segments by +40%, but our insights informed the development of new educational programs, family focused events and year-round enrichment ideas that boosted affinity and connection with the museum in the local community and nationally! Our client integrated this research in every aspect of their business and came back to us several years later to conduct a deep-dive qualitative look into understanding how these key segments evolved in a post Covid environment.
"Chris is a passionate professional who conveys confidence and expertise and quickly puts one at ease—even with the most daunting project."
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