Creating a Consistent Message
If you want to have authentic messaging that gets visitors in your doors you need three things: Clarity, Consistency and Confidence. I believe that these “3 Cs” are the keys you need to unlock authentic messaging that is unique and will set you apart from the rest. As a museum, you are asking for your audience’s most precious commodity, their time. Your authentic messaging will lead them to know, like and trust you and want to plan some time to spend with you. Your authentic messaging is one part of “brand love,” which is the idea that they will not only visit your museum but they will want to visit again and bring a friend. It will also encourage them to want to invest in you; whether that is through a museum membership, a donation or in the gift shop.
Today we’re going to talk about Consistency…
The Marketing Rule of Seven was developed by Dr. Jeffrey Lant. Dr. Lant observed that a prospect must be exposed to something at least seven times in a period of 18 months before they will take action and buy it. Actually, I want them to do that and more. I want them to hear (and see) your messaging so much that they remember it and can repeat it for you when you’re not even in the room. I call this the PR Gold Mine. Ideally they are seeing the same consistent message everywhere that you "use your words" for your museum. Yes, consistency is about frequency but it’s also about what is being said. Consistency means that they feel like they KNOW your museum, it helps them fall in love with your brand, and then they sing your praises. That’s great PR! And why do we want great PR? Because, as Forbes Magazine has written, “PR still accounts for 10 to 50 more conversions than advertising.” So we want them to hear your message seven times, invest their time (their most precious commodity), AND become a loyal visitor who will visit again and bring a friend.
Here are my top three ways to work on Brand Consistency:
Make sure you have a one-liner that says what your museum is all about. Make sure you have it everywhere!
Decide on your key messages (1-3 is ideal, definitely no more than 5) and repeat them again and again. This builds trust. You should say the same thing so often that you’re tired of talking about it. No matter what exhibit is on the walls or what artifact is in the case, there should be a main message or theme that each visitor leaves knowing. Not sure what your key messages are? Ask your visitors! Ask them “what did you walk away from our museum feeling or knowing?” Chances are these are your key messages.
Track your metrics! How will you know if you’re being consistent if you don’t track what and when you’re “talking?” Bonus tip: Make goals to improve each quarter.
I have a Museum Metrics Template to help you get started. You can download it here:
