How Museums Can Market the Allure of Rural Experiences
When you think about “tourism” perhaps a big destination or national museum comes to mind.
But, small towns and rural areas possess a hidden treasure that can captivate travelers: their unique museums. These cultural gems hold the power to attract visitors seeking authentic experiences and a deeper connection to the places they visit.
So, how can museums use their captivating stories to entice travelers on an unforgettable journey?
Let’s explore 7 ways to market the allure of rural experiences:
Embrace Authenticity: One of the key advantages of small-town museums is their ability to offer an authentic experience. Visitors are drawn to the genuine stories, artifacts, and traditions that reflect local heritage. Use that advantage in your paid marketing, content marketing, and earned media strategies.
Engage the Local Community: Small-town museums have a unique advantage in that they are often deeply connected to the local community. Tap into your network of volunteers, local historians, and community leaders and invite them to share their stories. Also, highlight traditional crafts or skills. Engaging the local community in your marketing not only enriches your content and media outreach but also fosters a sense of ownership and pride among residents.
Curate Unique Experiences: Stand out from the crowd by curating experiences that are not easily replicated elsewhere or promoting those that you already have in place. This can involve organizing themed exhibits, hosting special events, or offering hands-on workshops and demonstrations. By creating immersive and interactive experiences, you can leave a lasting impression on visitors and generate positive word-of-mouth recommendations. Unique experiences encourage travelers to venture off the beaten path and explore the cultural treasures of small towns and rural areas.
Leverage Digital Platforms: In today's digital age, a strong online presence is crucial for reaching and engaging with potential visitors. Invest in a user-friendly website that provides essential information, highlights upcoming events, and showcases featured exhibits. Social media platforms offer a cost-effective way to connect with travelers, share captivating stories, and promote your unique offerings. By harnessing the power of digital marketing, you can effectively target your desired audience and expand your reach beyond your immediate geographic area. Follow and engage with your tourism partners and travel media on social, too.
Collaborate with Local Businesses: By teaming up with restaurants, hotels, and other tourism-related establishments, you can develop package deals or joint promotions that encourage visitors to explore the town as a whole and benefit both your museum and the business. Cross-promotion helps create a cohesive and immersive visitor experience, where travelers can discover the local culture, savor regional cuisine, and immerse themselves in the museum's exhibits - leading to more word-of-mouth marketing. Collaborative efforts also foster a sense of community pride and strengthen the local economy.
Leverage Educational Programs: Extend the reach of your local field trips by reaching out to regional organizations and media that cater to school groups that travel. Develop collateral materials (a simple web page and print rack card) that highlight your programs and nearby food and lodging.
Tap into Tourism Networks: Amplify your visibility by partnering with regional, state, and local tourism organizations. By leveraging existing tourism networks, you can benefit from broader marketing initiatives, inclusion in travel guides, and participation in regional tourism events. This helps position the museum as a must-visit destination within the larger tourism ecosystem and attracts travelers who actively seek out cultural experiences in rural areas.
Museums in small towns and rural areas have the potential to captivate travelers with their unique experiences and become driving forces for cultural tourism in small-town destinations. The allure of rural museum experiences lies in their ability to offer a genuine connection to local heritage and a sense of discovery.
Want to learn more about developing a tourism strategy for your museum? Click here.