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The MET conducted a review of their brand and the customers
attending the MET. They realized that brand is more than a logo,
trademark, etc, it’s an emotional connection. Emotional connections
matter more than customer satisfaction – in fact it’s worth 2x more in
terms of lifetime value for that customer. The second thing learned in
marketing and mapping out customer journey, typically, they spend too
much time trying to create better customer satisfaction. In reality, we
should be building the emotional connection – which is often at a
different point in the customer journey than customer satisfaction.
Remember, your brand is a relationship, and it includes building trust,
authenticity, consistency, and having a two-way conversation. These are
the things that we learned from Rebranding the Metropolitan Art Museum
with Cynthia Round at the Digital Summit in Portland.
The Metropolitan Art Museum in New York was founded in 1870, and it
represents 5,000 years of art and history. In the last decade, they
found themselves becoming a more elite institution, missing the
connections with regular museum attendees. A new goal was given, to put
the MET on the bucket list of everyone in the world.
How is this museum significant in the lives of its loyal users?
Research by the MET found that art is completely alive, and people
who love the MET found that the MET brings art alive for them and makes
it very personal and relevant. They experience wonder, awe, and it
allows them to place themselves in the stream of humanity.
With this insight, the MET used a new strategy called Life to Art, Art to Lives:
Transforming the museum to be living, real, connecting, welcoming, give
insights, invoke curiosity, and provide the unexpected. They created a
new logo based on the word mark of THE MET. Reorganized signage and
materials, colors, etc.
In creating a strong digital experience for the museum, they realized
that there are 6 million people that walk in to the doors every year –
but there are 30 million people whom access the website. They had to
rethink the experience and create a digital experience for those that
aren’t physically in the museum. The physical experience was still
important, along with wayfinding, and the ability to fill the large
space effectively. They paid attention to the entry experience and
realized that the security guards are the first part of the experience –
so the MET changed their titles and visible presence to be Directors of
The MET created 4 experience principles:
The digital team created a 1-year long series interviewing living
artists and visitors, discussing their favorite parts of the museum.
The social media team paid attention to Instagram – bringing in media
influencers after hours and gave them the opportunity to be close and
personal with art. Now the museum does one tour each day, in the
morning before the museum opens to promote this type of content.
As a way to convert visitors to users the MET created a concept
called Take The MET. As part of this initiative, school age students
were invited each year to come into the MET and share the experience
with other kids – ranging from all five of the boroughs. The MET
opened its doors late on Fridays and Saturdays – Friday being a lower
attendance night. New Yorkers typically are 25% of the attendees, but
on Friday nights, that number doubles to 50%. A concept was created
called MET Fridays, New York’s Night Out.