I've been helping to develop some really great exhibitions recently, and one common thread between these eclectic projects is that they all feature prominent "Big Ideas" inside strong narrative arcs.
I've written before about the importance of finding these Big Ideas inside exhibitions, but one thing struck me recently about these exhibition narratives: it's not just about telling a compelling story, but instead framing the story in a way that will compel visitors to tell it to other people.
Museums often have a way of talking at folks instead of allowing visitors the space (and respect) to find the parts of the exhibition narrative that are so exciting and meaningful that they can't help but tell their friends and family about them!
And that's the heart of "word of mouth" advertising isn't it?
It might seem like a self-evident thing, but setting up exhibition stories so that visitors can (and will!) tell them to others has helped to shift my thinking about how to craft narrative exhibition experiences that are more fulfilling.
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