The first step was to rethink their content method of distribution. Younger audiences want to use their smartphones, so why not let them? SDMA’s Guru-powered app put wayfinding, content and museum information in the palms of their hands. SDMA also wanted a broader appeal when it came to their interpretive content. The Guru content creation team, along with curatorial staff, crafted an audio overview voice that combined education with entertainment. While SDMA expected this voice to appeal to younger visitors, it was pleasantly surprised to learn that the entertaining and educational voice engaged visitors of all ages—from millennials to Baby Boomers.
Lately, Guru-powered data has become a huge part of the SDMA app. The museum has access to heat maps, traffic patterns, content engagement, app usage, length-of-stay information, visitor demographics and more. With this information, SDMA has developed more targeted strategies for visitor acquisition, visitor experience, and membership retention.