San Diego Museum of Arts

Reaching Wider Audiences through New Technology

Location

San Diego, CA

years with guru

4 Years

name

San Diego Museum of Art

partnership model

Guru Guide+

content produced

Audio Overviews, Gallery Videos, Education Videos, Themed Tours, Docent Tours, Artist Tours, Augmented Reality

50% OF USERS WHO DOWNLOADED THE APP CAME BACK 

THAT SAME WEEK TO ENGAGE WITH THE APP AGAIN.

the problem

The San Diego Museum of Art is a world-class destination for art and a local treasure when it comes to San Diego history. But their key audience was getting older and the museum sought to expand their reach to younger audiences—particularly millennials.

To attract 21st-century audiences, SDMA knew they needed to leverage technology in a creative way. However their time and resources were limited, especially with new exhibitions and events always on the horizon. They needed a solution that would not only provide the technology but would also keep content up-to-date and relevant.

the solution

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.

THE APPLICATION

“People are using [the app] in ways we couldn’t have imagined and all ages are engaged with the app.”

Dieter Fenkart-Froeschl, COO San Diego Museum of Art

GET IN TOUCH

We look forward to hearing from you and are excited to be of assistance. 

Feel free to reach out to say hi, ask questions, or request a demo! 

GET IN TOUCH

The first step in bringing your institution to the next level!

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