Moore’s Manoeuvres: The Art of Influence

Museums shouldn’t underestimate the power of social media

The excellent Normandy Tank Museum, in Catz, France closed in 2016 due to a lack of visitors. It was started under the wrong assumption that if built, a museum in an area that receives lots of tourists each year would attract enough paying visitors to make it profitable without having to promote it.

The same thing happened at the Ardennes 44 War Museum in Bras, near Bastogne in Belgium. It had to close in December 2017. Both these museums were situated on busy main roads and could be seen by travelling tourists. Museums require good visitor numbers to survive, but many of the smaller, and some of the larger establishments in the UK, are in remote locations.

They do not have sufficient funds to finance large advertising campaigns. This is where the power of social media can help make thousands of people aware of their existence and turn those people into visitors.

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