Simplicity Meets Storytelling: How Birmingham Museums Trust Elevated Their Exhibition Experience with Guide-ID’s Podcatcher Pro

Challenge

Birmingham Museums Trust needed to enhance storytelling in their Victorian Radicals exhibition, deepening visitor engagement and creating a more meaningful connection with the art.

Solution

They chose Guide-ID’s Podcatcher Pro, an easy-to-use audio guide that allows visitors to explore exhibits at their own pace, hearing the stories behind the artworks in an intuitive, distraction-free manner.

Results

Around half of visitors connect with the exhibition via the Podcatcher Pro and audio tour. The museum also benefited from detailed visitor data, allowing continuous improvement of their exhibitions, supported by excellent customer service from Guide-ID.

Simplicity in the modern world is hard to find, isn’t it? We’ve all encountered situations where technology felt more like a hindrance than a help, and trying to solve the problem led us down a frustrating rabbit hole of online searches. But when we spoke with Kingston Myles, Director of Enterprise and Innovation at Birmingham Museums Trust, about their collaboration with Guide-ID for the Victorian Radicals: From the Pre-Raphaelites to the Arts and Crafts Movement exhibition, the word “simplicity” kept coming up – and always with enthusiasm. For Kingston, simplicity defined their experience with the Podcatcher Pro audio device.

Before delving into their partnership, it’s worth understanding who Birmingham Museums Trust are. Founded in 2012, the Trust manages nine museum sites across Birmingham, including Birmingham Museum and Art Gallery (BMAG) and Thinktank, Birmingham Science Museum. With over 1.1 million visitors predicted to visit each year once their nine sites are all fully open, their mission extends beyond merely showcasing historical artefacts and works of art. As Kingston explained, the Trust’s true aim is to “tell the story of these objects that belong to Birmingham, as well as tell the story of the city of Birmingham”. More than just a collection of buildings and objects, Birmingham Museums Trust serves as a guardian of history and a driver of social change, forging connections between past, present, and future in ways that spark inspiration, creativity, and trust.

When it came time to present Victorian Radicals – an exhibition featuring vibrant paintings, drawings, and handcrafted pieces by radical 19th-century artists – the need for enhanced storytelling became clear. After an award-winning tour across the United States, this exhibition was the first major display of the city’s Pre-Raphaelite and Arts and Crafts collections in over five years. With artists such as Kate Bunce, Joseph Southall, and Arthur Gaskin featured, it was vital to find a way to not only display the works but to bring their stories to life.

That’s where the Podcatcher Pro came in.

Why an Audio Guide?

For Birmingham Museums Trust, the answer was simple: they wanted to deepen the connection between the artwork and their visitors. The Trust had never used a formal audio guide before, but they recognised it was time to embrace a tool that could expand their storytelling potential. Kingston noted that audio guides act as a bridge between the artist and the audience, allowing visitors to experience the artwork through the artist’s eyes. By hearing the stories behind the art, visitors build a deeper understanding and connection with what they’re seeing.

The Benefits of the Podcatcher Pro

One of the standout features of the Podcatcher Pro is its simplicity. From installation to daily use, the device is straightforward, intuitive, and requires minimal staff training. For Birmingham Museums Trust, this was crucial. The team didn’t want complicated technology to interfere with the visitor experience. Kingston highlighted that the implementation of the Podcatcher Pro was smooth, and Guide-ID’s customer service was outstanding. Whether it was updating content or troubleshooting minor issues, the support was immediate and effective.

Another key benefit? The data. With the Podcatcher Pro, the museum can gather valuable insights into how visitors interact with the exhibition. The data reveals which pieces capture the most attention and how long visitors engage with the audio guide throughout their journey. These insights allow the museum to continuously improve their exhibits and ensure they are delivering the most engaging experience possible.

In fact, Kingston shared that over 50% of all visitors to this exhibition complete a full audio tour during their visit – a remarkable level of engagement that can be directly attributed to the Podcatcher Pro.

The device has also been a game-changer in terms of content management. When the museum needed to re-record or update content, it was as simple as uploading the new files to the platform. This flexibility has made the Podcatcher Pro an invaluable tool, especially as the museum continues to explore new ways of engaging its visitors.

Results Speak for Themselves

For Kingston and the team at Birmingham Museums Trust, the real measure of success is seeing visitors fully immersed in the exhibition. The Podcatcher Pro has created a more interactive and engaging experience, allowing visitors to listen, learn, and connect on a deeper level. Kingston shared that not only has he received positive feedback from visitors, but he’s also witnessed firsthand how the audio guide keeps people captivated right up to the final piece of the exhibition. Through the use of audio storytelling, Birmingham Museums Trust has successfully enhanced the visitor journey, making art more accessible, personal, and meaningful. It’s safe to say that this collaboration with Guide-ID has been a success.

Birmingham Museum and Art Gallery re-opens to the public with phase one of their re-opening on October 24th 2024 – the Podcatcher Pro will help tell an array of stories across the various new displays that will open to the public.