Delft Blue is a big success with international audiences, but what about local visitors? The Royal Delft Museum set a new objective; they were looking into bringing the world of Royal Delft Blue to a new audience.
Challenge
The Royal Delft Museum is the only remaining Delft Blue manufacturer from the 17th century, but their storytelling wasn’t reaching their local market. Attracting local visitors became a new milestone in their strategy.
Over the years the museum started seeing a shift from tour groups to individual visitors. 9 years ago Royal Delft asked themselves how to ensure a great, unchanging experience for all their individual visitors. The answer to that question was an audio guide.
The solution to the current issue, engaging new audiences, may lay in an Online Tour Editor, where they could create a kids tour, temporary exhibitions and maintain their permanent exhibition tour.
After optimizing their permanent collection for a better visitor experience with Guide ID’s analytics insights, the museum was ready for the next step; creating tours to attract new audiences.
Over the years the museum started seeing a shift from tour groups to individual visitors. 9 years ago Royal Delft asked themselves how to ensure a great, unchanging experience for all their individual visitors. The answer to that question was an audio guide.
The solution to the current issue, engaging new audiences, may lay in an Online Tour Editor, where they could create a kids tour, temporary exhibitions and maintain their permanent exhibition tour.
After optimizing their permanent collection for a better visitor experience with Guide ID’s analytics insights, the museum was ready for the next step; creating tours to attract new audiences.
Solution
80% of their visitors were international visitors, and they saw an opportunity to connect with local visitors. The way they wanted to do this was by creating a tour especially for kids, and connect with Dutch families this way. But, how to target an audience of ages 8 and up, instead of the 60+ audience they were used to?
They saw through the eyes of children with the help of a third party, Aukje Vergeest. In this they discovered, among other things, that the behind the scenes area of the factory was fun and magical for kids, it even brought out the inner child in some adults! Using these insights a multiple choice quiz was introduced, where kids can win a prize at the end of the tour, making the tour more entertaining and interactive.
But there was more to do, more people to reach. Temporary exhibitions were planned targeted a local, younger audience. One of these exhibitions was the Schiffmacher Royal Blue Tattoo exhibition, created together with Henk Schiffmacher, a famous tattoo artist. By relating Royal Delft to other fields of interest, it became easier to target different audiences. The Online Tour Editor was the tool for them to easily create and edit audio tours for these temporary exhibitions by themselves, without running into extra costs for every new exhibition created.
They saw through the eyes of children with the help of a third party, Aukje Vergeest. In this they discovered, among other things, that the behind the scenes area of the factory was fun and magical for kids, it even brought out the inner child in some adults! Using these insights a multiple choice quiz was introduced, where kids can win a prize at the end of the tour, making the tour more entertaining and interactive.
But there was more to do, more people to reach. Temporary exhibitions were planned targeted a local, younger audience. One of these exhibitions was the Schiffmacher Royal Blue Tattoo exhibition, created together with Henk Schiffmacher, a famous tattoo artist. By relating Royal Delft to other fields of interest, it became easier to target different audiences. The Online Tour Editor was the tool for them to easily create and edit audio tours for these temporary exhibitions by themselves, without running into extra costs for every new exhibition created.
Results
The implementation of an audio tour system has helped the Royal Delft Museum to share Delft Blue’s story with the world. The freedom and flexibility of the Online Tour Editor enables them to constantly improve the audio tour and visitor experience without the risks and costs that usually come with this. For all adjustments to the tour they make use of the analytics to see the success or failure of each decision.
From 2016 to 2019 they saw an increase of 18.3% in their annual visitors, from 120.000 to 142.000. 22.000 more visitors are getting to know the world of Royal Delft thanks to their long term strategy, changing the traditional perception of Royal Delft Blue.
They also saw improvement in visitor reviews after the Podcatcher audio device was introduced. The Podcatcher is easy to use, and they saw that visitors are now listening to more audio stops for a longer time period. With a 92% audio guide pick-up rate, Royal Delft’s stories are definitely being shared!
From 2016 to 2019 they saw an increase of 18.3% in their annual visitors, from 120.000 to 142.000. 22.000 more visitors are getting to know the world of Royal Delft thanks to their long term strategy, changing the traditional perception of Royal Delft Blue.
They also saw improvement in visitor reviews after the Podcatcher audio device was introduced. The Podcatcher is easy to use, and they saw that visitors are now listening to more audio stops for a longer time period. With a 92% audio guide pick-up rate, Royal Delft’s stories are definitely being shared!
92%
Audio guide pick-up rate
142.000
Annual visitors
18.3%
Annual visitors increase
Reach of new audiences
By creating a kids tour and temporary exhibitions, they are reaching to more audiences. In 2019, they received 22,000 more visitors. Families and younger audiences are discovering the world of Royal Delft Blue.
Constant Audio Tour optimization
Adjust and optimize, the Royal Delft Museum can constantly make changes to improve their visitors’ experience. By logging into the platform, they can adjust and optimize their audio tour all based on data.
Stay under budget
The Royal Delft Museum, uses the Online Tour Editor to keep creating content to reach new audiences keeping it all within budget. The do it yourself approach saves them costs of third parties to create and optimize content.
Talk to our team
Do you also want to offer your visitors an enriching storytelling experience, while keeping control over the audio tour and reducing costs? We're happy to tell you more about the world's easiest audio guide!
