Marketeum 05

Turning interest into action: reaching the potential visitor

Heather Maitland

Four out of ten people in the UK have visited a museum or gallery in the past 12 months whereas six out of ten have visited a cinema. But 53% of the people who had not been to a museum or gallery give reasons for not attending that imply an underlying commitment to the concept of attending. So more than half of non-visitors are interested in attending – and even more feel positive about museums and galleries with 76% of non-visitors stating that it’s very or fairly important that their local town or city has its own museum or gallery.

So how can we turn this latent interest into action and persuade these potential attenders to visit…

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