Many museums face the same challenge: how to reach more visitors, how to stay visible and how to let stories live outside the museum walls? It's all about finding the right people, at the right time, with the right message. Insiders helps museums strengthen that story and tell it in a contemporary way.
Your 360-degree approach under one roof
At Insiders, it's all about the complete picture. Strategy, content, technology and distribution come together in one integrated approach. This 360-degree working method is our speciality: a complete project in which execution and coordination are taken out of your hands and all parts fit together.
For museums, that means one partner who develops positioning and brand story, draws up strategies to reach new target groups and realises campaigns that make visible what makes the museum special. The approach connects long-term vision with short-term results and ensures a consistent visitor experience on all fronts.
These museums preceded you
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Major exhibitions such as the internationally renowned exhibition on Hieronymus Bosch put The North Brabant Museum on the world map. The challenge lies in maintaining visitor attention throughout the year and strengthening ties with existing target groups.
In interactive sessions, we worked on an online strategy that helps the museum build a recognisable profile and engage visitors beyond major exhibitions. The focus was on a sustainable digital ecosystem in which visitor loyalty and brand identity are central. The revamped website emphasises the museum's own character while strengthening the collaboration with the adjacent Design Museum within the Museum Quarter in 's-Hertogenbosch.
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Read the article on NS Dagje Uit here
Royal Coster Diamonds, the oldest diamond-cutting factory in the world, wanted to make its rich history and craft visible in a contemporary way. During an on-site working session, the target groups and content strategy were sharpened. Using the Lifestyle Finder, it was determined which visitors most appeal to the brand and how the story could become relevant to new target groups.
The brand message was at the heart of the campaign: a visit to Royal Coster Diamonds is not just an outing, but an experience in which craftsmanship, history and personal stories come together. That message was translated into expressions on NS Dagje Uit and in the NS magazine, where the existing branding was extended with renewed storytelling and visual language. The result is a campaign that makes the craftsmanship and personal attention of the family business tangible for a new audience.
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Museum Singer Laren asked for a distinctive online strategy that connects the strength of the museum with the identity of artists' villages Blaricum and Laren. From the regional context of Gooi & Vecht, the appeal of the area was linked to the positioning of Singer Laren.
The strategy and campaign ensured more day visitors, including for the Piet Oudolf-designed indoor garden. In addition, as a partner of Insiders, Studio Kluif developed its own corporate identity for the museum shop, making the Singer Laren brand recognisable in every detail. The case shows how a consistent online and offline strategy strengthens a museum as both a destination and a brand.
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For the exhibition on Pieter de Hooch, a contemporary of Vermeer, a digital experience was developed that brought the paintings to life online. The museum's homepage was temporarily transformed into an interactive one-pager in which visitors could discover the works digitally.
The campaign attracted online attention and led to more physical visits to the exhibition. The collaboration with Delft Marketing subsequently grew into a structural connection between museums, residents and visitors to the city. Through the Community Card, residents can now discover local cultural treasures with advantage, increasing engagement with the museum offer.
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The Dutch Open Air Museum in Arnhem wanted to bring the theme of history to the attention of a wide audience. To this end, a national public campaign was developed around the Month of History.
The campaign combined various channels: 10,000 screens in the train, branded content on ns.nl/dagje-uit and an online newsletter with 1.3 million subscribers. This reached an audience of over six million train passengers every week with the message: "Experience History Month in our museum." The campaign provided national visibility and attracted a new target audience to the museum.
Podcasts: depth inside and outside the walls
Podcasts give museums room to tell stories beyond the walls of the building. Where exhibitions are bound by time and space, audio offers the opportunity to deepen themes, give context and share new perspectives. A podcast makes the museum audible outside opening hours and keeps stories alive with a wider audience.
Audio is also a powerful tool for reaching new audiences. Young people listen to podcasts more often than they visit a museum. Translating stories into accessible formats creates a form of contact that is informal but can mean a lot in terms of content.
At Design Museum Den Bosch, audio is used within The Third Floor: a platform that provides depth to exhibitions and extends themes beyond the museum walls. Het Noordbrabants Museum and Club Zien also use podcasts to make their collections and stories accessible to new listeners, from short audio tours to in-depth series.
Want to know more about the power of podcasts in museum storytelling? Read the recap of Judith's online event on podcasts here
Find out what Insiders can do for your museum
Museums are storytellers, meeting places and brands with their own identity. With our 360-degree approach, we help museums strengthen that story. We believe in collaborating on visibility and meaning, with an eye for what makes a museum special and what it can do for its audience.
Curious to find out what we can do for your museum?
Please get in touch with our team. We’d be happy to help you develop a strategy and implementation plan that aligns with your organisation’s ambitions.
