Met by an increasingly competitive cultural landscape and evolving audience expectations, the Art Gallery of New South Wales was under pressure to improve public access and the overall gallery experiences.
The institution’s leaders, in an effort to make the gallery more customer-centric and gather continuous feedback on marketing campaigns and visitor experiences, launched Gallery Insider, an insight community of more than 2,000 gallery members and visitors.
Within six months, Gallery Insider changed how strategic decisions are made across the organization. For example, community members helped develop marketing messaging for a major travelling exhibition of “The Greats’ masterpieces. The gallery learned from community members that campaign advertising would be more appealing if it included reviews from respected critics. While past marketing campaigns would draw 2 percent of total visitors to an exhibit, the new campaign, informed by customer feedback, drove 33 percent—far exceeding sales targets.