First Fish
Past podcast guest and friend of MtM Matt Kirchman teaches a principle called “first fish.” He picked it up planning aquarium experiences.
It goes something like this: if you have a lot of something visitors are excited to see, give them a taste of it as soon as they arrive. Not all of it, and not the best of it. Just a little of it. That might mean right after the front door.
Or even before they’re in the building.
Why?
Several reasons:
They won’t be fully focused on any other message or experience until they get a taste of what they came for.
Seeing what they expect will make them more excited right away.
If they haven’t fully committed to coming in, this will help.
Here’s the thing:
Aquarium visitors come for the fish. Before you give them any other experiences, no matter how urgent, give them a little of what they came for.
Give them that … first fish.
Warmly,
Jonathan
P.S. Does Matt’s “first fish” principle apply to art museums? If not, why?
P.P.S. Not to be confused with: Never Put the Mona Lisa in the Lobby.