Dear All,
I have a vague memory that this topic has
been covered a while back, but no matter….
Would any of you be prepared to share with
me the guidebook conversion rates you are currently achieving? By this I mean
the ratio (percentage) of guidebooks sold as a proportion of museum/heritage
site visitors.
If you do reply to me, then please
indicate whether your museum/heritage site charges for admission: my intuition
tells me that those who have NOT paid for admission may be more inclined to
stump up for a guidebook, so it will be interesting to see if this logic is
sound!
The reason I ask is that I am trying to
benchmark our own performance against others in an attempt to see what average
performance looks like and what we should aspire too! I know we would all like
to sell more guidebooks and how to do that is another discussion!
Thanks in anticipation!
I will respect your anonymity if so
requested: the information requested is for my own use, and will not be
included in any publication.
Kind Regards,
Historic Royal Palaces