What about the Non-Participants? - James Doeser | congres podiumkunsten 2012
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits...
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Willem Bijleveld & Frits Spangenberg
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Frits Spangenberg showed us how important it is for a cultural entrepreneur to do research and to dare to choose target groups. By focusing on the customer needs it becomes possible to tailor your policy and communications. The Mentality model that was developed by Motivaction is the base for a new way of looking at target groups with for example the help of specific customer Personas. Frits talked about the backgrounds of Mentality and he gives some practical tools for cultural institutions on the base of concrete cases. Together with the Director of the Scheepvaartmuseum, Willem Bijleveld, he will elaborate on how they have applied Mentality and the use of personas in the museum. www.congrespodiumkunsten.nl
Transcript of Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits...
Willem Bijleveld & Frits Spangenberg
Het Scheepvaartmuseum - five years ago
The ‘old’ museum (1)
1975 - 1990
• 26 exhibition halls
• history from 1560 to 1960
• target group: maritime conoisseur
The ‘old’ museum (2)
1991 - 2007
• the same
• + East Indiaman (VOC-schip) Amsterdam
• target group: + families, schools, tourists
‘s Lands Zeemagazijn: what can we learn from our past?
Daniël Stalpaert, 1656
‘s Lands Zeemagazijn in scaffolding
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Looking at audiences with Mentality Frits Spangenberg
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Life is changing
Now
Then
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Mentality milieus
1946
Actor
Male
Top income
1944
Actor
Male
Top income
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Mentality: kosmopolites
Kosmopolites
Convenience-oriënted
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Mentality milieus in the Netherlands
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Mentality milieus in the Netherlands
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Celebrities
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Mentality & Leisure: Motives for participation
© Motivaction International B.V.
Having fun
Collective experiences
Art is not for me
Nostalgia
Tradition
Classic art forms
Inspiration
Personal development
Experimental art forms
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Mentality & Leisure: Importance
© Motivaction International B.V.
Family time
Relaxing
Learning
Teaching children
Co creation
Thinking along
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From Mentality to personas
“Personas represent ‘the customer’ as a real human with a
name, face, motivations, and goals -
a simple, surprisingly powerful aid for decision-makers”
(Forrester)
Result after 4 years of renovation
Unique vaults
North stair well
Lay-out of the exhibitions
Themed Exhibitions
The Sea Voyage
VOC-schip Amsterdam
Entrance
Object exhibitions
Visitor research
• Continuous exit research
• Mentality model
• Focus groups
concept tests
content tests
Themed exhibitions
Matje & Roosje en Circus Zee
Object exhibitions
Maritime Attraction: Voyage at Sea
VOC-schip Amsterdam
Restaurant Stalpaert
Library
Who do we want to reach?
Meet our friends:
• Dick
• Simone
• Micky
Good afternoon Dick
Dick
Hello Simone
Simone
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Trends that Trigger Simone
Violence fascination
Exhibitionism
Infobesitas
Hi Micky
Micky
The 3 Personas
Dick
• Spends much leisure time on culture
• Enjoys nature
• Relaxation, content
Simone
• Spends much time with family and sport
• Fun for the children: do & learn
• A day out with the family
Micky
• Spends much time with friends, going
out, creative hobbies
• Individual experience and enjoyment
• Special unique activities
Way of communication:
Dick
• In his language
• With his interests
• And in his way: approach and inform
about attractive exhibitions
Simone
• A great treat for the whole family
• Have fun and learn something
Micky
• The museum is a great location to visit with
friends
• It is new, exciting and there to explore
Our dream
Maritime stories inspire our society
Brand values Promise
Exciting
Leading
Accessible
Responsable
Inviting
Stories
you want to share
Importance of research
Why:
• Insight in target groups
Advise:
• Dare to choose
• Continuity
Cultural entrepreneur
A gift to Dutch society
