Museum Card of the Netherlands
18
Denmark, 4th December 2012 Museum Card of the Netherlands
description
Museum Card of the Netherlands. Denmark , 4th December 2012. The Museum Card started in 1981 Objectives: - Promote visits and stimulate repeat visits to museums in The Netherlands - Improve the affinity between visitors and museums. Structure Museum Card. - PowerPoint PPT Presentation
Transcript of Museum Card of the Netherlands
Denmark, 4th December 2012
Museum Card of the Netherlands
The Museum Card started in 1981
Objectives: - Promote visits and stimulate repeat visits to museums in The
Netherlands- - Improve the affinity between visitors and museums
Structure Museum Card
Influences on success Museum Card
1. Average number of visits 2. Average entrance fees participating museums 3. Price Museum Card 4. Payment per visit
Only price of the Museum Card can be influenced by Museum Card organisation
Financial structure
Payment per visit around 70% of the full entrance fee
About 35% more visits by Museum Card subscribers
Extra income possibilities through shop and restaurant
Number of Museum Cards sold 2005-2011
2005 2006 2007 2008 2009 2010 20110
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
aantal
Pricing Museum Card
Pricing Museum Card
year price in EURO Index
2005 25 100
2006 30 120
2007 35 140
2008 35 140
2009 35 140
2010 39,95 159,8
2011 39,95 159,8
2012 44,95 179,8
Sales per channel 2011
Museums 160.000 New cards each year Full price, sales allowance for the museum 3,50 euros per card
Website 40.000 New cards each yearFull price
Subscriptions 320.000 auto-renewable (direct debit)280.000 accept giro
Visiting numbers 2005-2011
2005 2006 2007 2008 2009 2010 20110
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
Total number of visitsMuseum Card
Overview effect visits and financial result
2005 2006 2007 2008 2009 2010 20110
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
Total amount of visitors MK museums (389)Total amount of Museum Card visitsTotal pay-out for MK visits (euro)
25% 11%
6+
A1 B1
A2 B2
3-5 24% 7%
2 A3 B3
10% 4%
1 A4 B4
16% 2% 6
Customer segmentation
6+
50%
A1/2
24%
B
3-5
2 A3
10%
1 A4
16% 6
Customer segmentation
A1 A2 A3 A4 B Totaal gemiddelde
2%12% 14% 16%
9% 10%3%
4% 2% 2%
1% 3%2%
4% 5%9%
2%4%
4%
6%7%
10%
3%
6%7%
14%16%
16%
9%
12%16%
17%15%
14%
12%
15%
64%
43% 39%32%
63%
49%
Age structure per group
<= 12 13-17 18-25 26-35 36-45 46-55 56+
Customer segmentation
Aantallen kaarthouders naar leeftijd
0
5000
10000
15000
20000
25000
• The weighted average is 50 years old • The most common age is 63 years old• 60% is over 50 years old• 60% female vs 40% male• Most live in industrial area of the Netherlands called “Randstad”
Demographic Characteristics Card members
Demographic Characteristics, Museum Card compared to Dutch population
Aantallen kaarthouders naar leeftijd
0
5000
10000
15000
20000
25000
Marketing information for participating museums
Through our website museums can have an insight in the profile of the Museum Card visitor any time they want.
Possibility for benchmark- with one or more other museums- within same category (Modern Art)- within same amount of visitors (25.000-50.000 a year)
Additional possibilities:- Get into contact with (a specific group of) Museum Card visitors through our magazine (400.000 addresses, quarterly)- Get into contact with Museum Card visitors through our digital e-magazine (300.000 e-mail addresses, monthly)
