Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijleveld | congres podiumkunsten 2012
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Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijleveld | congres podiumkunsten 2012

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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 ...

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.
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Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijleveld | congres podiumkunsten 2012 Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijleveld | congres podiumkunsten 2012 Presentation Transcript

  • 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
  • Looking at audiences with Mentality Frits Spangenberg 12
  • Life is changing Then Now 23
  • Mentality milieus 1946 1944 Actor Actor Male Male Top income Top income 24
  • Kosmopolites Mentality: kosmopolites 25
  • Convenience-oriënted
  • Mentality milieus in the Netherlands 27
  • Mentality milieus in the Netherlands 28
  • Celebrities 31
  • Mentality & Leisure: Motives for participation Having fun Collective experiences Art is not for me Nostalgia Tradition Classic art forms Inspiration Personal development Experimental art forms 32 © Motivaction International B.V.
  • Mentality & Leisure: Importance Family time Relaxing Learning Teaching children Co creation Thinking along 33 © Motivaction International B.V.
  • 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) 34
  • The National Maritime Museum 35
  • Result after 4 years of renovation
  • Unique vaults
  • North stair well
  • Lay-out of the exhibitions The Sea Voyage VOC-schip AmsterdamThemed Exhibitions Object exhibitions Entrance
  • 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
  • Trends that Trigger SimoneViolence fascination Exhibitionism Infobesitas 55
  • 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 dreamMaritime stories inspire our society Promise Brand valuesStories Excitingyou want Leading Invitingto share Accessible Responsable
  • Importance of researchWhy:• Insight in target groupsAdvise:• Dare to choose• Continuity
  • Cultural entrepreneur
  • A gift to Dutch society