Creating an engaging art museum experience

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  • 1. an engaging art museum CREATING experience
  • 2. ART is emotion it TOUCHES us and MOVES us
  • 3. Van Gogh Museum
  • 4. An experience A destination Global but local Broad competitive set
  • 5. 40 Dutch Museums TNS Museum Monitor – TRI*M Friendly to visitors Info about objects Temporary exhibits Permanent collections Presentation & Design Rates well Rates poorly Friendly to visitors > > > > > > Impact on loyalty > > > > > > Aspects of offer and service:
  • 6. 40 Dutch Museums TNS Museum Monitor – TRI*M Rates well Rates poorly > > > > > > Impact on loyalty > > > > > > Makes me think Learning, a cquiring knowledge Surprises me Touches me Inspires me Aspects of the experience:
  • 7. Make the life and work of Vincent van Gogh and the art of his time accessible to as many people as possible in order to enrich and inspire them
  • 8. “Let‟s not forget that the little emotions are the great captains of our lives and we obey them without realizing it.” Vincent van Gogh our underlying driver EMOTION
  • 9. Understand EMOTIVE needs SEGMENT visitor needs Evaluate current BRAND DELIVERY >>> Apply LEARNINGS to the brand
  • 10. Identity needs Social values Emotiveneeds Symbology CONSUMER NEEDS BRAND IMAGE Product features Functional needs Consumer-Brand Relationship Model Projective Approach Psychological Model Carefree Dynamic AssertiveFriendl y Caring Competent NeedScope to uncover EMOTION
  • 11. The museum EXPERIENCE stimulating connecting enriching individuality
  • 12. Stimulating Enriching Connecting Individuality INTERACTIVE, INTROSPECTIVE, DISTINCTION,WARMTH, Museum EXPERIENCE sharing the the best in search of depth open-minded, new experiences experience for you and meaning experience
  • 13. SIX distinct segments Wilful Discoverer Classic Connoisseur Intellectual Specialist Trendy Hedonist Easy-going Connector Docile Admirer 14% 15% 18% 18% 14% 18% Some SIZE variation
  • 14. Van Gogh Museum The VAN GOGH MUSEUM brand image
  • 15. The COMPETITIVE context
  • 16. Should VAN GOGH MUSEUM try to offer something for everyone?
  • 17. CREATE a unique brand that sets EXPECTATIONS and deliver to those
  • 18. Easy-Going Connector
  • 19. “… We must ensure that we convey a spark, move people, guide them, and think about things they might not initially give much thought. … we do not need to simplify our expertise. But, we have to take into account the needs and interests of our audience.” Let 'our' voice resound: make all objective comments more personal („we think‟, „we show‟ instead of „the Van Gogh Museum thinks, shows‟ etc); choose emotional accents (Van Gogh's insecurities, his psychological condition etc) and quotes to bring Van Gogh closer and to involve the visitor more.” Clear guidelines
  • 20. Managing RENOVATION and RELOCATION
  • 21. A new WAY IN to the Van Gogh Museum
  • 22. an engaging art museum experience to create Using RESEARCH Thank you Our thanks also to: NeedScope International: Roz Calder & Colin Ingram
  • 23. The END