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AAM 2014: Corp Partnership and Audience Engagement

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Copy of presentation from AAM 2014: Corporate Partnerships: Impact on Audience Engagement. With Karleen Gardner, Douglas Hegley, Kristin Prestegaard.

Copy of presentation from AAM 2014: Corporate Partnerships: Impact on Audience Engagement. With Karleen Gardner, Douglas Hegley, Kristin Prestegaard.

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  • DH
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    We are moving away from simple demographics to meaningful descriptors. If you ask a museum visitor “why are you here today?”, she won’t say “I’m a 34 year old college-educated mother of 2 from a suburb located within 20 miles from this location”; instead, she’ll say, “I love to show my kids a really interesting time” or “I’m sort of a frustrated artist myself”, or some other reason, or IDENTITY-BASED MOTIVATION, for visiting that day. In essence, we must REINFORCE that which you believe yourself to be! We won’t be lecturing on Falk today, but we will be talking about how this approach informed an important project.
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    space – not home, not work, but a familiar and comfortable place for community, connection, learning and FUN.
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    Solid research (foundation) ie Falk, plus our own audience research and here’s what we saw…
    3000 surveys, etc march and april 2013
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    About half of respondents were Explorers/Professionals, reflecting a strong passion for art...at least among the people we surveyed. Keep in mind, this was a survey sent out the mailing list of the MIA, as well as the consumer insights community at General Mills, and our own friends and family.
    Your brand champions are the explorer/professional hobbyist and they are well served
    The experience seekers and faciliatating socializaers are underserved (except when there is a big exhibition)
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    Socializers and Experience Seekers are prioritized because they represent a growth segment in need of a “gateway” to engage with the MIA.  Rechargers are somewhat prioritized because we could do a better job of appealing to their need to provide an experience with “peace and calm” at times. Parents and Prof/Explorers are not prioritized because we already do a great job with them.
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  • Kp (these are the slides about our tests/exparements) will build on each other…
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  • Transcript

    • 1. C O R P O R A T E P A R T N E R S H I P S : I M P A C T O N A U D I E N C E E N G A G E M E N T
    • 2. INTRODUCTIONS: The MIA Team DH Karleen Gardner, Director of Learning & Innovation Douglas Hegley, Director of Technology Kristin Prestegaard, Chief Engagement Officer
    • 3. INTRODUCTIONS: The General Mills Good Works Team DH Christopher Quam, Global Consumer Insights Manager Nicci Trovinger, Associate Marketing Manager Including: Liz Mahler, Marketing Manager Angela Stenzler, Consumer Insights Senior Associate Joining us on video:
    • 4. DH
    • 5. where can Addresses competition (unique differentiation) Targets desired audience: most museum visits are social A new take on the classic art museum friends and family enjoy the triumphs of human creativity. Discover 85,000 authentic works of art that inspire wonder, delight the senses, and incite curiosity. Experience the world through the eyes of artists who change the way we see. The end benefit we’re offering that improves lives (relevancy) • Free! • A friendly environment open to all • A portal to other times, places, and people • Once in a lifetime exhibitions of masterpieces • Rare and unique objects presented in a compelling way V A L U E P R O P O S I T I O N • Cool art stories told through high and low tech KP
    • 6. T H E M I A ’ S “D N A” S T R A T E G I C P L A N KG
    • 7. “Accessible” doesn’t guarantee audience engagement! To connect people to what is meaningful and inspiring, it’s vital that we re-imagine our approach within a 21st century frame of reference. A U D I E N C E KG
    • 8. W H Y ? DH http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
    • 9. DH Collect, preserve and share works of art Rare masterpieces, excellent scholarship Enrich the community and change lives through the power of art Sinek: “People don’t buy what you do, they buy why you do it”
    • 10. Identity-related needs determine leisure activity choice M U S E U M V I S I T O R S KG
    • 11. EXPLORER FACILITATING PARENT Seeking to engage and stimulate their children, and perhaps looking to entertain themselves too RECHARGER Looking to be renewed and recharged in the quiet space of the museum EXPERIENCE SEEKER Comes to see the highlights or exclusive pieces FACILITATING SOCIALIZER Hosting a guest and sees the museum as a stage for their social agenda A U D I E N C E V I S I T M O T I V A T I O N S Those with specific knowledge; the aficionados Driven by personal curiosity and an urge to discover and learn new things
    • 12. Museums are awesome! KG
    • 13. • Why they matter + Our theory + our needs + our questions + Our limitations + Expertise right in our neighborhood = Equals a strong partnership C O R P O R A T E P A R T N E R S H I P S KP
    • 14. • Who can you engage to help? – Corporations – Trustees/donors – Unique partners (win-win) C O R P O R A T E P A R T N E R S H I P S F O R T H E M I A KP
    • 15. • What did we say to make this happen? T H E P I T C H KP
    • 16. G E N E R A L M I L L S GOOD WORKS PROGRAM KP
    • 17. • Clearly a nice fit for the Good Works Program • Commonalities: visit motivations & need states • Good Works ads: – Consumer insights – Research methods – Expertise P A R T N E R S H I P S KP
    • 18. • What makes a great partner for Good Works? • Here is Chris Quam G R E A T P A R T N E R S H I P S KP
    • 19. G O O D W O R K S: An Enthusiastic Partner KPhttp://youtu.be/mUbOwLzpSts
    • 20. • Project Team – General Mills research & marketing – Paired with MIA cross-functional team • Project Design/Plan – Conduct research across various samples • Surveys • Interviews • Analysis – Reporting back to stakeholders – Ongoing testing T H E P R O J E C T KG
    • 21. O B J E C T I V E S KG
    • 22. Applied through General Mills best practices in quantitative & qualitative research Solid, Replicated Research T H E F O U N D A T I O N KP
    • 23. A C A D E M I C A N D R E A L W O R L D KPhttp://youtu.be/c21RSbGjL3U
    • 24. • Research – by Good Works team – Onsite interviews (40) – Email survey to samples drawn from: • MIA audience + General Mills customers = 3,600 respondents P R O J E C T I M P L E M E N T A T I O N DH
    • 25. S U R V E Y Q U E S T I O N S DH
    • 26. • Applied best practices in consumer research • Indexing • Comparatives • Trend analysis D A T A A N A L Y S I S DH
    • 27. R E P O R T S ! DH
    • 28. EXPLORER and PROFESSIONA L 52% EXPERIENCE SEEKER 27% FACILITATING SOCIALIZER 8% FACILITATIN G PARENTS 7% RECHARGER 6% Brand champion Targeted programing already in place W H A T D I D W E L E A R N ? KP
    • 29. MIA’s brand champions are extremely passionate & loyal MIA’s brand champions are extremely passionate & loyal F I N D I N G S : T O P I N S I G H T S KP
    • 30. A N E M O T I O N A L C O N N E C T I O N KPhttp://youtu.be/lnnw4GRkIU4
    • 31. MIA’s brand champions are extremely passionate & loyal MIA’s brand champions are extremely passionate & loyal F I N D I N G S : T O P I N S I G H T S KG
    • 32. MIA’s brand champions are extremely passionate & loyal MIA’s brand champions are extremely passionate & loyal F I N D I N G S : T O P I N S I G H T S DH
    • 33. T H E E N T R Y E X P E R I E N C E DHhttp://youtu.be/PY1ZOqwvFXs
    • 34. EXPERIENCE SEEKER FACILITATING SOCIALIZER • Both are entry level type needs • Synergies to targeting both given similar needs  Don’t always offer exhibitions that would appeal to my guest  Not in my consideration set  off beaten path  Don’t always offer exhibitions that would appeal to me  Experience is overwhelming within museum R E C O M M E N D E D T A R G E T A U D I E N C E S KP
    • 35. Utilize MIA audience segmentation model to better deliver on unique visitor needs •Facilitating Socializers •Experience Seekers Utilize MIA audience segmentation model to better deliver on unique visitor needs •Facilitating Socializers •Experience Seekers Experimentation will refine our approach to audience engagement Experimentation will refine our approach to audience engagement I M P L I C A T I O N S KG
    • 36. T H E R I G H T N E E D S T A T E S KGhttp://youtu.be/jXRH119hsFg
    • 37. Target Facilitating Socializer Facilitating Socializer MIA is not top of mind or in consideration set MIA is not top of mind or in consideration set Experience Seeker Experience Seeker MIA doesn’t always offer something exclusive for me MIA doesn’t always offer something exclusive for me Anchor off Hennepin Campaign Best of the Best tour everyday Visitor experience at entry S H O W O F F Y O U R F I N E S T KG
    • 38. Target Experimentati onIdeas Facilitating Socializer Facilitating Socializer Will the exhibitions be a sure bet? Will the exhibitions be a sure bet? Experience SeekerExperience Seeker Getting me to believe it should make my bucket list Getting me to believe it should make my bucket list Matisse • Marketing/ Messaging • Visitor Experience It’s New. It’s Now. Contemporary Print P E R S O N A L I Z E D E X H I B I T I O N E X P E R I E N C E KG
    • 39. Old Model for Targeting Demographics Old Model for Targeting Demographics New Model Visitor Motivations & Insights New Model Visitor Motivations & Insights Unlock New Avenues for GrowthUnlock New Avenues for GrowthUnlock New Avenues for GrowthUnlock New Avenues for Growth N E W R O A D M A P F O R R E S E A R C H KP
    • 40. • Pace T H E C H A L L E N G E S DH
    • 41. • Pace • Approach T H E C H A L L E N G E S DH
    • 42. • Pace • Approach • Perspective – we see people differently T H E C H A L L E N G E S DH
    • 43. • Pace • Approach • Perspective – we see people differently • Language & terminology T H E C H A L L E N G E S DH
    • 44. • Pace • Approach • Perspective – we see people differently • Language & terminology • Understanding a corporate report – What does “over-indexing” mean? – Translation across two worlds T H E C H A L L E N G E S DH
    • 45. • Successful projects have specific characteristics: T H E C H A L L E N G E S F O R G O O D WORKS TEAM DH
    • 46. The Best Projects DHhttp://youtu.be/aGDEpbM2I7A
    • 47. • Building on Good Works foundational findings N E X T U P : M I A L E D R E S E A R C H KP
    • 48. • Building on Good Works foundational findings • Prioritize ideas for experimentation – Plan and conduct experiments N E X T U P : M I A L E D R E S E A R C H KP
    • 49. • Building on Good Works foundational findings • Prioritize ideas for experimentation – Plan and conduct experiments • Analyze results N E X T U P : M I A L E D R E S E A R C H KP
    • 50. • Building on Good Works foundational findings • Prioritize ideas for experimentation – Plan and conduct experiments • Analyze results • Make recommendations N E X T U P : M I A L E D R E S E A R C H KP
    • 51. • Building on Good Works foundational findings • Prioritize ideas for experimentation – Plan and conduct experiments • Analyze results • Make recommendations • Iterate! N E X T U P : M I A L E D R E S E A R C H KP
    • 52. Billboard campaign T H R E E E X P E R I M E N T S KP
    • 53. Tours T H R E E E X P E R I M E N T S KG
    • 54. How do visitors prefer to get orienting information? Well … there isn’t just one answer! T H R E E E X P E R I M E N T S DH
    • 55. • Applied: Theory to Practice F U T U R E DH
    • 56. Putting it into Practice DHhttp://youtu.be/RYiJS9TD9Mc
    • 57. • We learn most by listening intently • Importance of ongoing evaluation • Turn findings into actions - quickly – Requires agility, a relatively new skill for museums C O M M I T M E N T : A U D I E N C E C E N T E R E D DH
    • 58. A G I L I T Y ? • Flexibility • With balance & coordination – Adapt rapidly to change – Maintain cost efficiency – Meet expectations – Take advantage of promising opportunities – Reflect and learn from experience DH
    • 59. • Programming – Engaging, fresh H O W W E P L A N D I F F E R E N T L Y N O W KG
    • 60. • Programming • Interpretation – Relevant, compelling H O W W E P L A N D I F F E R E N T L Y N O W KG
    • 61. • Programming • Interpretation • Segmentation – Motivations, not arbitrary descriptors H O W W E P L A N D I F F E R E N T L Y N O W KP
    • 62. • Programming • Interpretation • Segmentation • Lobby – Re-imagining the welcome experience H O W W E P L A N D I F F E R E N T L Y N O W KP
    • 63. • Programming • Interpretation • Segmentation • Lobby • Digital Media – Story-telling – Measuring H O W W E P L A N D I F F E R E N T L Y N O W DH
    • 64. • We’ll know we’ve got it … • When we don’t even realize that we’re thinking this way, all of the time! T R U L Y C H A N G E D ? KP
    • 65. • Corporate partners T A K E A W A Y S KP
    • 66. • Corporate partners • Demographics T A K E A W A Y S KG
    • 67. • Corporate partners • Demographics • Listening T A K E A W A Y S DH
    • 68. • Corporate partners • Demographics • Listening • We can do this T A K E A W A Y S DH
    • 69. Willingness to Experiment DHhttp://youtu.be/mRnB4ZEwfUE
    • 70. T H A N K Y O U!
    • 71. Karleen Gardner, Director of Learning & Innovation kgardner@artsmia.org Douglas Hegley, Director of Technology dhegley@artsmia.org @dhegley Kristin Prestegaard, Chief Engagement Officer kprestegaard@artsmia.org Q U E S T I O N S ?

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