Who Are Our Customers

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Who Are Our Customers

  1. 1. Who are our Customers? Now 2009 Future Generations 2109?
  2. 2. What are their needs & wants? new or different needs changing needs & and wants? expectations? Lots to learn lots of facts I want to be really comf clever! time to y Friendl coffee, cake seats y unwind peace & people, face book quiet sounds Fun, adventure, curio Stuff to touch & sity, discovery, make! We’re Bored!! emotional – rational – sensory needs
  3. 3. Our people skill-knowledge-service Physical museum setting, exterior & interior Complementary architecture, schools and family designed space friendly activities, objects, collections, lectures, performances, What are exhibitions social events we partnerships offering? Ways to make us Museum services stand out/ add value reception, orientation, food guiding customers to service, shopping, seating spend their valuable time (not just££) by activity, down time and experiences (knowing their needs Interpretation and wants) materials labels, texts, catalogues, E- Museums, web
  4. 4. Market Segmentation, targeting and Positioning segmentation marketing “is the sub-dividing of a market into homogeneous sub-sets of customers, where any sub-set may conceivably be selected as a market target to be reached with a distinct marketing mix.” Source Philip Kotler
  5. 5. Market Segmentation, Targeting and Positioning Ways to Segment Business Planning situation analysis the market Looking outside the organisation (PESTEL, SWOT Analysis etc) market segmentation •Geography (Lanc’s, York's, NWest etc) Branding •Demographics ( socio- targeting economics) age, sex etc. •Lancashire County •Psychographics (social class Council and ABCD, lifestyle and personality Lancashire Museums ACORN Friendly, Quality, positioning Inspiring, Innovative, •Behavioural (product usage, Celebrate Diversity and benefits sought, user status, Identity loyalty etc) •Arkenford “Style Hounds, Traditionals” marketing mix formulation • MHM NWest Hub service place Promotion ( PR, print, physical web, advertising, evidence people product exhibitions) price process
  6. 6. Table 3 Population Projections by Age Group, Lancashire County (NUTS-3), 2006 to 2031 (in thousands) Age Group 2006 2011 2016 2021 2026 2031 0-4 63.6 70.6 72.4 72.8 71.3 70.3 Geography 5-9 66.8 65.7 73.0 74.8 75.2 73.8 Lancashire 10-14 74.7 68.5 67.6 75.1 77.0 77.4 15-19 81.2 77.0 70.8 70.1 77.8 79.8 Demographics 20-24 78.0 85.1 80.6 74.6 74.6 82.3 ( socio- 25-29 62.6 77.1 83.6 79.5 73.9 74.1 economics) age 30-34 68.6 65.3 79.1 85.6 81.5 76.0 35-39 83.6 71.5 68.2 82.0 88.6 84.5 40-44 88.2 86.3 74.0 70.7 84.6 91.4 45-49 80.4 89.5 87.7 75.2 72.1 86.1 50-54 73.4 80.6 89.8 88.1 75.7 72.7 55-59 80.5 73.1 80.4 89.8 88.3 75.9 60-64 67.1 79.0 71.9 79.4 88.9 87.5 65-69 56.1 64.5 76.4 69.9 77.3 86.9 70-74 48.2 52.2 60.4 72.0 66.2 73.6 75-79 39.5 41.8 46.4 54.1 64.9 60.2 80-84 29.3 30.4 33.7 38.5 45.6 55.0 85+ 24.0 27.3 31.2 37.2 45.7 56.8 All Ages 1,165.7 1,205.4 1,247.1 1,289.4 1,329.4 1,364.1 Source Office for National Statistics
  7. 7. What needs and wants are we Aficionados Sensualists satisfying for our customers? Experts Self Developers Motivations for Visit? Third Spacers Siteseers Family - Social Family - Intellectual Kids First Learning Families Families Social Intellectual Spiritual/ Emotional Knowing Your Visitors – Visitor segments of North West Hub venues- source Morris Hargreaves McIntyre
  8. 8. Targeting Learning Families Product designed for families Show families doing things together in Sailors & the Stars – craft information & workshop celebrating communications “International Year of Astronomy” Mixed age groups wanting educational and fun trip for children. Want to bring families together to share and talk about experiences Research ( people involvement) Customer Service •talk to customers FOH, ideas boxes pricing •observation training Kids Go Free •focus groups (quantitative) •visitor numbers ( qualitative)
  9. 9. Priority for family Who are our Customers for 2009? marketing Venue Audience/ Market schools families tourists/ VFR groups Community adult learning business (visiting friends relatives) special interest a a aKS 3 & 4 Lancaster Castle a a Judges' Lodgings a a a aKS 1 & 2 a City Museum a a aKS 1 & 2 Maritime Museum a a aKS 1 & 2 Fleetwood Museum a a aKS 1 & 2 Museum of Lancashire a a aKS 3 & 4 Turton Tower a a a Gawthorpe Hall a a a Helmshore Mills Textile Museum a a a a Queen Street Mill Museum a a a a a a a Clitheroe Castle Museum a a a Rossendale Museum a video a Lancashire Conservation Studios conferencing
  10. 10. Now it is Your turn! Who are your customers?

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