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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 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.