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, touri...
‘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           ...
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                               Coll...
Mentality & Leisure: Importance                             Family time                             Relaxing              ...
From Mentality to personas     “Personas represent ‘the customer’ as a real human with a                name, face, motiva...
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 Exhibiti...
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                   ...
Hi Micky
Micky
The 3 Personas                 Dick                 • Spends much leisure time on culture                 • Enjoys nature ...
Way of communication:                   Dick                   • In his language                   • With his interests   ...
Our dreamMaritime stories inspire our society       Promise                         Brand valuesStories                   ...
Importance of researchWhy:• Insight in target groupsAdvise:• Dare to choose• Continuity
Cultural entrepreneur
A gift to Dutch society
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
Mentality: a tailored approach to your audiences and the case of the Scheepvaartmuseum - Frits Spangenberg & Willem Bijlev...
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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 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.
www.congrespodiumkunsten.nl

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

  1. 1. Willem Bijleveld & Frits Spangenberg
  2. 2. Het Scheepvaartmuseum - five years ago
  3. 3. The ‘old’ museum (1) 1975 - 1990• 26 exhibition halls• history from 1560 to 1960• target group: maritime conoisseur
  4. 4. The ‘old’ museum (2)1991 - 2007• the same• + East Indiaman (VOC-schip) Amsterdam• target group: + families, schools, tourists
  5. 5. ‘s Lands Zeemagazijn: what can we learn from our past?Daniël Stalpaert, 1656
  6. 6. ‘s Lands Zeemagazijn in scaffolding
  7. 7. Looking at audiences with Mentality Frits Spangenberg 12
  8. 8. Life is changing Then Now 23
  9. 9. Mentality milieus 1946 1944 Actor Actor Male Male Top income Top income 24
  10. 10. Kosmopolites Mentality: kosmopolites 25
  11. 11. Convenience-oriënted
  12. 12. Mentality milieus in the Netherlands 27
  13. 13. Mentality milieus in the Netherlands 28
  14. 14. Celebrities 31
  15. 15. 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.
  16. 16. Mentality & Leisure: Importance Family time Relaxing Learning Teaching children Co creation Thinking along 33 © Motivaction International B.V.
  17. 17. 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
  18. 18. The National Maritime Museum 35
  19. 19. Result after 4 years of renovation
  20. 20. Unique vaults
  21. 21. North stair well
  22. 22. Lay-out of the exhibitions The Sea Voyage VOC-schip AmsterdamThemed Exhibitions Object exhibitions Entrance
  23. 23. Visitor research• Continuous exit research• Mentality model• Focus groups concept tests content tests
  24. 24. Themed exhibitions
  25. 25. Matje & Roosje en Circus Zee
  26. 26. Object exhibitions
  27. 27. Maritime Attraction: Voyage at Sea
  28. 28. VOC-schip Amsterdam
  29. 29. Restaurant Stalpaert
  30. 30. Library
  31. 31. Who do we want to reach?Meet our friends:• Dick• Simone• Micky
  32. 32. Good afternoon Dick
  33. 33. Dick
  34. 34. Hello Simone
  35. 35. Simone
  36. 36. Trends that Trigger SimoneViolence fascination Exhibitionism Infobesitas 55
  37. 37. Hi Micky
  38. 38. Micky
  39. 39. 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
  40. 40. 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
  41. 41. Our dreamMaritime stories inspire our society Promise Brand valuesStories Excitingyou want Leading Invitingto share Accessible Responsable
  42. 42. Importance of researchWhy:• Insight in target groupsAdvise:• Dare to choose• Continuity
  43. 43. Cultural entrepreneur
  44. 44. A gift to Dutch society

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