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Who are our Customers?




Now 2009    Future Generations 2109?
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
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
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
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
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
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
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)
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
Now it is Your turn!
Who are your customers?

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Who Are Our Customers

  • 1. Who are our Customers? Now 2009 Future Generations 2109?
  • 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. 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. 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. 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. 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. 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. 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. 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. Now it is Your turn! Who are your customers?