creating an engaging art museum experience

an engaging art museum

CREATING

experience

ART is emotionit TOUCHES us

and MOVES us

Van Gogh

Museum

An experienceA destination

Global but local Broad competitive

set

40 DutchMuseums

TNS Museum Monitor – TRI*M

Friendly to visitors

Info about objects

Temporary exhibits

Permanent collections

Presentation & Design

Rates well

Rates poorly

Friendly to visitors

> > > > > > Impact on loyalty > > > > > >

Aspects of offer and service:

40 DutchMuseums

TNS Museum Monitor – TRI*M

Rates well

Rates poorly

> > > > > > Impact on loyalty > > > > > >

Makes me think

Learning, acquiring knowledge

Surprises me

Touchesme

Inspires me

Aspects of the experience:

Make the life and work of Vincent van Gogh and the art of his time accessible to as many people as possible in order to

enrich and inspire them

“Let’s not forget that the little emotions are the great

captains of our lives and we obey them without realizing it.”

Vincent van Gogh

our underlying driver

EMOTION

Understand EMOTIVE needs

SEGMENT visitor needsEvaluate current BRAND DELIVERY >

>>

Apply LEARNINGS to the brand

Identity needs

Social values

Emotive needs

Symbology

CONSUMER NEEDS

BRAND IMAGE

Product features

Functional needs

Consumer-Brand Relationship Model

ProjectiveApproach

PsychologicalModel

Carefree

Dynamic

Assertive

Friendly

Caring

Competent

NeedScope to uncover EMOTION

The museum EXPERIENCEstimulatingconnecting

enrichingindividuality

Stimulating

Enriching

Connecting

Individuality

INTERACTIVE,

INTROSPECTIVE,

DISTINCTION,WARMTH, MuseumEXPERIENC

Esharing the the best

in search of depth

open-minded, new experiences

experience for you

and meaning

experience

SIXdistinct segments

Wilful Discover

er

Classic Connoisse

ur

Intellectual Specialist

TrendyHedonist

Easy-going Connector

Docile Admire

r

14%

15%

18%

18%

14%

18%

Some SIZE variation

ShouldVAN GOGH MUSEUM

try to offer something

for everyone?

CREATE a unique brand that

sets EXPECTATIONS and deliver to those

Easy-Going

Connector

“… We must ensure that we convey a spark, move people, guide them, and think about things they might not initially give much thought.

… we do not need to simplify our expertise. But, we have to take into account the needs and interests of our audience.”

Let 'our' voice resound: make all objective comments more personal (‘we think’, ‘we show’ instead of ‘the Van Gogh Museum thinks, shows’ etc); choose emotional accents (Van Gogh's insecurities, his psychologicalcondition etc) and quotes to bring Van Gogh closer and to involve the visitor more.”

Clear guidelines

Managing RENOVATIONand RELOCATION

A new WAY IN

to the Van Gogh Museum

an engaging art museum experience

to createUsing RESEARCH

Thank you

Our thanks also to:NeedScope

International: Roz Calder & Colin

Ingram

TheEND