creating an engaging art museum experience

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an engaging art museum CREATING experience

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Page 1: Creating an engaging art museum experience

an engaging art museum

CREATING

experience

Page 2: Creating an engaging art museum experience

ART is emotionit TOUCHES us

and MOVES us

Page 3: Creating an engaging art museum experience

Van Gogh

Museum

Page 4: Creating an engaging art museum experience

An experienceA destination

Global but local Broad competitive

set

Page 5: Creating an engaging art museum experience

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:

Page 6: Creating an engaging art museum experience

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:

Page 7: Creating an engaging art museum 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

Page 8: Creating an engaging art museum experience

“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

Page 9: Creating an engaging art museum experience

Understand EMOTIVE needs

SEGMENT visitor needsEvaluate current BRAND DELIVERY >

>>

Apply LEARNINGS to the brand

Page 10: Creating an engaging art museum experience

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

Page 11: Creating an engaging art museum experience

The museum EXPERIENCEstimulatingconnecting

enrichingindividuality

Page 12: Creating an engaging art museum experience

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

Page 13: Creating an engaging art museum 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

Page 14: Creating an engaging art museum experience
Page 15: Creating an engaging art museum experience
Page 16: Creating an engaging art museum experience

ShouldVAN GOGH MUSEUM

try to offer something

for everyone?

Page 17: Creating an engaging art museum experience

CREATE a unique brand that

sets EXPECTATIONS and deliver to those

Page 18: Creating an engaging art museum experience

Easy-Going

Connector

Page 19: Creating an engaging art museum experience

“… 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

Page 20: Creating an engaging art museum experience

Managing RENOVATIONand RELOCATION

Page 21: Creating an engaging art museum experience

A new WAY IN

to the Van Gogh Museum

Page 22: Creating an engaging art museum experience

an engaging art museum experience

to createUsing RESEARCH

Thank you

Our thanks also to:NeedScope

International: Roz Calder & Colin

Ingram

Page 23: Creating an engaging art museum experience

TheEND