mentality: a tailored approach to your audiences and the case of the scheepvaartmuseum - frits...

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, tourists

‘s Lands Zeemagazijn: what can we learn from our past?

Daniël Stalpaert, 1656

‘s Lands Zeemagazijn in scaffolding

12

Looking at audiences with Mentality Frits Spangenberg

23

Life is changing

Now

Then

24

Mentality milieus

1946

Actor

Male

Top income

1944

Actor

Male

Top income

25

Mentality: kosmopolites

Kosmopolites

Convenience-oriënted

27

Mentality milieus in the Netherlands

28

Mentality milieus in the Netherlands

31

Celebrities

32

Mentality & Leisure: Motives for participation

© Motivaction International B.V.

Having fun

Collective experiences

Art is not for me

Nostalgia

Tradition

Classic art forms

Inspiration

Personal development

Experimental art forms

33

Mentality & Leisure: Importance

© Motivaction International B.V.

Family time

Relaxing

Learning

Teaching children

Co creation

Thinking along

34

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)

35

The National Maritime Museum

Result after 4 years of renovation

Unique vaults

North stair well

Lay-out of the exhibitions

Themed Exhibitions

The Sea Voyage

VOC-schip Amsterdam

Entrance

Object exhibitions

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

55

Trends that Trigger Simone

Violence fascination

Exhibitionism

Infobesitas

Hi Micky

Micky

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

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

Our dream

Maritime stories inspire our society

Brand values Promise

Exciting

Leading

Accessible

Responsable

Inviting

Stories

you want to share

Importance of research

Why:

• Insight in target groups

Advise:

• Dare to choose

• Continuity

Cultural entrepreneur

A gift to Dutch society