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