Frits Spangenberg showed us how important it is for a cultural entrepreneur to do research and to dare to choose target groups. By focusing on the customer needs it becomes possible to tailor your policy and communications. The Mentality model that was developed by Motivaction is the base for a new way of looking at target groups with for example the help of specific customer Personas. Frits talked about the backgrounds of Mentality and he gives some practical tools for cultural institutions on the base of concrete cases. Together with the Director of the Scheepvaartmuseum, Willem Bijleveld, he will elaborate on how they have applied Mentality and the use of personas in the museum. www.congrespodiumkunsten.nl

1. Willem Bijleveld & Frits Spangenberg

2. Het Scheepvaartmuseum - five years ago

4. The ‘old’ museum (1)
1975 - 1990
• 26 exhibition halls
• history from 1560 to 1960
• target group: maritime conoisseur

7. The ‘old’ museum (2)
1991 - 2007
• the same
• + East Indiaman (VOC-schip) Amsterdam
• target group: + families, schools, tourists

10. ‘s Lands Zeemagazijn: what can we learn from our past?
Daniël Stalpaert, 1656

11. ‘s Lands Zeemagazijn in scaffolding

12. Looking at audiences with Mentality Frits Spangenberg
12

23. Life is changing
Then
Now
23

24. Mentality milieus
1946 1944
Actor Actor
Male Male
Top income Top income
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25. Kosmopolites
Mentality: kosmopolites
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26. Convenience-oriënted

27. Mentality milieus in the Netherlands
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28. Mentality milieus in the Netherlands
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31. Celebrities
31

32. Mentality & Leisure: Motives for participation
Having fun
Collective experiences
Art is not for me
Nostalgia
Tradition
Classic art forms
Inspiration
Personal development
Experimental art forms
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© Motivaction International B.V.

33. Mentality & Leisure: Importance
Family time
Relaxing
Learning
Teaching children
Co creation
Thinking along
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© Motivaction International B.V.

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)
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35. The National Maritime Museum
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36. Result after 4 years of renovation

38. Unique vaults

39. North stair well

41. Lay-out of the exhibitions
The Sea Voyage
VOC-schip Amsterdam
Themed Exhibitions Object exhibitions
Entrance

42. Visitor research
• Continuous exit research
• Mentality model
• Focus groups
concept tests
content tests

43. Themed exhibitions

44. Matje & Roosje en Circus Zee

45. Object exhibitions

46. Maritime Attraction: Voyage at Sea

47. VOC-schip Amsterdam

48. Restaurant Stalpaert

49. Library

50. Who do we want to reach?
Meet our friends:
• Dick
• Simone
• Micky

51. Good afternoon Dick

52. Dick

53. Hello Simone

54. Simone

55. Trends that Trigger Simone
Violence fascination
Exhibitionism
Infobesitas
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56. Hi Micky

57. Micky

58. 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

59. 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

60. Our dream
Maritime stories inspire our society
Promise Brand values
Stories Exciting
you want Leading
Inviting
to share
Accessible
Responsable

61. Importance of research
Why:
• Insight in target groups
Advise:
• Dare to choose
• Continuity

63. Cultural entrepreneur

64. A gift to Dutch society