1. Who are our Customers?
Now 2009 Future Generations 2109?

2. What are their needs & wants?
new or
different needs
changing needs &
and wants?
expectations?
Lots to
learn lots of
facts I want
to be really comf
clever!
time to y
Friendl
coffee, cake seats
y
unwind
peace & people,
face book
quiet sounds
Fun, adventure, curio
Stuff to
touch &
sity, discovery,
make!
We’re
Bored!!
emotional – rational – sensory
needs

3. Our people
skill-knowledge-service
Physical
museum setting,
exterior & interior
Complementary
architecture,
schools and family
designed space
friendly activities,
objects, collections,
lectures, performances,
What are exhibitions
social events
we partnerships
offering?
Ways to make us
Museum services
stand out/ add value
reception, orientation, food
guiding customers to
service, shopping, seating
spend their valuable
time (not just££)
by activity, down time and
experiences (knowing their needs
Interpretation and wants)
materials labels,
texts, catalogues,
E- Museums, web

4. Market Segmentation, targeting and
Positioning
segmentation marketing “is the sub-dividing of a market into
homogeneous sub-sets of customers, where any sub-set may
conceivably be selected as a market target to be reached with a
distinct marketing mix.” Source Philip Kotler

5. Market Segmentation, Targeting and Positioning
Ways to Segment
Business Planning
situation analysis
the market
Looking outside the
organisation (PESTEL, SWOT
Analysis etc)
market segmentation
•Geography (Lanc’s, York's,
NWest etc)
Branding •Demographics ( socio-
targeting economics) age, sex etc.
•Lancashire County
•Psychographics (social class
Council and
ABCD, lifestyle and personality
Lancashire Museums
ACORN
Friendly, Quality,
positioning
Inspiring, Innovative, •Behavioural (product usage,
Celebrate Diversity and benefits sought, user status,
Identity loyalty etc)
•Arkenford “Style Hounds,
Traditionals”
marketing mix formulation
• MHM NWest Hub
service
place
Promotion ( PR, print, physical
web, advertising, evidence
people product
exhibitions) price
process

6. Table 3 Population Projections by Age Group, Lancashire County (NUTS-3), 2006 to 2031 (in
thousands)
Age Group 2006 2011 2016 2021 2026 2031
0-4 63.6 70.6 72.4 72.8 71.3 70.3
Geography
5-9 66.8 65.7 73.0 74.8 75.2 73.8
Lancashire
10-14 74.7 68.5 67.6 75.1 77.0 77.4
15-19 81.2 77.0 70.8 70.1 77.8 79.8
Demographics
20-24 78.0 85.1 80.6 74.6 74.6 82.3
( socio-
25-29 62.6 77.1 83.6 79.5 73.9 74.1
economics) age
30-34 68.6 65.3 79.1 85.6 81.5 76.0
35-39 83.6 71.5 68.2 82.0 88.6 84.5
40-44 88.2 86.3 74.0 70.7 84.6 91.4
45-49 80.4 89.5 87.7 75.2 72.1 86.1
50-54 73.4 80.6 89.8 88.1 75.7 72.7
55-59 80.5 73.1 80.4 89.8 88.3 75.9
60-64 67.1 79.0 71.9 79.4 88.9 87.5
65-69 56.1 64.5 76.4 69.9 77.3 86.9
70-74 48.2 52.2 60.4 72.0 66.2 73.6
75-79 39.5 41.8 46.4 54.1 64.9 60.2
80-84 29.3 30.4 33.7 38.5 45.6 55.0
85+ 24.0 27.3 31.2 37.2 45.7 56.8
All Ages 1,165.7 1,205.4 1,247.1 1,289.4 1,329.4 1,364.1
Source Office for National Statistics

7. What needs and
wants are we Aficionados
Sensualists
satisfying for our
customers?
Experts
Self
Developers
Motivations for Visit? Third
Spacers
Siteseers
Family - Social
Family - Intellectual
Kids First
Learning
Families
Families
Social
Intellectual
Spiritual/ Emotional Knowing Your Visitors – Visitor segments of North West Hub venues-
source Morris Hargreaves McIntyre

8. Targeting Learning Families
Product
designed for
families
Show families
doing things
together in
Sailors & the Stars – craft
information &
workshop celebrating
communications
“International Year of
Astronomy”
Mixed age groups wanting
educational and fun trip for children.
Want to bring families together to
share and talk about experiences
Research ( people involvement)
Customer Service •talk to customers FOH, ideas boxes pricing
•observation training
Kids Go Free
•focus groups (quantitative)
•visitor numbers ( qualitative)

9. Priority for family
Who are our Customers for 2009?
marketing
Venue Audience/ Market
schools families tourists/ VFR groups Community adult learning business
(visiting friends
relatives) special interest
a a
aKS 3 & 4
Lancaster Castle
a a
Judges' Lodgings
a a a
aKS 1 & 2 a
City Museum
a a
aKS 1 & 2
Maritime Museum
a a
aKS 1 & 2
Fleetwood Museum
a a
aKS 1 & 2
Museum of Lancashire
a a
aKS 3 & 4
Turton Tower
a a a
Gawthorpe Hall
a a a
Helmshore Mills Textile Museum
a a a a
Queen Street Mill Museum
a a a a a a a
Clitheroe Castle Museum
a a a
Rossendale Museum
a video a
Lancashire Conservation Studios conferencing

10. Now it is Your turn!
Who are your customers?