Creating the Museum of the Future Using Science to Reinvent the Experience
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Presentation from April 12, 2016 at the Advertising Research Foundation Event "How Advertising Works Now: The Consumer and Customer in Charge". Co-presenters were Kaywin Feldman and Kristin Prestegaard. Focus was on the strategy and implementation of audience engagement activities at the Minneapolis Institute of Art.
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Creating the Museum of the Future Using Science to Reinvent the Experience
- 1. Creating the Museum of the Future Using Science to Reinvent the Museum Experience Minneapolis Institute of Art
- 2. artsmia.org Kristin Prestegaard Chief Engagement Officer Minneapolis Institute of Art @artsmia Douglas Hegley Director of Media and Technology Minneapolis Institute of Art @dhegley Kaywin Feldman Duncan and Nivin MacMillan Director and President Minneapolis Institute of Art @kaywinfeldman Introductions
- 3. Image source: http://upload.wikimedia.org/wikipedia/commons/d/d9/Minneapolis_Institute_of_Arts.jpg
- 4. 4 • Mia is primarily a B2C company • Mia sells experiences - of human ingenuity and creativity - of excellence - of wonder and inspiration - of connection Mia is a museum, and thus: Image source: http://new.artsmia.org/wp-content/uploads/2015/04/art-team-photo1- Image source: http://blog.redcurrent.com/wp-content/uploads/2015/03/MIA-6- Image source: https://www.krislindahl.com/uploads/agent- 1/Minneapolis%20Institute%20of%20Arts%20- %20Frank%20by%20Chuck%20Close.jpg
- 5. Competition is Fierce (and it’s not us versus us)
- 6. What’s a museum to do? artsmia.org
- 7. 7
- 8. 8 How do we move the dial? 2011: “Despite heroic efforts of staff, board, and volunteers and the significant investment of resources, the museum has not been able to increase participation in most of the categories the institution consistently measures (membership, attendance, school tours, web visits, contributions, etc.)” Source: Current Context and Environmental Scan: A Case for Change from DNA: Dynamic New Approach, 2012- 2106 Strategic Plan, Minneapolis Institute of Art Image Source: http://bit.ly/1MGvAsN
- 9. 9 Mia’s Value Proposition A new take on a classic art museum where friends and family can enjoy the triumphs of human creativity
- 10. 10
- 11. 11 Mia Success (2012 to 2016) Image Source: http://bit.ly/1MGvAsN
- 12. 12 Mia Success (2012 to 2016) • Attendance: 70% increase Image Source: http://bit.ly/1MGvAsN
- 13. 13 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase Image Source: http://bit.ly/1MGvAsN
- 14. 14 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase • Website sessions: 40% increase Image Source: http://bit.ly/1MGvAsN
- 15. 15 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase • Website sessions: 40% increase • Endowment for operations: 30% increase Image Source: http://bit.ly/1MGvAsN
- 16. 16 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase • Website sessions: 40% increase • Endowment for operations: 30% increase • Collection (works of art): 8% increase Image Source: http://bit.ly/1MGvAsN
- 17. 17 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase • Website sessions: 40% increase • Endowment for operations: 30% increase • Collection (works of art): 8% increase • Net Promoter Score consistently >80 Image Source: http://bit.ly/1MGvAsN
- 18. How did we do it? artsmia.org
- 19. Talent Antonio del Pollaiolo Battle of the Nudes, c. 1470, Minneapolis Institute of Art
- 20. 20 Key Components of Talent Strategy Mission, Vision, Values Recruitment Diversity and Inclusion Learning and training across the entire organization Focus on retention, not just hiring Continual employee feedback loop
- 21. Audiences – our Customers
- 22. 22 Thomas Struth “Audience 1 (Galleria Dell Accademia), Florenz”, 2010.51.2, Minneapolis Institute of Art It starts – and ends – with people
- 23. Change, across sectors Demographic shifts o Age o Cultural/Ethnic background Behaviors o “Promiscuous” – exploring the menu o Participatory Expectations o Personalization o Mobile tech
- 24. Audiences, Cultural Heritage sector Social o Who you are with > what you learn o Connected, but not always via wifi Definition of Culture o Varied as never before o Relevance Stressed o A need to slow down
- 26. Recent Accomplishments What has Mia been up to? artsmia.org
- 27. 27 General Mills expertise: best practices in quantitative & qualitative research Solid and replicated museum sector research
- 28. 28
- 33. Mary Griggs Burke Collection
- 34. 52 Surprises
- 35. Birthday Year Kick Off!
- 36. Ice Dragon
- 37. Surprise Masterpieces Vermeer Raphael Van Gogh
- 38. Pop Up Museum
- 39. Art Water Tower Wraps
- 41. Crop Art
- 42. Art Bikes 2016 AdFed Award: Best Grassroots Surprise
- 43. The new brand
- 44. Why the change? The branding didn’t reflect the museum’s emphasis on audience engagement.
- 46. Why the change? Minneapolis Institute of Arts
- 51. Branding We already had a great name... We were just saying it wrong.
- 54. What does MIA mean? Missing In Action A famous British rapper, songwriter, painter and director Miami International Airport
- 55. What does Mia mean? In Latin: “Mine” or “wished-for child.” In Italian: “My” or “my own” In Hebrew: “Beloved” In Slavic: “Dear” or “Darling”
- 56. Branding MIA is an acronym that holds undesirable associations and forces explanation in conversation.
- 57. Branding Mia is a human name in cultures all over the world with positive meanings and origins.
- 58. Branding This change is a bold way to authentically embrace our DNA and to signal to the public a fundamental institutional shift as we continue to embrace our role as the people’s museum.
- 59. Branding Our goal is that everyone who visits the museum, whether for the first time or the hundredth, will truly feel that Mia is mine.
- 60. Examples
- 61. Before
- 62. After
- 63. Before
- 64. After
- 68. Brand Campaign
- 75. The Horizon What’s going to happen at Mia next? artsmia.org
- 76. 76 The Science Image Source: http://www.newyorker.com/wp-content/uploads/2013/11/gary-marcus-science.jpg
- 77. 77
- 78. 78 Virtuous Big Data Cycle DataOpt in Personalized Communication s Actions
- 79. 79 Virtuous Big Data Cycle: Allegiance DataOpt in Personalized Communication s Actions Allegiance
- 80. 80 Virtuous Big Data Cycle: Active Loyalty DataOpt in Personalized Communication s Actions Allegiance Philanthropy Participation Brand Advocacy
- 81. 81 It’s FREE It’s FREE It’s FREE … and did we mention it’s FREE?!
- 82. From Unknown to Known 82
- 83. 83 Source: Cisco Customer Experience Research, Retail Shopping Results, Global Data (2013) Available
- 84. Show me you know me 84 Segmentation Groups Targeting Groups Personalization Individuals
- 85. Rewards program 85 Opt in Incentivize participation Raise your hand Rewards artsmia.org
- 86. Dashboard • Personal profile page • Update your own information (gasp!) • Giving history • Impact • Points & rewards • Content tailored to interests Coming Summer 2016 86 Personalized for All Members
- 87. 87 Adapted from Funk & James (2001), The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual’s Psychological Connection to Sport, Sports Management Review, vol. 4, 119-150.
- 88. 88