IVCF
Stedelijk Museum Amsterdam
MACBA Museum Barcelona
Team 8
International Collaboration between students of:
Hogeschool van Amsterdam
Marco Koghee
Menno Kaijser
Vincent Ribot
Nick van Dijk
Jeroen Wijdenes
Yiri Huijzen
Bas Van Der Heul
Universidad de Barcelona
Alejandra Torres
Lara rodriva
Marina
Violeta schmidt
Format Stedelijk museum and MACBA
1. Introduction…………………………………………………………………... 3
2. Problem definition…………………………………………………............. 4
- Main question
- Subquestions
- Target groups
3. Desk research………………………………………………………. ………. 5
- Internal Analysis
 Mission………………………………………………………….. 5
 Vission………………………………………………….............. 5
 Strategy…………………………………………………………. 5
 Current situation……………………………………………….. 5
 Marketing analysis…………………………………….............. 6
 Financial analysis………………………………………………. 6
- External Analysis
 client analysis…………………………………………………… 7
 Competitors…………………………………………….............. 7
 Tourism/ Trends……………………………………………….. 9
 The City Amsterdam…………………………………………… 10
4. Field research……………….………………………………………………. 11
- Conclusions Questionnaire
5. Swot Analysis……………………………………………………………….. 12
6. Advice…………………………………………………………………………. 13
7. Apendix…………………………………………………………………….…. 16
- Activity plan……………………………………………………………….. 16
- Questionnaire…………………………………………………………….. 17
- Questionnaire: The outcome…………………………………….......... 19
- Reflection report…………………………………………………………. 22
2
Introduction
The Musea Art Contemporani de Barcelona (MACBA) and Stedelijk Museum of Amsterdam are both
museums of contemporary Art. Both museums have a strong name. Both museums look for
opportunities to focus, not only on a broad public but also on more specific target groups. Of course
young people are one of the target groups.
As students of the Hogeschool van Amsterdam and Universidad de Barcelona we were requested to
make recommendations to both museums, on how to strengthen the relation with the audience and
also to come into contact with a new audience.
This will strengthen the position of both museums in Amsterdam and Barcelona. This project is based
on desk and field research, but most importantly it is based on an intense international collaboration
between Amsterdam and Barcelonese students.
3
Chapter 1.
Problem definition
1.1
Main question:
How can Stedelijk museum attract more visitors?
1.2
Sub Questions:
- Who are the most important competitors?
- What are the UPS’s of Stedelijk museum and his competitors?
- What do our current/potential visitors want/expect?
- Why do people go to Amsterdam?
- How can we reach our target group?
- How can we live up to/exceed the expectations of our visitors?
- What is the current situation of Stedelijk museum?
- How does the desirable situation looks like?
- What are the latest trends?
- How can we combine the city profile with the profile of Stedelijk museum?
1.2
Target groups
Currently Stedelijk museum attracts about 300.000 visitors a year. The main segment exists out of the
current and loyal visitors of Stedelijk museum. Our sub- segment on which we tend to focus are
students between the age of 18 and 26 .Stedelijk museum wants to attract a younger audience, but
they also want to keep their current visitors. Therefore, we based the focus of our questionnaire on this
new sub- segment. Our desk-research is focused on both segments, sub and main, with also a slight
tendency to the segment of young students.
4
Chapter 2.
Desk Research
2.1
Internal Analysis
We start our desk research with an internal analysis of Stedelijk museum. In this chapter we are going
to look at the objectives of Stedelijk museum, the current situation, the marketing and financial position
of Stedelijk museum. This analysis will point out the different strengths and weaknesses of Stedelijk
museum.
2.1.1
Mission
Stedelijk museum collects and displays contemporary, modern art and design to a diverse local,
national, and international public informed and inspire.
2.1.2
Vision
Stedelijk museum has always worked from the belief that modern art and design is a special
significance and unique value to humans and society. Primary in the perception of art, Stedelijk
museum thinks that the inspiring, liberating and enriching experience leads to the enjoyment of art and
knowledge. Reflection from the arts has also a added value for thinking about social issues.
2.1.3
Strategy
At the moment the Stedelijk museum has two strategies. Customer intimacy and product leadership.
Stedelijk museum uses Costumer Intimacy in a way that costumer feel welcomed and known. They
get a personal greeting and are asked if they would like there jacket taken care of.
Product leadership can been seen in the renewing of the exhibitions. For the last few month the
exhibition of Tobias Rehberger was being displayed. The exhibitions are being displayed for several
months, before they get replaced by another.
And of course Stedelijk museum is the leading museum in temporary art in the Netherlands.
2.1.4
Current situation
The current situation of Stedelijk museum in Amsterdam will be described shortly in this chapter. In
addition, the unique selling points, the organization and the marketing policy will be described.
Stedelijk museum is the biggest museum for modern art & design in the Netherlands.
It attracts more than 400.000 visitors on a yearly base. It’s world famous because of the acclaimed
exhibitions, wealth and the versatility of the collection. This is one of the most important USP: the
combination of classic and modern art. The specific collection has a lot specialties and great historical
artist. Stedelijk museum puts the historical and the modern art together in a special and interesting
way. By adding collections and programs Stedelijk museum stays unique and attractive among the
growing special art institutions.
Stedelijk museum is versatile, alert and self-willed. These qualities in combination with the special
location (originally Museum square, but temporary close to the Central station.) and the special
collection are the basis of the artistic policy of the organization, management and the relation with the
public and artists
The core tasks of Stedelijk museum from 2006 to 2008 were to improve the organization of the internal
processes and to coordinate this financially, because the museum had a crisis at the beginning of this
century. The change started with the self-sufficiency, the temporary location SMSC and a new
renovation plan. The objectives were clear, the organizational and financial prospects were tested and
the plan is implemented. In 2009, Stedelijk museum will have professional organized collection
supervision, a valid scientific treatment and a layered form of education. The organization will be
distinguished by lean & mean management, thematic projects and a fixed financial control. Stedelijk
museum will be strong organized in 2009.
However, those objectives and statements will have to be evaluated. Therefore evaluation reports
have to be made, so the museum can reflect whether it reached their goals.
5
2.1.5
Marketing analysis
The department Marketing & Communication is renewed. Besides working more effective and efficient,
the activities of this department have a high priority in the organization. By analyzing the current
marketing mix, the marketing objectives can be better formulated and an action plan can be made.
The 4 P’s will be described shortly in the next paragraphs.
2.1.5.1
Product
The core product of Stedelijk museum is of course the classic and modern art. Thereby there are
different exhibitions during the year, with at the moment the exhibition op Tobias Rehberger – thechicken-and-egg-no-problem wall painting. It’s possible to get a guided tour for schools, as well as for
tourists.
2.1.5.2
Price
The entry prices are different: Adults €9 and children from 7 – 16 year €4,50. There’s also the
possibility to buy a family pass (valid for 2 adults and 2 children) for €22,50. If students show their
college card the price is €4,50. This price also applies for CJP pass holders, 65+ pass holders and
groups of 15 persons or more. For children till the age of 6 the entrance is free.
2.1.5.3
Promotion
The promotion of Stedelijk museum is a bit low-key. They’re working on a pro-active publicity policy, in
which sincerity and service with regard to all presentations, activities and changes in the museum are
the central points. These points are supported by the Bulletin, press conferences and the maintained
media, such as the website (which has 90.000 visits every month) and the electronic newsletter.
Besides, the museum is trying to figure out the use of different advertising and publicity stunts, if
possible in cooperation with sponsors and cultural partners. Ultimately, they’re trying to characterize
Stedelijk museum as an attraction for tourists. The exact way of doing this, isn’t clear at all. This is an
important weakness of the museum.
2.1.6
Financial Analysis
Exploitation bill:
Income:
Contributions:
Direct income:
Indirect income:
Total:
Costs:
Employees:
Depreciations:
General costs:
Bought Art:
Additional:
Total:
11.835.179
2.183.952
748.229
14.767.360
8.518.961
195.685
1.520.884
1.256.592
3.556.110
15.048.232
As you can see Stedelijk museum has more costs then income. They are losing money at the
moment. But the losses are being compensated by the city council.
2.2
External Analysis
Now we will look at the external environment of Stedelijk museum. We will analyze the needs and
demands of the clients. After that we will look at the three most important competitors. Than we will
look at the 5 most important trends, about museum visits and tourism. And at last we will look at the
city of Amsterdam and describe why people visit our capital city, and how the profile of Stedelijk
museum can fit in the profile of Amsterdam.
6
2.1.1
Client Analysis
This analysis is based on the 6 W’s of Ferrel.
Who are our current and potential clients?
Stedelijk museum attracts about 400.000 visitors a year. The age category is proximally 18 up to 50,
roughly estimated. Earlier we discussed that an important USP is that there is a good combination
between classic and modern art. And with the eye on attracting more younger segment of people,
without losing their current visitors. So the potential clients are more younger people. Off course it is
necessary that there is good promotion to attract these ‘young visitors’.
What do our clients do with our products?
In a museum it is not common too buy the art that is exposed. Surely there are places you can buy art,
but a place like Stedelijk museum doesn’t sell it’s art. Art is a product that leaves a lot of room for the
imagination and make you think in a particular way. It’s very ought to say what consumers do with art
when they come to Stedelijk museum.
Where do our clients buy our products?
Our visitors or our ‘consumers’ buy or come to see our products ‘art’ in the museum. They buy a ticket
before they can enter the museum and furthermore they can buy souvenirs. These are mainly artistic
design products, reproductions of ‘famous’ artifacts and publications.
When do our clients buy our products?
There a lot of reasons why people decide to go to Stedelijk museum. For leisure, entertainment or
relaxation, but also a family day out. Schools often go to a museum for a school trip, because
museums can be very educational and put us to think in a particular way. Souvenirs they are mainly
bought, by the visitors. But there is a possibility to buy them at home on the internet.
Why en how do our clients choose our products? (perception of product and needs)
Visitors or customers come to see the museum because they expect a great amount of modern art.
And modern art is the art that have been made in our ‘time’ . So with the philosophy of the 21e
century. And still Stedelijk museum has some Classic artwork that is also interesting for the younger
audience. The mix between modern – and classic art is what makes the museum special.
Why do our potential clients do not buy our product?
Off course it is a possibility that some people are not interested in modern art. This is very common for
art because it leaves a lot to the imagination and it is very personal.
2.1.2
Competitors
We believe that the following museums are the direct competitors of Stedelijk museum: The van Gogh
museum, the Rijksmuseum, and the Anne Frank museum. The reason why we see this museums as
direct competitors is because they attract the most customers. We will analyze these three museums
based on five criteria: Price, Promotion, USP, and Image.
The Van Gogh Museum
Image/USP
The first competitor we are going to discuss is Van Gogh Museum. This museum is located at the
Museum square in Amsterdam. Vincent van Gogh is famous all over the world, so tourists from abroad
are very interested in seeing the famous masterpieces that this painter has created. And because of
this fame, the Van Gogh Museum has more visitors than any other museum in the Netherlands. It has
about 1.3 million visitors a year, of which 90% are tourists from all over the world. With world famous
paintings like the Sunflowers, his many Self-Portraits and the Harvest it is very logical that the Van
Gogh Museum has this much visitors. Some other reasons for the great amount of visitors are: the
extraordinary building, the high quality of it’s exhibitions, and it’s convenient location.
Admission Prices
Adults: € 10 (until 30 June 2008). From 1 July 2008: € 12,50.
13-17 years: € 2.50
7
0-12 years: free admission
Museum card holders: free admission*
Members of ICOM: free admission*
I Amsterdam card holders: free admission
Special rates
City card holders: € 5**
There is no special rate for groups or students.
* ICOM-members and Museum card holders gain immediate entrance to the museum and do not need
to wait in ticket lines.
** Unfortunately these tickets cannot be ordered online.
http://www3.vangoghmuseum.nl/vgm/index.jsp?page=194&lang=en
Activities
Van Gogh Museums has many more to offer on top of it's many famous paintings. The visitors can
follow lectures and watch presentations. These presentations are every first Sunday of the month.
Every Friday night the museum is opened until 22.00 pm and they turn it into a special occasion. They
turn the museums central hall into a special meeting place by hiring DJ’s, opening the bar and
displaying video projections.
The activities for children are very well organized. There are treasure hunts, audio tours, coloring
pages, workshops and birthday celebrations specially for children.
Each year approximately 40.000 local and foreign students visit the Van Gogh Museum. For these
students there are special program’s and teaching materials.
For the younger students in primary schools the museum has a special project: the Museum bus. This
bus drives to primary schools where they reach out to the children to make them more interested in
going to the museum. Inside the bus they get to see an educational film featuring Kim Liam (a Dutch
actress who is very popular with children).
Promotion
The Van Gogh Museum tries to keep up with modern trends and uses these trends to it’s advantage.
The museum has it’s own Youtube channel on which people can see short video’s that promote the
Van Gogh Museum. People can also subscribe to a Podcast channel. On these Podcasts people can
hear about temporary exhibitions and other events.
The Rijksmuseum
The Rijksmuseum is also a museum which has world famous pieces of art in it's collection. For
example this museum has paintings by Rembrandt, Johannes Vermeer and Pieter de Hooch. There
are also numerous sculptures and other valuable artifacts which attract a lot of customers. In 2007 this
museum attracted nearly 1.2 million visitors.
Admission prices
Adults: € 10,18 and under: free
City card holders: € 8,Museum cardholders, Rijksmuseum School cardholders, members of ICOM, ICOMOS, UNESCO,
Rembrandt Club, KOG, friends van de Asian artwork, Iamsterdam Card and friends of the
Rijksmuseum: free
ING- and Postbank cardholders: 50% reduction (this discount is not valid in combination with other
discounts)
No student or senior discounts
Groups (of 15 or more): € 8,50 per person
http://www.rijksmuseum.nl/info/praktischeinfo?lang=en
Activities
Just like the Van Gogh Museum, the Rijksmuseum has special activities for children. There are
scavenger hunts and audio tours to get the children interested in the artwork.
8
Promotion
The Rijksmuseum also has it’s own Youtube channel and it’s own Podcast on which they advertise.
They also have E-cards that you can send to your friends.
The Anne Frank Museum
Image/USP
The story of Anne Frank is one of the most famous stories of World War II. Many people all over the
world have read her diary. And because so many people are interested, they want to go the Anne
Frank house and see where her diary was written and see what she saw.
Admission Prices
Adults: euro 7,50
Age 10-17: euro 3,50
Age 0-9: free
Euro <26-Card: euro 3,50
Activities
The Anne Frank Museum organizes seminars with theme's that are related to World War 2. Human
rights, anti-Semitism, holocaust education and discrimination are a few of the theme's that are
discussed at these seminars.
Promotion
This museum also has international promotional projects. They have an exhibition that travels abroad
to gain exposure for the story of Anne Frank and the Anne Frank Museum. There are projects in
Eastern Europe, Latin America and many other regions.
They also have online projects in which they work with students from all over the world. This way they
also gain a lot of international exposure.
Comparison
Price
Image
Activities
Promotion
USP
Stedelijk
Museum
++
+/++
+
+/-
Van Gogh
Museum
+
+++
++
+++
+++
Rijksmuseum
+
++
+
+++
++
Anne Frank
Museum
+++
+++
+
+++
++
In the image above Stedelijk museum is compared to it’s competitors. If you look at it you can see that
Stedelijk museum does not have a good image or a great USP to attract visitors. Another aspect
where the Stedelijk museum has to work on is it’s promotion. They have to work harder to attract
tourists, because the competitors have international fame.
2.1.3
Tourism / Trends
Each year Amsterdam is visited by 4,5 million people from all over the world who stay longer than one
day. Also every year Amsterdam is visited by 16 million people that just stay one day. These visitors
mainly visit Amsterdam for:
-
In 2006 the Canal boat tours were the most popular with 3,1 million participators.
Second was the Van Gogh Museum with 1,7 million visitors.
The Rijksmuseum and the Anne Frank museum were popular among the tourists as well.
Of course the coffee shops and the Red Light District always attracts a lot of tourists.
Shopping in Amsterdam is loved among the tourism, thanks to the Kalverstraat and the
P.C. Hoofdstraat.
For the culture in Holland in general. Like the tulips, the clogs and the cheese.
9
-
And the Zoo called “Artis”
By desk research we concluded that our target group visits Amsterdam mainly because of the Coffee
shops and the Red Light District. The Van Gogh Museum and the Canal Boat tours are very popular
as well.
The upcoming trends are:
- The shopping areas is getting visited more and more every day.
- Now the municipality (city council) is closing down a lot of parts of the Red Light District
because of the corruption. Instead of the coffee shops and such, houses are build now. So
we think the Red Light District will attract less visitors the years to come.
- Canal boat tours are getting more popular each year.
- Our target group uses internet more and more these days, also Youtube an Podcasts are
very popular.
2.1.4
The city of Amsterdam
Amsterdam's appeal lies in its rich cultural heritage, diverse & creative culture, commercial dynamism
and high quality of life. Ultimately, the city's strongest asset is its people: the people who live here, the
people who work here, the people who study here, and the people who visit here. 1 Amsterdam has the
largest historical inner city in Europe. The towering, sturdy warehouses and elegant homes built by
wealthy merchants during Holland’s Golden Age line the city’s canals and are perhaps its most
distinguishing architectural features. Amsterdam has a population of more than 700.000 citizens.
Every year almost 5 million visitors, visit Amsterdam from abroad.
Why do people go to Amsterdam?
One important USP of Amsterdam, is its accessibility. Amsterdam, is more of a village then a city,
compared to London or Paris. Visitors can get a real feel for its people, neighborhoods, sights and
secrets in just a few days, by riding a bike or taking a walking tour. This accessibility means that
visitors spend their time on making memories instead of making sense of an overwhelming itinerary to
see too much in too little time. When we seek on traveling websites for a top 5 of ‘Things to do in
Amsterdam’ 2 we see that the canal cruises are the most popular. This activity is followed by visiting
the three most popular museum, namely the Van Gogh - , Rijks - and Anne Franks museum. Another
popular thing to do is a walking or a bike tour, through the centre of Amsterdam.
For young students Amsterdam offers a great arsenal of activities. The night scene is one of the most
notorious in the world, with a wide range of cafes, bars, and discotheques. In daytime people can do
excursions or hang-out in one of Amsterdam’s parks, or drink a beer on one of the many terraces that
Amsterdam has.
Art combined with events:
Because Amsterdam very open-minded, it is a city that encourages the expression of art and culture.
For example, the museum night. This is an event that encourages people, mainly young people, to
visit museums. Stedelijk museum also collaborates with club 11 (located on the 11th floor of the old
Post CS building) on these kind of nights. Next to museum night there is also an Andy Warholl night.
And on bigger scale, if you look at Lowlands, Mysteryland, Pinkpop, The Uitmarkt. Gaypride and many
more. These are cult- festivals created to give artists a chance to reach a bigger audience, but also to
stimulate people to express their way of Art their way of culture, their way of living. For Stedelijk
museum, it is an opportunity to collaborate with these kind of festivals, to create a link between
contemporary art, and the open-minded culture of Amsterdam.
Iamsterdam:
Is the campaign to promote the city Amsterdam. It is a form of city marketing. City marketing has been
created in co-operation of several public and private institutions to help position Amsterdam globally.
Iamsterdam is a possible sponsor, or partner for Stedelijk museum.
1
2
http://www.iamsterdam.com/introducing
http://goamsterdam.about.com/od/whattodoinamsterdam/tp/top5thingstodo.htm
10
Chapter 3.
Field Research
Next to desk research we did field research. This includes a questionnaire. We will start this chapter
with the results of the questionnaire. We interviewed 120 respondents, the questionnaire can be found
in the appendix. Also in the appendix you can see the outcome of the questionnaire. In this chapter we
will only look at the most interesting outcomes.
Q1: When you think about museums, which museum jumps in your mind the first?
Most answers were: Rijksmuseum.
Q1, Q2, Q3, Q4
When our target group in Amsterdam thinks about museum the first museum that comes in mind is the
Rijksmuseum. These were questions about the popularity of Stedelijk museum and competitors. 45%
goes to museums, 55% never goes to museums. The museum that is visited the most is
Rijksmuseum, followed by van Gogh, Stedelijk museum and Anne frank museum. The museum that
has the most preferences is the Rijksmuseum. The least preferences is Stedelijk museum.
Q5, Q6, Q7, Q8
These four questions were more about Stedelijk museum in particular. 90% of our respondents have
heard of Stedelijk museum. Probably because we interviewed students from Amsterdam. The most
frequent answers we got, when we asked our respondents what associations they have with Stedelijk
museum were: young, retro, contemporary art and movement of Stedelijk museum. This is interesting
because we expected answers that would fit in the dull and dusty image Stedelijk museum claims to
have right now. 60% has been to Stedelijk museum yet the most people expect to see things about
Amsterdam in Stedelijk museum instead of contemporary art.
Q9, Q10, Q11, Q12
These were questions about museum in general. 37% of our respondents never goes to a museum.
35% goes once in a year. If we look at the types of art we see that Modern media and photography
score very high, contemporary art scores the lowest. Maybe it is interesting for Stedelijk museum to
look at various types of art, or search for a combination of contemporary art and modern media.
Overall people think the exposition is the most important thing about a museum. Also people like the
idea that a museum should be open in the evening. This because at day time people are busy, if there
is a budget for this idea it is something Stedelijk museum should do.
Q13, Q14, Q15.
To find out what kind of activities the target group desires we asked our respondents two questions
about an event that already exists, namely museum night. 70% of our respondents knew about
museum night. 80% rated this as a good or better initiative. 85% thinks there should be more events of
this kind.
Q16, Q17
28 percent of the respondents would go to the reopening of Stedelijk museum. Almost 50 percent of
the respondents would go to the reopening of Stedelijk museum if it was combined with some sort of
event. We can conclude that people desire some sort of activities combined with museum. Stedelijk
museum has a dull and dusty image, to lose this image, they could organize some activities focused
on our target group.
Q18, Q19
This question was about why would and why wouldn’t you go to Stedelijk museum. The answers on
why they would go was because they are interested. 53% wouldn’t go because they are not
interested. This can be explained logically, young people, our target group doesn’t go to museums.
Stedelijk museum can try to make it more attractive, and make students more interested. However we
think students are not the biggest opportunity for Stedelijk museum.
Q20
Our target group can be reached best by television and internet. Popular sites like Hyves.nl can be
used in this matter.
11
Chapter 4.
SWOT Analysis
Strengths
- Future location
- Leader modern art
- Different exhibitions
- Mix between classic and modern art.
Opportunities
- Easy to collaborate between events and
the city of Amsterdam
- Foreign tourism
- Renovated building
Weaknesses
- Dull and dusty image
- Current location
- Not well-known
- Promotion
Threats
- Popularity of competitors
- Parts of the Red Light District are
closed down, that could possibly mean
Amsterdam attracts less visitors.
12
Chapter 5.
Advice
Marketing mix:
In this advice we will describe the best ways for the museum to attract the younger audience. Our
advice is based on the following points:
Promotion
- Sponsoring
- Big opening event.
- Events
- Iamsterdam.
- Online advertising
Price
Place
Product
Sponsoring
We are convinced that with the right sponsor Stedelijk museum could attract more young visitors. The
best sponsor deal are with the following:
ABN.-Amro
Heineken
Lays (chips)
We think these are the best options because they are young and popular organizations. This is
generally known.
ABN-Amro should give a discount on the museum tickets for Student account holders.
Heineken could also give a premium to buyers of an certain amount of beer.
Lays could give free tickets when people buy 2 bags of their chips.
And with the sponsor income the museum could buy more artworks. And furthermore can attract more
visitors.
In return Stedelijk museum will have banners of all of these brand at there big opening event at the
museum square. (this will be mentioned below.)
Big opening event
As concluded in our field research the young public will come to Stedelijk museum if there big event or
party attached.
We think about a opening event with Heineken beer, Lays Chips and a Lounge sponsored by ABNAmro. These way these brands get a lot of publicity, so it is a win-win situation for all involved parties.
The big opening event will have some music from local DJ heroes.
Events
As mentioned before (2.1.4 City of Amsterdam) Stedelijk museum should combine there art with one
of the great events in Holland. By combining the art with the events a link can be created between
contemporary art, and the open-minded culture of Amsterdam.
Stedelijk museum should have a display from some of the modern art works. Some of Amsterdams
cult- festivals Stedelijk museum can work with are for example: Lowlands, Mysteryland, Pinkpop, The
Uitmarkt and The Gaypride.
Our target group do visit these festivals so that is great publicity.
Iamsterdam
Another way to promote the city of Amsterdam and Stedelijk museum is to collaborate with the
Iamsterdam campaign. Iamsterdam should advertise Stedelijk museum at there website and in there
flyers. Stedelijk museum will give back by advertising Iamsterdam on there website and in the
museum.
Creating publicity for both parties for ‘free’.
Online advertising
13
Looking at the Questionnaire we concluded that the television is the best way to reach our target
group, followed by the Internet.
We have thought about using the television for advertising but it is to expensive. So the best way to
reach our target group is by advertising online. The target group spends quite a lot of
time on the internet each week.
Therefore we advice Stedelijk museum to use the internet as media to reach the target group.
20.1 Television 65.38%
20.2 Internet 57.69%
The best way to reach the target group is with the community site: hyves.nl. The advantage of using
hyves.nl is that you can advisement exclusively at profiles with the age of 18 to 26. Reaching the
target group instantly.
As mentioned in “2.1.1 The competitors”, Van Gogh Museum and Rijksmuseum have there own
Youtube channel and Podcasts. Stedelijk museum should also have a similar service. Youtube and
Podcast are very popular among are target group.
Stedelijk museum should organize a competition for students of art schools to make a video or
commercial about the Museum and put it on Youtube. With this competition, the students will have an
advantage as well. They can learn about modern art and learn more about making art and
commercials.
This way the museum only spend money on the prices. So it is almost free publicity.
Price
When looking at the out-come of question 11 we can see that just 20% of the respondents think the
price is an important factor. Therefore we advice Stedelijk museum not to lower or raise there ticket
prices. The prices should remain the same.
The competitors also have prices that are comparable to Stedelijk Museum.
As mentioned at; Sponsoring, there should be given discounts for certain people.
Place
The current location Stedelijk museum resides, near the central station. Is not the best location, but as
planned the Museum will go back tot the renovated building at the Museum square. The location at the
Museum square is perfect, it is a very popular place for tourism because of all the attractions.
Product
We concluded that our target group would like to go to the museum at nighttime. So we think Stedelijk
museum should stay open longer on certain days. For instance on a Friday night. Friday night is
always a very popular day for going out.
Also the museum should have some big event at the reopening at the museum square, as mentioned
above at “big opening event”. But they should not stick to only one party at the re-opening, but a party
should be held regularly to ensure they stay in the news and keep it fresh.
The parties should have a young and fresh feeling, but the art must be the centre of attention. Things
like body painting or circus-art would fit in very well.
14
Chapter 6.
Appendix
6.1
Action plan
Stedelijk museum in Amsterdam worries about their customers. They see that other museums in
Amsterdam (Van Gogh and Rijksmuseum) attracts huge crowds to their museum while they only
attract a small 300.000 visitors a year. Stedelijk Museum is moving from its temporarily location to its
old one. And we received the task to make an action plan on how we can improve the visitor rate in
this museum. The first step includes analyze, we will analyze Stedelijk museum intern and extern. This
will give us a clear view on the SWOT’s of this museum. The second step includes, field research. We
have to make a questionnaire after that we will hold some interviews. The third step we will follow is
selecting a focus group, what is the main segment on which we have to focus. The fourth step is about
formulating the main objectives. After that we will make an action plan based on our desk and field
researches. Finally we will measure our action plan to see if it is realistic to carry it out.
Main objective:
‘How to improve the visitor rate in the Stedelijk Museum Amsterdam?’
-
Deliverables:
Action Plan (Who will do What When?)
Gathering information
(Desk research) Intern Analyses
(Desk research) Extern Analyses
SWOT
(Field research) Questionnaire
(Field research) Interviews
Focus Groups
To formulate main objectives
Making an Action plan
Measuring
¿Who?
Marco, Vincent
All
All
Menno, Nick, Yiri
Jeroen, Vincent
Marco, Bas, Yiri
Marco, Menno
Vincent, Jeroen, Bas
All
Nick
IVCF
Stedelijk Museum
Stedelijk Museum
¿What?
Action plan
Gathering information
Questionnaire
Intern Analyses
Extern Analyses
SWOT
Focus Groups
Main objectives
Action Plan
Measuring
IVCF
¿When?
07- 04- 08
10- 04- 08
08- 04- 08
12- 04- 08
13- 04- 08
14- 04- 08
16- 04- 08
18- 04- 08
21- 04- 08
21- 04- 08
IVCF
15
6.2
Questionnaire
Questionnaire
Stedelijk Museum
Location:
Education:
Assignment:
Team:
Amsterdam, The Netherlands
Economics, Commerce
IVCF
CE2B2
‘Information about the museum’
Gender:
Age:
Profession:
City:
1. When you think about museum and about the city Amsterdam, which museum pops into your
head first?
2. Do you ever go to a museum?
A) Yes
B) No
3. Which museum do you go to?
A)
B)
C)
D)
E)
Rijksmuseum
Van Gogh museum
Anne Frank museum
Stedelijk museum
Other …………
4. Which museum from the above has your preference, and why?
A) Rijksmuseum………………………………
B) Van Gogh museum…………………………
C) Anne Frank museum………………………….
D) Stedelijk museum………………………………
E) Other ……………………………….
5. Have you ever heard of het Stedelijk museum?
A) Yes
B) No
6. If you think about Het Stedelijk, what associations do you have with it?
16
7. Have you ever been to Het Stedelijk museum?
A) Yes
B) No
8. What do you expect to see in Het Stedelijk museum?
9. How often do you go to a museum?
A)
B)
C)
D)
Never
Once a year
< 5 times a year
> 5 times a year
10. What types of art do you like the most?
A)
B)
C)
D)
E)
F)
Modern Art
Modern Media
Dance
Photography
Theatre
Historic Art
11. What do you think is the most important about a museum?
A)
B)
C)
D)
The price
The exposition
Education
The feeling
12. How would you like it if museum decided to be open in the evening?
A) Very good
B) Good
C) Not good nor bad
D) Bad
E) Very bad
13. Have you ever heard of museum night?
A) Yes
B) No
14. What do you think about this initiative?
A)
B)
C)
D)
E)
Very good
Good
Not good nor bad
Bad
Very bad
15. Do you think there should me more of this type of initiatives?
A) Yes
B) No
17
16. Would you go to the re-opening of het Stedelijk museum?
A) Yes
B) No
17. Would you go to the re-opening of het Stedelijk museum if it was combined with some sort of
event?
A) Yes
B) No
18. Why do you go to het Stedelijk museum?
A)
B)
C)
D)
E)
Affordable
Interested
The feeling
The quality
Something else, namely……
19. Why DON’T you go to het Stedelijk museum?
A)
B)
C)
D)
E)
Expensive
Not interested
The feeling
The quality
Something else, namely……
20. Through which communication device can a museum reach you?
A)
B)
C)
D)
E)
F)
Television
Internet
Newspapers
Folders
Billboards
Others
18
6.3 Questionnaire: The out come.
1.When you think about museum and about the city Amsterdam, which museum pops into
your head first?
2.Do you ever go to a museum?
Yes : 45.19%
No : 54.81%
3. Which museum do you go to?
3.1
Rijksmuseum
53.19%
3.2 Van Gogh museum 44.68%
3.3 Anne Frank museum 31.91%
3.4
Stedelijk museum
34.04%
4.Which museum from the above has your preference, and why?
Nr.1
Nr.2
Nr.3
Nr.4
1 Rijksmuseum
63.83% 21.28% 8.51% 6.38%
2 Van Gogh museum
8.51% 61.70% 23.40% 6.38%
3 Anne Frank museum 19.15% 10.64% 46.81% 23.40%
4 Stedelijk museum
8.51% 6.38% 21.28% 63.83%
5.Have you ever heard of het Stedelijk museum?
Yes : 90.38%
No : 9.62%
6.If you think about Het Stedelijk, what associations do you have with it?
7.Have you ever been to Het Stedelijk museum?
Yes : 58.51%
No : 41.49%
8.What do you expect to see in Het Stedelijk museum?
19
9.How often do you go to a museum?
1
Never
37.11%
2
Once a year
35.05%
3 < 5 times a year 21.65%
4 > 5 times a year 6.19%
10.What types of art do you like the most?
10.1 Modern Art
26.92%
10.2 Modern Media (muziek, film) 51.92%
10.3 Dance
28.85%
10.4 Photography
49.04%
10.5 Theatre
35.58%
10.6 Historic art
30.77%
11.What do you think is the most important about a museum?
11.1 The price
20.19%
11.2 The exposition 66.35%
11.3 Education
23.08%
11.4 The Feeling
38.46%
12.How would you like it if museum decided to be open in the evening?
1
Very Bad
0.96%
2
Bad
0.96%
3 Not God not Bad 46.15%
4
Good
38.46%
5
Very Good
13.46%
13.Have you ever heard of museum night?
Yes : 68.27%
No : 31.73%
14.What do you think about this initiative?
20
1
Very Bad
0.00%
2
Bad
0.00%
3 Not God not Bad 11.27%
4
Good
52.11%
5
Very Good
36.62%
15.Do you think there should me more of this type of initiatives?
Yes : 84.51%
No : 15.49%
16.Would you go to the re-opening of het stedelijk museum?
Yes : 27.88%
No : 72.12%
17.Would you go to the re-opening of het stedelijk museum if it was combined with some sort
of event?
Yes : 47.12%
No : 52.88%
18.Why do you go to het stedelijk museum?
18.1
The Price
2.88%
18.2 Interested 39.42%
18.3 The Feeling 10.58%
18.4 The Quality 9.62%
19.Why DON’T you go to het stedelijk museum?
19.1
Expensive
9.62%
19.2 Not Interested 53.85%
19.3 The Feeling
3.85%
19.4 The Quality
0.96%
20.Through which communication device can a museum reach you?
20.1 Television 65.38%
20.2
Internet
57.69%
21
20.3 Newspapers 19.23%
20.4
Folders
12.50%
20.5 Billboards 36.54%
7.4
Reflection report
Did you deviate from the action plan made at the beginning of the process?
No we didn’t. This was because there were some mistakes with the communication with
as well the Dutch students as the Spanish students. Our group got two extra members
from another team, from the beginning until the end the communication went rather bad.
The communication with the Spanish students went through Jeroen and Allejandra,
because we (the Dutch students) had a lot of exams in the beginning we had a slow
start. Later on we compensated the slow start. Also ‘surfgroepen’ wasn’t accessible for
everyone, these communication problems caused us to deviate from the original plan.
Internal Feedback:
When we started this project the task were divided equally. But of course this wouldn’t
stay the same. One of our biggest mistakes was the fact that we failed to plan. And
failing to plan is planning to fail. It took us quite some time to complete the research and
to gather background information. Before there was finally something on paper we were
some weeks further. Luckily at the end there was put a lot of effort in the project to
complete it and make the IVCF a success. If we look back we can come to the conclusion
that it is hard to plan two projects at the same time, together with all the exams and
other classes. We can also say that a project like an IVCF is very interesting and fun to
make, we are blessed that we get the opportunity to work as second years students on
an international project.
Task partitioning:
Marco Koghee:
- Entire project structure
- Title page
- Introduction
- Problem definition
- The city of Amsterdam
- Field research
- Translation of questionnaire
- Process report
Partially
- Client analysis
- SWOT analysis
- Activity plan
- Questionnaire
- Interviewing
Total percentage owned:
Nick
-
35%
Nothing
Total percentage owned:
0%
Bas van der Heul:
22
Partially:
- Client analysis
Total percentage owned:
10%
Yiri Huijzen:
Partially:
- Competitors
Total percentage owned:
10%
Jeroen Wijdenes:
- Mission
- Vision
- Current situation
- Marketing analysis
- Page numbering
- SWOT analysis
Partially:
- Questionnaire
- Activity plan
- Financial analysis
- Grammar check
- Trends / tourism
- Interviewing
- Strategy
Total percentage owned:
15%
Vincent Ribot:
Partially:
- Advice
- Activity plan
- Questionnaire
- Interviewing
- Spelling and grammar check
- Financial analysis
- Strategy
- SWOT analysis
- City of Amsterdam
- Trends/ Tourism
Total percentage owned:
15%
Menno Kaijser:
Partially:
- Trends/ tourism
- Spelling and grammar check
- Activity plan
- Finical analysis
- Questionnaire
- Advice
- Interviewing
- SWOT analysis
- Translation
- Strategy
Total percentage owned:
15%
23
Original plan
Marco
14,3%
Vincent
14,3%
Menno
14,3%
Jeroen
14,3%
Nick
14,3%
Bas
14,3%
Yiri
14,2%
100%
Marco
Vincent
Menno
Jeroen
Nick
Bas
Yiri
End result
Marco
Vincent
Menno
Jeroen
Nick
Bas
Yiri
35%
15%
15%
15%
0%
10%
10%
100%
Marco
Vincent
Menno
Jeroen
Nick
Bas
Yiri
24