aam 2014: corp partnership and audience engagement

C O R P O R A T E P A R T N E R S H I P S : I M P A C T O N A U D I E N C E E N G A G E M E N T

INTRODUCTIONS: The MIA Team

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Karleen Gardner, Director of Learning & Innovation

Douglas Hegley, Director of Technology

Kristin Prestegaard, Chief Engagement Officer

INTRODUCTIONS: The General Mills Good Works Team

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Christopher Quam, Global Consumer Insights Manager

Nicci Trovinger, Associate Marketing Manager

Including:

Liz Mahler,Marketing Manager

Angela Stenzler,Consumer Insights Senior Associate

Joining us on video:

where can

Addresses competition (unique differentiation)

Targets desired audience:

most museum visits are social

A new take on the classic art museum friends and family enjoy the triumphs of human creativity.

Discover 85,000 authentic works of art that inspire wonder, delight the senses, and incite curiosity.

Experience the world through the eyes of artists who change the way we see.

The end benefit we’re offering that

improves lives (relevancy)

• Free!

• A friendly environment open to all

• A portal to other times, places, and people

• Once in a lifetime exhibitions of masterpieces

• Rare and unique objects presented in a compelling way

V A L U E P R O P O S I T I O N

• Cool art stories told through high and low tech

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T H E M I A ’ S “D N A” S T R A T E G I C P L A N

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“Accessible” doesn’t guarantee audience engagement!

To connect people to what is meaningful and inspiring, it’s vital that we re-imagine our approach within a 21st century frame of reference.

A U D I E N C E

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W H Y ?

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http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

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Collect, preserve and share works of art

Rare masterpieces, excellent scholarship

Enrich the community and

change lives through the power of art

Sinek: “People don’t buy what you do, they buy why you do it”

Identity-related needs

determine

leisure activity choice

M U S E U M V I S I T O R S

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EXPLORER

FACILITATING PARENTSeeking to engage and stimulate their children, and perhaps looking to entertain themselves too

RECHARGERLooking to be renewed and recharged in the quiet space of the museum

EXPERIENCE SEEKERComes to see the highlights or exclusive pieces

FACILITATING SOCIALIZERHosting a guest and sees the museum as a stage for their social agenda

A U D I E N C E V I S I T M O T I V A T I O N S

Those with specific knowledge; the aficionados

Driven by personal curiosity and an urge to discover and learn new things

Museums are awesome!

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• Why they matter

+ Our theory + our needs + our questions

+ Our limitations

+ Expertise right in our neighborhood

= Equals a strong partnership

C O R P O R A T E P A R T N E R S H I P S

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• Who can you engage to help? – Corporations– Trustees/donors– Unique partners (win-win)

C O R P O R A T E P A R T N E R S H I P S F O R T H E M I A

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• What did we say to make this happen?

T H E P I T C H

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G E N E R A L M I L L S GOOD WORKS PROGRAM

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• Clearly a nice fit for the Good Works Program

• Commonalities: visit motivations & need states

• Good Works ads:

– Consumer insights– Research methods– Expertise

P A R T N E R S H I P S

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• What makes a great partner for Good Works?

• Here is Chris Quam

G R E A T P A R T N E R S H I P S

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G O O D W O R K S: An Enthusiastic Partner

KPhttp://youtu.be/mUbOwLzpSts

• Project Team

– General Mills research & marketing

– Paired with MIA cross-functional team

• Project Design/Plan– Conduct research across various samples

• Surveys

• Interviews

• Analysis– Reporting back to stakeholders– Ongoing testing

T H E P R O J E C T

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O B J E C T I V E S

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Applied through General Mills best practices in quantitative & qualitative research

Solid, Replicated Research

T H E F O U N D A T I O N

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A C A D E M I C A N D R E A L W O R L D

KPhttp://youtu.be/c21RSbGjL3U

• Research – by Good Works team– Onsite interviews (40)– Email survey to samples drawn from:

• MIA audience + General Mills customers= 3,600 respondents

P R O J E C T I M P L E M E N T A T I O N

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S U R V E Y Q U E S T I O N S

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• Applied best practices in consumer research• Indexing• Comparatives• Trend analysis

D A T A A N A L Y S I S

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R E P O R T S !

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EXPLORER and PROFESSIONAL52%

EXPERIENCE SEEKER27%

FACILITATING SOCIALIZER8%

FACILITATING PARENTS7%

RECHARGER6%

Brand champion

Targeted programing already

in place

W H A T D I D W E L E A R N ?

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MIA’s brand champions are

extremely passionate & loyal



F I N D I N G S : T O P I N S I G H T S

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A N E M O T I O N A L C O N N E C T I O N

KPhttp://youtu.be/lnnw4GRkIU4






KG






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T H E E N T R Y E X P E R I E N C E

DHhttp://youtu.be/PY1ZOqwvFXs

EXPERIENCE SEEKER

FACILITATING SOCIALIZER

• Both are entry level type needs • Synergies to targeting both given similar needs

Don’t always offer exhibitions that would appeal to my guest

Not in my consideration set off beaten path

Don’t always offer exhibitions that would appeal to me

Experience is overwhelming within museum

R E C O M M E N D E D T A R G E T A U D I E N C E S

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Utilize MIA audience segmentation model to better deliver on unique visitor needs•Facilitating Socializers•Experience Seekers

Utilize MIA audience segmentation model to better deliver on unique visitor needs•Facilitating Socializers•Experience Seekers

Experimentation will refine our approachto audience engagement

Experimentation will refine our approachto audience engagement

I M P L I C A T I O N S

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T H E R I G H T N E E D S T A T E S

KGhttp://youtu.be/jXRH119hsFg

Target Facilitating Socializer

Facilitating Socializer

MIA is not top of mind or in

consideration set

MIA is not top of mind or in

consideration set

Experience Seeker

Experience Seeker

MIA doesn’t always offer something exclusive for me

MIA doesn’t always offer something exclusive for me

Anchor off Hennepin Campaign

Best of the Best tour everyday

Visitor experience

at entry

S H O W O F F Y O U R F I N E S T

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Target

Exp

erim

enta

tion

Id

eas



Will the exhibitions be a sure bet?

Will the exhibitions be a sure bet?

Experience SeekerExperience Seeker

Getting me to believe it should

make my bucket list

Getting me to believe it should

make my bucket list

Matisse

• Marketing/ Messaging

• Visitor Experience

It’s New. It’s Now.Contemporary Print

P E R S O N A L I Z E D E X H I B I T I O N E X P E R I E N C E

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Old Model for TargetingDemographics

Old Model for TargetingDemographics

New ModelVisitor Motivations & Insights

New ModelVisitor Motivations & Insights

Unlock New Avenues for GrowthUnlock New Avenues for GrowthUnlock New Avenues for GrowthUnlock New Avenues for Growth

N E W R O A D M A P F O R R E S E A R C H

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• Pace

T H E C H A L L E N G E S

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• Pace• Approach


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• Pace• Approach• Perspective – we see people

differently


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differently• Language & terminology


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differently• Language & terminology• Understanding a corporate

report– What does “over-indexing”

mean?– Translation across two

worlds


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• Successful projects have specific characteristics:

T H E C H A L L E N G E S F O R G O O D WORKS TEAM

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The Best Projects

DHhttp://youtu.be/aGDEpbM2I7A

• Building on Good Works foundational findings

N E X T U P : M I A L E D R E S E A R C H

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• Prioritize ideas for experimentation– Plan and conduct

experiments


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experiments• Analyze results


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experiments• Analyze results• Make recommendations


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experiments• Analyze results• Make recommendations• Iterate!


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Billboard campaign

T H R E E E X P E R I M E N T S

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Tours


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How do visitors prefer to get orienting information?

Well … there isn’t just one answer!


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• Applied: Theory to Practice

F U T U R E

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Putting it into Practice

DHhttp://youtu.be/RYiJS9TD9Mc

• We learn most by listening intently• Importance of ongoing evaluation• Turn findings into actions - quickly

– Requires agility, a relatively new skill for museums

C O M M I T M E N T : A U D I E N C E C E N T E R E D

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A G I L I T Y ?

• Flexibility• With balance &

coordination– Adapt rapidly to change– Maintain cost efficiency– Meet expectations– Take advantage of

promising opportunities– Reflect and learn from

experience

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• Programming– Engaging, fresh

H O W W E P L A N D I F F E R E N T L Y N O W

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• Programming• Interpretation

– Relevant, compelling


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• Programming• Interpretation• Segmentation

– Motivations, not arbitrary descriptors


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• Programming• Interpretation• Segmentation• Lobby

– Re-imagining the welcome experience


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• Programming• Interpretation• Segmentation• Lobby• Digital Media

– Story-telling– Measuring


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• We’ll know we’ve got it …• When we don’t even realize that we’re thinking this

way, all of the time!

T R U L Y C H A N G E D ?

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• Corporate partners

T A K E A W A Y S

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• Demographics

T A K E A W A Y S

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• Demographics

• Listening

T A K E A W A Y S

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• Demographics

• Listening

• We can do this

T A K E A W A Y S

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Willingness to Experiment

DHhttp://youtu.be/mRnB4ZEwfUE

T H A N K Y O U!

Karleen Gardner, Director of Learning & [email protected]

Douglas Hegley, Director of [email protected]

@dhegley

Kristin Prestegaard, Chief Engagement [email protected]

Q U E S T I O N S ?