Willem Bijleveld & Frits Spangenberg

Het Scheepvaartmuseum - five years ago

The ‘old’ museum (1)

1975 - 1990

• 26 exhibition halls

• history from 1560 to 1960

• target group: maritime conoisseur

The ‘old’ museum (2)

1991 - 2007

• the same

• + East Indiaman (VOC-schip) Amsterdam

• target group: + families, schools, tourists

‘s Lands Zeemagazijn: what can we learn from our past?

Daniël Stalpaert, 1656

‘s Lands Zeemagazijn in scaffolding

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Looking at audiences with Mentality Frits Spangenberg

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Life is changing

Now

Then

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Mentality milieus

1946

Actor

Male

Top income

1944

Actor

Male

Top income

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Mentality: kosmopolites

Kosmopolites

Convenience-oriënted

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Mentality milieus in the Netherlands

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Mentality milieus in the Netherlands

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Celebrities

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Mentality & Leisure: Motives for participation

© Motivaction International B.V.

Having fun

Collective experiences

Art is not for me

Nostalgia

Tradition

Classic art forms

Inspiration

Personal development

Experimental art forms

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Mentality & Leisure: Importance

© Motivaction International B.V.

Family time

Relaxing

Learning

Teaching children

Co creation

Thinking along

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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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The National Maritime Museum

Result after 4 years of renovation

Unique vaults

North stair well

Lay-out of the exhibitions

Themed Exhibitions

The Sea Voyage

VOC-schip Amsterdam

Entrance

Object exhibitions

Visitor research

• Continuous exit research

• Mentality model

• Focus groups

concept tests

content tests

Themed exhibitions

Matje & Roosje en Circus Zee

Object exhibitions

Maritime Attraction: Voyage at Sea

VOC-schip Amsterdam

Restaurant Stalpaert

Library

Who do we want to reach?

Meet our friends:

• Dick

• Simone

• Micky

Good afternoon Dick

Dick

Hello Simone

Simone

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Trends that Trigger Simone

Violence fascination

Exhibitionism

Infobesitas

Hi Micky

Micky

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

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

Our dream

Maritime stories inspire our society

Brand values Promise

Exciting

Leading

Accessible

Responsable

Inviting

Stories

you want to share

Importance of research

Why:

• Insight in target groups

Advise:

• Dare to choose

• Continuity

Cultural entrepreneur

A gift to Dutch society