nas seminar - creating value - day 1
TRANSCRIPT
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20-24 April 2014
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Myles Gordon
Gail Crider
Jim Rosenberg
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Strategic Thinking
Integrated Action
Planning & Communication
Collective Action
Community Value
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8:30 – 9:30 Key Ideas from Workshop I
9:30 – 10:30 “Creating Value” in Museums
10:45 – 11:15 Effective Programming
11:15 – 12:00 Your “Value Proposition”
12:45 – 1:45 More Work on Your “Value Proposition”
2:00 – 3:00 Finishing Your “Value Proposition”
3:00 – 3:30 Reflection on the Day
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Assumptions
The underlying
assumptions that
influence the
project’s design,
implementation
or objectives
Inputs
Human, financial,
organizational &
community
resources needed
to achieve the
project’s objectives
Activities
Things the project
does with the
resources to meet
its objectives
Outputs
Products of
implementing the
activities, which
are necessary but
not sufficient
indications of
achieving the
project’s
objectives
Outcomes
Short-term
intended and
unintended
changes (e.g., in
knowledge,
attitudes, skills)
as a result of the
project
Impacts
Long-term
intended and
unintended
changes (e.g., in
behavior, status,
systems) as a
result of the
project
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“Museums
are for
tourists”
Available
Gallery
Space
Organization ConstraintsSocietal
Constraints
Source: David Owens, Vanderbilt University
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Value is created by meeting customer needs. Not by the product that is sold,
but by the customer benefit it provides.
Value is the relationship of the total benefits to the total costs for the customer.
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National Identity
Competition
New Revenue
New Audiences
School Impact
Visitor Experience Accountability
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Guest Value
Museum Surplus
+ Subsidy
Museum Cost
Museum Value
Will
ingn
ess
to P
arti
cip
ate
Guest Interest
External Costs
Guest Value
AdmissionAdmission
Cost
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Family
Guest Value
Will
ingn
ess
to P
arti
cip
ate
External Costs
Admission Cost
Tourist
Will
ingn
ess
to P
arti
cip
ate External
Costs
Admission Cost
Will
ingn
ess
to
Part
icip
ate
Guest Value
Student
External Costs
Admission Cost
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1. Understand YourAudience Segments
2. Target the Audiences You Want
3. IdentifyTheir Preferences
4. Define YourValue Promise
1
2
3
4
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A set of guestswho have common characteristics
(profile, benefits, or buying behavior), who will respond in a similar manner
to actions taken by the institution.
1
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Segmentation Dimensions 1
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Explorers
Facilitators
Professional / Hobbyist
Experience Seekers
Rechargers
Respectful Pilgrims
Affinity Seekers
1
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2
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Size / Growth
Accessible /Identifiable
Credible / Addressable
Sustainable
2
Mission
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1. Understand YourAudience Segments
2. Target the Audiences You Want
3. IdentifyTheir Preferences
4. Define YourValue Promise
1
2
3
4
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Program attributes are the characteristics or features
of your program that appeal to your customers.
3
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1 2 3 4 5
Relative Performance
HypermarketMall
Adapted from Frances Frei
Low Prices
One Stop Shopping
Family Essentials
Convenience
Destination Experience
Premium Brands
Quality
Entertainment
3
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Proposition is a unique audience promise
for your programs
4
relative to competing alternatives in the minds of the target visitors.
that gives you aclear, distinctive, and attractive position
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The Positioning Statement
For,Target Segment
isOur Offering (single most important claim)
among all(competitive frame)
because(most important support)
4
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Example: Hypermarket
For,Target Segment
isOur Offering (single most important claim)
among all(competitive frame)
because(most important support)
4
Value Shoppers
Hypermarket shopping the best way to care for your family
Muscat retailers
of our one-stop savings
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Example: Mall
For,Target Segment
isOur Offering (single most important claim)
among all(competitive frame)
because(most important support)
4
Aspirational Consumers
Mall shopping A taste of the good life
Muscat retailers
premium experience in every detail
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The notion of “value” (and the challenges for museums)
Segmentation
Targeting
Audience Attributes
Positioning
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Value only has meaning when you say 1) for whom, and 2) compared to what
Audience willingness to participate is a result of inherent visitor characteristics, the experience you create, admission costs, and external costs
Segmentation allows you to paint a meaningful picture of all the potential visitors for your museum
Targeting allows you to focus your resources
Visitor attributes give you clear goals for your services
Positioning defines your fundamental value promise –and the structure creates a mirror to test your ideas
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