NAS Seminar - Creating Value - Day 1
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The document outlines an agenda for a workshop over 2 days focusing on museum value propositions. The schedule includes sessions on key ideas from the previous workshop, creating value in museums, effective programming, and working in groups to define each museum's value proposition. It also provides frameworks for segmentation, targeting, and positioning audiences, including understanding audience attributes and developing a unique value promise statement for each targeted segment.
NAS Seminar - Creating Value - Day 1
- 2. Myles Gordon Gail Crider Jim Rosenberg
- 5. 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
- 7. Assumptions The underlying assumptions that influence the projects design, implementation or objectives Inputs Human, financial, organizational & community resources needed to achieve the projects 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 projects 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
- 8. Museums are for tourists Available Gallery Space Organization ConstraintsSocietal Constraints Source: David Owens, Vanderbilt University
- 12. 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.
- 18. 1. Understand Your Audience Segments 2. Target the Audiences You Want 3. Identify Their Preferences 4. Define Your Value Promise 1 2 3 4
- 19. A set of guests who have common characteristics (profile, benefits, or buying behavior), who will respond in a similar manner to actions taken by the institution. 1
- 22. 2
- 23. Size / Growth Accessible / Identifiable Credible / Addressable Sustainable 2 Mission
- 25. 1. Understand Your Audience Segments 2. Target the Audiences You Want 3. Identify Their Preferences 4. Define Your Value Promise 1 2 3 4
- 26. Program attributes are the characteristics or features of your program that appeal to your customers. 3
- 27. 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
- 29. Proposition is a unique audience promise for your programs 4 relative to competing alternatives in the minds of the target visitors. that gives you a clear, distinctive, and attractive position
- 30. The Positioning Statement For, Target Segment is Our Offering (single most important claim) among all (competitive frame) because (most important support) 4
- 31. Example: Hypermarket For, Target Segment is Our 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
- 32. Example: Mall For, Target Segment is Our 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
- 34. The notion of value (and the challenges for museums) Segmentation Targeting Audience Attributes Positioning
- 35. 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