Museum Card of the Netherlands
Explore the cultural exchange showcased in the Museum Card of the NetherlandsDenmark exhibition held on 4th December 2012. Discover the richness of artistic heritage from these two countries through a diverse collection of artifacts, paintings, and historical treasures. Immerse yourself in the shared influences and connections that shaped the artistic landscape of both nations. Witness the fusion of Dutch and Danish culture in a compelling display that highlights the mutual inspiration and creative dialogue between these societies.
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Presentation Transcript
Museum Card of the Netherlands Denmark, 4th December 2012
The Museum Card started in 1981 Objectives: - Promote visits and stimulate repeat visits to museums in The Netherlands - Improve the affinity between visitors and museums -
Structure Museum Card Influences on success Museum Card 1. Average number of visits 2. Average entrance fees participating museums 3. Price Museum Card 4. Payment per visit Only price of the Museum Card can be influenced by Museum Card organisation
Financial structure Payment per visit around 70% of the full entrance fee About 35% more visits by Museum Card subscribers Extra income possibilities through shop and restaurant
Number of Museum Cards sold 2005-2011 900,000 800,000 700,000 600,000 500,000 aantal 400,000 300,000 200,000 100,000 0 2005 2006 2007 2008 2009 2010 2011
Pricing Museum Card Pricing Museum Card year price in EURO Index 2005 25 100 2006 30 120 2007 35 140 2008 35 140 2009 35 140 2010 39,95 159,8 2011 39,95 159,8 2012 44,95 179,8
Sales per channel 2011 Museums 160.000 New cards each year Full price, sales allowance for the museum 3,50 euros per card Website 40.000 New cards each year Full price Subscriptions 320.000 auto-renewable (direct debit) 280.000 accept giro
Visiting numbers 2005-2011 20,000,000 18,000,000 16,000,000 14,000,000 12,000,000 Total number of visits 10,000,000 Museum Card 8,000,000 6,000,000 4,000,000 2,000,000 0 2005 2006 2007 2008 2009 2010 2011
Overview effect visits and financial result 25,000,000 20,000,000 15,000,000 Total amount of visitors MK museums (389) Total amount of Museum Card visits Total pay-out for MK visits (euro) 10,000,000 5,000,000 0 2005 2006 2007 2008 2009 2010 2011
Customer segmentation 25% 11% 6+ A1 B1 A2 B2 3-5 24% 7% 2 A3 B3 10% 4% 1 A4 B4 16% 2% 6
Customer segmentation 6+ 50% A1/2 B 24% 3-5 2 A3 10% 1 A4 16% 6
Customer segmentation Age structure per group <= 12 13-17 18-25 26-35 36-45 46-55 56+ 32% 39% 43% 49% 63% 64% 14% 15% 17% 16% 15% 16% 10% 14% 12% 12% 16% 7% 9% 6% 9% 6% 5% 4% 2% 2% 7% 4% 4% 3% 2% 3% 4% 1% 16% 14% 2% 12% 10% 9% 3% 2% A1 A2 A3 A4 B Totaal gemiddelde
Demographic Characteristics Card members Aantallen kaarthouders naar leeftijd 25000 20000 15000 10000 5000 0 0 4 8 12 16 20 24 28 32 36 40 44 48 52 56 60 64 68 72 76 80 84 88 92 96 100 The weighted average is 50 years old The most common age is 63 years old 60% is over 50 years old 60% female vs 40% male Most live in industrial area of the Netherlands called Randstad
Demographic Characteristics, Museum Card compared to Dutch population Aantallen kaarthouders naar leeftijd 25000 20000 15000 10000 5000 0 0 4 8 12 16 20 24 28 32 36 40 44 48 52 56 60 64 68 72 76 80 84 88 92 96 100
Marketing information for participating museums Through our website museums can have an insight in the profile of the Museum Card visitor any time they want. Possibility for benchmark - with one or more other museums - within same category (Modern Art) - within same amount of visitors (25.000-50.000 a year) Additional possibilities: - Get into contact with (a specific group of) Museum Card visitors through our magazine (400.000 addresses, quarterly) - Get into contact with Museum Card visitors through our digital e-magazine (300.000 e-mail addresses, monthly)
