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Museum Card of the Netherlands

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.

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Museum Card of the Netherlands

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  1. Museum Card of the Netherlands Denmark, 4th December 2012

  2. 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

  3. 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

  4. 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

  5. Number of Museum Cards sold 2005-2011

  6. Pricing Museum Card

  7. Sales per channel 2011 • Museums 160.000 New cardseachyear Full price, sales allowancefor the museum 3,50 euros per card • Website 40.000 New cardseachyear Full price • Subscriptions 320.000 auto-renewable (direct debit) 280.000 accept giro

  8. Visiting numbers 2005-2011

  9. Overview effect visits and financial result

  10. Customer segmentation

  11. Customer segmentation

  12. Customer segmentation

  13. Demographic Characteristics Card members • 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”

  14. Demographic Characteristics, Museum Card compared to Dutch population

  15. Marketing information for participating museums • Through ourwebsitemuseums 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)

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