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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

Museum Card of the Netherlands

Denmark, 4th December 2012

slide2

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
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
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
sales per channel 2011
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
slide13

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”
marketing information for participating museums
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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