Copy of presentation from AAM 2014: Corporate Partnerships: Impact on Audience Engagement. With Karleen Gardner, Douglas Hegley, Kristin Prestegaard.

2. C O R P O R A T E P A R T N E R S H I P S :
I M P A C T O N A U D I E N C E E N G A G E M E N T

3. INTRODUCTIONS: The MIA Team
DH
Karleen Gardner, Director of Learning & Innovation
Douglas Hegley, Director of Technology
Kristin Prestegaard, Chief Engagement Officer

4. INTRODUCTIONS: The General Mills Good Works Team
DH
Christopher Quam,
Global Consumer
Insights Manager
Nicci
Trovinger,
Associate
Marketing
Manager
Including:
Liz Mahler,
Marketing Manager
Angela Stenzler,
Consumer Insights Senior
Associate
Joining us on video:

5. DH

6. where can
Addresses competition
(unique differentiation)
Targets desired
audience:
most museum visits
are social
A new take on the classic art museum friends and family enjoy the triumphs of human creativity.
Discover 85,000 authentic works of art that inspire wonder, delight the senses,
and incite curiosity.
Experience the world through the eyes of artists who change the way we see.
The end benefit
we’re offering that
improves lives
(relevancy)
• Free!
• A friendly environment open to all
• A portal to other times, places, and people
• Once in a lifetime exhibitions of masterpieces
• Rare and unique objects presented in a compelling way
V A L U E P R O P O S I T I O N
• Cool art stories told through high and low tech
KP

7. T H E M I A ’ S “D N A” S T R A T E G I C P L A N
KG

8. “Accessible” doesn’t
guarantee audience
engagement!
To connect people to
what is meaningful and
inspiring, it’s vital that
we re-imagine our
approach within a 21st
century frame of
reference.
A U D I E N C E
KG

9. W H Y ?
DH
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

10. DH
Collect, preserve and
share works of art
Rare masterpieces,
excellent scholarship
Enrich the
community and
change lives through
the power of art
Sinek: “People don’t buy what you do, they buy why you do it”

11. Identity-related needs
determine
leisure activity choice
M U S E U M V I S I T O R S
KG

12. EXPLORER
FACILITATING PARENT
Seeking to engage and stimulate their children, and perhaps looking to
entertain themselves too
RECHARGER
Looking to be renewed and recharged in the quiet space of the museum
EXPERIENCE SEEKER
Comes to see the highlights or exclusive pieces
FACILITATING SOCIALIZER
Hosting a guest and sees the museum as a stage for their social agenda
A U D I E N C E V I S I T M O T I V A T I O N S
Those with specific knowledge; the aficionados
Driven by personal curiosity and an urge to discover and learn new things

13. Museums are awesome!
KG

14. • Why they matter
+ Our theory + our needs + our questions
+ Our limitations
+ Expertise right in our neighborhood
= Equals a strong partnership
C O R P O R A T E P A R T N E R S H I P S
KP

15. • Who can you engage to help?
– Corporations
– Trustees/donors
– Unique partners (win-win)
C O R P O R A T E P A R T N E R S H I P S F O R
T H E M I A
KP

16. • What did we say to make this happen?
T H E P I T C H
KP

17. G E N E R A L M I L L S GOOD WORKS PROGRAM
KP

18. • Clearly a nice fit for the Good Works Program
• Commonalities: visit motivations & need states
• Good Works ads:
– Consumer insights
– Research methods
– Expertise
P A R T N E R S H I P S
KP

19. • What makes a great partner for Good Works?
• Here is Chris Quam
G R E A T P A R T N E R S H I P S
KP

20. G O O D W O R K S: An Enthusiastic Partner
KPhttp://youtu.be/mUbOwLzpSts

21. • Project Team
– General Mills research & marketing
– Paired with MIA cross-functional team
• Project Design/Plan
– Conduct research across various samples
• Surveys
• Interviews
• Analysis
– Reporting back to stakeholders
– Ongoing testing
T H E P R O J E C T
KG

22. O B J E C T I V E S
KG

23. Applied through General Mills
best practices in quantitative &
qualitative research
Solid, Replicated Research
T H E F O U N D A T I O N
KP

24. A C A D E M I C A N D R E A L W O R L D
KPhttp://youtu.be/c21RSbGjL3U

25. • Research – by Good Works team
– Onsite interviews (40)
– Email survey to samples drawn from:
• MIA audience + General Mills customers
= 3,600 respondents
P R O J E C T I M P L E M E N T A T I O N
DH

26. S U R V E Y Q U E S T I O N S
DH

27. • Applied best practices in consumer research
• Indexing
• Comparatives
• Trend analysis
D A T A A N A L Y S I S
DH

28. R E P O R T S !
DH

29. EXPLORER
and
PROFESSIONA
L
52%
EXPERIENCE
SEEKER
27%
FACILITATING
SOCIALIZER
8%
FACILITATIN
G PARENTS
7%
RECHARGER
6%
Brand
champion
Targeted
programing already
in place
W H A T D I D W E L E A R N ?
KP

30. MIA’s brand
champions are
extremely
passionate & loyal
MIA’s brand
champions are
extremely
passionate & loyal
F I N D I N G S : T O P I N S I G H T S
KP

31. A N E M O T I O N A L C O N N E C T I O N
KPhttp://youtu.be/lnnw4GRkIU4

32. MIA’s brand
champions are
extremely
passionate & loyal
MIA’s brand
champions are
extremely
passionate & loyal
F I N D I N G S : T O P I N S I G H T S
KG

33. MIA’s brand
champions are
extremely
passionate & loyal
MIA’s brand
champions are
extremely
passionate & loyal
F I N D I N G S : T O P I N S I G H T S
DH

34. T H E E N T R Y E X P E R I E N C E
DHhttp://youtu.be/PY1ZOqwvFXs

35. EXPERIENCE
SEEKER
FACILITATING
SOCIALIZER
• Both are entry level type needs
• Synergies to targeting both given similar needs
 Don’t always offer
exhibitions that would
appeal to my guest
 Not in my
consideration set 
off beaten path
 Don’t always offer
exhibitions that would
appeal to me
 Experience is
overwhelming within
museum
R E C O M M E N D E D T A R G E T A U D I E N C E S
KP

36. Utilize MIA audience segmentation model to better
deliver on unique visitor needs
•Facilitating Socializers
•Experience Seekers
Utilize MIA audience segmentation model to better
deliver on unique visitor needs
•Facilitating Socializers
•Experience Seekers
Experimentation will refine our approach
to audience engagement
Experimentation will refine our approach
to audience engagement
I M P L I C A T I O N S
KG

37. T H E R I G H T N E E D S T A T E S
KGhttp://youtu.be/jXRH119hsFg

38. Target Facilitating
Socializer
Facilitating
Socializer
MIA is not top of
mind or in
consideration set
MIA is not top of
mind or in
consideration set
Experience
Seeker
Experience
Seeker
MIA doesn’t always
offer something
exclusive for me
MIA doesn’t always
offer something
exclusive for me
Anchor off
Hennepin
Campaign
Best of the Best
tour everyday
Visitor
experience
at entry
S H O W O F F Y O U R F I N E S T
KG

39. Target
Experimentati
onIdeas
Facilitating
Socializer
Facilitating
Socializer
Will the exhibitions
be a sure bet?
Will the exhibitions
be a sure bet?
Experience SeekerExperience Seeker
Getting me to
believe it should
make my bucket list
Getting me to
believe it should
make my bucket list
Matisse
• Marketing/
Messaging
• Visitor
Experience
It’s New. It’s Now.
Contemporary Print
P E R S O N A L I Z E D E X H I B I T I O N
E X P E R I E N C E
KG

40. Old Model for Targeting
Demographics
Old Model for Targeting
Demographics
New Model
Visitor Motivations & Insights
New Model
Visitor Motivations & Insights
Unlock New Avenues for GrowthUnlock New Avenues for GrowthUnlock New Avenues for GrowthUnlock New Avenues for Growth
N E W R O A D M A P F O R R E S E A R C H
KP

41. • Pace
T H E C H A L L E N G E S
DH

42. • Pace
• Approach
T H E C H A L L E N G E S
DH

43. • Pace
• Approach
• Perspective – we see people
differently
T H E C H A L L E N G E S
DH

44. • Pace
• Approach
• Perspective – we see people
differently
• Language & terminology
T H E C H A L L E N G E S
DH

45. • Pace
• Approach
• Perspective – we see people
differently
• Language & terminology
• Understanding a corporate
report
– What does “over-indexing”
mean?
– Translation across two
worlds
T H E C H A L L E N G E S
DH

46. • Successful projects have
specific characteristics:
T H E C H A L L E N G E S
F O R G O O D WORKS TEAM
DH

47. The Best Projects
DHhttp://youtu.be/aGDEpbM2I7A

48. • Building on Good Works
foundational findings
N E X T U P : M I A L E D
R E S E A R C H
KP

49. • Building on Good Works
foundational findings
• Prioritize ideas for
experimentation
– Plan and conduct
experiments
N E X T U P : M I A L E D
R E S E A R C H
KP

50. • Building on Good Works
foundational findings
• Prioritize ideas for
experimentation
– Plan and conduct
experiments
• Analyze results
N E X T U P : M I A L E D
R E S E A R C H
KP

51. • Building on Good Works
foundational findings
• Prioritize ideas for
experimentation
– Plan and conduct
experiments
• Analyze results
• Make recommendations
N E X T U P : M I A L E D
R E S E A R C H
KP

52. • Building on Good Works
foundational findings
• Prioritize ideas for
experimentation
– Plan and conduct
experiments
• Analyze results
• Make recommendations
• Iterate!
N E X T U P : M I A L E D
R E S E A R C H
KP

53. Billboard campaign
T H R E E E X P E R I M E N T S
KP

54. Tours
T H R E E E X P E R I M E N T S
KG

55. How do visitors prefer to get orienting information?
Well … there isn’t just one answer!
T H R E E E X P E R I M E N T S
DH

56. • Applied: Theory to Practice
F U T U R E
DH

57. Putting it into Practice
DHhttp://youtu.be/RYiJS9TD9Mc

58. • We learn most by listening intently
• Importance of ongoing evaluation
• Turn findings into actions - quickly
– Requires agility, a relatively new skill for museums
C O M M I T M E N T : A U D I E N C E C E N T E R E D
DH

59. A G I L I T Y ?
• Flexibility
• With balance &
coordination
– Adapt rapidly to change
– Maintain cost efficiency
– Meet expectations
– Take advantage of
promising opportunities
– Reflect and learn from
experience
DH

60. • Programming
– Engaging, fresh
H O W W E P L A N
D I F F E R E N T L Y N O W
KG

61. • Programming
• Interpretation
– Relevant, compelling
H O W W E P L A N
D I F F E R E N T L Y N O W
KG

62. • Programming
• Interpretation
• Segmentation
– Motivations, not
arbitrary descriptors
H O W W E P L A N
D I F F E R E N T L Y N O W
KP

63. • Programming
• Interpretation
• Segmentation
• Lobby
– Re-imagining the
welcome experience
H O W W E P L A N
D I F F E R E N T L Y N O W
KP

64. • Programming
• Interpretation
• Segmentation
• Lobby
• Digital Media
– Story-telling
– Measuring
H O W W E P L A N
D I F F E R E N T L Y N O W
DH

65. • We’ll know we’ve got it …
• When we don’t even realize that we’re thinking this
way, all of the time!
T R U L Y C H A N G E D ?
KP

66. • Corporate partners
T A K E A W A Y S
KP

67. • Corporate partners
• Demographics
T A K E A W A Y S
KG

68. • Corporate partners
• Demographics
• Listening
T A K E A W A Y S
DH

69. • Corporate partners
• Demographics
• Listening
• We can do this
T A K E A W A Y S
DH

70. Willingness to Experiment
DHhttp://youtu.be/mRnB4ZEwfUE

71. T H A N K Y O U!

72. Karleen Gardner, Director of Learning & Innovation
kgardner@artsmia.org
Douglas Hegley, Director of Technology
dhegley@artsmia.org
@dhegley
Kristin Prestegaard, Chief Engagement Officer
kprestegaard@artsmia.org
Q U E S T I O N S ?