Business

Corona changes the customer journey in the culture sector

The entire culture sector is turned upside down and many people have a lot of trouble surviving, because there have been no income for months and they have costs. The majority receive no subsidy and must survive with the temporary contribution from the government. To make matters worse, everything will be different if they soon open again in phases. Now that so much is changing simultaneously in the culture sector, the role and influence of marketing within the organization has grown considerably. As a strategic think tank, the marketers must be able to sketch the future market picture and thus also the important customer journey, which is also changing at the same time.

A new online cultural experience from Escape Rooms Netherlands

From lock down to lock off

On June 1, the measures will relax and cultural institutions, albeit with a limited audience, can start operating again. Strict regulations have been drawn up and these can differ per sector. The most important change is that the hall capacity in the first phase is very limited with a maximum of 30 visitors. In addition to the RIVM regulations on safety and hygiene, one-way traffic is important and requires many adjustments in terms of logistics and communication in the location itself. A good online ticketing system is mandatory and should regulate visitors in time slots. It is important that visitors receive sufficient (brand) experience during their adjusted route and that they are enthusiastic when they leave.

Louwman car museum Leidschendam

New revenue models are emerging

In the closed months, smart marketers in the cultural world have of course already thought about extra new revenue models for a long time. For example, there is an option to increase and broaden the catering function in or outside the location. This can extend a stay and pleasantly increase turnover.

Many cultural institutions have already set up virtual tours through their museum, theater or other institutions in recent months to remain visible to the art-loving public. In fact, new online escape rooms have been built that are linked to museums: even a home escape room that is completely free to play. Playing time is several hours and you can play it with 1 to 4 people. Escape Rooms Netherlands is an occasional coalition of 18 escape room organizers. These virtual tours, of course accompanied by a guide and possibly extendable in time, can also become a permanent offer as a special service for a small fee to people with a disability, or people with little time or people abroad. A well-executed virtual tour will simultaneously promote the physical museum visits. The best remains the real thing.

You can dream away with the beautiful American cars of yesteryear or take the time to virtually study the Night Watch. Or climb old locomotives in the railway museum; you can also meet the artists virtually, which is always difficult in real life. Many museums have introduced fun, new virtual tours.

It is also a new idea to bring theater and cinema to the museum or the theater to the cinema hall. Beautiful new partnerships can be created while attracting new target groups.

Another option, now that the shows and performances can only be done with 30 visitors, is to do more shows in one day. Possibly a bit more exclusive and a bit higher in price and possibly supplemented with catering and / or hotel packages.

See also: https://www.anwb.nl/eropuit/thuisblijvenips/nederlandse-musea-met-virtuele-tours and virtual performances can also be seen at the Google Cultural Institute: https://about.artsandculture.google.com /

Rijkmuseum in Amsterdam

The Customer Journey in culture

Orientation in advance has also become very important in the culture sector. What is there to do and when. But also because you now have to book tickets and times online in advance. Where the large gray column in the Netherlands, the millions of people aged 60+ chose a city with their museum year card and simply walked into the museum or bought a theater ticket for later that day, they now also have to book everything online in advance. Once you arrive at the culture location, it is much different and you have to follow routes. Freedom, joy.

Now with the diversion to online booking there will be more late bookings than before, since the internet orientation on the day out or the cultural institution often happens late. A nice side effect of all this is that much more data is becoming available about the culture consumers’ book-searching and visiting behavior. This allows culture providers to offer their programs even more tailor-made.

Position of corporate marketing more important than ever

The more attractive the new program becomes in postcorona times, the stronger the cultural brand becomes. The program, the arrangements, but also recruiting friends and donors all come on the plate of the (corporate) marketers.

Creating a large and solid fan base is crucial to get through these difficult times and to lay a solid foundation for the future. The government will now give the cultural sector a helping hand economically to limit turnover losses, but that will certainly not be enough.

The cultural sector must jointly make a stand for local and national governments. The most important thing, however, is and remains to develop innovative programs for the culture consumer.

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