In brief
In this free one-day workshop, you and a colleague will create a persona and a customer journey for a target group of your cultural organization. You will work on your own challenge, using the Cultural Target Group Model as a starting point. This will help you better understand who your visitors are, what they need, and where you can improve their experience. The workshop has space for a maximum of 12 organizations. Sign up for the interest list!
What can you expect?
We start with your own practice. From a concrete challenge, we combine existing knowledge and potential audience data with the Cultural Target Group Model. Together, we build a persona and customer journey: powerful tools to gain insight into your audience and make more targeted choices.
About the workshop
Intake
In preparation for the workshop, an online intake of half an hour will be conducted. This gives us insight into where you currently stand, and we discuss the challenge you will work on during the workshop. The starting point for the workshop is the Step-by-Step Plan: Get Started with Audience Data. We use this as a guideline for the intake and the workshop.
Workshop
In the workshop, we will work on your challenge, focusing on a current or desired target group. The starting point for this is the Cultural Target Group Model. Rotterdam Festivals will tell you more about it and will also be present to answer your questions. During the day, we will work on developing a persona and the customer journey. We will address questions such as:
- Who is your visitor and why would this person attend your activity?
- What expectations and needs are associated with this?
- How do you ensure the offered experience is as optimal as possible?
- What could a successful visit look like for this target group?
- What do you already know, and what could you still research?
Goal of the workshop
The goal of the workshop is to show you how creating a persona and customer journey is not an end in itself but a means to map out your visitors. It is a shared document where your entire organization focuses on the experience of your visitors.
Practical details
Participation requirements
You participate with two people from different departments.
Your organization collects data, is or wants to be actively engaged in data-driven work, and is ready for the next step.
You bring a case or challenge to work on during the workshop. You share your progress, questions, and insights from the day with the other participants in several feedback rounds. Learning from each other is an important part of the workshop.
Trainers
This workshop is conducted by Kim van den Brink from Ask your Audience and Eva Lemstra from Rotterdam Festivals.
Good to know
The workshop has space for a maximum of 12 organizations. Placement is based on the order of registration.
DEN Community
Sign up for the DEN Community audience data, the platform to stay informed and meet other cultural professionals!
Curious about how the British Design Museum used data to improve museum experiences? Listen to episode 3 of Podcast Cultuurshift season 3.
Anic van Damme and Splinter Chabot discuss with Josephine Chanter how data became part of the museum's digital strategy and how to make an organization data-driven.
Frequently Asked Questions
What is the Cultural Target Group Model?
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What is the Cultural Target Group Model?
The Cultural Target Group Model by Rotterdam Festivals divides the Dutch audience into groups with similar cultural interests and behavior. Examples include Cultural Omnivores, Tasting Suburbanites, and Local Leisure Enjoyers. With the model, you can discover which groups you already reach and which you can still target. In the DEN workshop, the model serves as the starting point for developing a target group. Rotterdam Festivals will explain the model and answer your questions.
What is a persona, and what is a customer journey?
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What is a persona, and what is a customer journey?
A persona is a detailed profile of a typical visitor. It describes who this person is, what they value, and why they would attend your activity. A customer journey maps out all the steps this visitor goes through: from the first contact with your offering to after the visit. Together, they help you focus on your audience's experience and make more targeted decisions.
Who is the workshop for?
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Who is the workshop for?
The workshop is intended for cultural organizations that collect data and want to work data-driven. Data-driven work means basing decisions on information about your audience, rather than just intuition. You don't have to be an expert yet: your organization is ready to take the next step. You bring your own case or challenge to work on during the workshop.
Why participate with a colleague?
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Why participate with a colleague?
You participate with two people from different departments, such as marketing and audience engagement. A persona and customer journey work best as a shared document for the entire organization. By collaborating, you combine different knowledge about your visitors and more easily bring the insights back to your organization.
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