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The Kröller-Müller Museum

How to optimize reach within the American visitor market

Rechten: Alle rechten voorbehouden

The Kröller-Müller Museum

How to optimize reach within the American visitor market

Rechten: Alle rechten voorbehouden

Samenvatting

The following report guides the reader through a market research that was executed for the Kröller-Müller Museum, a modern and contemporary art museum established in 1938 and located in Otterlo, the Netherlands. Insights on the formulated problem, the American visitor market and recommendations on how to reach the American market in the most suitable way are offered. As the Kröller-Müller Museum lacks insight on the American market’s information needs and preferences, this report analyzes which promotional- and content aspects and organizational characteristics and values are preferred most by the American target group, to reveal how the Kröller-Müller Museum’s corporate identity should be conveyed towards the American market.
Based on the communication problem of the organization, the following research objective was formulated: (a) To make recommendations to the Kröller-Müller Museum on how to increase the number of American visitors with regard to content strategy and promotional channels (b) by analyzing the target group’s information needs and preferences and identifying cultural differences between the Dutch and American market, and gathering this in a gap analysis in which the characteristics of the current content and promotion strategy will be compared to the content and promotion-related characteristics required for more successful acquisition of the American market.

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OrganisatieHanzehogeschool Groningen
OpleidingInternational Communication
AfdelingInstituut voor Communicatie, Media & IT (vanaf 20 oktober 2017 - ...)
Jaar2017
TypeBachelor
TaalEngels

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