The insightful museum - how to create a customer centred marketing strategy

Sanna-Mari Jäntti and Channe Järn

The article describes a customer segmentation research project carried out for Kiasma, a contemporary art museum in Helsinki, Finland.

The insightful museum – how to create a customer centred marketing strategy

Sanna-Mari JänttiKiasma Museum of Contemporary Art, Finland

Channe JärnMedia agency Dagmar, Insight&lmplementation Research Unit, Finland

INTRODUCTION

Kiasma, a state owned contemporary art museum located in Helsinki Finland, had been struggling with a decreasing number of visitors for the past ten years. A marketing research based customer segmentation project carried out together with Dagmar, Kiasma's media agency, helped Kiasma to redefine its overall strategy, and execute the new strategy into marketing actions.

BACKGROUND

The art museum scene in Finland is dominated by the state-owned museums, which operate...

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