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Who are your visitors? Understanding what motivates visitors to your garden and
meeting their needs
Stephen Speer Manager Visitor Experience
Who are your visitors?
Function of botanic gardens
Visitor surveys
Market segmentation
o Personal identity driven motivation
o Culture Segments
Botanic gardens sector specific segmentation tool ?
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Function of botanic gardens
i. Collect plants and grow them for public display
ii. Plant science and conservation
iii. Education and learning
iv. A place of recreation and leisure
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Botanic gardens have a strong visitor focus
“We aim to ensure the gardens experience is positive
and authentic, leaving visitors feeling encouraged and
infused with enthusiasm”
• Major leisure activity competing with other leisure activities
• Annually 6.8 million (37%) of Australian population visit a botanic garden
We strive to attract more visitors and ensure they have a rewarding experience
Visitor satisfaction surveys assist us report on visitor satisfaction
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What do you know about your visitors?
Visitor surveys and visitor profiles
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Demographic based visitor profiles
Australian National Botanic Gardens’
visitors
• 60% female, 40% male
• High proportion of older visitors (50
years plus)
• High proportion of visitors attending
without children
• 60% are local residence
• Primary activities undertaken during
visit – recreation/walk, visit café and
view plants
Helen
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Ref: www.fortune.com/2016/03/27/netflix-predicts-taste/
. . .
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One size doesn’t fit all –
Not all visitors are the same
We need a better approach to segmenting our visitors
The key is what you base your segments on
Ref: Morris
Hargreaves
McIntyre
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Market segmentation
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What is segmentation?
Is the breaking down of a particular market or group of people into
distinct groups that behave in a similar ways or have similar needs
But who are we
segmenting and how? Ref: Morris
Hargreaves
McIntyre
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Benefits of segmentation
Cost and effectiveness
• Helps us better spend marketing budget as targeting only particular groups
• Develop programs and products to meet needs of target groups and establishing
stronger relationships with them
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Who are we segmenting?
Market segmentation – segment whole population to find most likely to visit you
or use your products. Who are the best bets?
Customer segmentation – look at only your customers and segment them on
basis of what you know or want to know about them.
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Visitor’s identity-related needs
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What motivates a person to visit and how do
they engage with a museum (botanic garden)?
‘Museums as leisure opportunities become
matched to people’s identity related needs and
desires’ Dr John H Falk
Ref: John H Falk, identity related needs
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Motivators for visiting museums/ botanic
gardens
In theory visitors could posses an infinite number of identity-related
visit motivators - BUT
John Falk defines 5 motivation types amongst museum visitors
1. The Explorer
2. The Facilitator
3. The Experience Seeker
4. The Professional / Hobbyist
5. The Recharger
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Motivators for visiting museums 1. The Explorer – visit because it interests them and appeals to their curiosity.
Visitors expect to find something that will grab their attention and fuel their
learning.
“ I wanted to learn about what plants I can grow in my garden that don’t need much water”
2. The Facilitator – visitors who are socially motivated. They visit in order to
satisfy the needs and desires of someone they care about rather than just
themselves.
“ I (came) to give my kids a chance to see the lizards in the gardens... It is a good way to spend
time with the family in a non-commercial way. They always learn so much”
3. The Experience Seeker – visitors motivated because they perceive the
museum as an important destination. Satisfaction derived from having been
there and done that. “We visiting from out-of-town and someone told us this place just opened and it’s really neat”
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Motivators for visiting museums
4. The Professional/Hobbyists – visitors feel a close tie with the museum
content and their professional or hobbyist passions. Motivated by desire to
satisfy a specific content-related objective
“I’m starting to put together a saltwater reef tank, so I have a lot of interest in marine life. I’m hoping
to pick up some ideas”
5. The Recharger – visitors seeking a physical, intellectual and emotional
recharge in a beautiful, refreshing environment. See museum as refuge from
the work-a-day world.
“I like art museums. They are so quiet and relaxing, so different than the noise and clutter of the
rest of the city”
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Implications for practice
• Not measuring a visitors identity, such as gender, nationality etc, but the
ways identity related needs influence why people visit museums.
• These needs can change between visits.
• Focussed on how people view and use a museum.
• Not unique to museum goers. Can adapt to botanic gardens.
• Do people perceive botanic gardens as a place to satisfy these needs?
We need to be able to help people fulfil these needs in the garden.
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Culture Segments
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Culture Segments
• International segmentation system
for the arts, culture, heritage and
leisure
• Based on cultural audiences’
cultural values and beliefs
• Covers the whole market and not
just those who already come
Contact: Alexa Magladry, Sydney
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Attitudes to risk
Ref: Culture Segments – Morris Hargreaves McIntyre What is your Culture Segment?
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Culture Segments - Focus on Families
Ref: Culture Segments – Morris Hargreaves McIntyre
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Prioritising the segments
Identified four segments as having potential for engaging with botanic gardens.
Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment
Formal and
landscape gardens 96% 94% 93% 89% 90% 77% 83% 60%
Animal sanctuaries
or nature reserves 99% 98% 98% 95% 98% 92% 92% 83%
Zoos or Safari Parks 98% 98% 98% 94% 98% 95% 94% 90%
Been ever or interested in going
Source: Audience Atlas Australia– Morris Hargreaves McIntyre
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Communicating with the Segments Key messages
Ref: Culture Segments – Morris Hargreaves McIntyre
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• Like experiences to be authentic
• Looking for interactive experiences they
can participate in
• Visual learners
• Like to feel part of a community, so highlight
opportunities to participate
• Don’t need to be first to now but love to
share, so when they do find out they tell
everyone
Ref: Culture Segments – Morris Hargreaves McIntyre
Culture Segments Targeting the Expression segment
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Culture Segments Targeting the Expression segment
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Culture Segments Targeting the Expression, Essence and Enrichment segments
A work in progress
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Culture Segments
Which segments visit our
annual summer concerts –
and the Gardens?
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A sector specific segmentation tool
across botanic gardens?
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Non demographic marketing across
botanic gardens
1. Not all people are the same. They have different attitudes,
motivation and values relating to plants and botanic
gardens.
2. These individual attitudes, motivation and values shape an
individual’s behaviour.
3. Segmentation supports marketing in an efficient and cost
effective manner.
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Non demographic marketing across
botanic gardens
Everyone is doing it – or should be doing it
Is a botanic garden sector specific segmentation tool a possibility - for use
by all BGANZ members?
Questions Stephen Speer
Who are your visitors? Understanding what motivates visitors to your garden and meeting their needs
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Culture Segments
Ref: Culture Segments – Morris Hargreaves McIntyre
Template icons for background or overlays Resize and crop icon to fit
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