Denmark, 4th December 2012 Museum Card of the Netherlands

The Museum Card started in 1981 Objectives: - Promote visits and stimulate repeat visits to museums in The Netherlands - - Improve the affinity between visitors and museums

Structure Museum Card Influences on success Museum Card 1. Average number of visits 2. Average entrance fees participating museums 3. Price Museum Card 4. Payment per visit Only price of the Museum Card can be influenced by Museum Card organisation

Financial structure Payment per visit around 70% of the full entrance fee About 35% more visits by Museum Card subscribers Extra income possibilities through shop and restaurant

Number of Museum Cards sold

Pricing Museum Card yearprice in EUROIndex ,95159, ,95159, ,95179,8

Sales per channel 2011 Museums New cards each year Full price, sales allowance for the museum 3,50 euros per card Website New cards each year Full price Subscriptions auto-renewable (direct debit) accept giro

Visiting numbers

Overview effect visits and financial result

25% 11% 6+ A1B1 A2B %7% 2 A3B3 10% 4% 1 A4B4 16% 2% 6 Customer segmentation

6+ 50% A1/2 24% B A3 10% 1 A4 16% 6 Customer segmentation

The weighted average is 50 years old The most common age is 63 years old 60% is over 50 years old 60% female vs 40% male Most live in industrial area of the Netherlands called “Randstad” Demographic Characteristics Card members

Demographic Characteristics, Museum Card compared to Dutch population

Marketing information for participating museums Through our website museums can have an insight in the profile of the Museum Card visitor any time they want. Possibility for benchmark - with one or more other museums - within same category (Modern Art) - within same amount of visitors ( a year) Additional possibilities: - Get into contact with (a specific group of) Museum Card visitors through our magazine ( addresses, quarterly) - Get into contact with Museum Card visitors through our digital e-magazine ( addresses, monthly)