Analyzing Value Propositions to Understand Consumer Motivation: Increasing Attendance at the Negro Leagues Baseball Museum

Abstract

Marketing research was conducted to learn how to increase the number of people who visit the Negro Leagues Baseball Museum (NLBM). Specifically, this research was completed to learn how to motivate more local Kansas Citians to visit the museum and make multiple visits to the museum. A survey was constructed and primarily sent out to Mr. Kendrick’s Twitter followers. 538 people responded to the survey. To learn how to increase attendance, respondents were asked to rate the importance of value propositions when they consider visiting the NLBM. Value propositions are messages and attributes that the NLBM could communicate or offer to compel people to visit the museum. Such an analysis helps marketers understand what is important to consumers and what will motivate consumers to visit the museum. Value propositions form the foundation of an organization’s marketing strategies. After conducting this research, significant evidence was found to recommend that the NLBM start an email marketing campaign, consider adding interactivity and technology to their current exhibits to attract local Kansas Citians, form partnerships with certain local Kansas City museums, and target tourists who have visited the museum to build the NLBM’s online and social presence.