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In today’s dynamic landscape, where arts marketeers often find themselves grappling with limited resources and an ever-expanding array of strategic choices, the role of prioritisation tools has become increasingly vital. Among these tools, frameworks such as Value vs. Effort, The Kano Model, and the MoSCoW method stand out as invaluable assets for guiding marketeers through the complex terrain of decision-making.
By providing structured approaches to assess and rank your proposed activities, initiatives, tasks or goals, these methods offer a systematic and data-driven way for marketeers to allocate their resources effectively. These tools can empower arts and cultural organisations to optimise their strategies, enhance customer satisfaction, and achieve business objectives in an efficient manner. Now, let’s take a closer look at how to use them and some of the pros and cons.
This simple approach to prioritisation involves taking your list of goals, tasks, or activities and quantifying them using value and effort scores.
With this method, it’s important to keep in mind that the final scores are just an estimation. A lot of guesswork and opinions are involved in the process of quantifying them. The big question prioritisation aims to answer is: “Will this activity or initiative push our goals and metrics forward if we adopt it? Or can we feasibly execute the task with the resources we have?”
Scoring methods like value vs. effort give marketing teams a quick and easy way to visualise a set of quantified priorities.
This method of prioritisation can stimulate healthy discussions among managers and teams on what they believe the most important values are and/or how to fix them. Here’s what a value vs. effort scorecard looks like:
The MoSCoW method allows marketeers to figure out what matters the most to your customers by classifying activities and initiatives into four priority categories. MoSCoW stands for Must-Have, Should-Have, Could-Have, and Won’t-Have requirements.
Example: “Customers MUST be able to access services on the website”
Example: “Customers SHOULD have the option to buy tickets direct from our website”
Example: “Customers COULD save a wish list of upcoming events they are interested in”
The MoSCoW model is dynamic and allows room for evolving priorities. So, an activity that was considered a “Won’t-Have” can one day become a “Must-Have” depending on the type of project or program.
The Kano model plots two sets of parameters along a horizontal and a vertical axis. On the horizontal axis, you have the degree that an activity or initiative meets your audience’s needs. These values can be classified into three buckets:
On the vertical axis, you have the level of customer satisfaction (the satisfaction values). This shows how satisfaction increases as activities or initiatives are implemented and achieved, from customer needs not being met on the left, all the way to the needs being fully met on the right (the implementation values).
The way you get this customer insight is by developing a Kano questionnaire where you ask your customers how they’d feel with or without any given offering or planned initiative.
The core idea of the Kano model is that the more time you spend investing resources (time, money, effort) to create, innovate and improve the activities or initiatives in each of the three buckets, the higher the level of customer satisfaction will be. The caveat here, is that customer satisfaction can plateau when all of their needs are met, so putting time and energy into increasing satisfaction further is actually wasted effort. Identifying the point at which your customers are truly satisfied can be a difficult value to obtain and measure.
The Digital Culture Network is here to support you or your organisation. Our Tech Champions can provide free 1-2-1 support to all creative and cultural individuals and organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touch. Sign up for our newsletter below and follow us on Twitter @ace_dcn and LinkedIn for the latest updates.
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