Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Events, experiences and stories
Document related concepts
Transcript
Events, experiences and stories The Experience Economy Pine and Gilmore 1999 Differentiated Services Positioning Goods Commodity Undifferentiated Market Price Premium • Service quality is no longer a source of competitive advantage • Services are becoming commoditised – hotels and flights sold by price over the ‘net – brands no longer add value • The key to competitive advantage – Create a unique and memorable experience • ‘Experience companies’ out-perform the market in price growth and sales volume • Dramatise the service encounter ‘Work is theatre and every business a stage’ Transformations Experiences Services Goods Commodity A new metaphor for business The military metaphor • Strategy • Planning & tactics • Plant • Operations • Manpower • Responsibilities The theatrical metaphor • Drama • Scripts • Stage sets • Performance • Cast • Roles Work is theatre... when the customer observes it, when staff work in front of customers, you need to put on a performance Events as ‘experiential marketing’? Factory tours Demonstrations and sampling familiarisation trips • Events as ‘unique and memorable experiences’ – big match hospitality – unusual venues – participatory events Putting on a show... • Set the scene -aesthetics, ambience, themes • create a script - characters, tension, surprise • give a performance – get into character, but become the role • engage and involve the audience • send them away with memories and memorabilia The Dream Society Rolf Jensen (1999) • Needs and wants are easily satisfied • What sells now are dreams and aspirations • The most precious resources are stories – that spark the imagination – that reflect how we see ourselves – and how we want others to see ourselves • Events dramatise the story of the brand The emotional market for stories Adventure Love and friendship Care and healing Causes and beliefs Selfdiscovery Peace of mind & spirit Adapted from Jensen What events will • engage the interest and emotions of the target audience? • be unique and memorable? • dramatise the brand’s story, value, benefits? Event experience Company Message Based on Millward Brown’s link test • Pine, BJ & Gilmore JH (1999) The Experience Economy Harvard Business School Press • Jensen, R (1999) The Dream Society McGraw Hill
