Transcript Events, experiences and stories

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