Events, experiences and stories

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Events, experiences and stories
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The Experience EconomyPine and Gilmore 1999
Differentiated
Services
Positioning
Goods
Commodity
Undifferentiated
Price
Premium
Market
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• 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

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• 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
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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

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• 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

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• Events as unique and memorable experiences
• big match hospitality
• unusual venues
• participatory events

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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

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The Dream SocietyRolf 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

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The emotional market for stories
Adventure
Love and friendship
Self-discovery
Causes and beliefs
Peace of mind spirit
Care and healing
Adapted from Jensen
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What events will

• engage the interest and emotions of the target
  audience?
• be unique and memorable?
• dramatise the brands story, value, benefits?

Event experience
Company
Based on Millward Browns link test
Message
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• Pine, BJ Gilmore JH (1999) The Experience
  Economy Harvard Business School Press
• Jensen, R (1999) The Dream Society McGraw Hill