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ITM Master 1. Sem |
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Welcome to the Experience
Economy, EVERY BUSINESS IS A STAGE
http://www.kristallwelten.com/ http://www.heinekenexperience.com/ http://www.guinness-storehouse.com/
Commodities --> Goods --> Services --> Experiences
EXPERIENCE REALMS - ALL EXPERIENCES ARE REAL
"Ing the Thing" - Experientalizing your offers Selling the "-ing experience": Embedding Goods in an Experiential Brand Sensorializing Goods Making Goods Scarce Forming a Goods Club Staging a Goods Event
"The Progression of Economic Value"
Example: The Birthday Cake
"The Experience Realms"
"There's no such thing as an artificial experience" - but is there a hierarchy of experiences?
Theming the experience An example:
* The American Girl
Place in Chicago charges school-age girls and their parents admission to see a
musical review and dine in a themed café based on the American Girl dolls and
books. They can spend hundreds of dollars in the American Girl Place for
experiences and they haven’t yet bought a thing.
Another example: Experiencing God Should the church see itself in the business of providing spiritual experiences for seekers or is the concept foreign to the gospel? There are sharp disagreements among Christian leaders over these issues. American church leaders: “The church in the experience economy must move beyond simply providing services to a new sense of -- you should pardon the theologically impaired term -- enchantment.” “It will be expected and needed to engage people in this new culture.” “We are really interested in the concept, not only because that’s where the culture is going but because … that’s what the church is in the business of -- transformational experiences."
North Coast Church in California has been designing its worship services from an experiential point of view for several years -- before they even heard of the concept. When the congregation outgrew its 600-seat sanctuary, church leaders thought about opening overflow rooms but knew they needed to do more. So they created a different worship experience -- a video café with live worship music in a casual setting but with the same sermon shown on a video projector. Rather than “punishing” latecomers by sending them to an overflow room, the video café is an attractive alternative that reaches a different type of worshipers. It has been so popular that occasionally the café fills first, and the main sanctuary becomes the “overflow.” Two more alternative experiences have since been added -- a traditional service and a Gen-X service -- creating four distinct, simultaneous, themed worship experiences, each with live worship music but sharing the same preacher and sermon. North Coast Church has about 4,000 or more people in worship on a typical weekend, with most of them attending the video cafés. “It’s a megachurch that doesn’t feel like one,” says Osborne. “Each preserves a small-church feel.”
In truth, religious american author Sweet says, Christians “are the experience experts.”
Theming the "authentic" Christian experience Lake Pointe Church near Dallas is using theming in its children’s facilities to enhance the experience. Built near a lake, the church’s children’s building has aquariums and an indoor dock, where “fish” are caught with magnetic fishing poles. Children can play on a gym set like the ones they find at McDonalds. All grade-school departments have video projection equipment and computers equipped with Powerpoint presentation software. A slide carries elementary children down from classrooms on the second floor. “The experience economy is selling people a fake experience. What we have to offer is a real experience.” That’s particularly important with youth and young adults, who are very sensitive to faux faith, he said. “Youth want authenticity.” So Lake Pointe won’t use any plastic rocks or fake waterfalls in the youth facility they are building. “They are wanting experience, but they want a real experience.”
Tourism is the No. 1 Experience Economy (Joseph Pine)
"You are what you charge for" When you start charging an entrance
fee for your attraction/shop/sight,
Consequences for: - a souvenir shop? - a restaurant? - a beach (Kurtaxe...)? - a city destination?
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And beyond:
http://www.freedomlab.org/2007/05/25/from-experience-to-transformation-economy/ Experiences are not the final offering. Companies can escape the commoditization trap by the same route as all other offerings: customisation. When you customise an experience to make it just right for the individual – providing exactly what he or she needs right now – you cannot help changing that individual. When you customize an experience, you automatically turn it into a transformation….
With transformations, the economic offering of a company is the individual person or company changed as the result of what the company does. With transformations, the customer is the product! The individual buyer of the transformation essentially says, “change me”.
link to text (pdf) |
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Assignment:
Please choose an example out of leisure and tourism and use the
ideas of "EE"
On Oct. 24th you have 30 min. each for your presentation + discussion. |
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Contact:
Prof. Dr. Wolfgang Georg Arlt FRGS |
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