The Experience Economy

1366 WordsSep 4, 20106 Pages
This work is based upon work supported by the New York Wine and Grape Foundation The Experience Economy Delivering world class value through New York Wineries Presented by Richard “Rick” Lagiewski And Shannon Brock Sponsored by the New York Wine and Grape Foundation Why do people buy a Harley Davidson Motorcycle? Is it about the features of a motorcycle? Is it the feeling of cool, freedom, being a rebel? Which is better? Which is harder for a competitor to copy? The Progression of Economic Value – in a competitive environment Differentiated Relevant to Stage Experiences Competitive Position Deliver Services Needs of Customers Make Goods Undifferentiated Extract Commodities Irrelevant to Market…show more content…
Stories are strong. Decide what type of marketing to use Modified from Peter Jones – Selling to the Dream Society 2006 Emotional Marketing Act Feel Think Stories Sense Relate Experience Modified from Bernd H. Schmitt - Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands 1999 How do you translate Experience into production? Understand the final objective…… From the buyer’s perspective Understand what sort of experience are you offering Work the process right through to how you want your customer to feel when they use what has been purchased Create Key Emotion Propositions Use an organic lexicon, not a mechanical one Create is what we will deliver the Rationale a story thatuse to justify our implied decisions those feelings. emotional promise ofto ourselves and Stories are strong. explain them to others. Decide what type of marketing to use Rationale Reinforce the experience with compelling rationale Modified from Peter Jones – Selling to the Dream Society 2006 Where do we go from here? • Begin
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