events - product, service, experience
DESCRIPTION
Presentation which applies product, service and experience models to formulate strategies for eventsTRANSCRIPT
Events
Product, Service or Experience?
Learning Objectives
At the end of this session participants should beable to:• Define the characteristics of and highlight the differences
amongst products, services and experiences• Discuss the usefulness of product, service and
experience models in analysing events • Apply product, service and experience models to
formulate strategies for events
What are Events?Temporary occurrence with a predetermined
beginning and end. It is unique, stemming from the blend of management, programme setting
and people. (Getz, 2005)“An organised occasion such as a meeting,
convention, exhibition, special event, gala dinner etc. An event is often composed of several
different yet related functions.” (CIC, 2003 cited in Bowdin, 2006:p14)
Special events are...“A special event is that which is different from the normal day of living.”
- Robert Jani, 1955“A unique moment in time celebrated with
ceremony and ritual to satisfy specific needs.” -Goldblatt (1997,
p.2)
Purposes of Events
Purposes of Events• To celebrate important happenings in our lives• To position, brand or build the image of a
person, organisation or country• To relax, to entertain• To mark the local and domestic details of our
lives
Event Types include...
SIZE•Local or community events•Major events•Hallmark events
CONTENT•Cultural Celebrations•Political and State•Arts & Entertainment•Business and Trade•Sport
PURPOSE•Media Event•Corporate Event•Cause-related Event•Publicity Stunt
Event Types include...
SIZE•Local or community events•Major events•Hallmark events
CONTENT•Cultural Celebrations•Political and State•Arts & Entertainment•Business and Trade•Sport
PURPOSE•Media Event•Corporate Event•Cause-related Event•Publicity Stunt
Event Types include...
SIZE•Local or community events•Major events•Hallmark events
CONTENT•Cultural Celebrations•Political and State•Arts & Entertainment•Business and Trade•Sport
PURPOSE•Media Event•Corporate Event•Cause-related Event•Publicity Stunt
So Are Events a Product?
“… a physical good, service, idea or place that is
capable of offering tangible and intangible attributes
that individuals or organisations regard as so necessary, worthwhile or satisfying that they are prepared to exchange,
money, patronage or some other unit of value in order
to acquire it.”(Brassington & Pettitt 2006:
p288)
So Are Events a Product? ...
• No...• What about SUP 11-City Tour? “... a 5 day event for
elite athletes and amateurs roaming
over 220 kilometers (water and land) through 11 Cities,
while promoting the sport with free SUP
clinics.”
.
SUP 11-City Tour Product
• Core product – SUP 220Km race
• Tangible product – Surfboards, maps, schedules, catering, signage, tents, boats ...
• Augmented product- 11-City Tour brand, sponsorship, website SUP Clinics, live tracking
• Potential product – Organized tours, evening events, amateur/fun categories
Core product
Tangible product
Augmented product
Potentialproduct
Product Marketing
Product Price
Place Promotion
... A Service?...
Any activity or benefit that one party can offer to
another which is essentially intangible and
does not result in the ownership of anything
An activity, benefit or satisfaction that is offered
for sale(Kotler et al, 2005)
Classifying SUP 11-City Tour
High service, low physical content
High physical content,
low service
Service Characteristics
• Lack of ownership– No transfer of
ownership when services are sold
• Intangible– Cannot be examined
prior to purchase• Perishable
– Cannot be stored
• Inseparable– Cannot be separated
from the service provider
• Heterogeneity – Each service
experience likely to be different
Service Marketing
Product elements
Place and Time
Price and other outlays
Promotion and Education
Physical Environment Process
People Productivity and Quality
... Or an Experience?...
A product which involves experiential aspects of
consumption rather than utilitarian ones. This type
of product allows consumers to engage in fantasies, feelings and fun and often carries
subjective meanings and characteristics.
(Hirschman and Holbrook, 1982)
Source: Hirschman and Holbrook (1982: p.133)
• Symbolic• Meaningful• Memorable• Emotional• Unique• Intangible
Key Characteristics
The Realms of Experience
Product Place Programming
People Promotions Partnerships
Packaging Price
Event Marketing
• In groups, using either the product, service, experience model analyze the team building event you recently attended– Justify why you believe it is either a product,
service or experience by identifying the key characteristics
– Using either 4 or 8 Ps outline a marketing strategy– Suggest some ideas for improving the event’s
marketing and management
Activity
How Did Your Chosen Model Affect Your Strategy Choices?
• It is possible to define events as products, services or experiences
• An event manger’s beliefs and definitions of events will determine his/her marketing strategies
Summary
References• Brassington, F. & Pettit, S. (2006), Principles of Marketing (4th Edition), Essex,
Pearson Education Limited• Featherstone, M. (1993), Global and local cultures , In J. Bird (Ed.) Mapping the
Futures: Local Cultures, Global Change, pp.168-187, London: Routledge• George, E.W. and Reid D.G. (2005) The power of tourism: A metamorphosis of
community culture, Journal of Tourism and Cultural Change, 3 (2), 88-107• Getz D. (2007), Event Studies, Oxford: Butterworth Heinemann• Gans, H.J. (1999), Popular Culture and High Culture: An Analysis and Evaluation of
Taste, New YorK: Basic Books• Hirschman, E. and Holbrook, M. (1982) Hedonic consumption: emerging concepts,
methods and propositions, Journal of Marketing, 46,(3) 92-101• Hofstede, G. (1984),Culture’s Consequences: International Differences in Work-
related Values, Beverly Hills, CA: Sage Publications• Kotler, P. et al (2005) Principles of Marketing (4th European Edition), Essex, Pearson
Education Limited• Pine, B.J. and Gilmore, J.H. (1999) The Experience Economy: Work is Theatre and
Every Business a Stage, Boston, HBS Press
Further Reading
• Bowdin et al (2011) Events Management (Third Edition), Oxford, Butterworth-Heinmann Chapter 1 downloadable from: http://0-lib.myilibrary.com.emu.londonmet.ac.uk/Open.aspx?id=295454&loc=&srch=undefined&src=0
• Brassington, F. & Pettit, S. (2006), Principles of Marketing (4th Edition), Essex, Pearson Education Limited Chapters 7 and 22 or equivalent
• Hirschman, E. and Holbrook, M. (1982) Hedonic consumption: emerging concepts, methods and propositions, Journal of Marketing, 46,(3) 92-101