events - product, service, experience

27
Events Product, Service or Experience?

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Presentation which applies product, service and experience models to formulate strategies for events

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Page 1: Events - Product, Service, Experience

Events

Product, Service or Experience?

Page 2: Events - Product, Service, 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

Page 3: Events - Product, Service, Experience

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)

Page 4: Events - Product, Service, Experience

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)

Page 5: Events - Product, Service, Experience

Purposes of Events

Page 6: Events - Product, Service, Experience

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

Page 7: Events - Product, Service, Experience

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

Page 8: Events - Product, Service, Experience

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

Page 9: Events - Product, Service, Experience

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

Page 10: Events - Product, Service, Experience

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)

Page 11: Events - Product, Service, Experience

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.”

.

Page 12: Events - Product, Service, Experience

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

Page 13: Events - Product, Service, Experience

Product Marketing

Product Price

Place Promotion

Page 14: Events - Product, Service, Experience

... 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)

Page 15: Events - Product, Service, Experience

Classifying SUP 11-City Tour

High service, low physical content

High physical content,

low service

Page 16: Events - Product, Service, Experience

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

Page 17: Events - Product, Service, Experience

Service Marketing

Product elements

Place and Time

Price and other outlays

Promotion and Education

Physical Environment Process

People Productivity and Quality

Page 18: Events - Product, Service, Experience

... 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)

Page 19: Events - Product, Service, Experience

Source: Hirschman and Holbrook (1982: p.133)

Page 20: Events - Product, Service, Experience

• Symbolic• Meaningful• Memorable• Emotional• Unique• Intangible

Key Characteristics

Page 21: Events - Product, Service, Experience

The Realms of Experience

Page 22: Events - Product, Service, Experience

Product Place Programming

People Promotions Partnerships

Packaging Price

Event Marketing

Page 23: Events - Product, Service, Experience

• 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

Page 24: Events - Product, Service, Experience

How Did Your Chosen Model Affect Your Strategy Choices?

Page 25: Events - Product, Service, Experience

• 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

Page 26: Events - Product, Service, Experience

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

Page 27: Events - Product, Service, Experience

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