muic lecture. experience economy with chip conley
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TRANSCRIPT
The Experience Economy
Presented by Aj Scott Smith
MUIC Lecture
William Ury
“The 3rd side helps us go to the balcony”William Ury
http://www.ted.com/talks/william_ury.html
Joseph Pine-Thomas Thijssen-Scott Smith
2 degrees of Separation ?
Chapter 1- Introduction
Key Points:Coffee ProgressionProgression of Economic ValueKotler feels differently…A new generation of the experience
economy, co-creation.Meaningful experiences
*Tips Read 1.4 and 1.5
http://www.ted.com/talks/lang/eng/joseph_pine_on_what_consumers_want.html
Pg2 “Their thesis is as soon as a country reaches a certain level of affluence, the attention shifts from goods and services to experiences”.
Chapter 2Meaningful Experiences
• The Ultimate Experience• Motivation (Maslow) pg 25• 5 senses• 6 Characteristics of a meaningful
experience
*Tip-Read 2.1.4 and 2.2
It’s OK to disagree
Asian Paradigm? GenY?
EngagementMotivation
• Making numbers• Getting to the Top• Famous• Wealthy• Powerful• Others want what you’ve got• Others copy you• People offer you more for doing less
• Good Health• Knowing my friends• Being Loved & Appreciated• Helping others• Green Issues• Safety and Harmony• Time and Money to do what I enjoy• Not having to worry about Money
Discussion(2 minutes)
What is your personal definition of
‘experience’ ?
Discussion(2 minutes)
What are the most significant personal
experiences that have determined the
course of your life?
Discussion(2 minutes)
What are the most significant social
experiences that you will never forget?
Discussion(2 minutes)
What are the most significant
experiences that you have paid for and will
never forget?
Howcan experiences be
created and offered to customers (students)?
Chapter 3Meaningful Experiences in Society
Context of giving meaning to thingsPersonal, Socio-cultural, Physical
Watersheds in Human existence pg 39Moens’ Fundamental Developments (Trends)
In your opinion what are the five most important
developments currently taking place among young
people?
Chapter 4The role of companies in giving meaning
Examples of Eatertainment
“No, I don’t want to go pay 12 dollars for a small crappy burger just so I can say I ate there but we can run in and get t-shirts.”– My Brother every time we are on vacation
Eatertainment is the best example of goods/service/entertainment all together. Guests go in typically for dinner and leave with memories and souvenirsrtainment= Dinner show/movie themes/ jungle noises
Experience Economy
Wrap offerings with experiences for higher levels of differentiation and profit
Experiences on physical, emotional, intellectual or even spiritual levels
Experiences won’t be the same for any two people
Spreads beyond theatres and theme parks:
Hard Rock Café, Planet Hollywood Niketown Geek Squad
“to go beyond the function and compete on the basis of providing experience”- Sir Colin Marshall, Chairman, British Airways
the experience economy
The New Paradigm for Brands
the experience economy
The New Paradigm for Brands
Prepared by Heather White-LairdExecutive Creative Producer, iCrossing
Prepared by Heather White-LairdExecutive Creative Producer, iCrossing
“mass marketing is dead” Alan Lafley, CEO of Proctor and Gamble
advertisingcan
no longer exist by
blasting messages
to an audience
prior to the internet it was a
people to people world
there were smiling shoe salesmen
now the relationship is digital
there were kindly bank tellers
now it’s all done online
in just the last two years,
there has been a fundamental shift
in how we experience
the world
people want to be part of a community& brands need to participate in that conversation
Joseph Pine and James Gilmore
once our
basic needs
are met…
We seek an emotional experiencewe seek an emotional experience
this doesn’t satisfy us anymore
it’s all about the relationshipit’s all about the relationship
and instead of this
we seek a financial friendwe seek a financial friend
a brand is not a place, it’s a direction John Gerzema, Chief Insights Officer, Young & Rubicam
for decades the mantra was always show the product
always show the
product
or show someone famous with your product
now product takes a back seat to experience
service vs. experience
A business model based on happiness
Do we really need more proof that we live in an experience economy?
Chip Conley told us about the development of his company Joie de Vivre Hospitality, with which he won the world’s ‘Experience Stager of the Year’ award in 2001. He creates niche boutique hotels dedicated to the adjectives described in a lifestyle representing magazine.
Brands are mirrors! the whole corporate culture thathe designs by working with, among others, ‘work climate surveys’ and an ‘open door policy’ for which he won the 6th ‘Best Company to Work for in California’ award.
http://www.jdvhotels.com/
http://www.ted.com/talks/lang/eng/chip_conley_measuring_what_makes_life_worthwhile.html
Typical Business Cards? No more!
Questions?
A man of 92 years, short, very well-presented, who takes great care in his
appearance, is moving into an old people’s home today.
After waiting several hours in the retirement home lobby, he gently smiles
as he is told that his room is ready.
His wife of 70 has recently died, and he is obliged to leave his home.
As he slowly walks to the elevator, using his cane, I describe his small room to him, including the sheet hung at the window which serves as a curtain.
"I like it very much", he says, with the enthusiasm of an 8 year old boy who has
just been given a new puppy.
"Sir, you haven’t even seen the room yet, hang on a moment, we are almost
there. "
" That has nothing to do with it ", he replies.
" It is already decided in my mind that I like my room. It is a decision I take every morning when I wake up. "
" Happiness is something I choose in advance. Whether or not I like the
room does not depend on the furniture, or the decor – rather it
depends on how I decide to see it. "
" I can choose. I can spend my day in bed enumerating all the difficulties that I have with the parts of my body that no longer work very well, or I can get up and give thanks to heaven for those parts that are still in working order. "
" Every day is a gift, and as long as I can open my eyes, I will focus on the new day, and all the happy memories that I have built up during my life. "
" Old age is like a bank account. You withdraw in later life what you have
deposited along the way. "
So, my advice to you is to deposit all the happiness you can in your bank account
of memories.
Thank you for your part in filling my account with happy memories, which I
am still continuing to fill…
1. Free your heart from hate.
5. Expect less.
4. Give more.
3. Live simple.
2. Free your mind from worry.
Remember these simple guidelines for happiness.
Niche Tourism 101
Jorge Colombo
SPECIAL INTEREST TOURISM
• Mass Tourism: Conventional tourism involving large numbers of tourists in staged settings
• Niche Tourism: Special Interests, culture, and/or activity-based tourism involving a small number of tourists in authentic settings
Cultural• Heritage• Tribal• Religious• Educational• Genealogy• Research
Environmental• Nature and wildlife• Ecotourism• Adventure• Coastal
Rural• Farms• Camping• Wine• Sport• Festivals and events
Urban• Business• Conference• Exhibition• Sport• Gallery• Art
Others• Photographic• Small Cruise• Volunteer• Youth• Transport
NIGHT VIEW OF BANGKOK
Principles of Ecotourism:• Minimize impact. • Build environmental and cultural
awareness and respect. • Provide positive experiences for both
visitors and hosts.• Provide direct financial benefits for
conservation. Provide financial benefits and empowerment for local people.
• Raise sensitivity to host countries' political, environmental, and social climate.
Responsible Travel Myths
I have to sacrifice quality and luxury of accommodations.
It's expensive! It's too difficult to be a responsible
traveler. It means traveling to tropical
jungles. It's for backpackers.
Extreme Tourism
• Extreme tourism or impact tourism is including a kind niche tourism clearance to the dangerous places (mountains, jungle, deserts, caves, etc.) or participation with into dangerous cases.
Patagonian Desert
Canoe on the Amazon River
Rock Climbing in Pakistan
Fashion Tourism
• Paris• Milan• New York• Tokyo• Shanghai• Sydney
Champs Elysees, Paris
Milan Luxury Shopping Arcade, Italy
ARCHITECHURE
• Chicago
Ginza, Tokyo