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Presentation about Experience Marketing

I found a very interesting presentation about Experience Marketing (pdf) in the posting of Jeff Kallay. He found it at the e-Strategic Research Consulting Group.

The summary of the presentation:

1. Brand marketers which succeed in the experience economy will use creativity to compete in uncontested market space that leaves their competitors behind while offering a novel approach to solving customer’s needs.
2. In today’s time crunched world, you are competing for someone’s time as much as their wallet. How much time are they spending with your brand? Consumer’s invest their time with brands that make them feel special.
3. To succeed in the experience economy, brand managers will need to focus on the brand as an emotional experience rather then as a set of features and functionality.
4. The individual, not the network, the studio, or the cable operator, becomes the broadcaster in the future, deciding what, when and where they will consume media. You must win an invitation to their show to succeed.

About The Author

Hans Mestrum

Hans is al 12 jaar bezig op het gebied van Social & Media. Momenteel is hij vlogger bij de Hogeschool van Arnhem en Nijmegen (HAN). Daarvoor houdt hij o.a. deze weblog bij met videoblogs van projecten, evenementen etc. Daarnaast schrijft hij op persoonlijke titel over trends, zijn (professionele) leven en overwegingen. Bekijk ook zijn profiel website

3 Comments

  1. Erik Tjallinks

    Experience marketing is controversial. I’m reading a book titled: “Hospitality, a Social Lens”, a bundle of papers edited by Conrad Lashley, Paul Lynch, Alison Morrison. The question is raised if customers are not cheated by offering them standardized, commodified experiences. Artificially evoked experiences will in most cases lead to boredom and searching for authenticity. This emerging trend is already visible: TV commercials use more and more exaggerated emotion- and experience presentations because their makers are aware that consumers are more and more aware of “fake”. If they want fake, they’ll buy it (Disneyland, souvenirs, cars), if they want something genuine and authentic, they’ll go for that. Mr. Pine the “inventor” of experience marketing, already adjusted his adagion that you have to make your product or service an “experience”, under the influence of the school which produced the abovementioned book. If you have a genuine experience to offer, that’s OK and market it. But customers will more and more experience what they really experience, nothing more, nothing less. If you sell a washing machine as kind of experience, the customer will ignore it: (s)he is looking for a convenient machine to do the laundry and that’s it.

    Antwoord
  2. Erik Tjallinks

    Experience marketing is controversial. I’m reading a book titled: “Hospitality, a Social Lens”, a bundle of papers edited by Conrad Lashley, Paul Lynch, Alison Morrison. The question is raised if customers are not cheated by offering them standardized, commodified experiences. Artificially evoked experiences will in most cases lead to boredom and searching for authenticity. This emerging trend is already visible: TV commercials use more and more exaggerated emotion- and experience presentations because their makers are aware that consumers are more and more aware of “fake”. If they want fake, they’ll buy it (Disneyland, souvenirs, cars), if they want something genuine and authentic, they’ll go for that. Mr. Pine the “inventor” of experience marketing, already adjusted his adagion that you have to make your product or service an “experience”, under the influence of the school which produced the abovementioned book. If you have a genuine experience to offer, that’s OK and market it. But customers will more and more experience what they really experience, nothing more, nothing less. If you sell a washing machine as kind of experience, the customer will ignore it: (s)he is looking for a convenient machine to do the laundry and that’s it.

    Antwoord
  3. Erik Tjallinks

    Sorry, twee dezelfde reacties. Heb 2x op publiceren gedrukt omdat niet werd aangegeven dat de reactie ontvangen was.

    Antwoord

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hansmestrum About me
Hans Mestrum

Leuk dat je hier op mijn weblog bent. De video's en foto's die je hier vindt, zijn door mij gemaakt voor o.a. de Hogeschool van Arnhem en Nijmegen (HAN), waar ik videoblogger en social mediaspecialist ben.

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