http://www.hansonexperience.com/my_weblog/2005/05/presentation_ab.html Comments for the entry "Presentation about Experience Marketing" en-us Movable Type v3.34 http://www.rssboard.org/rss-specification don, 15 mei 2008 16:12:38 +01:00 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.

]]> 956@http://www.hansonexperience.com/my_weblog/#c109910 don, 15 mei 2008 16:12:38 +01:00 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.

]]> 956@http://www.hansonexperience.com/my_weblog/#c109911 don, 15 mei 2008 16:14:00 +01:00 Sorry, twee dezelfde reacties. Heb 2x op publiceren gedrukt omdat niet werd aangegeven dat de reactie ontvangen was.

]]> 956@http://www.hansonexperience.com/my_weblog/#c109912 don, 15 mei 2008 16:18:21 +01:00