The Experience Economy

This work is based upon work supported by the New York Wine and Grape Foundation The Experience Economy Delivering world class value through New York Wineries Presented by Richard “Rick” Lagiewski And Shannon Brock Sponsored by the New York Wine and Grape Foundation Why do people buy a Harley Davidson Motorcycle? - The Experience Economy introduction?? Is it about the features of a motorcycle? Is it the feeling of cool, freedom, being a rebel? Which is better? Which is harder for a competitor to copy? The Progression of Economic Value – in a competitive environment Differentiated Relevant to Stage Experiences Competitive Position Deliver Services

Needs of Customers Make Goods Undifferentiated Extract Commodities Irrelevant to Market Pricing Premium Modified from Pine and Gilmore – The Experience Economy: Work Is Theater & Every Business a Stage 1999 Economic Distinctions Modified from Pine and Gilmore – The Experience Economy: Work Is Theater & Every Business a Stage 1999, Pg. 171 The Goal is to …… • Turn an ordinary event into a memorable experience. i. e. stage an experience. Experiential Realms • Customer Participation – Passive = Customers don’t affect the performance – Active = Customers play a key role in creating their experience Modified from Pine and Gilmore – The Experience Economy: Work Is Theater & Every Business a Stage 1999 Experiential Realms • Connection – Environmental Relationship – Absorption = Viewing NASCAR from the grandstand – Immersion = Watching the race from Pit row –Modified from Pine and Gilmore – The Experience Economy: Work Is Theater & Every Business a Stage 1999 The key is the sweet spot • Where all four realms meet. The Sweet Spot Absorption Passive Participation Entertainment Esthetic Educational Escapist Active Participation Immersion Modified from Pine and Gilmore – The Experience Economy: Work Is Theater & Every Business a Stage 1999 How to achieve this? • • • • • Theming Provided positive cues Eliminate negative cues Mix in Memorabilia Engage all five senses – Modified from Pine and Gilmore – The Experience Economy: Work Is Theater & Every Business a Stage 1999 Experiential Marketing • Hearts are not rational • Pictures have replaced words • Advertising has completely changed • We love to buy, but we hate to be sold to. • Features and Benefits selling is a relic of the 1980’s • Experiential marketing drives emotional decisions based on feelings What’s reason got to do with it? ” The Objective of Experiential Marketing To create desire for the future feelings associated with what is implicitly being offered. Feeling created “I want that” Why? “I just do. ” Modi? ed from Peter Jones – Selling to the Dream Society 2006 Experiential Marketing Out Direct Push Explain Overt Claim Focus on the seller’s message In Invite Tempt Tease Implied Promise Focus on the buyer’s feelings Modi? ed from Peter Jones – Selling to the Dream Society 2006 How do you translate Experiences into production?

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Understand the final objective…… From the buyer’s perspective Understand what sort of experience you are offering Work the process right through to how you want your customer to feel when they use what has been purchased Create Key Emotion Propositions Modi? ed from Peter Jones – Selling to the Dream Society 2006 How do you translate experience into production? Understand the final objective…… From the buyer’s perspective Understand what sort of experience you are offering Work the process right through to how you want your customer to feel when they use what has been purchased

Organic Create Key Emotion Propositions Use an organic lexicon, not a mechanical one Mechanical Create a story that will deliver the Enjoy Tour Hours implied promise of those feelings. Make Lists Stories are strong. Explore Call now Learn Prices Feel Offering Mystery Demonstration Modi? ed from Peter Jones – Selling to the Dream Society 2006 How do you translate experience into production? Understand the final objective…… From the buyer’s perspective Understand what sort of experience you are offering Work the process right through to how you want your customer to feel when they use what has been purchased

Create Key Emotion Propositions Use an organic lexicon, not a mechanical one Create a story that will deliver the implied promise of those feelings. Stories are strong. Decide what type of marketing to use Modi? ed from Peter Jones – Selling to the Dream Society 2006 Emotional Marketing Act Feel Think Stories Sense Relate Experience Modi? ed from Bernd H. Schmitt – Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands 1999 How do you translate Experience into production?

Understand the final objective…… From the buyer’s perspective Understand what sort of experience are you offering Work the process right through to how you want your customer to feel when they use what has been purchased Create Key Emotion Propositions Use an organic lexicon, not a mechanical one Create is what we will deliver the Rationale a story thatuse to justify our implied decisions those feelings. emotional promise ofto ourselves and Stories are strong. explain them to others. Decide what type of marketing to use Rationale Reinforce the experience with compelling rationale Modi? d from Peter Jones – Selling to the Dream Society 2006 Where do we go from here? • Begin with an experiential mission statement that will drive your marketing, your message and your uniqueness. Why do I need a mission? • Helps define the experience you offer • Lets visitors know what to expect Allows you to replicate the experience for each visitor • Provides a guiding force in uncertain times • victim/futility hope/purpose Why do I need a mission? “A team mission statement represents the purpose and values of your group. If done well, this mission statement will be written in the hearts and minds of our team, influencing team members’ daily decisions and fostering an important sense of commitment and involvement. ” –Stephen Covey Examples of winery mission statements We believe that great wines begin in the vineyard. For us, winegrowing is a collaboration with nature – a balance between our passion for excellence and our trust in the natural expression of soil, climate and vine. As stewards of the land, it is our responsibility to farm it carefully, harvest the fruit gently and guide our wines — with as little intervention as possible through a natural winemaking process.

Examples of winery mission statements Creativity and perfection in all realms of living is what we strive for. We don’t stop when we put the brush down, but continue throughout our lives, in winemaking, cooking, in friendships. It creates a mystical essence. That’s what we are about. Examples of winery mission statements The long term goal being to craft the finest classic cool climate varietal wines of Pinot Noir, Riesling, Pinot Gris and Chardonnay. Examples of winery mission statements Work at the castle is aimed towards the production of high quality wines.

The cultivation system aims rigorously at respecting the environment. The wine has the title DOCG which is the most important acknowledgement of quality that the Italian state attributes to wine. Examples of winery mission statements Needless to say, our spirit reflects, above all, a certain joie de vivre created by a spontaneous champagne which brings something extra to those memorable moments shared with friends. Who could put it better than Laurence Mercier-Bardin, great, great granddaughter of the founder: “A taste for our wine is a taste for the pleasure of sharing a convivial, uncomplicated atmosphere.

For lovers of our wine, each bottle offers the kind of warmth and generosity only to be found in fresh, fruity, intense and spontaneous champagnes. ” Examples of winery mission statements Our wine program will educate consumers about the quality of New York wines, illustrate the diversity of wines produced in the state, and build agri-tourism for the New York industry. Our goal is to promote the “New York” brand. How to write a mission statement: Resources • Mission Statement Builder at www. ranklincovey. com – select “team” • Seven Habits of Highly Effective People by Stephen R. Covey, “Habit 2” • The Experience Economy by B. Joseph Pine II and James H. Gilmore, chapter 3: “The Show Must Go On” Activity: Craft a Mission Statement • Together with 2-3 others, craft a mission statement for your wine region. Refer to the handout for help. Take-away • Homework: Create/revise the mission statement for your winery. • Make it a living document– revision, communication, commitment

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