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What would you do differently in your business, if people first had to pay for admission? Would you be still be in business if there was a $5 entrance fee into your club or studio? In 1999, Joseph Pine and James Gilmore's book 'The Experience Economy' catapulted onto the Best Seller list. Ten years down the track, the philosophies they shared have never been more relevant. An experience occurs when a business intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event. Commodities are fungible, goods tangible, services intangible, and experiences memorable. And what are you doing to create these experiences. In this strategic session you will walk with ideas that will differentiate yourself from your competitor.
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The Experience Economy is Alive & Kicking Are you?
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“Commoditised. No company wants that word applied to its goods or services. Merely mentioning commoditisation sends shivers down the spines of executives and entrepreneurs alike. Differentiation disappears, margins fall through the floor, and customers buy solely on the basis of price, price, price.”
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The Service Economy
The Experience Economy
The Goods-Based Economy
The Agrarian Economy
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Goods = Tangible
Services = Intangible
Experiences = Memorable
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• “What would we do differently in our clubs if we were to charge admission?”• “What would our group exercise instructors do differently if at the end of their class, a
collection bowl was passed around for members to donate to their wage?”• “What would our personal trainers do differently if they were paid a minimum wage but could
keep 100% of tips from their clients?”
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Customer Participation
Passive Active
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Customer Connection
Absorption
Immersion
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Absorption
Immersion
Passive Active
Entertainment Educational
Aesthetic Escapist
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Absorption
Immersion
Passive Active
Entertainment Educational
Aesthetic Escapist
The Sweet Spot
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4 Step Plan1. Theme your experiences2. Harmonise the impressions with positive cues3. Mix in memorabilia4. Engage all 5 senses
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Where Now?
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Justin TamsettB.Ed (Phys & Health Education)
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"What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others."
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