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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy
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... HELLO
Planning for Success
in The Experience
Economy
@_lisabaxter
7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy
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My asp ira tion is tha t all arts
& c ultura l organisa tions a re
supported to deliver value to aud ienc es through the
c rea tion & management of a strategic audience
experience plan tha t p lac esaudiences a t the heart of
their business.
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Experience is the newBLACK
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The ExperienceEconomy
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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy
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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy
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We are not just in the
business of presenting the
arts to audiences.
We are also in the business of shaping, creating and
managing experiences for people.
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audience experience
=
brand experience
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(audience/ brand) experience =
value
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“Satisfaction with the artistic experience
alone is not enough to drive repeat
attendance.
If excellent artistic work is not enough to
retain a satisfied patron, what is?”
Alan Brown
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The audience experience is the end-to-
end interaction between an arts
organisation and a customer.
It is a blend of the organisation’s
physical, artistic and human
performance, the senses stimulated,
the emotions evoked, the meanings
and impacts created …
… each intuitively measured against
customer expectations across all
moments of contact.
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A company with a price advantage can
be undercut.
A company with a performance
advantage can be outflanked.
A company with an emotional advantage
can potentially command loyalty.
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We need to embed creativethinking and innovation
within our organisations to break with tradition and
create new platforms for
value delivery
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Practical Applications
develop and refine information &communications
building/ interior design & layout
• customer orientation
• inform new product & service design
• relationship building
• audience enrichment
•
inform the artistic offer
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Balancing mission & money
old paradigm
market
business needsaudience value to us
persuade
knowledgemeasure tangibles
quality of art
new paradigm
+ mission
+ aud ienc e needs+ our va lue to
audience
+ attract
+ empathy
+ appreciate
intangibles
+ quality of
My asp ira tion is tha t all arts
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My asp ira tion is tha t all arts& c ultura l organisa tions a re
supported to deliver value to aud ienc es through the
c rea tion & management of a strategic audience
experience plan tha t p lac esaudiences a t the heart of
their business.
7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy
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... THANK YOU
PLEASE STAY IN TOUCH
TEL 01422 346 359 / 07941 05 3322
TWEET @_lisabaxter
EMAIL [email protected]
WEB www.theexperiencebusiness.co.uk
