Welcome to the experience economy (Pine & Gilmore, 1998)

Course 5082Media ManagementGroup 8

Pricing

Competitive position

The progression of economic value

Commodities

Goods

Services

EXPERIENCES!

(Pine & Gilmore, 1998)

Experiences ≠ Services

”An experience occurs when the company intentionally uses services as the stage, goods as props to engage individual customers in a way that creates a memorable event” (page 98)

Commodities are Fungible (cake ingredients) Goods are Tangible (cake mix) Services are Intangible (order cake) EXPERIENCES are MEMORABLE (outsourced B-day event)

(Pine & Gilmore, 1998)

Theaters, amusement parks

Then…

(Pine & Gilmore, 1998)

NOW…

New technology creates new genres of experiences like interactive multiplayer games, chat rooms.

Interactive stores, involving the customer as the guest in an experience, with less stress on sales of the physical product.

(Pine & Gilmore, 1998)

X: Customer participation (Passive-Active)Y: Connection (Immersion-Absorption)

Two dimensions create four realms of experience

(Pine & Gilmore, 1998)

TelevisionLecture

Acting ina play

Art Gallery

Designing experiences

• One Effective Theme– Organizes the memory of impressions– Concise and appealing, implicit or explicit

• Cues– Harmonize impressions– Eliminating negative cues

• Memorabilia• Engaging all five senses