Our Experience Culture: Arts and Entertainment Experience (Un)marketing
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In this presentation I introduce the concept and nature of our experience culture. In this I discuss why and how we see the arts and entertainment as experiences, which differs from approaching them as products and/or services. How we reflect on and learn about our experience culture, be it as an artist or enterprise through the ongoing reflective practice of a situation analysis.
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Our Experience Culture: Arts and Entertainment Experience (Un)marketing
- 1. Ar & ts ^ Entertainment “Experience” UnMarketing Date: 9/10/13! /drkellypage! @drkellypage!
- 2. Our Experience Culture “Culture has always been driven by the marketplace. It’s just that today the marketplace, having invaded every nook and cranny of our lives, is completing supplanting cultures; the marketplace has become out culture.”! Tom Robbins! Date: 9/10/13! /drkellypage! @drkellypage!
- 3. Technology: Disruption & Engagement • Roger McNamee is a co-founder of Elevation Partners, an investment partnership focused on the intersection of media and entertainment content and consumer technology. ! – Roger performs 100 shows a year in the band Moonalice, where he plays bass and guitar. ! – Moonalice pioneered the use of social media in music, inventing such applications as Twittercast concerts, Moonalice radio on Twitter, live Mooncast (video) concerts, the Couch Tour. ! – Moonalice's single, "It's 4:20 Somewhere" has been downloaded more than 845,000 times. ! • What do we mean by convergence?! Date: 9/10/13! Source: TEDxSantaCruz /drkellypage! @drkellypage!
- 4. Our Experience Culture --What can we learn from the music industry? Date: 9/10/13! /drkellypage! @drkellypage!
- 5. The Virtual Choir Source: TED: h3p://www.ted.com/talks/eric_whitacre_a_virtual_choir_2_000_voices_strong.html Date: 9/10/13! /drkellypage! @drkellypage!
- 6. Arts & Entertainment as “Experience” Industries – Passive to active involvement [situation or enduring]! – Gradual absorption to total immersion of senses [vivid experience]! • ! We can enhance the “realness” by blurring the boundaries between realms to promote a total immersive experience! Date: 9/10/13! Gradual Absorp-on Entertainment e.g., live dance Educa2onal e.g., museums Esthe2cs e.g., visual art Escapist e.g., gaming Immersion /drkellypage! @drkellypage! Ac-ve Par-cipa-on • In The Experience Economy authors Joseph Pine & James Gilmore (1999) present a view of stages experiences as “experience realms of engagement”! Organized by type and four level of involvement: ! Passive Par-cipa-on •
- 7. Comparison 1: Products versus Experiences PRODUCTS EXPERIENCES IMPLICATIONS Tangible Intangible Entertainment can not be inventoried Pricing is difficult Standardized Context-‐dependent Audience saIsfacIon depends on unique delivery and many uncontrollable factors ProducIon separate from consumpIon Simultaneous producIon and consumpIon Audience parIcipate in transacIon Audience members affect each other Employee affect audience saIsfacIon Mass producIon can be difficult Experience can not be returned or sold Not perishable Perishable Hard to synchronize supply and demand with experience Entertainment cannot be returned or resold Date: 9/10/13! /drkellypage! @drkellypage!
- 8. Comparison 2: Economic Distinctions between Products, Services & Experiences OFFERING PRODUCTS SERVICES EXPERIENCES Economic Func2on Make Deliver Stage Nature of offering Tangible Intangible Memorable Key a=ribute Customized Personal Standardized Method of Supply Inventoried Delivered Revealed Seller Manufacturer Provider Stager Buyer User Client Factors of demand Features Benefits Guest / Audience SensaIons Source: Pine & Gilmore (1999) The Experience Economy (p.6) Date: 9/10/13! /drkellypage! @drkellypage!
- 9. Products are used to tangibalize A&E Experiences • Licensed merchandise! • Advertiser funded programs! • Bottle cap and can top premiums! • Supermarket discounts! • Consumer-produced ads! • The list is endless …! Source: Neatstuff Music Collectables! The Entertainment Industry: Music & Economy! Date: 9/10/13! /drkellypage! @drkellypage!
- 10. Activity: My Music Experience • • • • • • • Collect & Share Activity! Consider an artifact from a music experience you've had in the past that in some way had an effect on you. ! The artifact can be anything that evokes a memory of that music experience --- a song to be played to the class (please also print the lyrics or an artifact for the song), a t-shirt, ticket stubb, receipt, CD cover, a photo, a print out of the home page of their website or Facebook page, a tweet (printed), news article or blog post etc.! Why are these artifacts important?! What do they signify?! What do they help us to do as audience members?! What do they tell us about the economics and structure of the music industry?! Date: 9/10/13! Source: Neatstuff Music Collectables! /drkellypage! @drkellypage!
- 11. Evaluating “Experience” Quality [1] “Audience and community expectations” ! Standards of reference points brought to a situation; sources are from pricing, advertising, promotion and personal experience and word-of-mouth! ! ! ! ! ! ! GAPS Model of Service Quality “Audience perceptions” ! subjective assessments of the actual experience! Date: 9/10/13! /drkellypage! @drkellypage!
- 12. Evaluating “Experience” Quality [2] • Four gaps that affect experience quality:! • Elements to consider:! – – – – – – – – – – • Access! Communication! Competence! Courtesy! Credibility! Reliability! Responsiveness! Security! Tangibles! Understanding audiences and guests ! 1. Not knowing what guest / audiences expect 2. Not selecIng the right experience designs and standards 3. Not delivering experience designs and standards 4. Not matching performance to promise communicated and shared A GAPS Audit is used to evaluate the difference between expectations & perceptions! Date: 9/10/13! /drkellypage! @drkellypage!
- 13. Factors to consider for Communicating about experiences weaving products and services together with experiences One chance and it’s gone Convergence Immediacy A3enIon Date: 9/10/13! Awareness & our evoked set /drkellypage! @drkellypage!
- 14. Activity: Situation Analysis --- Where are we? Communications planning begins with the Situation Analysis, or an intense self-examination that involves answering the question, “Where are we?” ! By asking a series of questions about your enterprise or creative work [internal audit] and the world in which you function [competitor and external audit] ! This helps to narrow down the monumental problems and/or opportunities of expanding your community and audience. ! ! 1. Read: “Taming the Dreaded Situation Analysis” (Page 2.1-2.11). ! 2. For the organization given to you complete the following two worksheets individually A) Worksheet 1: Internal Audit - “It’s all about me” B) Worksheet 2: External Audit - “PESTLE” ! 3. Discuss what you came up with with the class.! Date: 9/10/13! /drkellypage! @drkellypage!
- 15. Ar & ts ^ Entertainment “Experience” UnMarketing Date: 9/10/13! /drkellypage! @drkellypage!