1. The Experience Economy
Presented by Aj Scott Smith
MUIC Lecture

2. William Ury

3. “The 3rd side helps us go to the balcony”
William Ury

5. http://www.ted.com/talks/william_ury.html

6. 2 degrees of Separation ?
Joseph Pine-Thomas Thijssen-Scott Smith

8. Chapter 1- Introduction
Key Points:
Coffee Progression
Progression of Economic Value
Kotler feels differently…
A new generation of the experience
economy, co-creation.
Meaningful experiences
*Tips Read 1.4 and 1.5

12. http://www.ted.com/talks/lang/eng/joseph_pine_on_what_consumers_want.html
Pg2 “Their thesis is as soon as a country reaches a certain level of
affluence, the attention shifts from goods and services to experiences”.

14. Chapter 2
Meaningful Experiences
• The Ultimate Experience
• Motivation (Maslow) pg 25
• 5 senses
• 6 Characteristics of a meaningful experience
*Tip-Read 2.1.4 and 2.2

17. It’s OK to disagree
Asian Paradigm?
GenY?

18. Engagement
Motivation
• Making numbers • Good Health
• Getting to the Top • Knowing my friends
• Famous • Being Loved & Appreciated
• Wealthy • Helping others
• Powerful • Green Issues
• Others want what you’ve got • Safety and Harmony
• Others copy you • Time and Money to do what I
• People offer you more for doing less enjoy
• Not having to worry about
Money

19. Discussion
(2 minutes)
What is your personal
definition of
‘experience’ ?

20. Discussion
(2 minutes)
What are the most
significant personal
experiences that have
determined the course
of your life?

21. Discussion
(2 minutes)
What are the most
significant social
experiences that you will
never forget?

22. Discussion
(2 minutes)
What are the most
significant experiences
that you have paid for
and will never forget?

23. How
can experiences be created
and offered to customers
(students)?

25. Chapter 3
Meaningful Experiences in Society
Context of giving meaning to things
Personal, Socio-cultural, Physical
Watersheds in Human existence pg 39
Moens’ Fundamental Developments (Trends)

26. In your opinion what are the five
most important developments
currently taking place among
young people?

27. Chapter 4
The role of companies in giving meaning

28. Examples of
Eatertainment
Eatertainment is the best example of goods/
service/entertainment all together.
Guests go in typically for dinner and leave
with memories and souvenirsrtainment=
Dinner show/movie themes/ jungle noises
“No, I don’t want to go pay 12 dollars for a
small crappy burger just so I can say I ate
there but we can run in and get t-shirts.”
– My Brother every time we are on vacation

30. Experience Economy
 Experiences on physical, emotional,
intellectual or even spiritual levels
Wrap offerings  Experiences won’t be the same for any two
people
with experiences  Spreads beyond theatres and theme
parks:
for higher levels  Hard Rock Café, Planet Hollywood
of differentiation  Niketown
Geek Squad
and profit

“to go beyond the function and compete on the basis of providing experience”
- Sir Colin Marshall, Chairman, British Airways

31. the experience economy
The New Paradigm for Brands
Prepared by Heather White-Laird
Executive Creative Producer, iCrossing

32. “mass marketing is dead”
Alan Lafley, CEO of Proctor and Gamble

33. advertising
can
no longer
exist
by
blasting
messages
to an
audience

34. prior to the internet it was a
people to people
world

35. there were smiling shoe salesmen

36. now the relationship is digital

37. there were kindly bank tellers

38. now it’s all done online

39. in just the
last two years,
there has been a
fundamental shift
in how
we experience
the
world

40. people want
to be part
of a
community
& brands
need
to participate
in
that
conversation

42. Joseph Pine and James Gilmore

43. once our
basic
needs
are
met…

44. We seek an emotional experience
we seek an emotional experience

45. this doesn’t satisfy us anymore

46. it’s all about the relationship

47. and instead of this

48. we seek a financial friend

49. a brand is not a place, it’s a direction
John Gerzema, Chief Insights Officer, Young & Rubicam

51. for decades
the mantra
was always
show the
product

52. always
show
the
product

53. or show someone famous with
your product

54. now product takes a back seat to
experience

57. service vs. experience

60. A business model based on happiness

61. Do we really need more proof that we
live in an experience economy?

62. Chip Conley told us about the development of his company
Joie de Vivre Hospitality, with which he won the world’s
‘Experience Stager of the Year’ award in 2001. He creates
niche boutique hotels dedicated to the adjectives described in
a lifestyle representing magazine.
Brands are mirrors! the whole corporate culture that
he designs by working with, among others, ‘work climate
surveys’ and an ‘open door policy’ for which he won the 6th
‘Best Company to Work for in California’ award.
http://www.jdvhotels.com/
http://www.ted.com/talks/lang/eng/chip_conley_measuring_what_makes_life_w
orthwhile.html

63. Typical Business Cards?
No more!

64. Questions?

66. A man of 92 years, short, very well-
presented, who takes great care in his
appearance, is moving into an old people’s
home today.
His wife of 70 has recently died, and he is
obliged to leave his home.
After waiting several hours in the retirement
home lobby, he gently smiles as he is told
that his room is ready.

67. As he slowly walks to the elevator, using his
cane, I describe his small room to him,
including the sheet hung at the window which
serves as a curtain.
"I like it very much", he says, with the
enthusiasm of an 8 year old boy who has just
been given a new puppy.
"Sir, you haven’t even seen the room yet,
hang on a moment, we are almost there. "

68. " That has nothing to do with it ", he
replies.
" Happiness is something I choose in
advance. Whether or not I like the room
does not depend on the furniture, or the
decor – rather it depends on how I decide
to see it. "
" It is already decided in my mind that I like
my room. It is a decision I take every
morning when I wake up. "

69. " I can choose. I can spend my day in bed
enumerating all the difficulties that I have
with the parts of my body that no longer
work very well, or I can get up and give
thanks to heaven for those parts that are still
in working order. "

70. " Every day is a gift, and as long as I can
open my eyes, I will focus on the new day,
and all the happy memories that I have built
up during my life. "
" Old age is like a bank account. You
withdraw in later life what you have
deposited along the way. "

71. So, my advice to you is to deposit all the
happiness you can in your bank account of
memories.
Thank you for your part in filling my
account with happy memories, which I am
still continuing to fill…

72. Remember these simple guidelines for happiness.
1. Free your heart from hate.
2. Free your mind from worry.
3. Live simple.
4. Give more.
5. Expect less.

73. Jorge
Colombo
Niche Tourism 101

74. SPECIAL INTEREST TOURISM

76. • Mass Tourism: Conventional tourism
involving large numbers of tourists in
staged settings
• Niche Tourism: Special Interests,
culture, and/or activity-based tourism
involving a small number of tourists in
authentic settings

78. Cultural
• Heritage
• Tribal
• Religious
• Educational
• Genealogy
• Research

79. Environmental
• Nature and wildlife
• Ecotourism
• Adventure
• Coastal

80. Rural
• Farms
• Camping
• Wine
• Sport
• Festivals and events

81. Urban
• Business
• Conference
• Exhibition
• Sport
• Gallery
• Art

82. Others
• Photographic
• Small Cruise
• Volunteer
• Youth
• Transport

83. NI GHT V I EW OF
B A NGKOK

84. Principles of Ecotourism:
• Minimize impact.
• Build environmental and cultural awareness
and respect.
• Provide positive experiences for both visitors
and hosts.
• Provide direct financial benefits for
conservation. Provide financial benefits and
empowerment for local people.
• Raise sensitivity to host countries' political,
environmental, and social climate.

85. Responsible Travel Myths
 I have to sacrifice quality and luxury of
accommodations.
 It's expensive!
 It's too difficult to be a responsible
traveler.
 It means traveling to tropical jungles.
 It's for backpackers.

86. Extreme Tourism
• Extreme tourism or impact tourism is
including a kind niche tourism clearance
to the dangerous places (mountains,
jungle, deserts, caves, etc.) or
participation with into dangerous cases.

87. Patagonian Desert

88. Canoe on the Amazon River

89. Rock Climbing in Pakistan

90. Fashion Tourism
• Paris
• Milan
• New York
• Tokyo
• Shanghai
• Sydney

91. Champs Elysees, Paris

92. Milan Luxury Shopping Arcade,
Italy

93. ARCHITECHURE
• Chicago

94. Ginza, Tokyo