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Transcript of Events Experience
(Being able to provide a service to all customers through behavior in the sense of being trustworthy, honest and the believable factor that you give of to all customers)
(Providing a service that enables customers feel free from danger, risk or any kind of doubts)
What is an experience?
Definition of Experience:
An experience is similar to a service. An individual or a company provides a Venue, possibly some products and entertainment.
A person does not buy a commodity or a good.
They pay to 'spend time enjoying a series of memorable events' and to 'engage' 'in a personal way.'.(Pine and Gilmore 1999 p.2)
This chart shows how each successive offering. Using an example of a birthday party, the commodities are the pure ingredients of a birthday cake. The goods is the packaging that the cake is in, and can now be brought as cake mix. The delivery services shows that cakes can also be brought ready made and even be delivered to the venue. Finally the Stage experience is how cakes have become more extravagant and within theme of parties. The actual thrown parties themselves have become more desirable.
Pine and Gilmore 1999 p.30
(The knowledge and skills required to perform the service)
(the service that an individual gives to a customer through politeness, respect, consideration and friendliness)
(Willing to help customers with all their individual needs which includes to provide a prompt service)
Access and Welcome -
(This includes welcoming customers and well as being approachable)
(appearance of physical facilities, equipment, personnel, and communication materials)
(ability to perform the promised service that suites the consumers needs and wants in the most accurate form)
Economic Value Overview
1. For a long time baking a cake ‘from scratch’ was all that was available and the use of hands utensils and commodities were all that was used to make a birthday cake.
2. Then came packaged mixes this made baking cakes much easier
3. Then buying baked cakes became the normal thing to do - bringing the birthday “industry” to the service realm.
4. Today, the entire party products are brought in, from the cake, balloons and entertainment. customers will pay a premium for these services in order to gain the full experience.
The Progression of Economic Value
Types Of Events
Four Realms (TWISTER STYLIE)
the experience economy
(Pine and Gilmore 1999 p.2)
http://www.efestivals.co.uk/festivals/shambala/2013 24/ 10
Stedman, Neirotti & Goldblatt 2001 p.151
Why do companies use events in sponsoring and branding
- (Being able to provide any relevant information to customers in a language they understand)
(Being able to relate to customers needs combining this with relating to the emotional side an individual can feel during a specific time)
Located in the midlands
Shows success as an event
Creating active participation for customers
Hillsborough disaster in 1989 led to be one of the most tragic football experiences so far, where at least 93 supporters had died from crushing as a result of too many fans being let back in to the already full Leppings lane end of the grounds.
Companies use experiences to either introduce their brand or re engage customers with their products or services. this is done through emotional positioning, which is done with innovative communication devices.
(Stedman, Neirotti & Goldblatt 2001 p.151)
5 Segments of Experience
Stages of the experience- Events or feelings which occur before, during and after the experience.
Actual Experience- Factors or variables within the experience which influences participation and shapes outcomes.
Needs that are being addressed through the experience
Role of the participant and other people involved in the experience
role and relationship with the provider of the experience
“If we cannot clearly articulate what the event experience is, then how can it be planned or designed? If we do not understand what it means to people, then how can it be important?” (Getz 2007, p.170)
The 3 dimensions are :
Conative, this describes actual behaviour
Cognitive this refers to awareness, perception, memory, learning and making sense of the experience
Affective describes emotions and feelings, preferences and social aspects
Process of Economic Value