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Richards Group

richards group
by

Richard Tresidder

on 6 November 2014

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Transcript of Richards Group

UNDERSTANDING THE CONCEPT OF EXPERIENCES MARKETING
UNDERSTANDING YOU PRODUCT
SEMINAR

THE ACTIVITY OF UNDERSTANDING A HOLIDAY, GOING TO A RESTAURANT OR ATTENDING AN EVENT ARE OFTEN MARKERS OF OUR LIFE EXPERIENCES & AS SUCH HAS SIGNIFICANCE BEYOND THE BASIC DEFINITION OF HOSPITALITY & TOURISM
ACTIVITY
IN GROUPS I WOULD LIKE TO UNPACK THE CONTENTS OF ONE OF THE ATTACHED ADVERTS & THINK ABOUT THE FACTORS & EXPERIENCES THAT HAVE BEEN CONTAINED IN THIS WORK.
DOES IT SPEAK TO YOU??
DOES THE ADVERT HAVE THEMES THAT WOULD ALLOW THE ADVERT TO WORK GLOBALLY
DISCUSS THE THEMES THAT ARE UNIVERSAL AND THE THEMES THAT NEED TO BE ADAPTED CULTURALLY

WHAT ARE THE KEY MESSAGES IN THIS WORK
GROUP 1
Unique (one off) experience - wedding.
NEW experiences
Time/Memories/Family
Caters for everyones individual needs
Secluded
Luxury
Details) individuality
Different cultures
Calm/tranquility
GROUP 2
GROUP 3

Then moves on to girl in a field, sunny, happy and relaxing

Others something for everyone, wedding, business, spa (relaxation retreat.

tourism - Set in sunny destination. Perfect for all ages. Offers culture, discovery, history,making memories. Happy all throughout the advert.
GP 4
Welcome and Thank You - two key values
Understanding the customer - what their needs are and how they can create the experience sought
First part very busy/rushed lifestyle - changes to being a relaxed, calm, happy environment
Tries to cater to all needs - business, family, wedding - this can be confusing
THINK BACK TO THE THEMES IN THE LECTURE
DO THE MEMBERS OF YOUR GROUP FIND MEANING IN THE ADVERT? DISCUSS WHY OR WHY NOT.
GP 1
GP2
GP 3
GP 4
GP 1
GP 2
GP 3
GP 4
Yes we find meaning in the advert, escapism and new experiences is attractive. BUT.
Probably a little out of our price range (assumption)
Old fashioned (too formal) makes us feel uncomfortable
More aimed at older people with families or on business trips.
Egypt - Peaks interest in Egypt, sort of interesting but does not make you want to visit, shows an overall experience, nothing unique about it

Hyatt - Offers something to everyone but no unique experience
Yes - Recognises everyone's needs but doesn't look as though it recognises different budgets.
Doesn't matter where you are or what you're there for, they will be there and will deliver the desired service.
Both the adverts do, the tourism advert shows that the holiday is for everyone. culture/discovery/history

The hotel one offers major events that occur worldwide.


WHO IS THE TARGET AUDIENCE & COULD IT BE ADAPTED FOR OTHER GROUPS?
GP 1
YES.
Quite unspecific.
Time/memories/experiences can appeal to almost any culture.

GP 2
GP 3
Hyatt - Targeted at all markets, business, wedding and leisure. Makes it appear less special to selected audience.

Egypt - Targeted at a wide audience. Appealing to different types of tourist, discovery tourism, culture, relaxation. Targeted at all ages.
GP 4
Western middle/business class
Like to live a certain lifestyle
Desire a high level of attention
Want all of their needs catered for within the hotel
ADDITONAL RESOURCES
Hotel - Starts off with business/rush hour/dark surroundings
Different lifestyles, need to adapt to cater for these.
Opening scenes can portray different lifestyles.
Values of service standards would appeal to everyone
Full transcript