The Experience Economy
-
Upload
howlvenice -
Category
Business
-
view
2.989 -
download
1
description
Transcript of The Experience Economy
![Page 1: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/1.jpg)
the experience economy
The New Paradigm for Brands
Heather White-LairdExecutive Creative Producer, iCrossing
![Page 2: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/2.jpg)
“mass marketing is dead” Alan Lafley, CEO of Proctor and Gamble
![Page 3: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/3.jpg)
advertisingcan no longer exist by blasting messages to an audience
![Page 4: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/4.jpg)
prior to the internet it was a
people to people world
![Page 5: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/5.jpg)
there were smiling shoe salesmen
![Page 6: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/6.jpg)
now the relationship is digital
![Page 7: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/7.jpg)
there were kindly bank tellers
![Page 8: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/8.jpg)
now it’s all done online
![Page 9: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/9.jpg)
in just the last two years,
there has been a fundamental shift
in how we experience
the world
![Page 10: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/10.jpg)
people want to be part of a community& brands need to participate in that conversation
![Page 11: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/11.jpg)
![Page 12: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/12.jpg)
we now live in an
experience economy where
people have shifted from
passive consumption to
active participationJoseph Pine and James Gilmore
![Page 13: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/13.jpg)
once our
basic needs are met…
![Page 14: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/14.jpg)
We seek an emotional experiencewe seek an emotional experience
![Page 15: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/15.jpg)
this doesn’t satisfy us anymore
![Page 16: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/16.jpg)
it’s all about the relationship
![Page 17: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/17.jpg)
and instead of this
![Page 18: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/18.jpg)
we seek a financial friend
![Page 19: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/19.jpg)
a brand is not a place, it’s a direction John Gerzema, Chief Insights Officer, Young & Rubicam
![Page 20: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/20.jpg)
the new value paradigm is no longer
commodities,nor products,nor services,
butexperiences
![Page 21: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/21.jpg)
for decades the mantra was always show the product
![Page 22: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/22.jpg)
always show the product
![Page 23: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/23.jpg)
or show someone famous with your product
![Page 24: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/24.jpg)
now product takes a back seat to experience
![Page 25: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/25.jpg)
![Page 26: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/26.jpg)
![Page 27: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/27.jpg)
service vs. experience
![Page 28: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/28.jpg)
design has the power to enrich our lives through
image form
texture color sound smell
![Page 29: The Experience Economy](https://reader033.fdocuments.us/reader033/viewer/2022061114/5462b81daf79594c1b8b732f/html5/thumbnails/29.jpg)
As marketers, we must help brands
participate in that experience
through design