Muic lecture. experience economy with chip conley
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  • Mass Tourism: Conventional tourism involving large numbers of tourists in staged setting Niche Tourism: Special Interests, culture, and/or activity-based tourism involving a small number of tourists in authentic settings


  • 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
  • 4.
  • 5. 2 degrees of Separation ?Joseph Pine-Thomas Thijssen-Scott Smith
  • 6. Chapter 1- IntroductionKey Points:Coffee ProgressionProgression of Economic ValueKotler feels differently…A new generation of the experience economy, co-creation.Meaningful experiences *Tips Read 1.4 and 1.5
  • 7. Pg2 “Their thesis is as soon as a country reaches a certain level of affluence, the attention shifts from goods and services to experiences”.
  • 8. 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
  • 9. It’s OK to disagree Asian Paradigm? GenY?
  • 10. 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
  • 11. Discussion (2 minutes)What is your personal definition of ‘experience’ ?
  • 12. Discussion (2 minutes) What are the most significant personal experiences that havedetermined the course of your life?
  • 13. Discussion (2 minutes) What are the most significant socialexperiences that you will never forget?
  • 14. Discussion (2 minutes) What are the mostsignificant experiences that you have paid forand will never forget?
  • 15. Howcan experiences be created and offered to customers (students)?
  • 16. Chapter 3 Meaningful Experiences in SocietyContext of giving meaning to things Personal, Socio-cultural, PhysicalWatersheds in Human existence pg 39Moens’ Fundamental Developments (Trends)
  • 17. In your opinion what are the five most important developments currently taking place among young people?
  • 18. Chapter 4The role of companies in giving meaning
  • 19. 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 asmall crappy burger just so I can say I atethere but we can run in and get t-shirts.”– My Brother every time we are on vacation
  • 20. Experience Economy  Experiences on physical, emotional, intellectual or even spiritual levelsWrap offerings  Experiences won’t be the same for any two peoplewith experiences  Spreads beyond theatres and theme parks:for higher levels  Hard Rock Café, Planet Hollywoodof differentiation  Niketown Geek Squadand profit “to go beyond the function and compete on the basis of providing experience” - Sir Colin Marshall, Chairman, British Airways
  • 21. the experience economy The New Paradigm for Brands Prepared by Heather White-Laird Executive Creative Producer, iCrossing
  • 22. “mass marketing is dead” Alan Lafley, CEO of Proctor and Gamble
  • 23. advertising canno longer exist by blastingmessages to an audience
  • 24. prior to the internet it was a people to people world
  • 25. there were smiling shoe salesmen
  • 26. now the relationship is digital
  • 27. there were kindly bank tellers
  • 28. now it’s all done online
  • 29. in just the last two years, there has been afundamental shift in how we experience the world
  • 30. people wantto be partof acommunity& brandsneedto participateinthatconversation
  • 31. Joseph Pine and James Gilmore
  • 32. once our basic needs are met…
  • 33. We seek an emotional experience we seek an emotional experience
  • 34. this doesn’t satisfy us anymore
  • 35. it’s all about the relationship
  • 36. and instead of this
  • 37. we seek a financial friend
  • 38. a brand is not a place, it’s a directionJohn Gerzema, Chief Insights Officer, Young & Rubicam
  • 39. for decades the mantrawas always show the product
  • 40. always show theproduct
  • 41. or show someone famous with your product
  • 42. now product takes a back seat to experience
  • 43. service vs. experience
  • 44. A business model based on happiness
  • 45. Do we really need more proof that we live in an experience economy?
  • 46. Chip Conley told us about the development of his companyJoie de Vivre Hospitality, with which he won the world’s‘Experience Stager of the Year’ award in 2001. He createsniche boutique hotels dedicated to the adjectives described ina lifestyle representing magazine.Brands are mirrors! the whole corporate culture thathe designs by working with, among others, ‘work climatesurveys’ and an ‘open door policy’ for which he won the 6th‘Best Company to Work for in California’ award. orthwhile.html
  • 47. Typical Business Cards? No more!
  • 48. Questions?
  • 49. 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.
  • 50. 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 theenthusiasm 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. "
  • 51. " That has nothing to do with it ", he replies. " Happiness is something I choose inadvance. Whether or not I like the room does not depend on the furniture, or thedecor – 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. "
  • 52. " I can choose. I can spend my day in bedenumerating all the difficulties that I havewith the parts of my body that no longerwork very well, or I can get up and givethanks to heaven for those parts that are stillin working order. "
  • 53. " 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. "
  • 54. So, my advice to you is to deposit all thehappiness you can in your bank account of memories. Thank you for your part in filling myaccount with happy memories, which I am still continuing to fill…
  • 55. 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.
  • 56. Jorge ColomboNiche Tourism 101
  • 58. • 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
  • 59. Cultural• Heritage• Tribal• Religious• Educational• Genealogy• Research
  • 60. Environmental• Nature and wildlife• Ecotourism• Adventure• Coastal
  • 61. Rural• Farms• Camping• Wine• Sport• Festivals and events
  • 62. Urban• Business• Conference• Exhibition• Sport• Gallery• Art
  • 63. Others• Photographic• Small Cruise• Volunteer• Youth• Transport
  • 65. 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.
  • 66. Responsible Travel Myths I have to sacrifice quality and luxury of accommodations. Its expensive! Its too difficult to be a responsible traveler. It means traveling to tropical jungles. Its for backpackers.
  • 67. 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.
  • 68. Patagonian Desert
  • 69. Canoe on the Amazon River
  • 70. Rock Climbing in Pakistan
  • 71. Fashion Tourism• Paris• Milan• New York• Tokyo• Shanghai• Sydney
  • 72. Champs Elysees, Paris
  • 73. Milan Luxury Shopping Arcade, Italy
  • 74. ARCHITECHURE• Chicago
  • 75. Ginza, Tokyo