Presentation by Dr. Juan P. Montermoso at SVPMA Monthly Event October 2012 Go to link below for notes from this event: http://svpma.org/2012/10/october-2012-event/

1. Marke&ng
the
Experience:
Applying
Product
Marke&ng
Concepts
to
Services
and
Events
Dr.
Juan
P.
Montermoso
CPIM,
CIRM,
CSCP
President,
Montermoso
Associates
Professor
of
Prac:ce
in
Marke:ng,
Santa
Clara
University
October
3,
2012
(c)2012
Montermoso
Associates

2. Presenta&on
Objec&ves
• Why
“Experiences”
need
a
“next
level”
of
marke:ng
• Iden:fica:on
and
illustra:on
of
those
“next
level”
elements
• Integra:on
of
these
elements
for
the
customer
and
the
company
(c)2012
Montermoso
Associates

3. The
Business
World
of
“Experiences”
It’s
all
about
Services!
(c)2012
Montermoso
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4. Impact
of
Services
on
Global
GDP
(c)2012
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5. Service
PaJerns
Around
the
World
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6. How
do
PM’s
Market
Services?
Value
Compe::ve
Customer
Focus
Proposi:on
Posi:oning
Differen:a:on
via
Product
Price
Promo:on
Place
(c)2012
Montermoso
Associates

7. Limita&ons
of
Tradi&onal
4
P’s
in
Services
Dimension
Concern
Product
What
actually
gets
delivered?
Price
How
do
I
control
costs
to
properly
set
prices?
Promo:on
How
do
I
promote
an
intangible
offering?
Place
How
do
I
ensure
the
right
placement?
Opportunity
for
another
level
of
differen3a3on
(c)2012
Montermoso
Associates

8. The
“Next
Level”
Framework
Web,
Social
Media
Process,
Physical
Environment,
People
Product,
Price,
Promo:on,
Place
(c)2012
Montermoso
Associates

9. Poten&al
Differen&ators:
Addi&onal
3
P’s
Clear
and
Unique
Process
AZrac:ve,
Enchan:ng
Physical
Environment
Mo:vated
and
Skilled
People
(c)2012
Montermoso
Associates

10. Process:
Imagining
the
Experience
Process
Diagram
Customer
“Script”
• Flowcharts
• Frontstage
• Blueprints
• Backstage
(c)2012
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Associates

11. An
Airline
Process
Example
From Fare Search…
… to Feedback
(c)2012
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12. Process
Benefits
• Produc&vity
–
Reduce
Costs
• Quality
–
Increase
Revenues
(c)2012
Montermoso
Associates

13. Feeling
the
Experience:
Physical
Environment
• “Serviscape”
aligns
with
the
value
proposi&on
• Ambiance
affects
feelings
and
aZtudes
Warm
or
cool
Color
S:mula:ng!
Sound
or
&
Relaxing
Scent
Signs
and
Symbols
(c)2012
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14. “Touching
the
heart
and
the
mind”
AT&T
Park
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15. Delivering
the
Experience:
People
• Focus:
Developing
customer
loyalty
• Prepara&on
– Skills
– Mo&va&on
– Opportunity
(c)2012
Montermoso
Associates

16.
People
Impact:
Link
Employee
Sa&sfac&on
to
Customer
Sa&sfac&on
(c)2012
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17. Crea&ng
Value
via
“experience”
• Build
credibility
via
the
web
Video:
Audio:
You
Skype
Tube
(c)2012
Montermoso
Associates

18. Social
Media
Factor
• The
“New
Word
of
Mouth”
– TwiJer
– Facebook
– LinkedIn
(c)2012
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19. Using
Social
Media
in
Services
Amazon
Yelp
(c)2012
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20. Role
of
Evangelists
• Adobe
vs.
Apple
(c)2012
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21. One
More
Tool:
Bundling
To
Capture
Value
Customer
Company
Ease
of
use
Lower
costs
Enhanced
Offering
More
Revenue
(c)2012
Montermoso
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22. Comple&ng
the
Experience
• Op&mize
the
service
offering
(c)2012
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23. Wrap-­‐up:
Marke&ng
the
Experience
• Create
value
by
focusing
on
the
customer
experience
• Differen&ate
the
experience
with
the
Addi&onal
3
P’s
(process,
physical
environment,
people)
• Leverage
the
experience
with
Web
presence
and
social
media
tools
• Capture
value
from
the
experience
through
bundling
(c)2012
Montermoso
Associates

24. Closing
Thoughts
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25. Thank
You!
Ques&ons?
Contact
Info:
Dr.
Juan
P.
Montermoso,
President,
Montermoso
Associates
jpm@montermoso.com
www.montermoso.com
Tel:
408-­‐390-­‐6475
(c)2012
Montermoso
Associates