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How was it for you?

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Marketing Made Simple

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We live in a world of amazing choice

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We are surrounded by choice <ul><li>“ Choose Life. Choose a Job …choose a big television, choose washing machines, cars, compact disc players and electrical tin openers. Choose fixed-interest mortgage repayments. Choose a starter home …choose leisurewear and matching luggage. Choose a three piece suite …in a range of fabrics. Choose your future. Choose life.” Train Spotting - 1997 </li></ul>

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BUT..... There are “thousands of mundane choices [about] all these kinds of orange juice and cereal … you loose your life in these things. It becomes very shallow.” - Natan Sharansky – Russian Refusenik, Israeli Politician

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The choice paradox The more choice I have The less time I have to choose Always assuming that I know what I want

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What do you want for Christmas? <ul><li>What we will get for Christmas </li></ul><ul><li>Clothes </li></ul><ul><li>Books </li></ul><ul><li>Electricals </li></ul><ul><li>Toiletries </li></ul><ul><li>Humorous Novelties </li></ul><ul><li>More Fattening Food </li></ul><ul><li>More Alcohol </li></ul><ul><li>What you want for Christmas </li></ul><ul><li>Time </li></ul><ul><li>Sleep </li></ul><ul><li>Holiday </li></ul><ul><li>A Rest </li></ul><ul><li>Sex </li></ul><ul><li>Calm and Quiet </li></ul><ul><li>Fun </li></ul>

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35% of UK adults say they would rather spend their money on experiences than material goods

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BOTTOM LINE <ul><li>People want/need an experience </li></ul>

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The “Experience Pyramid” Experiences Services Goods Raw Materials

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“ Experiences are as distinct from services as services are from goods.” Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage

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Experience: “Rebel Lifestyle!” “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.”

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“ We have identified a ‘third place.’ And I really believe that sets us apart. The third place is that place that’s not work or home. It’s the place our customers come for refuge.”

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“ We strive to refresh the world, inspire moments of optimism and happiness, create value and a difference”

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“ Make People Happy ...”

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“ ......... as a brand is all about community. It’s about bringing people together and sharing stories.”

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Who’s in charge of your experience? <ul><li>The Big Question </li></ul>

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Experience 101

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The big experience mistake

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Claims experience issues CI Motor IBT, verbatim comments made between January and March 2011

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Experience is in the “i” of the beholder.

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Building the perfect Experience. <ul><li>Overt Benefit </li></ul><ul><li>Reason to believe </li></ul><ul><li>DRAMATICALLY DIFFERENCE! </li></ul>

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Why is this important to you and UK PLC?

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Experiences Services Goods Raw Materials What do we have left?

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Experiences Services Goods Raw Materials This is who we are

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Experiences Services Goods Raw Materials This is what we do

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Building the perfect Experience. <ul><li>Overt Benefit </li></ul><ul><li>Reason to believe </li></ul><ul><li>DRAMATICALLY DIFFERENCE! </li></ul>

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The end of the Ian Hughes Experience Thank you

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The end of the Ian Hughes Experience