Events - Product, Service, Experience

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Presentation which applies product, service and experience models to formulate strategies for events

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  • Events - Product, Service, Experience

    1. 1. EventsProduct, Service or Experience?
    2. 2. Learning ObjectivesAt the end of this session participants should beable to:• Define the characteristics of and highlight the differences amongst products, services and experiences• Discuss the usefulness of product, service and experience models in analysing events• Apply product, service and experience models to formulate strategies for events
    3. 3. What are Events? Temporary occurrence with a predeterminedbeginning and end. It is unique, stemming fromthe blend of management, programme setting and people. (Getz, 2005) “An organised occasion such as a meeting, convention, exhibition, special event, gala dinner etc. An event is often composed of several different yet related functions.” (CIC, 2003 cited in Bowdin, 2006:p14)
    4. 4. Special events are...“A special event is that which is different from the normal day of living.” - Robert Jani, 1955 “A unique moment in time celebrated with ceremony and ritual to satisfy specific needs.” -Goldblatt (1997, p.2)
    5. 5. Purposes of Events
    6. 6. Purposes of Events• To celebrate important happenings in our lives• To position, brand or build the image of a person, organisation or country• To relax, to entertain• To mark the local and domestic details of our lives
    7. 7. Event Types include...SIZE CONTENT PURPOSE •Media Event•Local or •Cultural •Corporate Eventcommunity Celebrations •Cause-relatedevents •Political and Event •Publicity Stunt•Major events State•Hallmark •Arts &events Entertainment •Business and Trade •Sport
    8. 8. Event Types include...SIZE CONTENT PURPOSE •Media Event•Local or •Cultural •Corporate Eventcommunity Celebrations •Cause-relatedevents •Political and Event •Publicity Stunt•Major events State•Hallmark •Arts &events Entertainment •Business and Trade •Sport
    9. 9. Event Types include...SIZE CONTENT PURPOSE •Media Event•Local or •Cultural •Corporate Eventcommunity Celebrations •Cause-relatedevents •Political and Event •Publicity Stunt•Major events State•Hallmark •Arts &events Entertainment •Business and Trade •Sport
    10. 10. So Are Events a Product? “… a physical good, service, idea or place that is capable of offering tangible and intangible attributes that individuals or organisations regard as so necessary, worthwhile or satisfying that they are prepared to exchange, money, patronag e or some other unit of value in order to acquire it.” (Brassington & Pettitt 2006: p288)
    11. 11. So Are Events a Product? ...• No...• What about SUP 11-City “... a 5 day event for Tour? elite athletes and amateurs roaming over 220 kilometers (water and land) through 11 Cities, while promoting the sport with free SUP clinics.”
    12. 12. SUP 11-City Tour Product Core • Core product – SUP product 220Km race Tangible • Tangible product – product Surfboards, maps, schedu Augmented les, catering, signage, tent product s, boats ... • Augmented product- Potential product 11-City Tour brand, sponsorship, websi te SUP Clinics, live tracking • Potential product – Organized tours, evening events, amateur/fun categories
    13. 13. Product MarketingProduct Price Place Promotion
    14. 14. ... A Service?...Any activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything An activity, benefit or satisfaction that is offered for sale (Kotler et al, 2005)
    15. 15. Classifying SUP 11-City TourHigh service, High physicallow physical content,content low service
    16. 16. Service Characteristics• Lack of ownership • Inseparable – No transfer of – Cannot be separated ownership when from the service services are sold provider• Intangible • Heterogeneity – Cannot be examined – Each service prior to purchase experience likely to be different• Perishable – Cannot be stored
    17. 17. Service Marketing Product Place and Price and elements Time other outlays Promotion Physical Processand Education Environment Productivity People and Quality
    18. 18. ... Or an Experience?... A product which involves experiential aspects of consumption rather than utilitarian ones. This type of product allows consumers to engage in fantasies, feelings and fun and often carries subjective meanings and characteristics. (Hirschman and Holbrook, 1982)
    19. 19. Source: Hirschman and Holbrook (1982: p.133)
    20. 20. Key Characteristics• Symbolic• Meaningful• Memorable• Emotional• Unique• Intangible
    21. 21. The Realms of Experience
    22. 22. Event MarketingProduct Place ProgrammingPeople Promotions Partnerships Packaging Price
    23. 23. Activity• In groups, using either the product, service, experience model analyze the team building event you recently attended – Justify why you believe it is either a product, service or experience by identifying the key characteristics – Using either 4 or 8 Ps outline a marketing strategy – Suggest some ideas for improving the event’s marketing and management
    24. 24. How Did Your Chosen ModelAffect Your Strategy Choices?
    25. 25. Summary• It is possible to define events as products, services or experiences• An event manger’s beliefs and definitions of events will determine his/her marketing strategies
    26. 26. References• Brassington, F. & Pettit, S. (2006), Principles of Marketing (4th Edition), Essex, Pearson Education Limited• Featherstone, M. (1993), Global and local cultures , In J. Bird (Ed.) Mapping the Futures: Local Cultures, Global Change, pp.168-187, London: Routledge• George, E.W. and Reid D.G. (2005) The power of tourism: A metamorphosis of community culture, Journal of Tourism and Cultural Change, 3 (2), 88-107• Getz D. (2007), Event Studies, Oxford: Butterworth Heinemann• Gans, H.J. (1999), Popular Culture and High Culture: An Analysis and Evaluation of Taste, New YorK: Basic Books• Hirschman, E. and Holbrook, M. (1982) Hedonic consumption: emerging concepts, methods and propositions, Journal of Marketing, 46,(3) 92-101• Hofstede, G. (1984),Culture’s Consequences: International Differences in Work- related Values, Beverly Hills, CA: Sage Publications• Kotler, P. et al (2005) Principles of Marketing (4th European Edition), Essex, Pearson Education Limited• Pine, B.J. and Gilmore, J.H. (1999) The Experience Economy: Work is Theatre and Every Business a Stage, Boston, HBS Press
    27. 27. Further Reading• Bowdin et al (2011) Events Management (Third Edition), Oxford, Butterworth-Heinmann Chapter 1 downloadable from: http://0- lib.myilibrary.com.emu.londonmet.ac.uk/Open.as px?id=295454&loc=&srch=undefined&src=0• Brassington, F. & Pettit, S. (2006), Principles of Marketing (4th Edition), Essex, Pearson Education Limited Chapters 7 and 22 or equivalent• Hirschman, E. and Holbrook, M. (1982) Hedonic consumption: emerging concepts, methods and propositions, Journal of Marketing, 46,(3) 92-101

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