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Kenneth Cortsen - The experience economy - TorsdagsforelæSning HandelshøJskolen

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Studieopholdsopgave by Kenneth Cortsen MBA & Ms. Sc. in Business Economics The Intersection between Experience Economy & Communication – a branding perspective
[object Object],[object Object],[object Object],What is VTO? videncenter for turisme og oplevelsesindustri
[object Object],[object Object],[object Object],[object Object],videncenter for turisme og oplevelsesindustri Purpose w/lecture
[object Object],[object Object],[object Object],[object Object],[object Object],What is it? videncenter for turisme og oplevelsesindustri
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What is it? videncenter for turisme og oplevelsesindustri A new way of looking at what has been there forever 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What is it? videncenter for turisme og oplevelsesindustri
 
[object Object],[object Object],[object Object],[object Object],What is it? videncenter for turisme og oplevelsesindustri Consumers see that the products they choose are mirrors for how they see themselves 
The history? videncenter for turisme og oplevelsesindustri
What is it? videncenter for turisme og oplevelsesindustri Source: Pine & Gilmore (1999)
[object Object],[object Object],[object Object],What is it? videncenter for turisme og oplevelsesindustri Source: Pine & Gilmore (1999) (or) Baresso
 
The progression of economic value videncenter for turisme og oplevelsesindustri Source: Pine & Gilmore (1999)
NOW: Selling experiences!
[object Object],[object Object],Branding as the experience videncenter for turisme og oplevelsesindustri
 
 
 
[object Object],[object Object],[object Object],[object Object],Branding as the experience videncenter for turisme og oplevelsesindustri When branding becomes the experience??????
Coca Cola & Happiness
The broad perspective videncenter for turisme og oplevelsesindustri ,[object Object],[object Object],[object Object],[object Object]
 
Part of the Game
Ex. Ec. as a strategic parameter videncenter for turisme og oplevelsesindustri ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ex. Ec. as a strategic parameter videncenter for turisme og oplevelsesindustri ,[object Object]
Ex. Ec. as a strategic parameter videncenter for turisme og oplevelsesindustri ,[object Object],[object Object]
Ex. Ec. as a strategic parameter videncenter for turisme og oplevelsesindustri ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Fine & expensive chocolates .... Design vs. Chocolate Company?
 
 
 
Key Experiential Providers (ExPros) Visual/Verbal Identity & Signage Co-branding Communications Product Presence Spatial Environments Experience Providers Web Sites & Electronic Media People “ We need a way to create the “strategic experiences” * Tactical Implementation Components
Ex. Ec. as a strategic parameter videncenter for turisme og oplevelsesindustri ,[object Object]
Things happen when people buy  pressure to buy! Flying Fish
Walking inside a MAC computer  can play w/ all products  sell more Effect of popular culture
The Kodak Moment ,[object Object],[object Object]
Be a beer bottle
 
 
 
What is Experience Economy? ,[object Object],Source: Pine & Gilmore (1999)
 
More than a club 
 
A unique dining experience
Engaging World of Sports
Engaging World of Sports
Engaging World of Sports ,[object Object]
Experience Economy & Viral Marketing ,[object Object],[object Object],[object Object]
Doing business purely based on experiences!
Conclusion videncenter for turisme og oplevelsesindustri Knowledge about experience economy facilitates a platform for progression and drive  Formal knowledge is not enough! Experiences = Platform for making money

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