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Integration Afternoon (2 of 7) The Experience Economy 6 july 2010

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Good Insights by Roger Lawson, Strategy and Planning Director, The Good Agency

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Integration Afternoon (2 of 7) The Experience Economy 6 july 2010

  1. 1. People want experiences Good Insights
  2. 2. The Experience Economy: Source: The Progression of Economic Value The Experience Economy: Pine II and Gilmore, 1999 Commoditisation Customisation
  3. 3. Premium Pricing Source: The Price of Coffee Offerings Adapted from: The Experience Economy: Pine II and Gilmore, 1999 £15.00 £12.50 £10.00 £7.50 £5.00 £2.50 £0.00
  4. 4. The shopping experience
  5. 5. The best?
  6. 6. The Starbucks Experience Source: The Starbucks Experience: Joseph A Michelli, 2007 Principle 1: Make it your own Principle 2: Everything matters Principle 3: Surprise & delight Principle 4: Embrace resistance Principle 5: Leave your mark
  7. 7. What does it mean for us? Transactions Experiences
  8. 8. Our great opportunity? “ Fundraisers will wake up to the fact that they are selling neither their organisations nor their causes, nor their missions and certainly not all the nuts and bolts and insignificant minutiae of what they do. Rather they are promoting joy, the warm glow, the exhilaration, the sense of achievement and fulfillment, even the meaning of life. As business life and political life are so discredited now, the timing for all this could not be better now.” Ken Burnett: http://www.kenburnett.com/Blog2020vision.html But fundraisers cannot do this alone. While the basic offer is, “If you give us money and we’ll sort out the problem” then we are missing the chance to engage the donor in the one thing that will really excite them – the chance to change the world.

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