Engineering Experiences From Concept to Competitive Advantage. Presented by: Joe Veneto

Transcription

1 Engineering Experiences From Concept to Competitive Advantage Presented by: Joe Veneto

2 What s In Your Snow Globe?

3 I. Experiences in the Marketplace What is Experiential Tourism? Experiences that actively engage and immerse visitors by providing a deeper, richer and unforgettable destination experience. Experiences that create lasting impact on visitors "emotional bank accounts."

4 What is Your E.Q.?

5 Today s Consumers

6 Experiences & The Economy Experience Service Product Commodity Pine & Gilmore

7 Emotional Bank Accounts Customer connections Emotional deposits

8 Customer Commercials The Buzz

9 Visitors to Brand Advocates & Sales People

10 II. The Experience Formula The Experience Formula Create the Connection Nurture the Narrative Find the Feelings

11 III. Engineering Experiences Experience levels: III. II. I. Immerse Engage Show and Tell

12 Philadelphia Mural Arts Program

13 Philadelphia Mural Arts Experience Levels: Level 3 Paint a mural Level 2 Meet an artist and see their murals Level 1 Take a mural tour

14

15 Agriculture Adventures

16 Prince Phillip Island, Australia Experience Pricing: The Penguin Parade

17 Experience Pricing: The Penguin Parade Immerse Engage The Ultimate Tour Price: $74.50 AUD Skybox Penguins Price: $60.00 AUD Penguin Plus Price: $40.00 AUD Show and Tell Penguin Parade Price: $21.10 AUD

18 Hawaii Festivals & Events What can you do to change the experience, add value and charge more?

19 The Experience Formula The Experience Formula Create the Connection Nurture the Narrative Find the Feelings

20 IV. Five Stages of Customer Connection Points Information Buying Process & Points of Entry First Impressions During the Experience Lasting Impressions Future Connections & Follow-Up

21 Consumers evaluate your Experience based on connections and their emotional bank accounts

22 V. Experience Filters Stories Sensory Elements Create the Connection Nurture the Narrative Find the Feelings

23 Experiential Filters, Stories

24 Stories - The Currency of Connection Story Connections: Intellectually Emotionally

25 Sensory Elements Taste Touch Sight Smell Sound Incorporate multiple senses to move the experience from vanilla to visceral

26 Sensory Elements

27 Experiential Product Types Uniqueness or Local Flavor Let Me Learn Meet an Expert/Authority or Cool People Discovery Special Access - Behind the Scenes

28 Experiential Product Types Uniqueness or Local Flavor Let Me Learn Meet an Expert/Authority or Cool People Discovery Special Access - Behind the Scenes

29 Experiential Product Types Entertain Me Insider s View VIP Me Totally Immerse Me!

30 Experiential Destinations

31 American Swedish Institute

32 Fort Snelling

33 Midtown Global Market

34 The Columbus Art Museum Drawing in the Galleries

35 BalletMet Columbus, Ohio

36 Best Practices for Engineering Experiences Adopt Your Customer s Point of view consumers make macro decisions based on micro experiences Ask What If? challenge assumptions & think possibilities Employ the Experience Formula get to an emotional level with customers Use Filters to Craft, Script & Stage Experiences implement the Experiential Development Process

37 Questions????

38 May 12-14, 2015 Minneapolis, Minnesota /experiencelab

39 Engineering Customer Connections The Experience Formula Create the Connection Nurture the Narrative Find the Feelings

40 Engineering Experiences From Concept to Competitive Advantage Presented by: Joe Veneto