EXPERIENCE DESIGN BASICS „Marketing by Experiences“ – The New Way of Branding in Tourism Rhodes I Workshop I Mai 2012 I Martin Schobert I tourismusdesign.com I
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Do you depend on OTAs and price parity? 2 Â
Is your brand visible? Or one of 100 similar ones?
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What makes people buy? Really. 4 Â
Steve Jobs ‘97: ”You’ve got to start with customer experience and work backwards to the technology.” 5
Re-Think. Marketing by EXPERIENCE DESIGN
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Source: Lapland Centre of Exper;se for the Experience Industry (2006), presenta;on by Sanna Tarsannen 7
Introduction: Experience Economy
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Source: © Österreich Werbung / Fankhauser Bildtext: LandschaQ im Winter / Schnee
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Source: © Österreich Werbung / Diejun Bildtext: Gletscher Skigebiet Hintertux in Tirol / Berg: Olperer
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Source: © Doppelmayr, „Ragaz", Austria
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Source: © Österreich Werbung, h]p://newsroom.austriatourism.com/2012/04/osterreich-‐werbung-‐prasen;ert-‐neue-‐werbelinie/?photos
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tools to create meaningful experiences 13 Â
CUSTOMER LIFECYCLE 14
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Customer Lifecycle Maps § holistic visualisation of a customer’s overall relationship with a service provider
Current Customers
Regular Customers Lost Customers
Loyalty
Poten;al Customers
Time Quelle: tourismusdesign adapted from S;ckdorn/Schneider (2010) This is service design thinking. P.210
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Customer Life Cycle in Travel Learning
Sharing / Growing
Inspiring
Deciding
Consuming Buying
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CUSTOMER JOURNEY. 19
Touchpoint = every contact point between a customer and the service provider S;ckdorn, Schneider (2010) This is Service Design Thinking, p. 35)
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Customer Journey - How to?
Quelle: S;ckdorn/Schneider (2010) This is service design thinking., p.160
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Quelle: S;ckdorn/Schneider (2010) This is service design thinking. Also see: h]p://lauraccorbilla.blogspot.com/2011/05/design-‐beyond-‐design.html
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EXPERIENCE PYRAMIDE 23
WHAT IS A MEANINGFUL EXPERIENCE? § § § §
multisensoral positive comprehensive memorable experience
Can lead to a personal change of a subject person! Meaningful experience is subjectively defined. Therefore: cannot be created with absolute certainity! Source: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838
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EXPERIENCE PYRAMIDE … Examination from two perspectives: 1 ) Meaningfulness criteria – product elements – factors contributing to the customer’s experience
2) Levels of experience – customer experiences – building an experience
Source: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838
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EXPERIENCE PYRAMIDE …
Source: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838
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EXPERIENCE PYRAMIDE … Meaningfulness Criteria Individuality • the only one of its kind • customisability • possibility to vary the service
Source: Presentation of Sanna Tarssanen: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838
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EXPERIENCE PYRAMIDE … Meaningfulness Criteria Authen/city • Credibility • realism • visual harmony • culturally aesthe;c sustainability
Source: Presentation of Sanna Tarssanen: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838
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EXPERIENCE PYRAMIDE … Meaningfulness Criteria Authen/city • Credibility • realism • visual harmony • culturally aesthe;c sustainability
Source: Presentation of Sanna Tarssanen: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838, adapted by tourismusdesign
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EXPERIENCE PYRAMIDE … Meaningfulness Criteria Story • the significance and theme of the product • The reason for choosing the product • Storyline/dramaturgy
Source: Presentation of Sanna Tarssanen: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838
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EXPERIENCE PYRAMIDE … Meaningfulness Criteria Mul/-‐Sensory Percep/on • Harmony of various sensory s;muli • smell, touch, taste, visual, acous;c
Source: Presentation of Sanna Tarssanen: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838, adapted by tourismusdesign
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EXPERIENCE PYRAMIDE … Meaningfulness Criteria
Contrast • Difference from the perspec;ve of the client • New exo;c/ back to my roots/ contrary to allday‘s life • Out of the ordinary • Freedom from social norms
Source: Presentation of Sanna Tarssanen: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838
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EXPERIENCE PYRAMIDE … Meaningfulness Criteria Interac/on • Between the product and the customer • Between other visitors, staff, environment, friends ...
Source: Presentation of Sanna Tarssanen: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838, adapted by tourismusdesign
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EXPERIENCE PYRAMIDE …
Source: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838
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SOME GOOD EXAMPLES FOR YOUR INSPIRATION 35
Customer Journey During Travel arriving & orientating remembering
exploring
resting & relaxing
tasting & shopping enjoying & learning
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Orienta;on
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Orienta;on
250 hotspots winter 2011 + 200 more in winter 2012 Source: Ski amadé -‐ h]p://www.skiamade.com/de/winter/schneespass/aktuell/free-‐wlan/wlan
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Orienta;on
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Orienta;on
Augmented Reality App Source: Österreich Werbung: h]p://www.slideshare.net/onitz/mobile-‐strategy-‐for-‐dmos-‐the-‐anto-‐experience
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Orienta;on
Source: Österreich Werbung: h]p://www.slideshare.net/onitz/mobile-‐strategy-‐for-‐dmos-‐the-‐anto-‐experience
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Orienta;on iConciérge Hoteldorf Grüner Baum, Gastein
Source: Hoteldorf Grüner Baum, http://www.hoteldorf.com/das-hotel/i-concierge/
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Source: Apple iPhone 4S TV Spot, http://www.youtube.com/watch?v=-UpmQN55q2g
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Orienta;on
Source: Crumbled City Maps http://www.palomarweb.com/web/tienda/products/view/5
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Explore Des;na;on
Segway Mountain Cart Source: OCT, http://www.o-c-t.com/fun_action/segway_mountain_cart/
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Explore Des;na;on
Faxi, Vienna, Austria Source: tourismusdesign
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Explore Des;na;on
Selber Service Box, Vienna, Austria Source: tourismusdesign
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Explore Des;na;on
Segway Mountain Cart Hiking Trail in Vorarlberg, using QR-‐Code without internet Source: http://www.golm.at/inhalt/at/s/6360.htm
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Explore Des;na;on
Scenic Roads Norway Segway Mountain Cart Source: http://www.nasjonaleturistveger.no/en/helgelandskysten/hellaaga
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Rest & Relax
Source: http://www.nasjonaleturistveger.no/en/helgelandskysten/hellaaga
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Rest & Relax
Wellness Outdoor Experience Source: Badebotti: http://badebotti.ch/bilder/
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Rest & Relax
Source: http://www.nasjonaleturistveger.no/en/helgelandskysten/hellaaga
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Rest & Relax
Wellness Outdoor Experience Source: http://www.wg3.at/?page_id=194#1
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Rest & Relax
Source: wohothek, http://wohnothek.at/
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Rest & Relax
Tree Hotels Source: http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.html
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Rest & Relax
Zagreb, Heineken Icebar Source http://www.zendome.com/geodesic-domes/references/heineken-ice-bar.html
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Rest & Relax
Public Toilet near Vienna Opera House Source: tourismusdesign
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Rest & Relax
Public Toilet near Vienna Opera House Source: tourismusdesign
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Rest & Relax
Free Book Library, Radstadt, Austria Source: tourismusdesign
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Tas;ng
Wellness Outdoor Experience Source: Panoramio_WagenTom
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Tas;ng
Wine Take Away, Lower Austria Source: Badebotti: http://badebotti.ch/bilder/
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Tas;ng
Organic Icecream-‐Shop at Vienna serves also VEGAN + GOATCHEESE-‐Icecream ... Source: Badebotti: http://badebotti.ch/bilder/
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Tas;ng
ICECREAM-‐SHOP at Vienna Railway Sta;on Westbahnhof Source: eigene Quelle
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Tas;ng
ICECREAM-‐SMILE MACHINE Denmark Source: http://bramerz.pk/blog/2012/03/28/walls-share-happyfrom-australia-to-pakistan/
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Remembering
Free Skype Counter, Tallinn Airport, Estonia Source: tourismusdesign
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SOME MORE TOOLS TO IMPROVE EXPERIENCES 67
POEV-TOOL
Transformations
Using the Progression of Economic Value by asking yourself relevant questions.
Experiences Services
Goods Commodities
Source: Pine/Gillmore Field Guide for the Experience Economy, 2005, Strategic Horizons LLP
To assess the experience, ask yourself: • What is the one most memorable material? • What is the one most memorable thing? • What is the one most memorable activity? • What is the one most memorable event? • What is the one most significant change in yourself as a result of spending time there? To consider your business, ask yourself: Which of the five answers is currently sold? What additional offerings should be sold? 68
ING-TOOL Identifying experiences: the “ing” in activities and emotions.
Existing „ing“ words New „ing“ words that already in the lexicon you invent
The suffix “ing” (gerund) means something is being experienced. Think of eating, drinking, driving, playing, exercising, shopping, and so forth. Think also of bungee-jumping, canyoning, cross-golfing, and zorbing. When visiting any place or event, come up with both common and made-up “ing” words to describe all elements of your experience: Then ask yourself: Which existing “ing” word on the left is being most neglected within the experience? Which new “ing” word on the right could be the basis of a great experience?
Source: Pine/Gillmore Field Guide for the Experience Economy, 2005, Strategic Horizons LLP
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3 Senses-TOOL Activating all possibillites to get emotional attention.
Sight Sound touch Smell taSte PluS
Source: Pine/Gillmore Field Guide for the Experience Economy, 2005, Strategic Horizons LLP
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3 Senses-TOOL Activating all possibillites to get emotional attention.
Sight Sound
How to use this tool: For any venue, pick five places & spend 90 seconds at each spot focusing on each of the five senses.
touch Smell taSte PluS
Source: Pine/Gillmore Field Guide for the Experience Economy, 2005, Strategic Horizons LLP
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3 Senses-TOOL Activating all possibillites to get emotional attention.
Sight Sound
How to use this tool: For any venue, pick five places & spend 90 seconds at each spot focusing on each of the five senses. To assess the experience, after leaving ask yourself:
touch Smell
• What are your impressions, good and bad? taSte • What should be changed to better engage all the senses? • How did observed behavior influence your overall assessment? PluS Source: Pine/Gillmore Field Guide for the Experience Economy, 2005, Strategic Horizons LLP
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Business Model Canvas … describing … analysing … designing business models of touristic products
Consisting of… … nine sections … each representing one block … for successful business models Quelle: Stickdorn/Schneider (2010) This is service design thinking., p.212
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Business Model Canvas
Quelle: growth management consulting adapted from businessmodelgeneration.com.
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TOGETHER. DEVELOPING A BUSINESSMODEL
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THE END. TOURISMUSDESIGN.COM? Why not google to learn more …! 76