marketing summit 2013: lisa baxter - planning for success in the experience economy

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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... HELLO

Planning for Success

in The Experience

Economy

@_lisabaxter 

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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My asp ira tion is tha t all arts

& c ultura l organisa tions a re

supported to deliver value  to aud ienc es through the

c rea tion & management of a strategic  audience

experience plan tha t p lac esaudiences a t the heart of 

their business.

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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Experience is the newBLACK

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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The ExperienceEconomy

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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 We are not  just in the

business of presenting the

arts to audiences. 

We are also in the business of shaping, creating and

managing experiences for people. 

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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audience experience

=

brand experience  

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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(audience/ brand) experience = 

value

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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“Satisfaction with the artistic experience

alone is not enough to drive repeat

attendance.

If excellent artistic work is not enough to

retain a satisfied patron, what is?” 

Alan Brown

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  The audience experience is the end-to-

end interaction between an arts

organisation and a customer.

It is a blend of the organisation’s 

physical, artistic and human

performance, the senses stimulated,

the emotions evoked, the meanings

and impacts created …

… each intuitively measured against

customer  expectations across all

moments of contact.

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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A company with a price advantage can

be undercut.

A company with a performance

advantage can be outflanked.

A company with an emotional advantage 

can potentially command loyalty.

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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We need to embed creativethinking and innovation

within our organisations to break with tradition and

create new platforms for 

value delivery

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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Practical Applications

develop and refine information &communications

building/ interior design & layout

• customer orientation

• inform new product & service design

• relationship building

• audience enrichment

•

inform the artistic offer 

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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Balancing mission & money

old paradigm

market

business needsaudience value to us

persuade

knowledgemeasure tangibles

quality of art

new paradigm

+ mission

+ aud ienc e needs+ our va lue to

audience

+ attract

+ empathy

+ appreciate

intangibles

+ quality of 

My asp ira tion is tha t all arts

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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My asp ira tion is tha t all arts& c ultura l organisa tions a re

supported to deliver value  to aud ienc es through the

c rea tion & management of a strategic  audience

experience plan tha t p lac esaudiences a t the heart of 

their business.

7/28/2019 Marketing Summit 2013: Lisa Baxter - Planning for Success in the Experience Economy

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... THANK YOU

PLEASE STAY IN TOUCH

TEL 01422 346 359 / 07941 05 3322

TWEET  @_lisabaxter

EMAIL  lisa@theexperiencebusiness.co.uk

WEB  www.theexperiencebusiness.co.uk