Download - LT7068 Event Experience Management - Week 1
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Events Experience ManagementWeek 1 - Introduction and Overview
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Welcome
Module Leader: Tom Lunt [email protected] Office Hours: Wednesday 13:30-16:30, Friday 13:00-15:30
My office is MT2M-12, Mezzanine 2nd Floor.
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Outline of today’s session
• Module overview• Assessment programme• Weekly schedule• Key concepts: Event, Experience, Experience
Economy and Experiential, Ritual• Events – the snake-oil of the 21st Century?
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What is this module about?
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Key components
• Theory based discussion• Field work• Individual and group work• Guest speakers• Industry links – with a group assignment co-
designed with experience experts• International Confex/MOVE IT!• Creativity • Pitching of ideas
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LT7068 Part 1
• Theoretical discussion• Experience analysis • Service theatre and processes, service and
experience ”blueprinting”• Symbolic interactionism applied to events• Experience design• Read, observe and analyse (and experience!)
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LT7068 Part 2
• Group work• Designing an experiential event experience• Briefing by an industry expert• Written event proposal• Presentation• Creativity and analytical skill important, but
also planning – be a team!
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The industry experts
• Sense London – a leading experiential marketing agency
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Assessment overview
There are two assignments to be completed as part of the assessment programme for this module:
• An individual paper of 2500 words (worth 60% of the module mark) – identify and visit a suitable event to analyse
• A group assignment which encompasses a 20-minute presentation and a written proposal of 2500 words (40%)
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Preparation for seminars
• Particularly the coming four weeks are theory heavy, keeping up with your reading will serve you well later on (and will make the seminar discussions more interactive)
• Seminar readings (journal articles and book chapters) will be posted well in advance
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Literature
Some useful books:• Berridge (2007) Events Design and Experience• Bowdin et al (2011) Events Management• Ferdinand and Kitchin (2012) Events Management: An
International Approach• Lovelock and Wirtz (2011) Services Marketing: People,
Technology, Strategy• Pine and Gilmore (2011) The Experience Economy• Smilansky (2009) Experiential Marketing: A Practical
Guide to Interactive Brand Experiences
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Weekly schedule
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What to expect at International Confex
Week 4 – Wednesday 2 March, Kensington Olympia
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What to expect at Move IT18-20 March at Excel
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Event Experience Management:Some key concepts and definitions
In small groups, define the following concepts:
• Event• Experience• The Experience Economy• Experiential
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Event
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What is an Event?Temporary occurrence with a predetermined
beginning and end. It is unique, stemming from the blend of management, programme setting and people (Getz, 2005)
“An organised occasion such as a meeting, convention, exhibition, special event, gala dinner etc. An event is often composed of several different yet related functions”
(Bowdin, 2006:14)
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Experience
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Levels of Experience
• Getz (2007:181): levels of experience are closely linked to how memorable an event is
• Customers’ position - active participants or passive recipients?
Levels of Experience
Definition
Basal Experience An emotional reaction to a stimulus, but with insufficient impact to stay long in one’s memory
Memorable Experience
Emotions experienced can be recalled at a later date
Transforming Experience
Resulting in durable changes on an attitudinal or behavioural level
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Defining experience
Experiences are:- Private events that occur in response to some stimulation- Often result from direct observation/participation in events
that can be real, dreamlike or virtual- Experiences are usually not self generated but induced- Experiences are ‘perpetually novel’ complex emerging
structures that are never exactly alike.
(Schmitt, 1999:60-61)
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5 types of consumer experience1. Sense marketing – appeals to the consumer through sight, sound, touch, taste and smell2. Feel marketing – appeals to customers inner feelings and emotions3.Think marketing – appeals to the intellect with the aim of creating cognitive problem solving experiences that engage customers creatively4. Act marketing – aims to affect bodily experiences, lifestyles and interactions5. Relate marketing – contains aspects of 1-4 and relates the individual to his/her ideal self, people or cultures (Schmitt, 1999:64-69)
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The Experience Economy“An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event. Commodities are fungible, goods tangible, services intangible, and experiences memorable.”(Pine and Gilmore, 1998:98)
The greatest opportunity for value creation comes through the staging of memorable experiences (Pine and Gilmore 2011)
“Innovation is not in goods – it’s in experiences” (Joe Pine 2012)
Pine and Gilmore (1998:98) argue, "To realize the full benefit of staging experiences, however, businesses must deliberately design engaging experiences that command a fee."
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Economic theories over time
Differentiated
Competitive Position
Undifferentiated
Market Premium
Pricing
Extract commodities
Makegoods
Deliver services
Stage experiences
Pine, I, & Gilmore, J 1998, 'WELCOME TO THE EXPERIENCE ECONOMY', Harvard Business Review, 76, 4, pp. 97-105
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Pine & Gilmore – Experience Economy (1999)
Absorption
Passive participation
Active participation
Immersion
Entertainment Educational
Aesthetic Escapist
The 4 Realms of Experience
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4 Realms which is which?
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Emerging EconomiesValue Creation
• Emotion / Value Economy (Sentiment)
• Sustainability & Social responsibility
• ‘A Living Company• A community of shared
values & rules• An open system -
everyone is welcome
• Entertainment / Attention Economy (Sensation)
• Appealing to 5 senses• Products, services,
experiences• ‘memorable’
experience
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The Experience Economy
• Dream Society• The value of ‘stories and
heroes’ or theatrical settings
• Experiences• 4 E’s – the four realms
• Entertainment (sensing)• Education (learning)• Aesthetics (being there)• Escapism (doing)
• Imagineering• The amalgamation of all
concepts• ‘engineering for
imagination’• Disneyfication of business –
and culture
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Experiential
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Experiential• “Face-to-face” or remote two-way
communication – always interactiveThe consumer perspective:• Trying before buying• Memorable experiences (the surprise effect)The brand perspective:• Memorable experiences – brand association• Creating and maintaining relationships• Testing products and marketing approaches
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Event Experience Management
Is it possible to manage and control experiences?
• Yes, but it requires a lot of work before, during and after the event
• Important to possess a deep knowledge of theoretical concepts and models - and the ability to use them
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Event Experience Management/Interaction Ritual
Ritual Ingredients Ritual Outcomes
Common action or event (including stereotyped formalities
Group assembly (bodily co-presence)
Barrier to outsiders
Mutual focus of attention
Transient emotional stimulus
Shared mood
Collective effervescence
Group solidarity
Emotional energy in individual
Symbols of social relationship (sacred objects)
Standards of morality
Feedback intensification through rhythmic entrainment
Righteous anger for violations
Collins R (2004) Interaction Ritual Chains. Princeton University Press. NJ
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Events – a ”cure all” or the snake-oil of the 21st Century?
Discuss the above question with reference to:
• Team building and corporate events• Marketing events• City festivals
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Next week:
Lecture: Events as Service TheatreSeminar: Service processes, flowcharting and blueprinting the event experience
Readings available via WebLearn