"Marketing by Experience Design" - The New Branding in Travel and Tourism

1

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

2

Do you depend on OTAs and price parity?

3

Is your brand visible? Or one of 100 similar ones?

4

What makes people buy? Really.

5

Steve Jobs ‘97: ”You’ve got to start with customer experience and work backwards to the technology.”

6

Re-Think. Marketing by EXPERIENCE DESIGN

7 Source: Lapland Centre of Exper;se for the Experience Industry (2006), presenta;on by Sanna Tarsannen

8

Introduction: Experience Economy

9 Source: © Österreich Werbung / Fankhauser Bildtext: LandschaQ im Winter / Schnee

10 Source: © Österreich Werbung / Diejun Bildtext: Gletscher Skigebiet Hintertux in Tirol / Berg: Olperer

11 Source: © Doppelmayr, „Ragaz", Austria

12 Source: © Österreich Werbung, h]p://newsroom.austriatourism.com/2012/04/osterreich-‐werbung-‐prasen;ert-‐neue-‐werbelinie/?photos

13

tools to create meaningful experiences

14

CUSTOMER LIFECYCLE

15

16

Customer Lifecycle Maps

§  holistic visualisation of a customer’s overall relationship with a service provider

Quelle: tourismusdesign adapted from S;ckdorn/Schneider (2010) This is service design thinking. P.210

Time

Loyalty

Poten;al Customers

Current Customers

Regular Customers Lost Customers

17

Customer Life Cycle in Travel Learning

Inspiring

Deciding

Buying

Consuming

Sharing / Growing

18

19

CUSTOMER JOURNEY.

20

Touchpoint = every contact point between a customer and the service provider S;ckdorn, Schneider (2010) This is Service Design Thinking, p. 35)

21

Quelle: S;ckdorn/Schneider (2010) This is service design thinking., p.160

Customer Journey - How to?

22

Quelle: S;ckdorn/Schneider (2010) This is service design thinking. Also see: h]p://lauraccorbilla.blogspot.com/2011/05/design-‐beyond-‐design.html

23

EXPERIENCE PYRAMIDE

24

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

25

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


26



27

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

28

EXPERIENCE PYRAMIDE … Meaningfulness Criteria Authen/city •  Credibility •  realism •  visual harmony •  culturally aesthe;c sustainability


29

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

30

EXPERIENCE PYRAMIDE … Meaningfulness Criteria Story •  the significance and theme of the product •  The reason for choosing the product •  Storyline/dramaturgy


31

EXPERIENCE PYRAMIDE … Meaningfulness Criteria Mul/-‐Sensory Percep/on •  Harmony of various sensory s;muli •  smell, touch, taste, visual, acous;c


32

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


33

EXPERIENCE PYRAMIDE … Meaningfulness Criteria Interac/on •  Between the product and the customer •  Between other visitors, staff, environment, friends ...


34



35

SOME GOOD EXAMPLES FOR YOUR INSPIRATION

36

arriving & orientating

exploring

resting & relaxing

enjoying & learning

tasting & shopping

remembering

Customer Journey During Travel

37

Orienta;on

38

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

39

Orienta;on

40

Orienta;on

Augmented Reality App

Source: Österreich Werbung: h]p://www.slideshare.net/onitz/mobile-‐strategy-‐for-‐dmos-‐the-‐anto-‐experience

41

Orienta;on

Source: Österreich Werbung: h]p://www.slideshare.net/onitz/mobile-‐strategy-‐for-‐dmos-‐the-‐anto-‐experience

42

Orienta;on

iConciérge Hoteldorf Grüner Baum, Gastein

Source: Hoteldorf Grüner Baum, http://www.hoteldorf.com/das-hotel/i-concierge/

43 Source: Apple iPhone 4S TV Spot, http://www.youtube.com/watch?v=-UpmQN55q2g

44

Orienta;on

Source: Crumbled City Maps http://www.palomarweb.com/web/tienda/products/view/5

45

Explore Des;na;on

Segway Mountain Cart

Source: OCT, http://www.o-c-t.com/fun_action/segway_mountain_cart/

46

Faxi, Vienna, Austria

Source: tourismusdesign

Explore Des;na;on

47

Selber Service Box, Vienna, Austria


Explore Des;na;on

48

Explore Des;na;on


Source: http://www.golm.at/inhalt/at/s/6360.htm

Hiking Trail in Vorarlberg, using QR-‐Code without internet

49

Explore Des;na;on


Source: http://www.nasjonaleturistveger.no/en/helgelandskysten/hellaaga

Scenic Roads Norway

50

Rest & Relax


51

Rest & Relax

Wellness Outdoor Experience

Source: Badebotti: http://badebotti.ch/bilder/

52

Rest & Relax


53

Rest & Relax


Source: http://www.wg3.at/?page_id=194#1

54

Rest & Relax

Source: wohothek, http://wohnothek.at/

55

Rest & Relax

Tree Hotels

Source: http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.html

56

Rest & Relax

Zagreb, Heineken Icebar

Source http://www.zendome.com/geodesic-domes/references/heineken-ice-bar.html

57

Rest & Relax

Public Toilet near Vienna Opera House


58

Rest & Relax

Public Toilet near Vienna Opera House


59

Rest & Relax

Free Book Library, Radstadt, Austria


60

Tas;ng


Source: Panoramio_WagenTom

61

Tas;ng

Wine Take Away, Lower Austria


62

Tas;ng

Organic Icecream-‐Shop at Vienna serves also VEGAN + GOATCHEESE-‐Icecream ...


63

Tas;ng

ICECREAM-‐SHOP at Vienna Railway Sta;on Westbahnhof

Source: eigene Quelle

64

Tas;ng

ICECREAM-‐SMILE MACHINE Denmark

Source: http://bramerz.pk/blog/2012/03/28/walls-share-happy-from-australia-to-pakistan/

65

Remembering

Free Skype Counter, Tallinn Airport, Estonia


66

67

SOME MORE TOOLS TO IMPROVE EXPERIENCES

68

POEV-TOOL Using the Progression of Economic Value by asking yourself relevant questions.

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?

Commodities

Goods

Services

Experiences

Transformations

69

ING-TOOL Identifying experiences: the “ing” in activities and emotions.


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:

Existing „ing“ words already in the lexicon

New „ing“ words that you invent

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?

70

3 Senses-TOOL Activating all possibillites to get emotional attention.


Sight

Sound

touch

Smell

taSte

PluS

/RRN�IRU�VSHFL¿F�GHWDLOV��

/LVWHQ�IRU�HYHU\�VRXQG��

7RXFK�ZKDW�LV�LQYLWLQJ�

6PHOO��

$VN�\RXUVHOI��:KDW�VHQVHRI�WDVWH�LV�HYRNHG"�

2EVHUYH�EHKDYLRU��RI�ZRUNHUV�DQG�FXVWRPHUV��

71

3 Senses-TOOL Activating all possibillites to get emotional attention. How to use this tool: For any venue, pick five places & spend 90 seconds at each spot focusing on each of the five senses.


Sight

Sound

touch

Smell

taSte

PluS




6PHOO��



72

3 Senses-TOOL Activating all possibillites to get emotional attention. 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: •  What are your impressions, good

and bad? •  What should be changed to better

engage all the senses? •  How did observed behavior

influence your overall assessment?


Sight

Sound

touch

Smell

taSte

PluS




6PHOO��



73

… describing … analysing … designing business models of touristic products

Quelle: Stickdorn/Schneider (2010) This is service design thinking., p.212

Consisting of… … nine sections … each representing one block … for successful business models

Business Model Canvas

74

Quelle: growth management consulting adapted from businessmodelgeneration.com.

Business Model Canvas

75

TOGETHER. DEVELOPING A BUSINESS-MODEL .

76

THE END. TOURISMUSDESIGN.COM? Why not google to learn more …!

Documents

"Marketing by Experience Design" - The New Branding in Travel and Tourism