Marketing Strategy Blog – Is your business an empty stage?
CEO Marc writes his latest blog about why experiences need to be at the heart of your marketing strategy.
Is your business an empty stage?
That may sound like an odd question but bear with me.
If you enjoy going to the theatre, you’ll be aware that two different companies, with two different productions can take the same stage and turn it into something totally different.
And it’s the same with business.
In 1999, two academics, Pyne and Gilmore, wrote a fascinating book called The Experience Economy. The strapline …’Work is theatre and every business a stage’.
The concept is that goods and services are no longer enough for consumers and that businesses must create memorable events and experiences that capture their audience and transform their brand’s value proposition within their marketing plan.
And that makes absolute sense, doesn’t it?
If a similar company to yours, selling a similar service or product provides a better experience, who is the customer going to choose?
At theme restaurants such as the Hard Rock Café or Planet Hollywood, the food is just a prop for what’s known as “eatertainment.”
Pyne and Gilmore say: “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.
“Eventually, the most significant question managers can ask themselves is: ‘What specific experience will my company offer?’ That experience will come to define their business.”
So, what experiences have you built into your marketing strategy? are they good or bad?
What great experiences could you create?
A whole new world awaits for you and your customers.
Exciting isn’t it?
For more advice about creating experiences and marketing strategy, talk to us today.