From the recently launched Experience Economy Evangelist blog, I happened upon a trove of “experience economy” articles from the renowned experiential marketing provocateurs - Joseph Pine and James Gilmore.
I perused a few of these 41 articles and Pine and Gilmore never stray from their well articulated message of creating customer experiences. If you are already intimately familiar with the experience economy approach, then you might not learn much new from these articles. However, you are sure to reinforce your understanding by reading some of them.
Click here to gain access to the trove of articles.
If you are in need a refresher course on the Experience Economy, read this article.
In this article, published in late 2002, Pine and Gilmore offer Major League Baseball tactical suggestions on how to better sell the MLB experience. I especially liked the following snippet of advice:
Stop managing minutia, like trying in vain to speed up the game (after all, baseball’s uniqueness is centered on the absence of a time-keeping clock). Instead, strive to get customers to spend more time (and money) at the ballpark—before, during, and after each game.
Baseball is in the experience business, so it should stop acting like a goods manufacturer (talk of the “product” on the field perpetuates this erroneous positioning).
Promotions based on giving away goods are no longer enough. Today, people desire unique experiences that engage them in a distinctively personal way. If Dennis Tito will pay $20 million to labor as a space tourist, what experiences might command fees orders of magnitude above today’s ticket prices from fanatically enthusiastic and wealthy fans, while simultaneously driving increased ticket sales?
Like Pine & Gilmore, we've been in the experience space for a number of years. We also have a large number of articles about the business of experience on our web site, as well as a blog about the latest in experience marketing efforts. Feel free to drop a note if you you're ever in NYC and you'd like to visit our experience lab in SOHO!
David Polinchock
Chief Experience Officer
Brand Experience Lab
Brand Experience Lab BLOG
Posted by: David Polinchock | May 28, 2004 at 04:14 PM