"marketing by experience design" - the new branding in travel and tourism

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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

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Do you depend on OTAs and price parity?

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

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What makes people buy? Really.

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

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Re-Think. Marketing by EXPERIENCE DESIGN

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

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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  

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tools to create meaningful experiences

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CUSTOMER LIFECYCLE

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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  

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Customer Life Cycle in Travel Learning

Inspiring

Deciding

Buying

Consuming

Sharing / Growing

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CUSTOMER JOURNEY.

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

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

Customer Journey - How to?

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

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EXPERIENCE PYRAMIDE

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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

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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

Source: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838

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EXPERIENCE PYRAMIDE …

Source: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838

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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

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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

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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

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

Source: Presentation of Sanna Tarssanen: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838

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

Source: Presentation of Sanna Tarssanen: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838, adapted by tourismusdesign

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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  

Source: Presentation of Sanna Tarssanen: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838

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

Source: Presentation of Sanna Tarssanen: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838, adapted by tourismusdesign

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EXPERIENCE PYRAMIDE …

Source: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838

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SOME GOOD EXAMPLES FOR YOUR INSPIRATION

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arriving & orientating

exploring

resting & relaxing

enjoying & learning

tasting & shopping

remembering

Customer Journey During Travel

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Orienta;on  

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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  

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Orienta;on  

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Orienta;on  

Augmented  Reality  App  

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

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Orienta;on  

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

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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

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Orienta;on  

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

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Explore  Des;na;on  

Segway  Mountain  Cart  

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

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Faxi,  Vienna,  Austria  

Source: tourismusdesign

Explore  Des;na;on  

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Selber  Service  Box,  Vienna,  Austria  

Source: tourismusdesign

Explore  Des;na;on  

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Explore  Des;na;on  

Segway  Mountain  Cart  

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

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

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Explore  Des;na;on  

Segway  Mountain  Cart  

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

Scenic  Roads  Norway  

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Rest  &  Relax  

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

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Rest  &  Relax  

Wellness  Outdoor  Experience  

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

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Rest  &  Relax  

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

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Rest  &  Relax  

Wellness  Outdoor  Experience  

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

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Rest  &  Relax  

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

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Rest  &  Relax  

Tree  Hotels  

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

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Rest  &  Relax  

Zagreb,  Heineken  Icebar  

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

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Rest  &  Relax  

Public  Toilet  near  Vienna  Opera  House  

Source: tourismusdesign

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Rest  &  Relax  

Public  Toilet  near  Vienna  Opera  House  

Source: tourismusdesign

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Rest  &  Relax  

Free  Book  Library,  Radstadt,  Austria  

Source: tourismusdesign

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Tas;ng  

Wellness  Outdoor  Experience  

Source: Panoramio_WagenTom

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Tas;ng  

Wine  Take  Away,  Lower  Austria  

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

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Tas;ng  

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

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

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Tas;ng  

ICECREAM-­‐SHOP  at  Vienna  Railway  Sta;on  Westbahnhof  

Source: eigene Quelle

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Tas;ng  

ICECREAM-­‐SMILE  MACHINE  Denmark  

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

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Remembering  

Free  Skype  Counter,  Tallinn  Airport,  Estonia  

Source: tourismusdesign

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SOME MORE TOOLS TO IMPROVE EXPERIENCES

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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

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

Source: Pine/Gillmore Field Guide for the Experience Economy, 2005, Strategic Horizons LLP

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?

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

Source: Pine/Gillmore Field Guide for the Experience Economy, 2005, Strategic Horizons LLP

Sight

Sound

touch

Smell

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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.

Source: Pine/Gillmore Field Guide for the Experience Economy, 2005, Strategic Horizons LLP

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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?

Source: Pine/Gillmore Field Guide for the Experience Economy, 2005, Strategic Horizons LLP

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… 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

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Quelle: growth management consulting adapted from businessmodelgeneration.com.

Business Model Canvas

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TOGETHER. DEVELOPING A BUSINESS-MODEL .

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