making the shift to experiential product development
DESCRIPTION
Making the Shift to Experiential Product Development with Nancy Arsenault of the Tourism Cafe and Lesley Anderson of the Canadian Tourism Commission @ the Ontario Tourism Summit London 23 October 2012. Today’s travellers want to explore the unique, the exotic, and the unexpected through memorable, engaging visitor experiences. Captivating these travellers to choose your destination, your business, must go beyond visiting beautiful viewpoints, delivering interpretive talks, sleeping in a themed room, or serving a locally-grown meal. Experiential travel stages memorable ways to connect visitors to the authentic essence of the special places, people, stories and culture within a community - discover what others know and are willing to share!TRANSCRIPT
STRATEGIES FOR NEW GROWTH
STRATEGIES FOR NEW GROWTH
MAKING THE SHIFT TO EXPERIENTIAL TRAVEL PRODUCT DEVELOPMENT
1:30 pm – 2:45 pm
Moderator: Nicole Leaper, Director Brand and North America Marketing, OTMPC
Presenters: Lesley Anderson, Brand Experiences Manager, Canadian Tourism Commission Dr. Nancy Arsenault, Managing Partner, Tourism Café Canada
Making the Shift to Experiential Product Development
An Industry Workshop with:
Lesley Anderson, Canadian Tourism Commission & Nancy Arsenault, Tourism Cafe Canada
Ontario Tourism SummitLondon, Ontario
23 October 20121:30 - 2:45 pm
Making the Shift to Experiential Product Development
Welcome to our world!
• Focus on the experience, the emotional emotional engagement and “The Ing-thing”
• Driving the value proposition up
• Tips from CTC Signature Experience Members
Experiential Travel
Engages visitors in a series of authentic, memorable travel
activities, revealed over time, that engage the senses, are
inherently personal and make connections on a physical,
emotional, spiritual, intellectual or social level.Source: Nancy Arsenault (2004)
Experiences Enable us to Compete on Value
Value is the immunization factor. When there is no difference in value people buy on price alone. Competing on value allows you to create a ‘be different’ strategy that your competitors will have difficulty copying.
Roy Osing. (2009). Author of Be Different or be Dead: Your Business Survival Guide
Developing, delivering and experiences that appeal to
Experiences Allow Canada to Compete on Value
Inniskillin, ON Great Spirit Circle Trail, ON
Infrastructure Activities Programs
Gatherall’s Puffin & Whale Watching, NL
Credit: Great Spirit Circle TrailCredit: Inniskillin Credit: Gatherall’s
Benefits from Raising the Bar on Engagement, Personalization, Connections & Value
(c) 2012 Lesley Anderson & Nancy Arsenault
Infrastructure
Activities
Programs
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Pricing & Profits
ROI
ROI + ROE
Emotional Engagement
PhysicalEngagement
Partnerships+&+Connec0ng+to+People,+Place+&+Culture
Increased+Sales,+Brand+Strength+&+Advocacy
Experiential Product Development
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Pricing & Profits
Experiences
Commodities
Activities/Services
Make
Deliver
Stage
Goods
Adapted from Pine & Gilmore 1999
Low VolumeHigh Yield
High VolumeLow Yield
(c) 2012 Lesley Anderson & Nancy Arsenault
Experiential Product Development
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Pricing & Profits
Experiences
Commodities
Activities/Services
Make
Deliver
Stage
Goods
Increased Sales
Increased Sales
Increased Sales
Adapted from Pine & Gilmore 1999
Low VolumeHigh Yield
High VolumeLow Yield
(c) 2012 Lesley Anderson & Nancy Arsenault
CN Tower, ON
Edible Canada, BC Heritage Park Historical Village, AB
Infrastructure Based Companies Inniskillin, ON
Credit: CTC
Credit: CTC
Credit: CTC
Credit: Heritage Park Historical Village
Credit: Inniskillin
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Extreme Icewine(Experience)
Grapes (Commodities)
Restaurant & Wine Tasting (Service/
Activity)
Wine & Gift Store(Goods)
Low VolumeHigh Yield
High VolumeLow Yield
Competitive Position
Pricing & Profits
Inniskillin, Niagara-on-the-Lake, ONwww.inniskillin.com
Market Price
www.inniskillin.com
Grapes: 88/kg -$2.20/kg or 40¢ to $1.00/lb
Wine: $12 to $100
Inniskillin Classic Tour: $9/per person
Commodity:
Goods:
Activities/Services:
Credit: Inniskillin Credit: Inniskillin
Market Price
www.inniskillin.com
Great Canadian Kitchen Party: $80 pp
A Sampling of Experiences
Extreme Canadian Wine Experience $27 pp
Exclusive Cool Culinary Experience: $150 pp
Credit: Inniskillin
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Pricing & Profits
Raising
'the'Ba
r'on'En
gagem
ent,'
Person
aliza4o
n,'Conn
ec4ons
'and'V
alue
ROI
ROI'&'R
OE
Sales,'Brand'Strength'&'Advocacy
Inniskillin, Niagara-on-the-Lake, ONwww.inniskillin.com
Power River Sea Kayak Ltd, BCGatherall’s Puffin and Whale Watch, NL
Arctic Range, YK/NWT
Activity Based Companies
Snowy Owl Sled Dog Tours, AB
Credit: Inniskillin
Credit: CTC
Credit: CTC
Credit: CTC
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Picnic with the Whales(Experience)
Ocean(Commodities)
Whale Watching ToursWeddings, Corporate
Events(Activity/Service)Gift Shop
(Goods)
Low VolumeHigh Yield
High VolumeLow Yield
Competitive Position
Pricing & Profits
Gatherall’s Pu!n & Whale Watchingwww.gatheralls.com
Heartland Tours, MB
Cape Race, NLExperience PEI
Great Spirit Circle Trail, ON
Program Based Companies
Credit: CTC
Credit: CTCCredit: Cape Race
Credit: Great Spirit Circle Trail
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Experience the Past,
Enjoy the Present(Experience)
(Commodities)
Training & Education(Service)
(Goods)
Low VolumeHigh Yield
High VolumeLow Yield
Competitive Position
Pricing & Profits
Great Spirit Circle Trail
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
(Experience)
(Commodities)
(Service)
(Goods)
Low VolumeHigh Yield
High VolumeLow Yield
Competitive Position
Pricing & Profits
Your Turn!
Know what business are you in
Infrastructure Activities Programs
Know which emotion(s) are at the core of what you are offering
In Summary:
Focus on authenticity, stories, local flavour, people to layer in the emotional connections to differentiate yourself amongst similar businesses
New Signature Experience Collection®
Case Studies
Thanks!
www.tourismcafe.org
http://caen.canada.travel/