"On Experiences as Economic Offerings" (parte III)

Parte I e parte II.
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Terminei a leitura da tese "On Experiences as Economic Offerings" de Susanne H. G. Poulsson e, recomendo o seu estudo a quem quiser desenvolver o marketing de serviços, sobretudo em sectores não transaccionáveis. Por exemplo, promover um parque de campismo, um ginásio, um evento desportivo ou musical, uma feira ou uma festa religiosa.

"On Experiences as Economic Offerings" (parte II)

Parte I.
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Mais um trecho acerca da batota, do desenho deliberado da experiência que queremos que os clientes vivenciem:

"Experience offerings arrange for particular items and activities to be
displayed and unfolded at given times and in a given order. The content needs to be staged and structured to have direction and to make the most of the time and the activities that take place. Events should not unfold at random, but rather in a structured manner as to optimize the experience. Experiential value – although it can occasionally be created by random, or by the subject’s purely internal efforts, should in a commercial context rather be a well thought out endeavor: A deliberate effort by an organization to optimize stimuli – objects, activities, facilities – to provide an experience for a consumer. Someone needs to have thought through and asked, “what is a good way to do this?” What makes this content and activity fun and interesting? It involves the “what content to present?” and “how to present it?” questions. The principles of dramaturgy may be used to structure stimuli, content and activities to optimize the coming about of a worthwhile experience.
A dramatic structure can be used to intensify and enrich an experience offering. It can give direction and order to events taking place, by constructing them into a meaningful sequence.
It can be used as a way of giving a good introduction – to build in suspense and dramatic turns into an activity as it plays out, to give characters and roles to play for employees and guests, to arrange for conflict, challenges to overcome and clear goals to reach. Done skillfully this can very well build a strong frame and backbone for the offering, developing a suitable rhythm and escalation to increase the offering’s overall value."

Trecho retirado de "On Experiences as Economic Offerings" de Susanne H. G. Poulsson. 

"On Experiences as Economic Offerings" (parte I)

Muito haverá a escrever sobre esta tese "On Experiences as Economic Offerings" de Susanne H. G. Poulsson. Contudo, começo hoje por um pormenor que é um clássico deste blogue, a batota!!!

"every product has a connected consumption event – meaning that the consumer will experience or feel something when they use/consume the product. This consumption event, and the experience had during it, may be hardly noticeable, (as when using a printer) or highly noticeable and significant for the product’s overall value, (as in the case of the thrills had during a bungee jump). In experience offerings the consumption event is of utter importance because experiential offerings’ value rests with the richness and intensity of the consumption event.
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Csikszentmihalyi’s take on flow is that: “While such events may happen spontaneously, it is much more likely that flow will result from a structured activity”. Furthermore, he states that: “Activities that provide enjoyment are often those that have been designed for this very purpose. Games, sports, and artistic and literary forms were developed over the centuries for the specific purpose of enriching life with enjoyable experiences.“
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The creation of experiential value in a commercial setting is not about a random meeting in the woods. It’s a transaction where the provider needs to be prepared to provide the right elements so that the consumer can step inside, react and act. The more thoroughly and thoughtfully designed and prepared the experience offering is, the more the consumer will be made to feel that events unfold effortlessly.
Within these settings, what strings can the experience provider pull? What are the elements consumers appear to find essential for gaining value and meaning out of an experience offering? What stimulates and tickles these consumers’ brains as well as their bodies? What are the “pleasure buttons”? What can the provider do to stage and design an offering that has a high probability of triggering experiential value in the consumer? What are the vital dimensions that matter and are the most fundamental when we look across and beyond each particular context to identify the triggers that are involved in co-creating experiential value?"

E acha que isto não se aplica aos produtos que a sua empresa produz? Em "Value creation processes and value outcomes in marketing theory: Strangers or siblings?", referido aqui, pode ler-se:

"adding hedonic aspects to utilitarian base products was more effective than adding utilitarian aspects to hedonically oriented products and suggested that the hedonic image of a product may be diluted because of utilitarian additions."

Oferecer experiências, batoteiros ao ataque

Ando a ler esta tese "On Experiences as Economic Offerings".
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A ideia inicial era ler a tese em modo rápido e focar a atenção num ponto ou outro. Contudo, rapidamente fui conquistado e optei por uma leitura lenta. Estes trechos remetem para uns números curiosos:

"The rise of affluence is one important factor for the ongoing transformation towards an increasingly more experientially oriented economy.
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This rise of affluence combined with social and cultural changes has influenced what type of products, economic offerings, are being produced and consumed.
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Recently there has been a growing understanding of the economy as becoming increasingly dematerialized. In western economies 2/3 of the economy is made up of intangible products.
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The other major shift, then, is the move towards experientially orientated consumption. Due to the widespread growth in prosperity combined with falling prices on such necessities as food and clothing, consumers have increasingly been able to afford to change their priorities on what they buy. Experiential consumption is a result of a new market arising due to the large number of consumers who now are able and willing to put money on the table when wanting to have fun and feel good.
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Spending on luxuries and experiential consumption is currently calculated to constitute about 40% of the economy. It is expected to continue its strong growth and should reach the 50% mark by the year 2020.
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From 1958 to 2007 the average yearly spending for a Norwegian household increased threefold. The spending for such necessities as food and clothing has fallen sharply. An average household is today spending 11% on food compared to 40% in 1958. Likewise, 5% is used on clothes and shoes, and that is less than half of what was spent on such items in 1958."

Conciliar isto com, encontrado em poucos minutos no Twitter, sem procurar:

• "The Sports-Related Jobs With The Strongest Growth"
• "Hermès eleva un 8% sus ventas en el primer semestre por el buen ritmo de EEUU y China"

Estou a escrever isto (ontem) em frente a um espaço em Braga que pelos vistos, cobrando 250€ por cabeça, teve o mês de Agosto cheio a proporcionar férias criativas a crianças de férias com pais presos ao trabalho.

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Por outro lado, isto só me leva a crer que o que está por trás de coisas como esta:

• "People Think Experiences Bring Happiness, Still Opt for Things"

É falta de aposta na batota ou, na linguagem de Poulsson, a autora da tese, falhas de execução:

• na comunicação das Promessas;
• no esclarecimento das Premissas;
• no desenho e execução do Processo; e
• no desenho e execução dos Gatilhos.