1. Experience Based Business Development Sara Pieters sara.pieters@flandersdc.be

2. WHO AM I?

3. I am Sara sarapieters.com ° 1980 Manager International Relations European Projects Flanders DC Passion for creativity, innovation and people,… Running, sports and travelling

4. AN INTRODUCTION TO THE PROJECT

5. Project idea The purpose of the project was to create a toolbox that provides business consultants with a range of materials relating to the experience economy to support them in their work with SMEs The ExBased project is co-financed by the European Commission’s Lifelong Learning Programme.

6. Objectives Provide local and regional public sector business consultants with knowledge of and insight into creative business approaches and the dynamics of experience-based business development. Enable business consultants to support and inspire local companies to bringing creative approaches into the company, its marketing and product development processes.

7. Partners Flanders District of Creativity – Belgium House of Businesses Aabenraa – Denmark South Denmark European Office – Denmark Business Academy South West – Denmark Ideone Creative Tampere – Finland North Staffordshire Chamber of Commerce - UK Creative Industries Development Agency - UK

8. Timing Project management and coordination Dissemination Exploitation of results Quality assurance and project evaluation Training Needs Analysis Design and development of training module Trail out phase Evaluation of trail out phase and fine-tuning

10. help businesses to think innovatively

11. working up creative ideas into business propositionsACTIVATION INSPIRATION AWARENESS Case studies developed by the project partners Handbook: a simple and easy to understand introduction to the Experience Economy for consultants and for businesses. Recommended reading

12. AN INTRODUCTION TO THE THEORY

13. Welcome to the experience economy B. Joseph Pine & James H. Gilmore “A few years ago, I saw some teenagers at a Wal-Mart putting quarters into one of those elaborate gumball machines with flashing lights, spiraling tubes, and cascading chutes—a roller coaster of sorts for gumballs. They were feeding coin after coin into the machine only to watch gumball after gumball circle around and around. And they weren’t consuming the gumballs after they came out! What were they buying? An experience!”

14. In the US there are 307+ million people and 90%+ of households can access electricity But the candle business is worth $2 billion a year! Why? Because candles give us more than just light... Think about an intimate dinner for two; an indulgent bath-time soak; a cosy family evening.

15. We’re looking for more than something to eat, a place to sleep, general safety… And this ‘something more’ has become a search for experiences…

16. Definition Companies stage meaningful events to engage customers in a memorable and personal way. A temporary impulse in the brain or in the senses. Selling of goods and services not based on rational considerations which provide value and leave a lasting impression on the consumer.

17. Definition

18. Definition

19. Some examples Theme parks, tourist attractions etc – where the business idea is the experience

20. Some examples Branding – where the product has associations beyond the function of the item and gives the user an added experience

21. Some examples Storytelling – telling the story of the product enhances the buyer’s sense of involvement and engagement

22. Some examples Additional services

23. Some examples Events – an activity or event added to the product to give a further experience

24. Some examples Clubs/Associations – where a company invites you to join a network of like-minded people

25. Some examples Retail experience – the stores where you can try out the items and spend time talking to experts

26. Some examples Customisation – some part of the design or decoration can be determined by the customer

27. Some examples Customer generated – the business enables the customer to d-i-y

28. 6 design principles

29. USE A THEME

30. Efteling HotelThe Efteling Hotel is just seven leagues away from the Efteling theme park and offers guests the opportunity to live in a fairytale world for one or two nights, or more. Let me tell you a fairytales

31. AutostadtVolkswagen AG’s Autostadt spent $417 million to build a new facility in Wolfsburg, Germany, that consists of a museum, six restaurants, a hotel, and several pavilions showing off all the VW group’s brands – all in effort to transform industry stereotype from just another dealership that sells cars to an autobuying experience extravaganza. Autobuying experience extravaganza

32. The “green” beer Heineken ExperienceThe Heineken Experience is a museum dedicated to the beer brand Heineken and the brewery in Amsterdam. This museum offers you tours, interactive expositions and two café’s. It also takes you back into the history of the company en the development of the brewing process over the years. With this museum, Heineken tries to create a different point of view for their beer.

33. The magic of Studio 100 Plopsaland The Plopsa parks combine the magic of the Studio 100 characters with having fun on many top attractions in a unique environment.

34. Our products are not tested on animals, never have been and never will be The Body ShopOne of he second largest cosmetic franchise in the world

35. Welcome to the fun FantaDrinking Fanta is fun.

36. Homemade Ice cream Ben & JerryThe story of two friends that started a homemade ice cream shop in an old gas station.

37. USE POSITIVE CUES&AVOID NEGATIVE CUES

38. Walt Disney with their Disney Parks is the recognised expert in offering experiences. The workers are called actors, you the visitor are the guests and the theme park becomes the stage.www.disneylandparis.com Walt Disney

39. Torfs For Torfs using harmonizing positive cues means personalising the service to your customer. Torfs is in the business of selling shoes and this is tricky to personalise. Making a real difference in the way they approach their customers is what they want to achieve. This means the way in which they pay attention to their customer, or the way in which they treat him or her, and try to ‘put themself in the shoes of their customer’ and endeavour to find out what he or she needs. Therefore they have had to give their staff specific training in personalising their approach to the individual customer. How to greet and welcome customers into the shop, and how to address certain problems, etc.

40. At the LairesseApotheek in Amsterdam, for example, all impressions are in sync with each other. You can experience this pharmacy’s vision through your senses, as it were. www.delairesseapotheek.nl LarisseApotheek

41. Carglass already exists many years, but it is a nice example of instantaneous gratification. When your car glass is broken you can make an appointment by phone or internet, when and where you want. At their local car centers not only the cars get a premium treatment (the broken car is fixed are replaced and on top of that your car is vacuum cleaned, and the glasses are washed), but as well the customers (free drinks, free wi-fi, free newspapers, comfortable waiting rooms, and most importantly friendly, smiling people)www.carglass.be Carglass

42. Utopolis The first VIP cinema in Belgium.www.utopolis.be

43. Spoor Noord … or how cities can also eliminate negative cues. Spoor Noord is a brand new park in Antwerp. Spoor Noord is a contemporary urban landscape park. It combines nature, light, space, relaxation, culture, sports and events.The western section of the park includes a number of play areas, a bmx and skate park, in summer a summer terrace and much more. The entire park has a lot of free space to sunbath, picknick or relax. There even is a public barbecue in the park, just bring food, drinks and stuff to let it burn. Clean the barbecue afterwards and enjoy!Reconversion of an old industrial area. Park Spoor Noord

44. Dutch airline KLM released a video a few weeks back demonstrating how they used social media to spread a little happiness amongst some of their customers.Their activity was to identify customers who checked in on Foursquare or mentioned on Twitter that they were flying with KLM from a particular airport. KLM staff then used the customer’s social media profile to find out a little more about them in order to present them with small appropriate gifts.surprise.klm.com KLM Surprise

45. Does your police office also looks as attractive as the new police office in Antwerp? Police Antwerp

46. INCLUDE MEMORABILIA

47. Like most museums and amusement parks, Disney leads you past his shops with different goodies, reproductions, cards, etc after each attraction. www.disneylandparis.com Walt Disney shop

48. Adidas Last year I participated in the Real Berlin Marathon. After 42km each runner received a green plastic bracelet from Adidas, that you could engrave with your personal best time in one Adidas shop in Berlin. Don’t have to tell you how eager each of the more than 65.000 runners were to do so and how long we were willing to wait (surrounded by great Adidas runner gear) for our personal bracelet. www.adidad.com

49. Nike created the NikeTown chain of stores with the goal of building its brand and supporting sales of Nike products in other general retail outlets. NikeTowns are rich in such experiential elements as exhibits that chronicle the evolution of the company's shoe design, a usable half-court basketball floor, and dramatic video clips of star athletes like Michael Jordan and Tiger Woods. www.nike.com Nike Town

50. La porte des Indes Get emerged in Indian cuisine and atmosphere, and get home with a nice orchid after a delicious dinner. www.laportedesindes.com

51. Delhaize Young families with children are Delhaize’s main target group. Not only by reducing prices for some very selected products like diapers or baby food, but also by savings campaigns like Pixar, Smurfs or marbles they target young families. Children even put their parents and grandparents under pressure to shop at Delhaize.www.delhaize.be

52. E-shop for baby and childrens wear and toys. Nice products. Quick delivery. And nicely wrapped. Because each article that you buy is a present, even if it is for own consumption.www.kleinezebra.com De kleine zebra

53. If you have ever been to a Night of the Proms concert, you will know that all visitors get a small light at the entrance. During the romantic songs these lights turn the concert arena into a see of small lights. www.notp.com Night of the Proms

54. Since 2005 AmuseeVous makes it possible for festival-goers to visit more than 48 museums in the Benelux for free during the summer, just by showing their festival-wristband. www.amuseevous.be AmuseeVous

55. M&M shop Thought M&M is only about those delicious chocolate candies. Well wrong, go to New York and visit the M&M shop. The New York City store is within a 2,200 m2, three-level glass box, on Times Square. It includes a 15 m-wide, two-story-high, "wall of chocolate", made up of 72 continuous candy-filled tubes. World in Times Square is New York City's largest candy store, and offers merchandise such as themed clothing, dishware, watches, and piggy banks.www.mymms.com

56. Desigual One of my favorite bags. Got it for free last year…“This fantastic exclusive edition maxibag is yours for free with a purchase over a minimum amount of 99€, in Spain.”www.desigual.com

57. ENGAGE ALL SENSES

58. Have you ever noticed the smell of freshly brewed coffee in shopping streets?

59. Would a new car be as exciting without that 'new car' smell? Would you be very disappointed if we told you that the 'new car' smell is artificial? I don’t think so. All automobile manufacturers have specialists who make sure a new car smells just right.

60. Did you know that supermarkets distribute the sense of freshly baked bread in their bake-off departments?

61. Have you already tried “chocolate sniffing”?

62. Did you know that the smell of oranges can have a positive effect on the mood of people in a disco? The smell of oranges turns the visitors happy and relaxed, they stay longer and consume more.

63. Do you know that mobile producers spend a lot of research to find out the right weight for a new mobile? The average weight of a cell phone is between 200 grams and 800 grams otherwise it's too heavy or light!

64. Did you know that lots of effort is spent on making the right feeling of keys on a piano or laptop keyboard.

65. AT&T found out that when you put on ‘silent hold’ nearly 60% of all callers hang up.

66. According to Lindstrom 74% of Europeans recognize the Nokia ring tone and associate the tone with the brand.

67. When Porsche switched from an air-cooled engine to a water-cooled one, they received a tremendous number of complaints. What was the matter? The familiar Porsche sound had disappeared. Porsche moved heaven and earth to develop a new exhaust system whose sound was as close to the old, familiar one as possible.

68. NATURAL AND HOLISTIC APPROACH

70. FLANDERSDISTRICT of CREATIVITY Sara Pieters sara.pieters@flandersdc.be www.exbased.eu