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Experience
Economy Hippie Generation
Alvin Toffler
Gerhard Schulze
Joseph Pine
Jim Gilmore
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About experience economy
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The progress of the economic value sample
Business models are changing
EXPERIENCE EXPERIENCE EXPERIENCE
SERVICE SERVICE SERVICE
GOODS GOODS GOODS
COMMODITIES COMMODITIES COMMODITIES
Case 1 Case 2 Case 3
Commodities Commodities Commodities
Goods Goods Goods
Service Service Service
Experience Experience Experience
Costs Margins
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Growth &
Innovation
Where is growth and what is
Innovation in business today?
Where is Innovation today? Innovation is no longer a piece of
technology or a unique product or service you sell.
Is more about an elegant integration than invention, is how to
design and create value in the experience through your ecosystem.
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Retail
Brand & Business as a result
of an experience model.
Retailerss without a holistic digital
physical experience struggle.
DEMAND IN DIGITALIZATION
AND AUTOMATIZATION RETAIL
BUSINESS WILL RAISE
Brand &
Marketing
CMOs are struggling to achieve their goals,
and Ad Holding companies pass through a
deep transformation.
CMOS ROLE AND MEANING WILL EVOLVE.
Average time of CMOs in company drop down from
10 years to 2 years in the last 2 decades.
In 6 years Ad Business should be half
of what is it now.
Top-10 US Beauty Industry Advertisers, by Traditional Media Ad Spend
Percent Change 2014 vs 2015 - Source L2 Garner
2014 2015 % Change
L’Oreal 1,346 1,198 -11.0%
P&G 799.6 572.2 -28.4%
J&J 389.6 389.0 -.2%
Unilever 398.3 266.6 -10.6%
Estée Lauder 222.8 244.4 +9.7%
Genomma Lab 88.5 167.7 +89.5%
Coty 199.9 165.5 -17.2%
Revlon 164.9 153.2 -7.1%
LVMH 109.8 114.5 +4.3%
Kao 102.1 103.2 +1.1%
TOTAL $4.689,9 $4.508,0 -4.1%
Healthcare
Pharmaceutics are challenged to shift
into a market where patients are users
and customers at the same time.
CONSUMERS HAVE HIGHER EXPECTATIONS FOR
HEALTHCARE, PERHAPS MORE SO THAN IN ANY OTHER
INDUSTRY.
Banks
& Finance
From privacy to transparency
Staging experience is not only a new Fintech is changing drastically Banks
economic offer, but require transparency brands.
and an ethical approach.
U.S. WITH 659 INVESTMENTS WORTH
$11.89B FUNDING
Real estate
Is more than sharing, is redefining Real estate into the experience offer.
the idea of workplace and home. - Quarters
- Roomrs
- Welive
- Breather
CO-WORKING - Common
CO-LIVING - Ollie
Automotive
Natural evolution from leasing
and renting
EXPERIENCE MEMBERSHIPS
Porsche, Audi, BMW, Cadillac, Volvo are
moving into the experience offer.
Volvo S60 experience bought in a click
and get it at the dealer.
reliability & price vs Experience Value
New
way of
working
Organization embrace more
systematic methods Spread of Design Thinking and Agile
methodology are only effect to the shift in a
‘system-based’ business.
Transmediality
Narrative systems instead
single stories, participative
and adaptable.
NARRATIVE UNIVERSE
COMPANIES KEYNOTES AS A SHOW
STORYTELLERS
Company as Entertainment company
Transmediality and systematic storytelling
Purpose vs Results
Engagement
by storytelling
Storytelling vs advertising
Annette White - IG Travel
Jamie Oliver - IG Food
Alexa Chung - IG Style
Jannid Olsson Delér - IG Lifestyle
Massy Arias - Sport & Fitness
Logan Paul - Youtube
Small
business
advantage
From blogs to billion dollar evaluation.
Russell Manley, Ludlow & Blunt (International expansion)
Cristina Fogazzi, L’estetista cinica (Ricavi di 10Mil di euro)
Casper (+$1Bil value)
Emily Weiss, Glossier (+$1Bil value)
From
information
reputation
Rating experiences, credit and social
score, fake news, conspiracy theories…
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Value in
Value from
Sustainability as a business system
Value in the Experience, and from the Experience, impact in the stage
and backstage (Brand & Business)
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Price changes Jan 1998 - Dec 2018
Selected US Consumer Goods and Services, Wages
GENERATIONS
Economic
challenges
New generation feels not in charge of their lives. #fear
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TITLE
Agencies & Brands in the Experience
Economy: Management Organization.
Everyone working in the space of brands, marketing and communications has seen
their job change rapidly in recent years. In particular, the agency business has been
forced to rethink and redefine its role.
As well, the impact of the new economy and the establishment of the experience
economy model has changed everything we have known about marketing, brands,
customer perspectives and the rules & dynamics defining the relationship between
these elements.
Multidisciplinary & inclusion have become mandatory requirements for everyone,
dethroning traditional “Creatives” from the leadership to a more equal level with other
disciplines & practices.
TAGS: #CX #LEADERSHIP #TRANSFORMATION #GROWTH #INNOVATION
Available on Amazon
