MARKETING EXPERIENCES
We have previously introduced the original four P’s of marketing: Product, Price, Place, and Promotion, as well as discussing the contributing factors such as Advertising, Publicity, Personal Selling, and Sales Promotions that collectively make up Promotion..
We have also expanded on this list with four more P’s that relate especially well to service products (although they might also be applied to goods, just less critically): Physical Evidence, Process, People, and Purpose. The first three of these are well established in the literature, while “Purpose” is unique to this course of study (RLS 183).
In considering experience products, the following four P’s are suggested within this course (they are not found elsewhere): Participation, Personal Growth, Pleasure, Perspective. As with the additional “service product P’s” they are not exclusive to experiences but are simply more likely to be of extreme importance in this context.
Participation
Although it is sometimes hard to exactly describe experience products, it seems fair to say that they are almost always “you had to be there” products. But that is still simplistic as the nature of participation can still vary widely and should be an element in the overall marketing mix. For example, in sky diving, one might solo skydive, tandem skydive with an instructor, ride in the plane without jumping, or stand in the landing area to “experience” a friend’s landing with them without having actually jumped oneself. Plus, of course, there is always simple spectating. These are all very different, but equally valid, appealing to different people or to the same people but on different occasions.
Personal Growth
Many experiences are undertaken with the intent of “becoming a better person” – such as education, counseling, etc. Again, if this is the focus of somebody’s interest, or even just an element, it should be considered in the mix – the extent of the personal growth, the benefits, what one might be able to do afterwards that one couldn’t before, etc.
Pleasure
On a simpler note, many experience products are simply focused on pleasure and having a good time. They might be ephemeral in nature, or enduring, as with all experience products. But the focus is purely, or at least largely, hedonistic. But pleasure can vary and is often a different outcome for different people (see below also) and should be addressed in the mix also. Consider a movie, for example, pleasure does not necessarily signify laughter or comedy, it could be dramatic tension, horror, or any other elicited emotion that one finds pleasurable at a given point in time.
Perspective
Because of the mental nature of so much of the “experience” experience, experience products are likely to be even more subjective in their nature and appeal than other services, as well as goods. Many people will see the utility in a washing machine, surgery, transportation, massage, babysitting, etc. Many will never appreciate a bungee jump. Again, not unique to experiences, but more likely an issue to deal with here than elsewhere because of the purely subjective nature.