North American Farmers' Direct Marketing Convention
v. (grÖ west) a direct marketing journey of innovation and inspiration through Alberta's historic Cowboy Trail
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Speaker: Joseph Pine, Strategic Horizons LLP, St. Paul, MN
Today,
goods and services are no longer enough; what consumers want are
experiences – memorable events that engage them in an inherently
personal way. Indeed, according to world-renowned author, speaker, and
management advisor Joe Pine, we’re shifting into an Experience Economy
where experiences are becoming the predominant economic offering.
That’s bad enough news for most goods manufacturers and services
providers, but what does it mean for commodity producers like farms? It
means they have to understand and apply a basic principle of the
Experience Economy: that the experience IS the marketing. The best way,
in other words, to generate demand for our agricultural commodities is
to stage an engaging retail experience that forces consumers to pay
attention to us – and then pay up by buying our farm output. True, our
industry already overflows with customer experiences through color,
fresh air, flavors, aromas, and textures, but do we as practitioners
fully harness that which we ourselves so often take for granted?
This full-day workshop, conducted by the man who discovered the
Experience Economy, ensures that you take full advantage of the
wonderful sensory experience you already have, and then takes you to
the next level of creating a compelling, robust, and memorable
experience. It’s designed to provide background, present theory, and
especially impart frameworks and actionable ideas that you can use to
improve sales and increase loyalty. You will join in open discussions
to corral the frameworks for your own use, and commit to a course of
action that benefits your customers, and therefore your business.
Joe Pine, co-author of The Experience Economy: Work Is Theatre & Every Business a Stage,
is not only a highly acclaimed author but a remarkable presenter and
facilitator of ideas. You won’t want to miss this opportunity of
enhancing your retail experience in direct consultation with the
world’s foremost authority on the subject.
Workshop itinerary
9:00 a.m. 1. Welcome to the Experience Economy
10:30 a.m. Break
10:45 a.m. 2. The Experience IS the Marketing
3. Theme-ing the Experience
12:00 p.m. Lunch
1:00 p.m. 4. Hitting the Sweet Spot
5. Directing Workers to Act
6. Mass Customizing Your Offerings
2:30 p.m. Break
2:45 p.m. 7. Charging Admission
8. Idea sharing
9. Final Questions and Answers
4:30 p.m. Experience a nap!
1. Welcome to the Experience Economy
A look at the competitive landscape through a new lens – going beyond commodities, goods, and services to stage truly memorable experiences that promote retail sales. An overview of what’s going on in the world today and why, with relevant, up-to-date exemplars that illuminate the ideas and let you begin to see the applications to your own business.
2. The Experience IS the Marketing
You now compete with every other company in the world for the time, attention, and money of individual consumers. The way to win their hearts, then, is through a retail experience that gets consumers to spend time with you, giving you their full attention, and thereby opening their wallets to purchase your offerings.
3. Theme-ing the experience
Every great experience needs to have a theme – the organizing principle for deciding what’s in and what’s out. Learn how to theme your retail experience in a way that makes it compelling.
4. Hitting the Sweet Spot
Experiences can reside in one of four realms – entertainment, educational, escapist, or esthetic. The best, most robust, experiences, however, hit the sweet spot in the middle of all four realms. Learn how to add elements of each realm to your experience.
5. Directing Workers to Act
In the Experience Economy, work is theatre. Whenever workers are in front of guests, they are acting – whether they know it or not, or do it well or not. Learn how to direct the theatre that necessarily happens with every customer interaction, and to embrace dramatic structure as a model for designing the overall experience.
6. Mass Customizing Your Offerings
Mass customizing – efficiently serving customers uniquely – automatically turns goods into services and services into experiences, as Joe discovered after publication of his first book, Mass Customization: The New Frontier in Business Competition. Learn how to apply the techniques of Mass Customization to creating that personal experience within each of your individual guests.
7. Charging Admission
You’re not truly in the experience business unless you charge for the time customers spend with you. Learn how to do that for your retail experience, whether for the entire place, places within the place, or activities within the place.
8. Idea Sharing
Throughout the workshop you will have opportunities to work through the frameworks and principles that Joe presents and apply them directly to your business. In this final session, you will share your ideas with the others in the room so you all can learn from each other. Don’t miss this opportunity to learn from the best and brightest in the industry.
9. Final Questions and Answers
The entire workshop will be conducted in a very informal atmosphere and you’ll be encouraged to ask questions at any time. But this closing wrap-up is designed to answer any of those questions that just didn’t seem appropriate at the time. Whether you had them walking in the door this morning, or they just came to mind when Joe asked, “Are there any final questions?” this is YOUR time.
Join us for all or any part of our convention.
Each component is priced separately.
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Monday |
Tuesday |
Wednesday |
Thursday |
Friday |
Saturday |
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Feb. 12, 2007 |
Feb. 13, 2007 |
Feb. 14, 2007 |
Feb. 15, 2007 |
Feb. 16, 2007 |
Feb. 17, 2007 |
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All-Day Workshops |
Conference Sessions | |||
62 White Loaf Road
Southampton, MA 01073