STHM 1113 Lecture Notes - Lecture 35: The Experience Economy, Romano'S Macaroni Grill
• Refresh the Experience to keep Value High
o Every five years – refresh the brand
o Keep the ustoer atiipatig…
o Staging Customer Surprise
▪ Staging the unexpected
▪ Rebates & Coupons
▪ The 3-S Model
▪ Macaroni Grill – Free Dinner Mondays/Tuesdays
▪ The 4th “…“uspese
• The Experience Economy
o …eourage uyers to purhase goods ad series for fudaetally e ad
differet reasos. p.
o …ust ake eories ad ot goods ad reate the stage for geeratig
greater eooi alue p.
o …reatig imaginary worlds that have a special relationship to reality – worlds
in which we can extend, amplify, and enrich our own capabilities to think, feel,
ad at. p.
• Performers & Staying in Role/Character
o Stage/ Setting
o Props
o Costume
o Gestures/body language
o Name & Title
• How do these differ from experiences??
o Running a marathon
o Seeing a psychiatrist or psychologist
o Going on a spiritual journey
o Going to law/medical/graduate school
o Going a long trip to another country
o Climbing Mt. Everest
• Levels of Value Review
o Commodities
▪ The ost asi leel. The stuff you pull fro the ’groud’. The ra stuff
o Goods
▪ Commodities manufacture into something usable. Think about the
coffee you drink
o Services
find more resources at oneclass.com
find more resources at oneclass.com