STHM 1113 Lecture Notes - Lecture 34: Reading Terminal, Philadelphia Flower Show

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Meorabilia: Give’e Soethig to Reeber
o Why do we purchase memorabilia?
o Provides a reminder of an experience
o Allows people to socialize the experience
Why is this a beneficial business tool?
o Incorporating memorabilia extends the experience
o Attaches memory to something physical
o Do not just give it away, but find a way to mix it in
Engage the Senses
o Engaging the senses makes an experience even more memorable
o Easy way to turn a service into an experience
Think about going to Reading Terminal
More then just a food market
o Helps eliminate negative cues and focus on positive cues
o Together, these five elements make up the process of THEMEING!!!
Only Enhances Though
o If you incorporate all these elements into your offering, do you have an
experience?
o The answer is no!!
o You are only what you charge for
Many restaurants may have a theme, but often only charge for the
service of providing food. Not an experience
Ex. Dave & Buster’s – charged for time spent at restaurant in
form of a Power Card
o What would we do differet if we charged a fee? = Eperiece Ecoo
o Often charging a fee is key
If you charge a fee, then if often has to be worth while, thus it requires
more development and thought Think about Apple Stores
membership fees
Differing levels of pricing
Entry fee, initiation fee, membership fee, access fee, per-event
fee
Fees You are what you charge for!
Entry fee gain access to a venue, event (concert, sporting event,
trade shows)
Per-event fee participate in an event, conference
Per-period fee set-time fee (per minute, month); streaming
services
Initiation fee initial (one-time) payment to a club, organization
Access fee gain access to an event (backstage passes)
Membership fee enrollment in a club, league, or association
Philadelphia Flower Show, March 3-11, 2018
o Membership Fee PA Horticultural Society
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