STHM 1113 Lecture Notes - Lecture 34: Reading Terminal, Philadelphia Flower Show
• Meorabilia: Give’e Soethig to Reeber
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 differet if we charged a fee? = Eperiece Ecoo
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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