framing products as experiences iñigo gallo
TRANSCRIPT
FRAMING PRODUCTS AS EXPERIENCES
Iñigo GalloAssistant Professor in Marketing
IESE Business School
experiences > products
More personal
experiences > products
More personal
More happiness
experiences > products
More personal
More happiness
More social
Differentiation‐ +Extract
commodities
Makegoods
Deliverservices
Stageexperiences
$1
$5
Product ServiceCommodity
How can product brands sell experiences?
by speaking about it
by moving to experiences around the product
Enjoy it out of home (with someone else)
PRODUCTyogurt
Enjoy it out of home (with someone else)
PRODUCTCloser to cafeteria style & participate in the elaboration process
coffee
Enjoy it out of home (with someone else)
PRODUCTParticipate in the
elaboration processLearn: analyze,
track, compare, …
tennis gear
by surrounding the decision making process with experiences
expensive
imposing as a brandimposing as a sport
CONSIDERATION
TRIAL
PURCHASE / REPURCHASEPARTICIPATION
EVANGELISM
CONSIDERATION
TRIAL
PURCHASE / REPURCHASEPARTICIPATION
EVANGELISM
Are there any risks to this strategy?
Experiences are complex
Experiences are uncertain
Will the “experience” complicate the brand?
And make room for “no-nonsense” competitors?
FRAMING PRODUCTS AS EXPERIENCES
Iñigo GalloAssistant Professor in Marketing
IESE Business School