As new generations continue to grow into their roles in the world, it seems that a simple product is no longer enough. New consumers are looking for more memorable experiences, something they can connect with on a deeper level. But what is an experience and how can a business sell it? Selling an experience goes beyond just offering a product. It’s about creating memorable moments with your audience that last a lifetime.
Understanding an Experience
An experience is an event or interaction that creates an emotional or psychological response in an individual. Experiences can be immersive, engaging, and personalized, unlike tangible products. In the entertainment industry, experiences are the foundation of it all. Venues like theatres, concert halls, and the way to theme parks don’t just provide entertainment, they create unforgettable memories that their consumers will cherish forever.
Selling an Experience
Because experiences aren’t tangible, they require a different approach in selling. There are several strategies that could be used in this process. First, be sure to emphasize emotion. Guests remember how they feel rather then what they received. Marketing for these venuses should focus on feelings like fun, adventure, excitement, and such. Secondly, venues should fosue on personalization (to the best of their ability). Being able to tailor fit expeirces to your guest, make it more memorable. Smaller things, such as customizable name tags or tickets all they way up to offering VIP packages and tours, elevale the experiences for all involved. Lastly, having a strong leadership & front line team. Employees are often the first point of contact in many entertainment venues, and it is up to them to deliver the best experience. Employees who are engaged, trained, and excited about what they are doin enhance the customer experience and satisfaction and leadership plays an important role in creating the environment where their employees feel comfortable to go above and beyond.
Using a threate as an example, when guest buy ticket to a show, it is more then just watching. Often times they are being transported into the story. The anticipation starts with the decorations in the lobby space, to the set on stage, and then the emotion of a live performance. A captivated audience is key to the experiences. Through engaging marketing, storytelling, and even employee interaction, is how successful theatres continue to sell. But it doesnt end there. There are many other venues that are selling experiences: amusement parks, concert venues, escape rooms, resorts, sporting events, museums, cultural centers, and so many more
Personal Experince
I have worked at both a performing arts center and a theme park, and truly the entertainment indusy is my calling. The joy and memories you get to witness being made make the hard times worth it. One of my favoirte experinces was a little girl coming to our theme park on her birthday for the first time. Being in Guest Servives at the time, I was able to give her one of our “I’m Celebrating ___” buttons and helped her write on it. That only made my whole day, but it got even better when she recginzed me at the end of the night and told me her favorite rides and the best food that she ate. I was able to make that experience happen for her, and she will remember that birthday for a long time to come.
Conclusion
Selling an experience is about curating the moments that leave lasting memories. Whether it be at an amusement park, theatre, or any other venue, the keys lie in emotion, personalization, and engaged employees. Focusing on these strategies, business will create experiences that not only bring guests in, but keep them coming back for more.
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Throughout both of your articles, you have been able to show how being an optimistic servant leader can impact the memories and values someone can see in their purchase. As someone who has also worked in the theme park industry, you have learned that people don’t come just to ride the rides; they come to connect with others, making that bond that they will never forget. For you, it was that connection you made with a guest that made you happy along with them. You were able to show how using your servant leadership skills has made a better impact on a person, while also showing that the guests don’t buy the ticket to get into the park; they buy that ticket to make those amazing connections with the ones who chose to make their day something more memorable.
Jackson,
Thank you for commenting! I am a big believer in the servant leader style. I once had a supervisor tell me that you should be training yourself out of a job, meaning you should always be showing your employees how something is done, but also why. WHY for will always be my favorite question when training. As someone who works in the entertainment/experience industry, do you have any similar stories or experiences?
I do; having worked in the amusement park industry, I have seen firsthand what you’re talking about. Having this experience in the industry has also changed how I have viewed my past and more recent jobs I have started, making me wonder how I too can improve on my servant leadership skills. Like you mentioned, having the ability to ask yourself WHY you do it and WHY it matters for someone can really help you from just “doing” something and really having a meaning behind the work and training/anything else you do.