FLANDERS DISTRICT of CREATIVITY Unizo: Inspiration@

Experience Based Business Development: ook iets voor u?!

WIE BEN IK?

Wie ben ik?

Flanders DC

Manager International Relations ° 1980

Passie voor creativiteit, innovatie en mensen,… Lopen, sporten en reizen

sarapieters.com

WAARVOOR STAAT FLANDERS DC?

EEN TOEKOMST VOOR VLAANDEREN

Innovation - driven economy

Efficiency - driven economy

Factor - driven economy

Finland? Vlaanderen

China & India

Wel

vaar

t pe

r ho

ofd Innovatiegedreven

economie

Efficiëntie gedreven economie

Factorgedreven economie

lage kost efficiëntie innovatie

INNOVATIE = CREATIVITEIT + ONDERNEMERSCHAP

Technologie Wetenschap

Markt Maatschappij

Business

Cultuur Kunst

Nieuw product, nieuwe dienst, nieuwe markt, nieuwe strategie, nieuwe organisatie, …

ONDERNEMINGS- CREATIVITEIT

BELEVENIS ECONOMIE

Welcome to the experience economy B. Joseph Pine & James H. Gilmore “A few years ago, I saw some teenagers at a Wal-Mart putting quarters into one of those elaborate gumball machines with flashing lights, spiraling tubes, and cascading chutes—a roller coaster of sorts for gumballs. They were feeding coin after coin into the machine only to watch gumball after gumball circle around and around. And they weren’t consuming the gumballs after they came out! What were they buying? An experience!”

VS: •  307+ million inwoners •  90%+ van de huishoudens hebben electriciteit •  kaarsen industrie = $ 2 billion / jaar

WAAROM?

We zijn op zoek naar iets meer, meer dan iets om te eten, een plaats om te slapen,…

En dit “meer” is een zoektocht naar belevenissen geworden…

Definitie •  De klant wil meer dan een product, hij is bereid te

betalen voor een belevenis. Ondernemingen vormen podia voor het creëren van die belevenis, een gedenkwaardige gebeurtenis, waar de klant een warm gevoel bij krijgt. De waarde die de klant hecht aan die bijzondere ervaring bepaalt het prijskaartje van het specifieke product of goed. Pine & Gilmore

•  Een gebeurtenis waarbij een persoon actief en emotioneel betrokken is en die waarde en betekenis heeft voor het individu. De waardetoevoeging zit in de persoon zelf, de gewaarwording is het eigenlijke product. A. Boswijk

Definitie

Definitie

Enkele voorbeelden Thema parken, toeristische attracties etc

Enkele voorbeelden Branding

Enkele voorbeelden Storytelling

Enkele voorbeelden Toegevoegde diensten

Evenementen

Enkele voorbeelden

Clubs/Associaties

Enkele voorbeelden

Retail belevenissen

Enkele voorbeelden

Verpersoonlijking

Enkele voorbeelden

Do-It-Yourself

Enkele voorbeelden

6 DESIGN PRINCIPES

THEMA

Efteling Hotel The Efteling Hotel is just seven leagues away from the Efteling theme park and offers guests the opportunity to live in a fairytale world for one or two nights, or more.

Let me tell you a fairytales

Autostadt Volkswagen AG’s Autostadt spent $417 million to build a new facility in Wolfsburg, Germany, that consists of a museum, six restaurants, a hotel, and several pavilions showing off all the VW group’s brands – all in effort to transform industry stereotype from just another dealership that sells cars to an autobuying experience extravaganza.

Autobuying experience extravaganza

Heineken Experience The Heineken Experience is a museum dedicated to the beer brand Heineken and the brewery in Amsterdam. This museum offers you tours, interactive expositions and two café’s. It also takes you back into the history of the company en the development of the brewing process over the years. With this museum, Heineken tries to create a different point of view for their beer.

The “green” beer

Plopsaland The Plopsa parks combine the magic of the Studio 100 characters with having fun on many top attractions in a unique environment.

The magic of Studio 100

The Body Shop One of he second largest cosmetic franchise in the world

Our products are not tested on animals, never have been

and never will be

Fanta Drinking Fanta is fun.

Welcome to the fun

Ben & Jerry The story of two friends that started a homemade ice cream shop in an old gas station.

Homemade Ice cream

HARMONIE &

VERWIJDER ALLE NEGATIEVE INDRUKKEN

Walt Disney with their Disney Parks is the recognised expert in offering experiences. The workers are called actors, you the visitor are the guests and the theme park becomes the stage. www.disneylandparis.com

Walt Disney

For Torfs using harmonizing positive cues means personalising the service to your customer. Torfs is in the business of selling shoes and this is tricky to personalise. Making a real difference in the way they approach their customers is what they want to achieve. This means the way in which they pay attention to their customer, or the way in which they treat him or her, and try to ‘put themself in the shoes of their customer’ and endeavour to find out what he or she needs. Therefore they have had to give their staff specific training in personalising their approach to the individual customer. How to greet and welcome customers into the shop, and how to address certain problems, etc.

Torfs

At the Lairesse Apotheek in Amsterdam, for example, all impressions are in sync with each other. You can experience this pharmacy’s vision through your senses, as it were. www.delairesseapotheek.nl

Larisse Apotheek

Carglass already exists many years, but it is a nice example of instantaneous gratification. When your car glass is broken you can make an appointment by phone or internet, when and where you want. At their local car centers not only the cars get a premium treatment (the broken car is fixed are replaced and on top of that your car is vacuum cleaned, and the glasses are washed), but as well the customers (free drinks, free wi-fi, free newspapers, comfortable waiting rooms, and most importantly friendly, smiling people) www.carglass.be

Carglass

The first VIP cinema in Belgium. www.utopolis.be

Utopolis  

Spoor Noord … or how cities can also eliminate negative cues. Spoor Noord is a brand new park in Antwerp. Spoor Noord is a contemporary urban landscape park. It combines nature, light, space, relaxation, culture, sports and events. The western section of the park includes a number of play areas, a bmx and skate park, in summer a summer terrace and much more. The entire park has a lot of free space to sunbath, picknick or relax. There even is a public barbecue in the park, just bring food, drinks and stuff to let it burn. Clean the barbecue afterwards and enjoy! Reconversion of an old industrial area.

Park Spoor Noord

Dutch airline KLM released a video a few weeks back demonstrating how they used social media to spread a little happiness amongst some of their customers.Their activity was to identify customers who checked in on Foursquare or mentioned on Twitter that they were flying with KLM from a particular airport. KLM staff then used the customer’s social media profile to find out a little more about them in order to present them with small appropriate gifts. surprise.klm.com

KLM Surprise

Does your police office also looks as attractive as the new police office in Antwerp?

Police Antwerp

HERINNERINGEN

Like most museums and amusement parks, Disney leads you past his shops with different goodies, reproductions, cards, etc after each attraction. www.disneylandparis.com

Walt Disney shop

Last year I participated in the Real Berlin Marathon. After 42km each runner received a green plastic bracelet from Adidas, that you could engrave with your personal best time in one Adidas shop in Berlin. Don’t have to tell you how eager each of the more than 65.000 runners were to do so and how long we were willing to wait (surrounded by great Adidas runner gear) for our personal bracelet. www.adidad.com

Adidas

Nike created the NikeTown chain of stores with the goal of building its brand and supporting sales of Nike products in other general retail outlets. NikeTowns are rich in such experiential elements as exhibits that chronicle the evolution of the company's shoe design, a usable half-court basketball floor, and dramatic video clips of star athletes like Michael Jordan and Tiger Woods. www.nike.com

Nike Town

Get emerged in Indian cuisine and atmosphere, and get home with a nice orchid after a delicious dinner. www.laportedesindes.com

La porte des Indes

Young families with children are Delhaize’s main target group. Not only by reducing prices for some very selected products like diapers or baby food, but also by savings campaigns like Pixar, Smurfs or marbles they target young families. Children even put their parents and grandparents under pressure to shop at Delhaize. www.delhaize.be

Delhaize  

E-shop for baby and childrens wear and toys. Nice products. Quick delivery. And nicely wrapped. Because each article that you buy is a present, even if it is for own consumption. www.kleinezebra.com

De  kleine  zebra  

If you have ever been to a Night of the Proms concert, you will know that all visitors get a small light at the entrance. During the romantic songs these lights turn the concert arena into a see of small lights. www.notp.com

Night of the Proms

Since 2005 AmuseeVous makes it possible for festival-goers to visit more than 48 museums in the Benelux for free during the summer, just by showing their festival-wristband. www.amuseevous.be

AmuseeVous

Thought M&M is only about those delicious chocolate candies. Well wrong, go to New York and visit the M&M shop. The New York City store is within a 2,200 m2, three-level glass box, on Times Square. It includes a 15 m-wide, two-story-high, "wall of chocolate", made up of 72 continuous candy-filled tubes. World in Times Square is New York City's largest candy store, and offers merchandise such as themed clothing, dishware, watches, and piggy banks. www.mymms.com

M&M  shop  

One of my favorite bags. Got it for free last year… “This fantastic exclusive edition maxibag is yours for free with a purchase over a minimum amount of 99€, in Spain.” www.desigual.com

Desigual  

BETREK ALLE ZINTUIGEN

Have you ever noticed the smell of freshly

brewed coffee in shopping streets?

Would a new car be as exciting without that 'new car' smell? Would you be very disappointed if we told you that the 'new car' smell is artificial? I don’t think so. All automobile manufacturers

have specialists who make sure a new car smells just right.

Did you know that supermarkets distribute

the sense of freshly baked bread in their

bake-off departments?

Have you already tried “chocolate sniffing”?

Did you know that the smell of oranges can have a positive effect on the mood

of people in a disco? The smell of oranges turns the visitors happy and

relaxed, they stay longer and consume more.

Do you know that mobile producers spend a lot of research to find out the right weight for a new mobile? The average

weight of a cell phone is between 200 grams and 800 grams otherwise it's

too heavy or light!

Did you know that lots of effort is spent on making the right feeling

of keys on a piano or laptop keyboard.

AT&T found out that when you put on ‘silent hold’ nearly 60% of all

callers hang up.

According to Lindstrom 74% of Europeans

recognize the Nokia ring tone and associate the

tone with the brand.

When Porsche switched from an air-cooled engine to a water-cooled

one, they received a tremendous number of complaints. What was the matter? The familiar Porsche sound had disappeared. Porsche

moved heaven and earth to develop a new exhaust system

whose sound was as close to the old, familiar one as possible.

NATUURLIJKHEID

6 design principes

1.  Thema: Heeft het concept een thema. 2.  Harmonie: Zijn alle indrukken op elkaar

afgestemd, zodat er harmonie ontstaat? 3.  Verwijder negatieve indrukken. 4.  Herinneringen: Zijn er zaken die je aan je

bezoek doen denken en die je graag wilt meenemen als een aandenken?

5.  Betrek alle zintuigen. 6.  Natuurlijkheid, één geheel: Het geheel moet

een natuurlijke en authentieke indruk maken.

Sara Pieters sara.pieters@flandersdc.be

www.exbased.eu