A society full of experiences: how do you respond to this?

The experience economy: a product or service with a unique memory

In today's experience economy, it's no longer about offering a product or service but about creating a unique and memorable experience. Successful companies, like Disney and Starbucks, focus on providing a special experience that sets them apart from the competition. Is the coffee at the latter chain really the best you've ever had? Or do you enjoy the fact that the barista writes your name just a little differently each time?

Cultural organizations operate in the same market: the optimal use of leisure time. Visitors continuously ask themselves how best to spend their time. In a world full of competition, both online (Netflix) and offline (museums, theater), a physical experience must offer something extra to stand out.

To attract potential visitors, it is crucial to emphasize the unique value of your offering. What makes your cultural experience special? To answer that question, a deep understanding of your target audiences is essential. What motivates them to get off the couch? What experience do they find truly worthwhile?

The four E's of experience

Consumers are becoming less focused on owning things and more focused on creating and sharing their own personal memories. This is also interesting for the cultural sector: how do you tap into visitors' emotional needs and give them a sense of fulfillment and connection?

Research shows that there are 4 categories of visitor experiences: entertainment, education, escapism, and aesthetics. Below, we explain what these four categories entail. How can your organization use technology to add new dimensions and create more interaction with visitors?

Entertainment 

(The visitor has no influence on the experience and absorbs it)

Some visitors want to be entertained. Think, for example, of the circus, the cinema, an exhibition, or a concert. Your visitor watches, listens, and experiences. This is mostly passive: your visitor becomes emotionally involved but doesn't have to do much themselves.

This area has always had a lot of offerings. Think, for example, of theme parks, the Efteling, and the Keukenhof. However, in recent years, many new forms of offerings have emerged in this market. Consider Fabrique des Lumières as an addition to museum offerings. Often, you are more immersed in the experience than with the original version.

Education 

(The visitor has influence on the experience and absorbs it)

In this form of experience, learning is central. The visitor has an active role: they absorb new knowledge and skills. When you use technology for this, you get apps like Duolingo, where you learn a language in a playful way. Great examples in the cultural sector are the marketing strategy developed by the Victoria & Albert Museum (opens in new tab) in England and the digitally designed lessons of the Huis van Gedichten (opens in new tab).

Escapism 

(The visitor has influence on the experience and is part of it)

Some visitors want to completely immerse themselves in an experience, whether virtual or physical. Often, a lot of adrenaline is involved, and the ordinary world seems very far away. You experience this, for example, at the Efteling, Holland Casino, or – taken even further – at the Fright Nights in Walibi.

There's also a lot of digital offerings in this area. Think of game halls, escape rooms, and the use of virtual and augmented reality. The latter is happening more and more often, for example, in zoos or even the theater. Punchdrunk and Studio Immersief, for instance, create a theater experience where visitors are free to choose what they want to see and where they want to go.

Aesthetics 

(The visitor has no influence on the experience but is part of it)

Those who go for the aesthetic experience want to feel. The visitor does not influence the situation but undergoes the beauty of the moment. The environment plays an important role: the building, the design, the lighting, and the presentation all play a significant role. Think, for example, of the sleek design of Apple Stores or, within the cultural sector, museum Voorlinden, Nxt Museum, Doloris, and WONDR. At many of these locations, technology plays an important role; the physical experience is enhanced with digital components.

Getting started

How does your visitor experience your product? Which of the four categories above is your visitor looking for? And how do you use technology to create that experience? Discuss it together and step outside the beaten path.

Need help with your digital strategy?

When creating a digital strategy (opens in new tab), you reflect on this and make conscious choices. Do you already have a digital strategy? DEN offers e-learnings or in-company workshops (opens in new tab) to help you with this. 

Author: Anne van den Dool