Creating memorable experiences for the arts industry

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Creating memorable experiences in the Arts industry Introduction I have taken the opportunity of choosing my research question to study a subject that will be useful for my future professional life. My dream is to run a concert hall. Thus attracting patrons and having regular clients by creating memorable experiences is central to this project. Thus the consumer’s perspective of a memorableexperience has to be considered. Arts organisations need to develop their attractiveness in advertising campaigns, meet patrons’ needs and expectations, and build a strong reputation in quality live performances to be successful. Knowing people’s motivations for attending a concert helps a manager choose the most appropriate marketing strategy and kind of messages likely to appeal to consumers’ sensesand decide them to buy a ticket. It is interesting to note that economy is shifting from a service-based economy to an experience-based economy (Pine & Gilmore, 2002). Through leisure activities people now seek to give their life a meaning (Arnould & Price, 1993). Hedonic consumption is traditionally opposed to utilitarian consumption linked to the fulfilment of functional needs (O’Curry &Strahilevitz, 2001). However, according to Hirschman & Holbrook (1982), the consumption of arts is a combination of both hedonistic and utilitarian consumption types. How to make patrons’ experience of a concert memorable? Answering this question will be based on Berridge (2000) following premises: “all event environments are created; all experiences within event environments are purposefully designed;all stakeholders are the direct recipients of the designed experiences”. The theorisation of arts consumers’ motives and needs helps to have marketing and designing principles to influence their expectations and post-consumption judgement. The research question implies to investigate the following points: first, I will talk about attendees’ general motivations for attending performing arts.Secondly, after explaining the experiential marketing theory, I will explain how apply it to the marketing of arts. Finally, the elements of a memorable experience will be described before formulating recommendations for creating memorable concerts’ experiences. 1- People’s motives for attending performing arts Studies about people’s motives in arts consumption have generally emphasized concrete factors,such as the ticket price, scheduling, competition with other events, demography, educational, social, and income levels, and ethnic origins. However, psychological motivations and customers’ emotions are increasingly recognized as an important force at work as well (Swanson, Charlene & Zhao, 2007). Pine and Gilmore explained that ‘entertainment’, ‘aesthetic’, ‘education’, and ‘escapist’ are thefour ‘realms’ of the arts experience (Pine & Gilmore, 1998), while Holbrook analysed the 4 Es of hedonic consumption. ‘Experience’ encompasses notions of escapism, emotions and enjoyment. ‘Entertainment’ is the search for aesthetic pleasure, excitement, and ecstasy. ‘Exhibitionism’ is summarised as being ‘enthuse, express,

expose’. ‘Evangelising’ corresponds to educating, evincing, andendorsing needs (Holbrook, Morris B, 2000). Generally speaking, there are two kinds of hedonistic consumption: stimulating, exciting, surprising, and challenging; and relaxing, entertaining. The first category expects novelty, challenge and stimulation. The second one corresponds to the search for escapism from everyday life (Boorsma, 2009). Hedonic consumers are defined as having hedonistic, aesthetic,and symbolic needs. Hedonistic needs are defined as an experiential research through which people seek fantasy, escapism, and sensual pleasure, while symbolic needs refer to the search for personal growth, pleasant social interaction, and social identity (Holbrook & Hirschman &, 1982). In other words, patrons’ motives for attending arts events are linked to the desire of fulfilling hedonistic,...
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