How Experiences Sell Products (Lucy Blackwell)

How experiences sell products@lucyblackwell | [email protected]

Don’t eat me yet!

Feelings

Experiences make you feel alive.

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PART 1: FEELINGS

By paying attention to the users emotional experience we can understand better the motivations driving users’ decisions.

You are more beautiful than you think

http://realbeautysketches.dove.com/

PART 1: FEELINGS

Experiences can change how people feel about themselves.

How does this make you feel?

Give me away!

Don’t eat me yet!

Sharing

Do you love anyone enough to give them your last Rolo?

http://www.dandad.org/en/cadbury-gorilla/

https://www.youtube.com/watch?v=CiZCW_lWW0M

PART 2: SHARING

Every experience can be seen as a conversation, an opportunity to connect.

“Strong social connections… are essential ingredients to psychological well-being. Experiences, much more than material possessions, tend to encourage these types of social connections.”

FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’

https://www.flickr.com/groups/2615752@N24/pool/

PART 2: SHARING

Experiences encourage social activity, which people like to share with others, so users end up selling your product for you.

Memories

"Don't bother with the Kings and Queens of England. All of you should learn these dates instead."

“A satisfying experience, often becomes even more positive over time as it is embellished in memory.”

FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’

PART 3: MEMORIES

Experiences get better with age, as the story is retold again and again.

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PART 3: MEMORIES

Surprises can make an experience very memorable.

Eat me*! Save the wrapper!

*This may contain sugar, dairy & nuts!

Value

FROM ‘THE HIDDEN COST OF VALUE-SEEKING: PEOPLE DO NOT ACCURATELY FORECAST THE ECONOMIC BENEFITS OF EXPERIENTIAL PURCHASES’

“Survey subjects rated life experiences as making them happier and as a better use of money than buying objects… But they actually spent their cash on material goods, whose value is more easily quantifiable.”

http://www.nationaltheatre.org.uk/shows/the-drowned-man-a-hollywood-fable

PART 4: VALUE

Physical mementos can enrich an experience and make the product feel more valuable.

PART 4: VALUE

Customised mementos will make an experience feel more unique and valuable to the user.

FEELINGS

Paying attention to the users emotional experience can help understand how they feel about themselves and the motivations driving their decisions.

SHARING

Experiences encourages people to engage socially, gets shared on their networks, and spreads the word about the product.

MEMORIES

Surprises can make an experience more memorable, and memorable experiences get better with age.

VALUE

Physical, custom mementos can enrich an experience and make it feel more valuable.

Check the wrapper!

@lucyblackwell | [email protected]