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Publisert: 21. mai 2012

Foreleste om opplevelser og markedsføring

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OPPLEVELSE: For å sette riktig pris på en opplevelse, må en forstå hva det er ved opplevelsen som gir verdi til kunden. Her er det deltakerne på samlingen om reiseliv som selv får teste ut maritime opplevelser. Foro: Anne Gerete Walaunet.
 

Roald Lysø og Morten Stene fra Trøndelag Forskning og Utvikling var begge sentrale foredragsholdere da reiselivsaktører fra Norge og Sverige nylig samlet seg på NORVEG i Rørvik. Tema for samlingen var interregional innovasjon innen reiseliv, med spesiell fokus på opplevelsesnæring. Roald Lysø tok for seg hva en opplevelse egentlig er.

Av: Anne Sigrid Haugset

- Opplevelsen er et skjørt og flyktig fenomen som ikke kan standardiseres, den aktiverer alle sansene og selve opplevelsesforløpet har flere faser, sa Lysø i sitt foredrag.

Samlingen i Rørvik var for bedrifter som er med i Interregprosjektet Interregional innovasjon Sverige-Norge 2012-2012 Reiseliv, og ble arrangert av prosjektleder SINTEF. Roald Lysø var hentet inn for å snakke om opplevelsesnæring og spesielt bruk av teknologi i denne sammenhengen, mens Morten Stene bidro med kunnskap om prising og markedsføring av opplevelsesprodukter.

Roald Lysø hadde invitert med seg Gro-Anita Mortensen fra Sør-Trøndelag fylkeskommune, og sammen ga de deltakerne en innføring i både konseptet opplevelser, hvordan den oppleves og hvordan teknologi kan brukes for å forsterke og understøtte opplevelsen.

Opplevelser skapes over tid
- En opplevelse skapes i et lengre tidsspenn enn man kanskje først tror. Vi snakker om et sammenhengende opplevelsesforløp der tida før opplevelsen, ankomsten, selve kjerneopplevelsen og også tida etterpå har betydning, sier Roald Lysø.

I de ulike fasene opplever kunden med varierende grad av intensitet, og det er verdt å merke seg at både ankomsten til stedet der opplevelsen skjer og tida etter besøket har høy grad av opplevelsesintensitet.

Teknologi understøtter opplevelser
Gro-Anita Mortensen presenterte blant annet eTrøndelag, som er Sør-Trøndelag fylkeskommunes digitale verktøykasse innen regional utvikling. Digital kulturutvikling er sentralt her, og Mortensen viste mange eksempler på at fylkets kulturarv er gjort søkbar og tilgjengelig gjennom nye medier.

Morten Stene tok for seg prising og markedsføring når produktet er en opplevelse. Å selge opplevelser vil si å selge tjenester og ikke fysiske produkter. Dessuten vil det si å selge noe som er subjektivt, personlig og vanskelig å kvalitetsvurdere fordi selve opplevelsen skapes av kunden selv, inne i vedkommende.

FORELESTE: Fra venstre Roald Lysø og
Morten Stene, TFoU.

Hvordan sette prislapp på opplevelser?
- Derfor er også opplevelser ekstremt krevende å prissette. Først må en se på kostnadssiden, og sørge for å dekke inn dette. Deretter handler det om å finne ut av hva det er slags aspekter ved opplevelsen som gir størst verdi til kunden, og fokusere på dette i prissettingen, sier Stene.

Et eksempel på dette er om en skal ta billett for å komme inn på et festival- eller opplevelsesparkområde, eller om hver aktivitet eller konsert skal prises. Dersom det å komme inn og kose seg på selve området, for eksempel i en dyre- eller familiepark, er det viktigste for kunden, kan det å betale billett ved inngangen være mest riktig.  

Viktig å kjenne kundene
- Men dersom det er de enkelte opplevelsene som er viktig, for eksempel enkeltkonserter under en musikkfestival eller kulturmartna, er billetter til hver enkelt av dem å foretrekke. Det hele koker ned til at en bør kjenne kundene sine og forstå hva det er som gir dem verdi og hva de søker gjennom opplevelsen, sier Stene.

Lenker:
Roald Lysø og Gro-Anita Mortensens lysark om opplevelser
Morten Stenes lysark om prissetting av opplevelser



Les mer om:
Morten Stene
Roald Lysø



Sist endret 18.05.2012     Utskriftsvennlig side Skriv ut artikkel Tips en venn   Kontakt oss               [ Tilbake ]



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