All posts by Marie M.

Music Experience, here in Rotterdam

Music as an experience, located here in Rotterdam!

This is an nice example of experience good that involves the users’ contribution in order to be able to design the event. In the following paragraphs, the concept of Tiny Music is explained in more details:

Tiny music is an initiative which brings musician and audience closer together in a special, intimate venues. It’s about the total experience of a performance. As an artist you want that your audience listens to the songs. As concert-goers, you want to hear new music, while being in a cozy environment.

After the concert is over, having a chat with the artists is morst often unthinkable. Tiny music creates an intimate and unique setting, where you are in a relaxed and casual environment to listen to live music. This tiny music concerts take place in unusual locations, such as in the hold of a ship, an old army barracks or a shop. These unexpected locations make the concept even more special.

Tiny music is constantly looking for unique and attractive opportunities to organize concerts, such as workshops, shops, homes and churches. One of their requirements  is that the location has space for at least 25 people. Since, in most cases, it is acoustic music and there is not much needed. The music is carefully constructed by tiny music, as the catering, in cooperation with tiny music Olm Breweries Ltd catering. Tiny music rely on the help of their website users to find a suitable stage for their concerts.

Tiny music is an initiative by and for music lovers and seek no commercial interest.


Social Medias and Viral Marketing

Thanks to social medias, viral marketing become easier and easier. Even before the ages of social medias, viral marketing had proven to be  successful in generating word-of-mouth. However, with the arising of social medias, like Youtube, Facebook, Myspace, Twitter, marketers were given the perfect media channel to turn ads into becoming truly vira, sometimes, even spreading so quickly that in a matter of some hours a clip would be seen by millions of viewers all over the world. Take for example the pepsi commercial for the Super Bowl, only 9 days after being put online the video has been seen over 4 millions of times.

The blog post on WIRED  Organized Chaos: Viral Marketing, Meet Social Media, even if it is from 2009, gives an interesting and critical view upon how the marriage between social medias and viral marketing can be on the one side quite chaotic and unorganized, but on the other side, strong and successful complements that have a strong impact on consumers’ mind.

Hereunder, quoted are some parts of the blogs that I find very interesting:

“Like Pac-Man and Mrs. Pac-Man, social media and viral marketing have fallen in love and become one. They are virtually indistinguishable these days and follow the same basic principles as early forms of viral marketing. Tell your friends. Tell your neighbors. Call someone. Now it’s tweeting and leaving comments on Facebook pages. Viral marketing is the concept, social media is the tool.

Social media and viral marketing are virtually interconnected (no pun intended). The success of social media — in allowing people to gather in groups of mutual interest and to share what’s meaningful in their lives — is really the foundation of viral communication. In terms of viral marketing, we’ve seen that people will happily pass along your marketing as long as: 1) the content is entertaining and 2) the message is genuine.  In the case of milk, I believe we’ve been successful in both respects.

The first challenge is to create outstanding content — without that to stand on, nothing else you do will work. Next is to identify the right “neighborhoods” where your message will find the desired “crowd.” In our case, the crowd was teens and tuned-in parents, and the neighborhoods were social networking, entertainment and music sites. Next, using all sorts of analytics that abound on the internet, is to choose individual sites for their traffic and demographics. Finally, using many of those same analytics, engagement needs to be quantified to determine the success of our communication and media strategy and to tweak it as necessary. Put all of these elements together, and you’ve got a winning viral marketing program; if any one is missing, you’ll miss the mark.

Viral social media is what it’s become. Twitter, at first a place to tell everyone what you ate for breakfast is now a place to promote yourself, your company or your product.” (Organized Chaos: Viral Marketing, Meet Social Media retrieved from

Great Experiences

More and more companies go one step further than just delivering a service by staging experiences. In other words, “an experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event”. Moreover, an experience is, first, inherently personal existing only in the mind of an individual, secondly, no two people can have the same experience, and lastly, it is interacting between the staged event and the individual’s state of mind.

The Four Realms of an Experience

Case: First Crush

The video above bring us to the next point, which is the four realms of an experience. The First Crush Winery combines all four realms. They give their customers the opportunity to taste the wine (entertainment), to visit the winery (esthetic), to learn more about winery (educational), and to participate in the winemaking process (Escapist). First Crush uses all four realms of an experience bringing them at the sweet spot, which means the customer engage as well as in passive as in active participation, but also, absorption and immersion of information (theme) takes place.

Principles of Designing Memorable Experience

Part of the experience economy are the five principles of designing memorable experience. Since all customers perceive experience in a different way, designing an experience can be tricky. However, the following principle can give companies guidelines how to come close to a positive and memorable experience for their customers.

Continue reading Great Experiences

Google Analytics

Dear fellow students,

The video that is posted hereunder deals with the fact that some companies make the attempt to check-out from their website really difficult for their customers.

Take for example Ryan Air: you find a ticket for 30€ from London to Rome, for instance. You think what a great deal! I will book this ticket. However, what the customers, if he is a first time user of Ryan Air, does not know is that the price of the ticket does not take into account insurance, luggage costs, etc. In other words, at the check-out, the customer will end up with a ticket with all the additional extra costs that, for example, will costs him 100€. This means, during the check-out, the consumers has to carefully check all the boxes for the features he needs and uncheck all the boxes for the features he does not need. This demands a lot of effort from customers’ point of view. Personally, I could understand that some customers would switch to a different brand. Especially, due to the fact that the other brand offers the same product, maybe for higher price premium, but offering a user-friendly interface that enables an easy check-in, search and check-out on the websites.

To conclude, companies can create value for their customers when they design the communication plattform as such that it facilitates the flow of information between them and makes the usage of the website as easy as possible.

Enjoy the following video!