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Monday, May 17, 2010

Pearl Jam: better service marketers than most.

A problem service providers have with their good experiences is that they are, by nature, intangible. After it is over, you have no product to hold and often nothing remains but the memory of the event.

The challenge is to extend the emotion & feeling of the experience after it has ended. Often, this can be done through creative use of physical evidence – a tangible good the service provider gives or sells the customer that serves as a reminder of the experience and – in the best cases – a driver of desire for a repeat engagement.

Having attended one of their shows earlier this month, alt-rock pioneers Pearl Jam grasp this concept fully.

The Pearl Jam experience starts with value. They played 26 songs themselves, providing almost 4 hours of entertainment, counting the opening act – much more than you get at a typical concert.

They added tons of local customization to the experience, including hometown / Midwest nods to the Kansas City Royals, a local Iraq war veteran, and capped by Curt Tomasevicz, Nebraska native and member of the 4-man US Olympic Bobsled team joining the band for the final song in the ultimate fan dream fulfillment.

As an intimate, customized entertainment experience, I found myself almost immediately wanting to relive it. Fortunately, Pearl Jam knows this and makes it possible, through the production and release of every one of their concerts on an official concert “bootleg” endorsed by the band. I just picked mine up. Of course, I had to wait a couple of weeks for file processing & printing, but really, it’s a very quick turn on providing a quality live recording as memorable physical evidence of the experience that 20,000 people shared.

Start with value, provide customer-specific customization and extend the experience with physical evidence that helps customers relive the best part. Think of how many Fortune 500 service providers could learn from an anti-establishment rock band.

1 comment:

韋于倫成 said...

思想與理論,貴呼先於行動,但行動較思想或理論更高貴........................................