Pine and Glimore introduce a provocative framework that explicates a shift form service-based marketing to experience-based marketing. The gist of their argument is: as service-based marketing offerings become increasingly commodified, a transiton must be made to providing customers with memorable experiences in order to achieve competitive advantage and customer satisfaction. In general, this paper seeks to build upon the work of Garber, Petkus and Yucelt by continuing to explore the value of customer orientation in arts marketing. More specifically, the two main goals of this paper are to introduce and explain the Pine and Gilmore experiential marketing framework and its relevance to arts marketing; and to discuss the implications of Pine and Gilmore's work for two specific areas of arts marketing: the unique dimensions of the arts experience and the steps involved in staging an experience. The objective is applicative: arts administrators can use the tools herein to increase their understanding of the experiential dimensions of their offering and the way in which they can form the basis for a marketing strategy.
MOVING BEYOND SERVICE TO EXPERIENCE: APPLYING THE PINE-GLIMORE FRAMEWORK
Transitioning to experiential marketing
In their book, Pine and Gilmore extensively develop the idea that modern economies are making of services to the marketing of experiences; that all market offerings are acts of 'theatre' that 'stage' these experiences. The general aspects of Pine and Gilmore's work that are relevant here can be summarized by the following points:
－modern economies have evolved from the delivery of commodities to the delivery of goods, from goods to services, and are in the process of evolving to the delivery of experiences
－as services become increasingly commdified, customer perceptions of competitive advantage diminish, as does satisfaction
－the delivery of experiential marketing offerings involves engaging customers in a memorable way