Recently, you joined the Marketing Department of Hong Kong Disneyland as a marketing assistant. Your supervisor assigned you the task of preparing a proposal for a new tourism product. Can you explain how you will market it? Approach this project purely from customer experience management perspective. Should use the following concepts in the proposal

Can you explain and give some examples by co-creation and collaborative marketing in details?

- Co-creation and collaborative marketing.

Values-in-exchange can encompass different elements (i.e. self-fulfillment, confidence in skills, fun, belonging, accomplishment, self-respect, interpersonal, etc.) which depend on the context in which the co-creation process is implemented, the objectives of the company, and the outcomes sought by customers.

Customers as Employees

Consumer participation in service creation was first considered as an approach to increase efficiency by using the client as a free workforce

Moreover, increasing consumer participation and expanding it in the experiential sphere will lead the consumer towards a consumption experience and provide him/her with satisfaction, values & reward

Customers as Employees

In the service business (i.e. tourism, hotel), the processes of co-creation are more informal than in other sectors

For indirect service provision, consumers will naturally contribute to the cocreation process; the best approach for businesses is offering a set of facilities / services so that customers can easily pick which ones they prefer to use in their experiences

Collaborative marketing: the art of putting consumers to work

Collaborative marketing is linked to consumer with creative potential and his/her ability to co-create and co-produce offerings with the company.

Collaborative marketing is applied to the fields of innovation, services, and design in which users/ consumers are involved in improving products through their opinions, ideas, and suggestions.

For example, consumers may be involved in product development (design, logo, packaging etc) or in the communication policy (promotion on social networks, participation in an advertisement, creation of a video, etc.).

Consumer participation depends on the degree of his/her creative potential and the level of involvement: consumers can vote for the design, name, or logo of a new product; animate a group of consumers around a brand; or co-create the product with the company

Companies should consider their customers as partners and economic actors capable of carrying the values of the enterprise or the brand, to communicate them, and to propose creative solutions to improve the quality of the experience

Collaborative marketing aims to engage customers in the creation process of the offer, which can take several forms.

EXPERIENTIAL MARKETING THREE levels of co-creation:

1. DIY:

characterized by simple tasks, i.e. customizing objects based on the options available & offered by the company. It is, for the consumer, an extension of his/her own identity. Collaborative marketing: the art of putting consumers to work

2. Collaboration:

Passive collaboration - a form of co-creation that consists of giving one's opinion Active collaboration - brings together all practices aimed at involving the consumer in the design or in the promotion of a product). The project, as is defined and framed by the company, will then give instructions that consumers should follow in their collaborative process.

3. Co-innovation:

It is defined by technical contributions. Consumers should ultimately have strong and creative knowledge, skills, and ideas, which the company can integrate to establish its specifications, launch, and commercialization of the innovation (product and/or service).

Advantages of using collaborative marketing:

To benefit from the creative potential and ideas of customers;

To better know and retain them in the long term;

Consumers who co-create can also talk about their actions and the new products they created.

For example Disney's communication campaigns

The company asked families to film the real reaction of their children to the announcement of a trip to Disneyland Paris. The videos were then posted on the website and put to the vote of Internet users

The winner was awarded a VIP stay at the park and the family will get to make an appearance in an advertisement on television