The circle of satisfaction [the metaphor of theatre]
This classic marketing metaphor is employed to bring together the 3 mega-marketing concepts through a well known and easy to visualise activity. A number of scholars have put forward the view that considering business as a theatrical production is insightful (Grove & Fisk, 1989; Grove, Fisk, & Bitner, 1992; and Pine & Gilmore, 1999; 2011). Pine and Gilmore (2011) argue that the commoditisation of goods and services has increased consumer desire for better experiences – they suggest that we now live in the experience economy and organisations must generate a rewarding experience or risk extinction.
Directions
We will now explore the metaphor – business as theatre; this classic marketing metaphor has stood the test of time and how as marketing practitioners we are creating a dramaturgy – a series of interactions where there is a backstage and a front stage
Doing business is like a theatrical production
This metaphor draws attention to several important considerations for marketing practitioners – Most times we are unaware of the back-stage until something goes wrong, that for a ‘show’ to achieve long-term success, consistent high quality is required. consistent high quality is essential to build trust & generate positive word-of-mouth, and it is the consumer who determines whether a product will be a ‘hit’.
Creating a dramaturgy for an audience
A key similarity between business and theatre is that to be successful the value proposition must be crafted, communicated and be comprehended – the storyline/plot must be clear. The proponents of business as theatre suggest that business is a dramaturgy, and this requires a chorographical approach to business, where all actions are designed, detailed and sequenced and are performed in a setting that enhances the customer’s experience.
The importance of casting
The metaphor infers that a quality performance is a series of actions that need to be carefully scripted and thoroughly rehearsed prior to opening night and this requires role playing, the learning of lines and actions, self-reflection and collaborating with other cast members and support crew members.
The importance of stagecraft
One only has to consider a restaurant to recognise the business as theatre metaphor. For example, in many restaurants the food is prepared in the back-stage and then makes a front-stage entrance. The dining area or front-stage could be considered a ‘set’ that has been carefully designed [interior designers] to provide the right ambience and experience – care is taken with the lighting and the props. The wardrobe for wait-staff is also an important front-stage consideration and this would depend on the type of restaurant.
The importance of word of mouth
As in theatre, business requires the support of customers – word of mouth is a service provided by customers that ensures the short-term and long-term success of a theatrical performance or an organisation.
The Bali Hotel - theatre
In this slide we see two images one of the staff and the other the set of a Bali Hotel. Examine this slide and see if you can identify elements of theatre that we have described.
The Bali Hotel - theatre
In this slide, and we are still in Bali, we can se how another hotel can employ cultural props to create an ambiance [augmented with background music] – a Bali experience. Examine this slide and see if you can identify elements of theatre that we have described.
The Bali Hotel - theatre
In this slide, and still in Bali, we can see how another hotel [the Potato Head] has employed the traditional louvres of Asia to clad the outside of their resort. This creates an environment that invites photographers to share their images and within the resort has an upmarket set for a younger crowd. Note how the staff have been ‘cast’ to fit in with the audience. Examine this slide and see if you can identify elements of theatre that we have described.
Is retail like live theatre?
In this slide we see two shops in the up market Burlington Arcade in London. Have a look at the quality of the window displays, note the arrangement of the good in the window displays, and note the cleanliness of the windows – you can see continual attention to detail – would this be expected by the target market?
Is retail like live theatre?
In this slide we see an exclusive men’swear brand in Beijing – their stores are consistent throughout the world. Examine the layout and how carefully the garments are displayed – like they are curated. Note the lighting and the openness. Once again there is a need to be consistent with the target market expectations of quality – value and experience.
Is retail like live theatre?
In this slide we see the exterior of a Versace store. Being consistent and maintaining the style guide of the brand is essential to build a mega narrative for a brand. As we have seen before this store is 100% consistent throughout the world. Once again there is a need to be consistent with the target market expectations of quality – value and experience.
Is retail like live theatre?
In this slide we see the exterior of a Dior store. Being consistent and maintaining the style guide of the brand is essential to build a mega narrative for a brand. As we have seen before this store is 100% consistent throughout the world. Once again there is a need to be consistent with the target market expectations of quality – value and experience.
Is retail like live theatre?
In this slide we see the exterior of a La Occitane store. Being consistent and maintaining the style guide of the brand is essential to build a mega narrative for a brand – whilst this brand has mass appeal the rules remain consistent. As we have seen before this store is 100% consistent throughout the world. Once again there is a need to be consistent with the target market expectations of quality – value and experience.
Is retail like live theatre?
In this slide we see four stores that also communicate the theatre metaphor and the careful design and brand rules. Take a few moments to see if you can spot the store that employs scents to communicate with the customers. Once again there is a need to be consistent with the target market expectations of quality – value and experience.
Is retail like live theatre?
In this slide we see Tiffany &Co store. I have selected this image as it presents how the stretscape can be employed to create the theatre and also promote the brand. Not how, for brand consistency, Tiffany colours and fonts have been employed.
Is retail like live theatre?
In this slide we an outdoor markets in Tiangin in China. Previously we talked about markets and how there ar similarities in markets throughout the world. There is a live performance with buyers and sellers interacting. Although this is quite different to the luxury and high end brands creating a theater and a retail experience is imprtant.
Is retail like live theatre?
In this slide we are at the Fremantle Markets, the home of many buskers, an important part of the theatre of many markets. The lesson for marketing practitioners is how to add the theatre and augment the experience component of a product.
The Ritz Hotel
In this slide we see the staff at the Ritz London, Everything about the Ritz is attention to detail the set, which looks like the inside of a European palace and the staff are dressed inkeeping with the formal setting. Note how there are difference is dress between the two [brothers] and how status can be conveyed through ‘wardrobe’.
The Ritz Hotel
The Ritz London is located in central London and is one of the most iconic brands of the world and the very name Ritz has found its way into everyday language. There are a number of movies that have been filmed at the Ritz. There are a number of royal events that have taken place here. The following images give a sneak preview ho the Ritz stays fresh and modern yet remains authentic to the Ritz traditions.
The Ritz Hotel
The Ritz London is located in central London and is one of the most iconic brands of the world and the very name Ritz has found its way into everyday language. There are a number of movies that have been filmed at the Ritz. There are a number of royal events that have taken place here. The following images give a sneak preview ho the Ritz stays fresh and modern yet remains authentic to the Ritz traditions.
For more on the theatre of business click on the image below
Exemplar: E. Hayes and sons
In this exemplare we see how a hardware store in the south of the South Island of New Zealand employs the town links to an historic event to create a theater of business and a local tourist attraction. [click on the image to access the exemplar]
