Lesson 4 Resources Marketing Plan Framework This Assessment Tool contains real world examples, guiding principles, practical worksheets, and information that can help you complete a 4E-based marketing plan for your business.

For 4E offering strategy in general, the guiding principle of THEME (Pine & Gilmore, 1999) will be helpful:

• Theme the experience: “Themeing” an experience means creating an interesting storyline that helps the operator produce a unified set of design elements and messages through the 4Ps.
• Harmonize impressions with positive cues: The customer’s experience must leave indelible impressions. Impressions are the “take-aways” of the experience.
• Eliminate negative cues: Operators must eliminate anything that diminishes, contradicts, or distracts attention from the theme
• Mix in memorabilia: The customer purchases memorabilia as tangible artifacts of experiences. You must develop and be able to sell memorabilia associated with the key experience you created.
• Engage the five senses: The more effectively an experience engages all the senses, the more memorable it will be.

Be sure to check out the Marketing Plan Framework resource (link above) for examples of 4E offering strategies that are classified into the 4Ps.  It can be used to identify if a theme is carried through and where negative cues may exist that need the operator’s attention.