The Customer Experience: Orchestrating An Event
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This document discusses 3 key steps for focusing on orchestrating event experiences: 1) understanding the audience, 2) mapping how different touchpoints engage people, and 3) identifying opportunities to transform brands and experiences. It focuses on designing immersive experiences through elements like unexpected moments, sustainability, incorporating current trends, and leaving attendees with artifacts to share their stories. The goal is to stimulate ongoing engagement beyond the event itself through various media.
The Customer Experience: Orchestrating An Event
- 1. orchestrating the experience for event customers
- 3. 3 key steps to focus 1. understanding the people 2. understanding how different touchpoints engage people 3. mapping the opportunity space to transform the brand and the experiences
- 4. how well do we understand the people?
- 5. the people selling? the ones buying?
- 6. how and when do the different touchpoints matter?
- 7. Which matter more to our audience?
- 8. how do we maximize the ROI per person? 1. 2. 3.
- 9. how do we continue to attract more people? 1. 2. 3.
- 11. how far do we want to go? what are we ready for? what are our partners ready for?
- 12. does the event live beyond its walls + into the city?
- 13. how sustainable are we and our choice of hotels, restaurants, etc.?
- 14. at the event
- 15. can we incorporate the outside world, digitally?
- 16. to keep it fun – smile + laugh
- 17. will we start the experience on the outside? or, on the inside? Nacasa & Partners Inc Nacasa & Partners Inc Masafumi Sumiyoshi Masafumi Sumiyoshi
- 19. are there moments of mystery, of suspense?
- 20. how will we show our diversity and scale?
- 21. telling a new story, about where we’re going>>>>>>>>>>>>>>>>>>>>>>>>> o: Albert Vecerka / Lynch Eisinger Design
- 22. using color, for more than walls
- 23. how will our beverages, food + spaces be surprising + meet peoples needs?
- 25. how do we talk about trends + stimulate commerce
- 26. do we have new, more sustainable ways to package or display our products?
- 27. do we have a concept car? is it green?
- 28. displays + functional areas just enough, keeping it clean + simple
- 29. use light and illumination tastefully
- 31. keep the connection to beverages in everything? surprising surfaces?
- 32. what is the mood we want to set? does the mood change across the experience?
- 33. where is the future taking our customers? how do products live in new spaces? Photo: Pablo Orcaio
- 34. in the future, will displaying beverages at retail be more like fashion? Photo: diephotodesigner.de
- 35. leaving the event + telling others
- 36. do people get to take an artifact home? what will illicit them to tell a story to friends, family and co-workers? Photo: Lex Verspeek
- 37. and then there’s press print, tv, digital, social + wom
- 38. designing an event experience the rebirth of an event Brian Regienczuk linkedin.com/in/regienczuk note: all images were found images, where possible, credits are displayed