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The Customer Experience: Orchestrating An Event
 

The Customer Experience: Orchestrating An Event

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This is both a briefing tool and a business planning tool to think about orchestrating amazing events. I have had the pleasure to help inspire the rebirth of Coca-Cola's Investor Summit and to help ...

This is both a briefing tool and a business planning tool to think about orchestrating amazing events. I have had the pleasure to help inspire the rebirth of Coca-Cola's Investor Summit and to help orchestrate innovative experiences at Philips Simplicity Event in NYC and also Philips Ambient Experience and RSNA Shows along with many minor events in NYC, Chicago and at the Sundance Film Festival.

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    The Customer Experience: Orchestrating An Event The Customer Experience: Orchestrating An Event Presentation Transcript

    • orchestrating the experience for event customers
    • getting focus
    • 3 key steps to focus1. understanding the people2. understanding how different touchpoints engage people3. mapping the opportunity space to transform the brand and the experiences
    • how well do we understand the people?
    • the people selling? the ones buying?
    • how and when do the different touchpoints matter?
    • Which matter more to our audience?
    • how do we maximize the ROI per person?1.2.3.
    • how do we continue to attract more people? 1. 2. 3.
    • designing the experience
    • how far do we want to go? what are weready for? what are our partners ready for?
    • does the event live beyond its walls + into the city?
    • how sustainable are we and our choice of hotels, restaurants, etc.?
    • at the event
    • can we incorporate the outside world, digitally?
    • to keep it fun – smile + laugh
    • will we start the experience on the outside? or, on the inside? Nacasa & Partners Inc Nacasa & Partners Inc Masafumi Sumiyoshi Masafumi Sumiyoshi
    • large scale, unexpected
    • are there moments of mystery, of suspense?
    • how will we show our diversity and scale?
    • telling a new story, about where we’re going>>>>>>>>>>>>>>>>>>>>>>>>>o: Albert Vecerka / Lynch Eisinger Design
    • using color, for more than walls
    • how will our beverages, food + spacesbe surprising + meet peoples needs?
    • and… reinforce wellness.
    • how do we talk about trends + stimulate commerce
    • do we have new, more sustainable ways to package or display our products?
    • do we have a concept car? is it green?
    • displays + functional areasjust enough, keeping it clean + simple
    • use light and illumination tastefully
    • bubbles + refreshment
    • keep the connection to beverages in everything? surprising surfaces?
    • what is the mood we want to set?does the mood change across the experience?
    • where is the future taking our customers? how do products live in new spaces? Photo: Pablo Orcaio
    • in the future, will displaying beverages at retail be more like fashion? Photo: diephotodesigner.de
    • leaving the event + telling others
    • do people get to take an artifact home? what will illicitthem to tell a story to friends, family and co-workers? Photo: Lex Verspeek
    • and then there’s pressprint, tv, digital, social + wom
    • designing an event experience the rebirth of an event Brian Regienczuk linkedin.com/in/regienczuknote: all images were found images, where possible, credits are displayed