Creating & Fostering Event Experience
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This document summarizes a presentation on creating event experiences. It discusses inspiration for becoming an event professional, Disney's formula for success focusing on guest experience, and the experience economy. It also outlines key questions to consider when planning an event and the eight first impression opportunities. Finally, it discusses evaluating events and learning from past experiences.
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Creating & Fostering Event Experience
- 1. CREATING & FOSTERING EVENT EXPERIENCE CACCE | Carolinas Association of Chamber of Commerce Executives 5.18.2011 Presented by Katherine Swartz, CAE, Greater Columbia Chamber of Commerce
- 2. This morning we’ll cover: Back to the beginning: what inspired you to become an event professional? Arts & Crafts Bonus Segment Creating experience through . . . WWWW&H identification The Eight First Impression Opportunities Beginning with the evaluation in mind Learning from lessons and collective experience FREE Resources Your comments here . . .
- 4. Disney’s Formula for Success A quality guest experience + a quality cast experience + quality business practices = THE FUTURE The secrets of Disney’s success can be summed up as: Legendary attention to detail Exceed people’s expectations Theme, theme, theme Be guest-centered
- 6. WWWWW&H WHAT is your vision for the event? WHY are we having this event? WHAT is the purpose of the event? WHAT opportunities exist for collaboration and partnership? WHO should attend your event? WHEN is the best time to have this event? WHERE is the best place to have this event? HOW/WHERE will people hear about the event? HOW will people feel at the event? WHAT will they tell people about your event? HOW can we borrow the wheel?
- 7. The Eight First Impressions Look and messaging of marketing materials Registration process Getting to the event Greeting and welcome at the event Meet and greet opportunities during the event What happens during the event End of the event – walking out the door After the event
- 10. Planning Based on Collective Experiences and Lessons Learned Can someone take over this afternoon? Board members and VIPs Media Emergencies Perpetual complainers
- 11. FREE Resources! Successful Meetings Magazine (www.successfulmeetings.com) Meetings & Conventions Magazine (www.meetings-conventions.com) Convene Magazine (www.pcma.org/Convene) Association Meetings (meetingsnet.com/associationmeetings) ConventionSouth (http://www.conventionsouth.com/) Meetings Industry Forum on Google Groups (search MI Forum) Deliver Magazine (delivermagazine.com)
- 12. Katherine Swartz, CAE Vice President, Leadership Development & Community Involvement, Greater Columbia Chamber Executive Director, Columbia Opportunity Resource Email: kswartz@columbiachamber.com Telephone: 803.733.1123 facebook.com/katherine.swartz linkd.in/KatherineSwartz Twitter Handles: @katswartz @leadershipcae @impactcolumbia
Editor's Notes
- Wht inspired you to get into the professionMickey mouse exercise
- , the service economy emerged as the dominant engine of economic activity. At first, critics who were uncomfortable with the intangible nature of services bemoaned the decline of the goods-based economy, which, thanks to many factors, had increasingly become commoditized. Successful companies, such as Nordstrom, Starbucks, Saturn, and IBM, discovered that the best way to differentiate one product from another--clothes, food, cars, computers--was to add service.But, according to Joseph Pine and James Gilmore, the bar of economic offerings is being raised again. In The Experience Economy, the authors argue that the service economy is about to be superseded with something that critics will find even more ephemeral (and controversial) than services ever were: experiences. In part because of technology and the increasing expectations of consumers, services today are starting to look like commodities. The authors write that "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience."