Lecture for masters Experiental Marketing at London Metropolitan Business School

1. WHO IS THIS WOMAN TALKING TO YOU ?

2. Head teacher Event Management Core teacher Creativity & Innovation UTRECHT SCHOOL OF THE ARTS Owner GaB works Event management Imagineering Communication Strategy

4. Approach design from a managerial perspective ( in the context of arts)

6. Gabriëlle Kuiper MA EVENT DSIGNER, RESEARCHER & a bit of a cowboy …on clogs

7. I LIKE TO STAY PLAYFUL

8. SQ UA SH

9. FIND INSPIRATION

10. CY CL ING

11. Nike Magnet Commercial

13. Well- made Brand experiences

18. Engage people Motivate them TO ACT beyond expectance Building relations

19. Creating value by understanding human nature & desire

20. Overseeing people ’s lives as a string of larger and smaller events… experienced by the INDIVIDUAL TOGETHER with others

21. How many events did you encounter today?

22. An event designer LOOKS at the world around him differently

23. BODY LANGUAGE

26. ANYTHING THAT MOVES YOU & MAKES YOU THINK

27. EVENT THINKING

28. WHY AM I TALKING TO YOU TODAY???

29. TO INSPIRE YOU TO MAKE YOU AWARE

30. BECAUSE I BELIEVE EVENT THINKING IS OUR FUTURE

31. EVERYTHING POINTS TOWARDS THIS

32. BRANDS NEED EVENT PROFESSIONALS LIKE YOU FOR THEIR SURVIVAL

33. THERE ARE 3 DEVELOPMENTS TO TAKE INTO ACCOUNT…

34. TECHNO LIZATION

36. OUT SOURCING

38. ABUN DANCE

41. YOU HAVE TO STAND OUT

42. EVENTS PROVIDE PERSONAL EXPERIENCE

43. YOU ARE THERE TO DO IT

45. I HEAR AND I FORGET EXPERIENCE

46. SOMETHING YOU HAVE EXPERIENCED WITH OTHERS THAT YOU CAN REMEMBER

47. EVENTS CAN BE DESIGNED TO CHANGE KNOWLEDGE, BEHAVIOR OR ATTITUDE OF STAKEHOLDERS

48. AN EVENT WITH IMPACT IS AN EXPERIENCE THAT DEVELOPS THE INDIVIDUAL AND LEAVES THEM A MESSAGE

49. THROUGH ENGAGEMENT

50. STRATEGIC EVENT DESIGN

54. EVENT DESIGNER COMBINES ANALYTICAL LEFT BRAIN WITH IMAGINARY RIGHT BRAIN CAPACITIES

55. HIGH CONCEPTS WITH HIGH TOUCH

58. 2 EXAMPLES

59. # 1

62. # 2

65. What do these campaigns show YOU as an event designer ?

66. #1 events are more effective if designed in a strategic context

67. WHY SPEND SO MUCH EFFORT ON BRINGING PEOPLE TOGETHER ?

68. #2 events are a perfect instrument to activate people and engage them

69. BEING TOGETHER WORKING ON THE SAME GOAL ENGAGES

70. #3 events are a communication instrument and therefore cannot be seen apart from all other moments of contact

71. #4 events provide an image and emotional response for the individual that activates them via engagement

72. A PICTURE SAYS MORE THEN 1000 WORDS

73. A GRAND DESIGN IS NECESSARY 2B MORE EFFECTIVE

74. EVENT THINKING

75. DESIGNING MOMENTS OF CONTACT

76. TAKE THAT ELEPHANT

77. DESIGNING THE MEMORY OF A MESSAGE

79. BASIC HUMAN NEEDS

80. DESIGN

81. MAGPIE EFFECT (supranormal stimulus)

82. STORY

83. SLEEPING BEAUTY: What happens when you forget to invite an important guest to the party (metaphors & easy to pass on)

84. EMPATHY

85. WE’RE BASICALLY APES (response stimulus effect)

86. PLAY

87. HUMANS LEARN & INTERACT VIA PLAYFULNESS (survival)

88. MEANING

89. CATHOLIC CHURCH (rituals, sharing a purpose & deeper meaning)

90. SYMPHONY

91. RORSCHACH TEST

92. GESTALT THEORY (human need for finding patterns)