orchestrating the   experience    for event customers
getting focus
3 key steps to focus1. understanding the people2. understanding how different touchpoints   engage people3. mapping the op...
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              ...
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 ...
in the future, will displaying beverages     at retail be more like fashion?                            Photo: diephotodes...
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?          ...
and then there’s pressprint, tv, digital, social + wom
designing an event    experience                  the rebirth of an event             Brian Regienczuk                link...
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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 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.

Published in: Design, Business, Technology
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The Customer Experience: Orchestrating An Event

  1. 1. orchestrating the experience for event customers
  2. 2. getting focus
  3. 3. 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
  4. 4. how well do we understand the people?
  5. 5. the people selling? the ones buying?
  6. 6. how and when do the different touchpoints matter?
  7. 7. Which matter more to our audience?
  8. 8. how do we maximize the ROI per person?1.2.3.
  9. 9. how do we continue to attract more people? 1. 2. 3.
  10. 10. designing the experience
  11. 11. how far do we want to go? what are weready for? what are our partners ready for?
  12. 12. does the event live beyond its walls + into the city?
  13. 13. how sustainable are we and our choice of hotels, restaurants, etc.?
  14. 14. at the event
  15. 15. can we incorporate the outside world, digitally?
  16. 16. to keep it fun – smile + laugh
  17. 17. will we start the experience on the outside? or, on the inside? Nacasa & Partners Inc Nacasa & Partners Inc Masafumi Sumiyoshi Masafumi Sumiyoshi
  18. 18. large scale, unexpected
  19. 19. are there moments of mystery, of suspense?
  20. 20. how will we show our diversity and scale?
  21. 21. telling a new story, about where we’re going>>>>>>>>>>>>>>>>>>>>>>>>>o: Albert Vecerka / Lynch Eisinger Design
  22. 22. using color, for more than walls
  23. 23. how will our beverages, food + spacesbe surprising + meet peoples needs?
  24. 24. and… reinforce wellness.
  25. 25. how do we talk about trends + stimulate commerce
  26. 26. do we have new, more sustainable ways to package or display our products?
  27. 27. do we have a concept car? is it green?
  28. 28. displays + functional areasjust enough, keeping it clean + simple
  29. 29. use light and illumination tastefully
  30. 30. bubbles + refreshment
  31. 31. keep the connection to beverages in everything? surprising surfaces?
  32. 32. what is the mood we want to set?does the mood change across the experience?
  33. 33. where is the future taking our customers? how do products live in new spaces? Photo: Pablo Orcaio
  34. 34. in the future, will displaying beverages at retail be more like fashion? Photo: diephotodesigner.de
  35. 35. leaving the event + telling others
  36. 36. do people get to take an artifact home? what will illicitthem to tell a story to friends, family and co-workers? Photo: Lex Verspeek
  37. 37. and then there’s pressprint, tv, digital, social + wom
  38. 38. 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

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