Gabrielle Helen Richardson ID – 13030463

1. `
To understand how exhibitors at “The Language Show live”
affects the visitors experience across the three days.
Introduction
Observations took place and this included looking at key seminars and
how the overall experience was perceived to consumers at the
exhibition. Overall there was 6 seminars observed split over the 3
days, from this information gathered a detailed report was created on
the numbers of people who attended and how they interacted with the
exhibitors, for example if they made notes or left half way through the
lecture.
Friday and Saturday (17th and 18th Oct 2014) revealed a larger number
of consumers attending the venue, with plenty of staff at hand to help
from the first moment of arrival with them showing a positive co-creation
to the consumer. On level 2 and 3 there was a ‘buzzing’
atmosphere (Photo 1) with interactions not only between business to
business but targeting consumers eager for information. Where as
Sunday 19th October 2014 showed a lack of atmosphere and
engagement by the exhibitors with the visitors.
The poster will display the observations over the three days, leading to
an overall conclusion. It will also outline the research methodologies
from Pine and Gilmore on the 4 four realms of experience, value, and
Adrain and Storbacka, co-creation.
Objectives
1.To identify what recommendations should be given to Upper
Street Events to help improve the customer experience for next
year, at this event.
2.To determine how Upper Street Events seeks to manage the
personal experience of the show.
3.To analyze how successful and unsuccessful elements were
provided at the language show to create an memorable
experience.
Methods
• A ‘SPOT’ observation, was used by recording and analysing visitors at
point of entry and during the day (Fig 1).
• From each seminar observed, there was an illustration to what links to,
Pine and Gilmore’s four realms of experience, (Education, Aesthetics,
Escapism and Entertainment). This was done while a spot observation
was being correlated. Photo 1 shows a typical layout of a seminar. which
illustrated an Educational experience.
• Each observation considered if the overall event fits with Pine &
Gilmore’s five Genres of Authenticity, (Natural, original, Exceptional,
Referential, Influential) and if there was any link overall between all the
seminars.
Results
The results showed a significant drop in the number of people that attended the
event on the Sunday (Fig 1). If the same co-creation methods are used again
these results may be repeated. The marketing and personalization methods would
have to be reviewed and different strategies used to attract larger numbers
particularly on the last day.
In the seminars, the observations looked closely at the five genres of
authenticity, and displayed not only an influential link from visitors to the
exhibitors but also a strong interaction between the participants who took notes
during the seminars.
These results are controversial as they were only analyzed from a small audience
attending the seminars on the 3 days in question. This can also be biased as each
observation was done by a different person in the group. To make the
observation more valid, there should be set guidelines, with every seminar
observed through out the 3 days, to give a clear understanding of the consumers
and if their expectations were being met. The questionnaires completed were not
made available to us but would have shown clearly what could be improved.
Photo 1, Careers Forum Seminar
Conclusions
The Language Live Show 2014, showed a clear understanding of
client needs, with an influential authenticity. Upper Street Events
should consider looking at ways to deliver a more consistent 3 day
event meeting all consumers needs with a high demand for repeat
business next year (2015). The final day of the event did not
deliver the same uniformity of the previous days to the audience.
Upper Street Events should develop a strategy to match and fit this
demand. Certain initiatives could be put in place for example key
guests could be invited for the seminars and exclusive promotions
offered on the final day benefiting not only the customer but also
the exhibitors. Upper Street Events should think about these
changes before removing the Sunday from their calendar and
reducing their costs. Over all the event was very well organized
and was successful in providing a professional educational
experience for all concerned.
Finally Upper Street Events could also consider marketing to
pupils within local schools specializing in promoting languages.
This would benefit the local community and further promote
languages to the younger generation. There is currently a strong
demand from the over 40s attending this event most of which were
professionals wanting to further expand their expertise of a second
language.
25
37
Number of Participation in Seminars using Spot Observation
40
45
50
50 50 50 51
30
32
45
50 55
57
63
67
45
50
52 53
55
60
64 65 65
39
42
46
48
53
55
60 61
18
25
29 29
31
33 33
35 36
28
30
33 34 35 36
39 39 38
5MIN 10MIN 15MIN 20MIN 25MIN 30MIN 35MIN 40MIN 45MIN
Friday 17th S1 Friday 17th S2 Saturday 18th S1 Saturday 18th S2 Sunday 19th S1 Sunday 19th S2
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
The age range, of the people attending the seminars, through SPOT Observation
Friday 17th Oct Saturday 18th Oct Sunday 19th Oct
0 - 25 years 26 - 40 years 40 + years
References and Other Information
ABS (2014) Upper Street Events. Available at: http://www.upperstreetevents.net/
(Accessed: 16/11/2014)
Lee, M.J., Lee, S., 2014. Subject Areas and Future Research Agendas in
Exhibition Research: Visitors’ and Organizers’ Perspectives. Event Manag. 18,
377–386.
Pine, I, & Gilmore, J 1998, 'WELCOME TO THE EXPERIENCE
ECONOMY', Harvard Business Review, 76, 4, pp. 97-105
Gabrielle Helen Richardson
ID – 13030463
Gabymaddy_123@hotmail.co.uk
Fig 1, Results Table using SPOT Observation
Fig 2, Results Table looking at the age range of customers attending.