Gabrielle Richardson

1. `
Introduction
The exhibition took place over three days and observations took place looking at key seminars and how the overall experience was perceived to consumers as well as the exhibitors.
Friday and Saturday (17thand 18thOct 2014) revealed a larger number of consumers attended, with plenty of staff covering visitors 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. On the last day Sunday 19thOctober 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 theories (Pine and Gilmore,. 1998), value, and Payne and Storbacka, co-creation (Payne et al., 2008).
Objectives
1.To determine how Upper Street Events seeks to attract the visitors to the exhibitor’s seminars and how they can achieve and fulfill their expectations.
2.To determine if the exhibitors were successful in attracting a wide age range of professionals with a broad range of skills.
3.To analyze how successful and unsuccessful certain elements were provided at the language show to create an memorable experience.
4.To identify what recommendations should be given to Upper Street Events to help improve the customer experience for next year, at this event.
Methods
~ A ‘SPOT’ observation, was used by recording and analysing visitors at different seminars 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 aspot 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. 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.
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.
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.
To understand how exhibitors at “The Language Show live” affects the visitors experience across the three days.
25
37
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
Number of Participation in Seminars using Spot Observation
Friday 17th S1
Friday 17th S2
Saturday 18th S1
Saturday 18th S2
Sunday 19th S1
Sunday 19th S2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Friday 17th Oct
Saturday 18th Oct
Sunday 19th Oct
The age range, of the people attending the seminars, through SPOT Observation
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.
Payne, A.F., Storbacka, K., Frow, P., 2008. Managing the co-creation of value. J. of the Acad. Mark. Sci. 36, 83–96.
Pine, I, & Gilmore, J 1998, 'WELCOME TO THE EXPERIENCE ECONOMY',Harvard Business Review, 76, 4, pp. 97-105
Gabrielle Helen Richardson
Gabymaddy_123@hotmail.co.uk
Photo 1, Careers Forum Seminar (ABS., 2014)
Fig 1, Results Table using SPOT Observation
Fig 2, Results Table looking at the age range of customers attending.
These results are controversial as they were only analysed from a small audience attending the seminars on the 3 days in question and only 6 out of 70 seminars were observed. This can also be biased as each study 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.
It would also be advisable to examine the statistics gathered from the events data base over the last few years to determine how current methods and trends could be improved upon for future seminars and events.
Discussion of Results