Presentation given on Monday 11-02-2019 during EMEC19. Deep dive session 1 from the meeting perspectives track. Presentation given by Albert Boswijk. EMEC19 was organized by MPI The Netherlands

1. CENTRE FOR
THE
EXPERIENCE
VALUE CREATION BY EXPERIENCE
CHANGING THE GAME OF EVENTS
EMEC 19 FEBRUARY 11 2019

2. The psychology of experience value
Structural changes in society
The Impact on the meeting industry
Steps of value creation
Changing role of event professionals
Practical impact
C E N T R E
F O R T H E
E X P E R I E N
C E

3. TWO PERSPECTIVES
by demystifying the
definition of experience
business
perspective
by exploring new
forms of value creation
BA
personal
perspective

4. 2 questions
C E N T R E
F O R T H E
E X P E R I E N
C E

5. PRIMARY &
SECONDARY XP
by doing
and undergoing
Pregnancy

6. Digitalisation of Experiences
Boiler room TV
PRIMARY &
SECONDARY

7. Experience is a continuous, interactive process of doing
and undergoing, of action and reflection, of cause and
effect. That is meaningful to the individual in different
contexts of his life. An experience causes an individual to
change his perspective on the world and / or himself
HOW WE CREATE MEANING
(1) sensory (2) emotionally
erlebnis erfahrung
(3) feeling (4) meaning
An immediate, relatively isolated event with a complex
of emotions that leave an impression and represent a
certain value for the individual within the
context of a specific situation.
Anna Snel

8. These personal experiences determine
what we value most in our life.
C E N T R E
F O R T H E
E X P E R I E N
C E

9. D a n i e l K a h n e m a n

10. D a n i e l K a h n e m a n
T W O F U N C T I O N S O F T H E B R A I N
t h e
e x p e r i e n c i n g
s e l f
t h e
m e m o r i s i n g
s e l f

11. D a n i e l K a h n e m a n
T H I N K I N G S L O W T H I N K I N G F A S T
s y s t e m o n e
i n t u ï t i v e
s y s t e m t w o
r a t i o n a l

12. let’s define the concept of experience in
order to create a proper perspective
C E N T R E
F O R T H E
E X P E R I E N
C E

13. WE CREATE MEANING THROUGH EXPERIENCE
c h a l l e n g i n g
u n a v o i d a b l e
d o i n g &
u n d e r g o i n g
e m o t i o n
a n t i c i p a t i o n
m e m o r a b l e
u n i q u e
b e i n g p a r t
o f i t
l o s i n g s e n s e
o f t i m e
w o n d e r
a b o u t

14. we are our experiences

15. CENTRE FOR
THE
EXPERIENCE
ECONOMY
how do we create value or be er;
meaningful experiences…
FACING THE CHALLENGE

16. VALUE CREATION
HOSPITALITY
Vuurtoreneiland
Unique &
authenticity

17. VALUE CREATION
HOSPITALITY
Vuurtoreneiland
Unique &
authenticit

18. EVERYWHERE…
we cook in public places
and bring our friends
Café Struik

19. CORPORATE BINDING
WE WATCH OUR CONTENT, HOW
WHEN AND WHERE WE WANT IT
booking.com/MCI

20. Kickstarter
HACKATONS
new initiatives start through
powerful platforms & networks

21. HYBRIDE EVENTS
HENRIK SCHWARZ
INNERVISIONS & NEDERLANDS
KAMERORKEST ADE
TROUW AMSTERDAM/CONCERTGEBOUW

22. WE NEED TO UNDERSTAND
THESE CHANGES…
C E N T R E
F O R T H E
E X P E R I E N
C E

23. DRIVERS OF STRUCTURAL CHANGES
Simultaneously on macro and micro level, there
is a shift from hierarchical to horizontal value structure
economical
philosophical
sociological
technological
€

24. philosophical
security & protection
natural
system
competences & function
social
regulatory system
meaning & insights
communication
self direction
crea
tive
obe
dient
hid
den

25. sociological
self actualizationexperience or explore integrations & meaning
economic
impetus
captivating
idea
prospertity & modernity
NOW
manufacturing driven marketing / brand driven people / network driven responsible business
90’s80’s70’s
Source Reon Brand Philips Design

26. €economical
servicesgoods
meaningful
experiences
commodities
transaction
based
trust
based
value
time

27. technological
internet of things
cyber physical systems that monitor
& control behavior & environments
digitalisation
uberi-fication
across other services
artificial intelligence
singularity
wearables, quantified self

28. # 1 value is being co created
from ownership to access
monetary value becomes social value> scarcety of time
technology is enabling & democratising society
value is shared & accelerated through networks
# 2
# 3
# 5
# 4
F R O M S C A R C I T Y T O A B U N D A N C E

29. an innovation is disruptive when creating
a new market, value networks & alliances;
Disruptive innovations tend to be produced
by outsiders of the market
DISRUPTION

30. What is the impact of these changes on
the event industry
C E N T R E
F O R T H E
E X P E R I E N
C E

31. What business are we moving in?
- changes in your market & clients & assignments?
- changes in the content & your role?
- changes in your competences?
- changes in your business model?
REFLECTION & QUESTIONS

32. #1 increased competition ; entrance of new party's
changing purpose & character of events; cross-overs;
sharp competition on digitisation; communities/websites
events as a service & as a platform; strategic consulting;
from entertainment towards meaningful experiences;
increase of technological innovations data to personalisation
#2
#3
#5
#4
DEVELOPMENTS
#6

33. #7 more collaboration , partnering & co-creation;
learning and éducation in events become key;
leaving a legacy to the community
focus on wellbeing, movement, yoga, sports;
unique venues, sports, stadions,musea
changing business model 4 online events;
#8
#9
#5
#10
DEVELOPMENTS
#6

34. E
C H A N G I N G R O L E F O R E V E N T S ?
A
BC
E
D

35. E
E x p e r i e n c e
t e c h n o l o g i e s
C r e a t e
V i s i o n &
S t r a t e g y
E n g a g i n g e x p e r i e n c e s
V a l u e p r o p o s i t i o n s
C h a n g i n g
c o m p e t e n c e s
F u n d a m e n t a l
L e a d e r s h i p
O n t h e e d g e
c u l t u r e
b u s i n e s
s m o d e l
V A L U E C R E A T I O N I N 5 S T E P S
A
BC
E
D

36. AA .
C r e a t e
S t r a t e g y
What is the purpose?
Every event needs objectives
and a strategy how to reach these
objectives. Go for the essence!
Theme the event.

37. B
E x p e r i e n c e V a l u e
A n t i c i p a t i o n , d o i n g
& u n d e r g o i n g ,
t h e r a w s t u f f ,
a u t h e n t i c i t y ,
w a n t i n g t o b e l o n g ,
d r a m a t i c a c t i o n
B .
E n g a g i n g
E x p e r i e n c e s

38. E x p e r i e n c e
t e c h n o l o g i e s
Toolbox
Processes, scripts, protocols, touch points,
place making, creating platforms of
engagement, narratives, story telling, dramatic
structure, moodmanagement.
ensure the quality and consistency of the
experience
C

39. “C
D R A M A T I C S T R U C T U R E
Complica)on+
Time+
B+
B+/+Inci)ng+incident++
C+
C+/+Rising+ac)on++
D+
D+/+Crisis++
E+
E+/+Climax++
F+
F+/+Falling+ac)on++
G+
G+/+Denouement++
A+
A+/+Exposi)on++
Drama)c+Structure+
Source:+Brenda+Laurel,+Computers+as+Theatre+(Reading,+MA:+Addison+Wesley+Publishing+Company,+1993),+p.+86;++
derived+from+Gustav+Freytag,+Technique+of+the+Drama,+2d+ed.+(Chicago:+ScoU,+Foresman,+1898)+

40. “Mood management
managing all senses pro actively: visual, audio,
tactile, physical conditions.
Intervene when necessary.
C

41. “Place making
Creating an omni-channel engaging
environment to manage anticipation &
physical environment that matches your
purpose.
C

42. P i n e & G i l m o r e
P L A C E M A K I N G S T R A T E G I E Ë N

43. “Create empathy maps
Discover the pains & gains of your
stakeholdersC

44. ““Everything that can be digitized can be
personalised”
Joseph Pine
C

45. “Smart logistics, theme the catering, manage
physical conditions, efficient crowd
management.
C

46. D .
C h a n g i n g
r o l e o f
t h e e v e n t
p r o f s n e w
c o m p e t e n c e s
Progression of value;
Less organisational, more strategic,
co-creator of meaning of the event.
Becomes facilitator of change.
D

47. data
info
learning
knowledge
wisdom
functional erlebnis erfahrung transformational
progression of value
supplier
philosopher
M E A N I N G
VALUE
facilities
experience
creation
event as service
encounter
dialogue
meaning
deep change
serviceprovider
Xp director
director of
meaning
COMPRTENCES
P i n e / B o s w i j k

48. E.
Business & revenue
model
E Know how to create value;
Where are your profit zones?
What are your cost structures?

49. RETURN ON INVESTMENT OF EVENTS
Check the 5 STEPS
⟩ Evaluate strategy & objectives
⟩ Measure the impact on participants
⟩ Evaluate the quality and consistency
⟩ Effective role of the event professional
⟩ Created value

51. Read our book
with illustrating
case studies
www.experience-
economy.com