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What is Experience Design for the GPJ Event Marketer Student Experience Design ChallengeTRANSCRIPT
WHAT IS EXPERIENCEDESIGN?
WHAT IS EXPERIENCEDESIGN?
WHAT IS EXPERIENCEDESIGN?
WHAT IS EXPERIENCEDESIGN?
Experience Design is the discipline of creating devotion to a brand through authentically designed interactions that trigger an emotional connection between brand and the individual.
WHAT EXPERIENCEDESIGN DELIVERS?
WHAT EXPERIENCEDESIGN DELIVERS?
When done right, Experience Design creates long term brand affinity at a much deeper and more meaningful level than any other marketing approach.
WHY ARE MARKETERSEMBRACINGEXPERIENCEDESIGN?
WHY ARE MARKETERSEMBRACINGEXPERIENCEDESIGN?
the rules of game have changed
brand marketers are speaking to their customers in a completely different way... IBM CMO STUDY 2012
79% of cmo’s feel unprepared to manage the impact of key changes in the market place
top 5 areas of unpreparedness
dataexplosion
social media
growth of channel and devise choices
shifting consumer demographics
financial constraints
over 75% of cmo’s plan to increase the use of technology via:
social
mobileapps
crm
customer analytics
content management
passive: tv+print
active: physical engagement
move the consumer
WHAT ARE THE RULES?WHAT ARE THE RULES?
GPJ’S FOUR FILTERS OF EXPERIENCE DESIGNGPJ’S FOUR FILTERS OF EXPERIENCE DESIGN
HOW DO YOU ENGAGE AUDIENCES?
PRE-EVENTPRE-EVENT POST-EVENTPOST-EVENT
ATTENDEE JOURNEY
- CAPTURE ATTENTION - CREATE BUZZ AND EXCITEMENT- DRIVE ATTENDANCE- PROMOTE SHARING
- ENCOURAGE PARTICIPATION- ENTERTAIN AND INFORM- MAKE AN EMOTIONAL CONNECTION- ELICIT SHARING
- CONTINUE THE CONVERSATION- MOTIVATE ACTION- SPREAD THE WORD- EVANGELIZE THE BRAND
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