We live in an information cluttered world where communicating our brand is more challenging than ever before. At ExhibitorLive last month, Jim Gilmore, author of “The Experience Economy” led a thought-provoking session on Creating Innovative Exhibit and Event Experiences.
In this session he discussed that the way to a customer’s heart is through staging experiences to leave a memorable (and lucrative!) impression. He states that creating an experience is the missing link between a company and its potential audience.
Hitting the sweet spot is critical when trying to effectively communicate your unique offering. First you need to identify the “thing” you want visitors to remember. Is it a feature, benefit, physical item or just a feeling? He asked the attendees to think about the 4 E’s: Entertainment, Educational, Esthetic and Escapist. To host a successful experience, you need all four to blend for a cohesive hold.
Questions to consider as you walk through the planning stage:
- What can be done to make the experience fun and enjoyable?
- What can they learn?
- How can we have guests hang out and just be?
- How can we engage all five senses: Sight, Sound, Touch, Smell and Taste?
- Is there a way to mix in memorabilia?
- How can we eliminate negative cues counter to the theme?
- What positive cues can we give to harmonize impressions?
Consider reading “The Experience Economy” to view fresh approaches to scripting and staging compelling experiences, while staying true to very real economic conditions. Gilmore’s real-world experiences were insightful and led to many “ah ha” moments by attendees.
You can hear from the author himself by watching him on youtube.
If you need help designing an experience for your next trade show, we’d love to help! Contact us to get started.