CHAPTER 6: From concept to experience
Interesting chapters you can read or consult in the handbook :
Chapter 2 : the event planning model
Chapter 3 : Concept development and feasibility screening.
Which event that you attended do you still remember?
What do you specifically remember from it?
➜ From event to experience
evolution: wishes and expectations of the audience/target group become more important
the need to distiguish a compan/brand from another
building long lasting relationships
connecting with immaterial needs
sharing of expereience creates loyalty
organisations saw the light
looking for ways to create this ‘experience’
→ Experience: what
Indicates unique series of impressions that lead to a personal memory (different for everybody)
The thoughtful emotional stimulation of the chosen target group (for a certain period) in order to achieve a
predetermined communication goal is:
stimulating the senses
about concern and commitment
impressive
distinctive
→ How can we transform an event into an experience?
The 5 rules of the event experience:
make the experience as immersive as possible
theme the experience
provide ‘indelible’ impressions by creating stand-out and memorable moments
Eliminate negative cues – remove all elements that distract from the theme and the experience
Mix in memorabilia (take-away items act to remind and refresh the memory after the event)
CHAPTER 6: From concept to experience 1
, An event that is special and memorable is based on the combination of 4 factors :
Freedom – the event feels different from every day
Belonging - the event gives the attendee a sense of community
Authenticity – the content provided is novel, relevant, real, or fantastical
Transcendence – derived from the three above, the attendee has moments of insight or pleasure either
individually or as part of a group or crowd
→ Immersion = encouraging the attendees to engage
Imaginative immersion
Challenge-based immersion
Sensory immersion
→ Theming
overlaid story theme
topic theme
visual theming
→ Programming
The visitor’s journey is about:
Coaching him/her through the event
Creating a structure to how the activities are linked and built that allows the mental and imaginative aspects of
the event to develop, while at the same time being aware of the physical, emotional and social needs of the
attendees
→ How can we elevate the experience even more?
Making use of what the experience economy
Eventdriven marketing techniques
learnings
Support of social media Integrating storytelling
➜ Experience economy
Basis: advanced service-economy with mass customization
Touching people is more important than the reach of them
4 domains of experience:
entertainment
education
aeshtetic
CHAPTER 6: From concept to experience 2
Interesting chapters you can read or consult in the handbook :
Chapter 2 : the event planning model
Chapter 3 : Concept development and feasibility screening.
Which event that you attended do you still remember?
What do you specifically remember from it?
➜ From event to experience
evolution: wishes and expectations of the audience/target group become more important
the need to distiguish a compan/brand from another
building long lasting relationships
connecting with immaterial needs
sharing of expereience creates loyalty
organisations saw the light
looking for ways to create this ‘experience’
→ Experience: what
Indicates unique series of impressions that lead to a personal memory (different for everybody)
The thoughtful emotional stimulation of the chosen target group (for a certain period) in order to achieve a
predetermined communication goal is:
stimulating the senses
about concern and commitment
impressive
distinctive
→ How can we transform an event into an experience?
The 5 rules of the event experience:
make the experience as immersive as possible
theme the experience
provide ‘indelible’ impressions by creating stand-out and memorable moments
Eliminate negative cues – remove all elements that distract from the theme and the experience
Mix in memorabilia (take-away items act to remind and refresh the memory after the event)
CHAPTER 6: From concept to experience 1
, An event that is special and memorable is based on the combination of 4 factors :
Freedom – the event feels different from every day
Belonging - the event gives the attendee a sense of community
Authenticity – the content provided is novel, relevant, real, or fantastical
Transcendence – derived from the three above, the attendee has moments of insight or pleasure either
individually or as part of a group or crowd
→ Immersion = encouraging the attendees to engage
Imaginative immersion
Challenge-based immersion
Sensory immersion
→ Theming
overlaid story theme
topic theme
visual theming
→ Programming
The visitor’s journey is about:
Coaching him/her through the event
Creating a structure to how the activities are linked and built that allows the mental and imaginative aspects of
the event to develop, while at the same time being aware of the physical, emotional and social needs of the
attendees
→ How can we elevate the experience even more?
Making use of what the experience economy
Eventdriven marketing techniques
learnings
Support of social media Integrating storytelling
➜ Experience economy
Basis: advanced service-economy with mass customization
Touching people is more important than the reach of them
4 domains of experience:
entertainment
education
aeshtetic
CHAPTER 6: From concept to experience 2
