What is Experience Design for the GPJ Event Marketer Student Experience Design Challenge

2. WHAT IS
EXPERIENCE
DESIGN?

3. Experience Design is the
WHAT IS discipline of creating
devotion to a brand
EXPERIENCE through authentically
DESIGN? designed interactions
that trigger an emotional
connection between
brand and the individual.

4. When done right,
WHAT Experience Design
creates long term brand
EXPERIENCE affinity at a much deeper
DESIGN and more meaningful
DELIVERS? level than any other
marketing approach.

5. WHY ARE
MARKETERS
EMBRACING
EXPERIENCE
DESIGN?

6. brand over
markete
rs
79%
of cmo’s feel unprepared to
75%
of cmo’s plan to increase
manage the impact of key the use of technology via:
are speaking to their changes in the market place
customers in a social
completely different
way...
IBM CMO STUDY 2012
passiv
mobile
e: apps
tv+print
umer
cons
m ove th
e
active: content
physical engagement management
the rules of game have changed customer
analytics
top 5 areas of unpreparedness
data social
growth of
channel and
shifting
consumer financial
constraints
crm
explosion media devise choices demographics

7. WHAT ARE
THE RULES?

8. GPJ’S FOUR FILTERS OF EXPERIENCE DESIGN

9. HOW DO YOU
ENGAGE
AUDIENCES?

10. ATTENDEE JOURNEY
PRE-EVENT ONSITE POST-EVENT
- CAPTURE ATTENTION - ENCOURAGE PARTICIPATION - CONTINUE THE CONVERSATION
- CREATE BUZZ AND EXCITEMENT - ENTERTAIN AND INFORM - MOTIVATE ACTION
- DRIVE ATTENDANCE - MAKE AN EMOTIONAL CONNECTION - SPREAD THE WORD
- PROMOTE SHARING - ELICIT SHARING - EVANGELIZE THE BRAND

11. Contact:
Patrick Gorman,
Red 7 Media
pgorman@red7media.com.
203-899-8446