gpj whatis xd_v4
DESCRIPTION
What is Experience Design for the GPJ Event Marketer Student Experience Design ChallengeTRANSCRIPT
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WHAT IS EXPERIENCEDESIGN?
WHAT IS EXPERIENCEDESIGN?
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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.
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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.
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WHY ARE MARKETERSEMBRACINGEXPERIENCEDESIGN?
WHY ARE MARKETERSEMBRACINGEXPERIENCEDESIGN?
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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
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WHAT ARE THE RULES?WHAT ARE THE RULES?
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GPJ’S FOUR FILTERS OF EXPERIENCE DESIGNGPJ’S FOUR FILTERS OF EXPERIENCE DESIGN
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HOW DO YOU ENGAGE AUDIENCES?
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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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