Creating Unforgettable Events: A Guide Inspired by Phil Mershon’s New Book
Phil Mershon, the Director of Experience for Social Media Marketing World, recently published a book titled “Unforgettable: The Art and Science of Creating Memorable Experiences.” The book is a treasure trove of insights for event planners and community builders. With the role of events becoming increasingly significant in today’s climate, understanding the nuances of Experience Design can set you apart.
But before we proceed, don’t forget that this episode is brought to you by videocasestory.com. Click here if you need help collecting, crafting, and delivering customer stories.
The Rise of Experience Design in Event Planning
Experience Design is a new-age concept in event planning. It involves creating hyper-personalized experiences by focusing on various aspects like emotions, cognitive journeys, and music. Google’s Experience Design initiative shows how important this concept has become. But what does it mean to design an experience? It’s about creating a continuous and immersive event that caters to a diverse audience, touching on elements like audio-visuals, aromas, room layouts, and more.
The Intersection of Content and Design
Often companies see content and experience design as two separate entities. However, great speakers are limited by the number of topics they can cover comprehensively. Improved design fills this gap by focusing on details that genuinely impact the attendee. For instance, offering simple amenities like toiletries can significantly improve the overall experience.
Building Intentional Relationships for Customer Retention
In the world of events, relationships are the cornerstone of customer retention. Social media platforms provide a medium to connect, but relying solely on them is a mistake. True relationship-building starts even before a purchase is made and continues throughout the event. Strategies like pre-event introduction among attendees or encouraging discussions around shared interests can make all the difference.
The Importance of Understanding Your Audience
It’s crucial for event planners to be deeply aware of what their target audience wants. Failure to do so can result in low attendance and poor experience. Companies like Social Media Examiner are using data analytics to keep a pulse on audience preferences, adapting their strategies as the industry evolves.
Key Takeaways from Phil Mershon’s Book
- Research your audience thoroughly to create tailored experiences.
- Take into account potential issues related to neurodiversity or PTSD triggers.
- Align the event’s ambiance, like background music, to your target demographic rather than your personal taste.
Designing a memorable event experience is both an art and a science. It involves understanding your audience, integrating design elements cohesively, and building lasting relationships. Phil Mershon’s book, “Unforgettable: The Art and Science of Creating Memorable Experiences,” serves as an invaluable guide for anyone in this industry, stressing the need for an integrated approach for success.
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