Tuesday, February 3, 2009

Design Trends from The Special Event 2009

As an Experience Designer for PFI, while at this year's Special Event in San Diego I was naturally attracted to classes that were developed around Design and the Trends that will be seen for 2009 and beyond. Here is a little snapshot of what I saw and learned:
Trend One: Going Green
While this is nothing new and many of us have been saying "been there, heard about it" there is an even more important emphasis on the subject now. CO2 control, reducing the carbon footprint and compensating for what is produced must be stressed at every event in any way possible.
Trend Two: Internal Communication Events
We will see more and more events centered around Information and how to get it to the end-user (customer). Events will be focused on getting closer to the target groups through Training and Communication and Sales-driven events.
Trend Three: The Fit between Surroundings and the Message
There always needs to be a reason for the event and the reason will make no sense if it doesn't fit the venue in which it is held. To take this to the basics, if the main point of the meeting is centered around a serious message like cutting back on plant production and how it will effect employment then don't hold it at a theme park.
Trend Four: Partnering
When holding an event try to bring in two (or three) companies who's target group is similar in order to divide the available budget between the companies. In order to do this make sure that the companies are:
1)not in competition
2) match the target group in demographics (age, gender, locale)
3) fit in quality perception
Trend Five: SHOUT!
Let your marketing message stand out. Don't dilute your message with other audience attention-getters.
Trend Six: Neuromarketing
Used by advertisers for a while, neuromarketing has been very successful: see a bottle of Coke and you can already taste it and get satisfaction from the experience. In other words, our brains confirm that the brand with the more effective marketing wins and can even fake out our taste buds. The field of neuromarketing--the practice of using brain-wave product feedback to target goods and services to our subconscious appetites--is growing. A broader definition of neuromarketing--going behind traditional marketing approaches to understand what's going on in people's brains, to see how they're hardwired.
Trend Seven: Time-ism
Time is the most expensive currency of the client. Event time is in competition with life-style time-- keep the time commitment as minimal as possible.

We found these Trends intriguing and each will take it's place in our Strategic Designs for a great PFI Experience and Signature Environment.

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