Building Customer Experience by Looking at Event Marketing
When creating a product for your customer, where do you begin?
A key element in creating a product is to focus highly on the customer experience. Start by asking how you want your customer to feel, think and what action do you want them to take after viewing your product.
The next question to ask yourself should be, how do we begin to organize and execute a valuable customer experience?
As we are currently in the process of preparing for MarketingSherpa Summit 2016, I want to apply to these questions what we have learned from creating a real-world experience for the marketers who attend our conference.
Starting off, we evolved the event this year from focusing solely on email because customers told us that marketers today no longer have the luxury of focusing on only one channel. After all, the customer doesn’t think of interactions with your company through only one channel. So we’re growing to help attendees create a cohesive experience with their brand across channels.
I recently had the pleasure of interviewing Aimee Thompson, Events Manager, MarketingSherpa. Aimee is the brains behind MarketingSherpa Summit in Vegas, in addition to creating the structure for marketing labs and media centers at external events, and even expanding to in-person training.
We first dived in on the development of such a large and ever-expanding event, breaking it down into three phases of planning, which will also apply to any product creation or launches you may have:
- Pre-production
- Production
- Post-production
