John Vachalek October 2, 2012

Creating an Experience Checklist

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Helpful Tips from Webolutions Digital Marketing Agency

Experiential Marketing


As an Experiential Marketing Agency, one of our primary responsibilities at Webolutions is to help our clients create amazing experiences.  Amazing experiences are one of the keys to creating a strong brand. The more your company can be associated with novel and enjoyable experiences in people’s lives,

  • The more brand loyalty you will achieve.
  • The higher your employee retention rates will be.
  • The more referrals you will receive.
  • The more business you will receive from your existing clients.
  • The more overall success you will enjoy.

Creating an amazing experience can happen at any point in time at which you want to create impact. Some of these more obvious occasions include:

  • Tradeshows
  • Seminars
  • Client Events
  • Team Events

You should also take the opportunity to create amazing experiences for more common occurrences.  Some of these might include:

  • A client visit to your office
  • The delivery of your product or service to a customer
  • The celebration of client’s anniversary of doing business with you
  • An employee’s anniversary

The more opportunities you take to create amazing, impactful experiences, the stronger your brand will become.

Until you are used to doing this, this notion of creating amazing experiences can seem a bit overwhelming. To help you get started or to improve your existing process, this post provides some key elements you should incorporate into your planning.

For every experience you want to create, you must first answer some critical questions.

1)  Who is the target persona of this experience?  Be specific and as detailed as possible
Example – Female, age 40, income of $100k, 2 kids, etc….

2)  What is the goal of creating this experience?
Examples – Make our clients proud to do business with us
Generate new business leads
Engage our team more in the company vision

3)  What are the current expectations of the target audience?
Example – If this were a visit to a car wash
I drive in, I pay, I pull around to the entrance, someone guides me in,
I go through the wash, I exit, I drive away

If you do not understand the expectations, how can you amaze people? Simply meeting their expectations is not amazing.

4)  How will you measure the ROI of this experience?
Examples-     leads, sales, referrals, repeat customers, etc…

5)  What emotions do you want people to be left with?
Examples – amazement, pride, optimism, etc…

Once you understand the audience, what they expect, what you want to achieve, and how you are going to measure the results, you are ready to create your unique experience.

As you are creating your experience, use this checklist to help ensure that you are creating as much impact as possible.

What are you doing before the actual event to build excitement?
1 month before, 2 weeks before, 1 week before, the day before, etc…

What will happen and or what will people see, hear, etc. as they arrive at the event location?

What will happen and or what will people see, hear, smell, etc. as they are entering the event?

During the event what amazing things will occur?  The more senses (sight, sound, touch, small, taste) you can engage, the more memorable your event will be.

What will happen as people are leaving the event?

What will happen after the event?
1 hour after the event, the next day, the next week, ongoing

How to use this Information

Take a close look at all the interactions you have with your team members, your clients, your prospects and the overall business community. Choose the highest potential impact interactions and turn these into experiences. Begin incorporating these ideas and this checklist into your planning process.  By simply considering these concepts, you will begin creating more amazing and impactful experiences for your business.

If you could use some help creating more impactful experiences, please give us a call at 303-300-2640. We would be happy to show you how our proven programs help businesses create more impactful experiences.

If your business already creates a great experience, share your advice.  As you use this checklist to create experiences, please share your comments and feedback by commenting on this post.

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