Transforming Our Audience & Business

This is the end goal of every event marketers.

We want to change how our audience feel & think, so they form a certain perception of our brand and product, then gradually shifting their behaviours (CTA), and eventually resulting in positive impact for themselves and our business continuously.

To achieve this we have to design for Transformational Experience to happen.

Here, we discussed the importance of designing a Memorable (emotionally engaging) and Insightful (driving realization) Experiences that will lead to Transformational Events, inspired by Mat Duerden's book: Designing Experiences & Joe Pine's The Experience Economy.

Experience Type, inspired by Mat Duerden & Joe Pine

For Memorable Experience to happen, audience need to be receptive mentally (Mindful) and this can only happen when they feel Psychologically Safety and Sense of Belonging.

Then we need to facilitate a Conducive Learning Environment, by designing different levels of learning based on Edgar Dale's Cone of Experience (1946), which we covered here.

Cone of Learning Experienced based (Edgar Dale)

When we design interactive and multi-sensory experience at both abstract & concrete level, the easier our audience will learn, especially when they are emotionally & socially engaged.

Let's see whether this framework applies...

Our guests for The FEEL: Future of Event Experience & Learning podcast #8 - Brave, Safe & Transformative: Rethinking Event Design by Heather Gallagher M.Sc. & Pigalle Tavakkoli (Wed, Mar 26 at 11pm SGT) shared their thoughts on:

The Most Transformative Event I Ever Had...

#1 Religious Conferences

Reason: Emotions, insights, and change

I wonder what emotions, insights & change did she have? And how did she realize this?

 

#2 Immersive Museum

Reason: Live the present with sound and moving images

Most likely she was immersed in a totally different environment that made her start seeing things from a different point of view (and thus gain experiential insights).

 

#3 Car Launch

Reason: Sight, smell, sound

The more an experience engages our senses cohesively, the more effective.

 

#4 Healing Festival in the Czech Republic

Reason: The space allowing to socialize and being part of a community, while also allowing to reflect on your own and take step aside from everything happening.

When we feel a sense of belonging, being part of something greater than ourselves, we open up to the experience as Naomi Clare Crellin mentioned. And having pause to reflect, opens up the door to self-realization as Mat Duerden shared on our previous podcast.

Healing Festival in Czech

#5 Marathons

Reason: The connection between the runners is amazing

Facilitating a space where people interact makes people feel connected.

 

#6 U2 Concert at Sphere

Reason: Groundbreaking, breathtaking, storytelling & emotional connection

Yes a place with advanced tech does wow us, but I feel not many people are organizing events outdoor. When we are connected to mother nature, transformation naturally happens as Barbara Groth facilitates her event.

Credit: Sphere Entertainment

#7 Soccer Game in Charlotte

Reason: The soccer (football) culture. The fans are incredible with stadium-wide chants, a band made up of fans and the excitement of a goal scored. It's unlike any other sporting event in the U.S.!

Being part of a community and working together to achieve the same goal, makes us feel connected. And when the goal is achieved, we celebrated together.

Credit: Charlotte FC

#8 Messi Experience by Primo Entertainment & Moment Factory (immersive experience)

Reason: Centering accessibility and equity as well as making sure diverse genders and cultures are included

Now instead of merely being a spectator, we can experience becoming the protagonist: Messi.

Credit: Primo Entertainment

#9 Palm reading in Thailand

Reason: Told my future based on my animal sign and palm

People want to have personalized experience that connects to them.

 

#10 WXO - World Experience Organization Summit (2024)

Reason: Going to a completely new and inspiring location (from UK to NY) so completely out of my comfort zone. Meeting loads of creative people (I’m an introvert so had to push myself beyond these walls).

The space was super creative and I learned a lot at the talks/sessions, which gives me new language to talk about Experience Design. So I pushed myself a lot and got a lot of personal transformation as a result.

Credit: World Experience Organization

Now WXO Summit is happening together with London Experience Week (Apr 28 - May 2), the world's first experience week led by the amazing James Wallman!

Credit: World Experience Organization

#11 Applied Improv Network

Reason: Makes audience interaction a must and it's so fun to be sitting there. You laugh as participants.

When we can make our participants feels emotionally engaged and able to co-create the experience, it helps drive our message through and transformation is likelier to happen

#12 GUI Unconference

Reason: It created a safe space for me to practice graphic recording live!

I participated in this eye-opening event led by Michael Ong & Jérôme Bourgeon, what makes it special is the attendees can participate in co-creating & delivering the programs!

Credit: Ground-Up Initiative

#13 Sleep No More by Punchdrunk (immersive theatre)

Reason: The unstructured very structured journey routes

This experience invites us to immerse in a world and physically follow the different storyline that unfolds with our mask on, giving a new perspective.

Would love to know what makes this great experience Kevin Ou Jasmin Jodry ?

Credit: Supplied

#14 World Vision Program

Reason: Was visiting this Thailand as a 16 years old. Seeing, feeling, smelling, touching, sensing a life so different from my own.

Credit: World Vision

#15 Rites of Passage Camp

Reason: Separation, challenge, celebration

Just like in Joseph Campbell's the Hero's Journey, when we enter a new world and overcome challenges that require us to grow out of our comfort zone, transformation happens. Mat Duerden maps out the 3 phases of Anticipation, Participation & Reflection beautifully, while algining to Memorable, Insightful & Transfomative Experience.

Credit; Mat Duerden

 

#16 Pilgrimage by Walking Mentorship

Reason: The process and coaching

Reminds me of David Whyte's poem: Santiago, based on his walking pilgrimage experience on Camino de Santiago:

He shared it during his TED Talk:

Source: https://youtu.be/u9Lu85L111Y

 

#17 People and Culture Summit in Portugal

Reason: Lot of renowned speakers and in person community discussion

When we get to also share our thoughts & ideas, conversation happens instead of a lecture.

 

#18 IAAPA Expo (International Association of Amusement Parks & Attractions)

Reason: I was able to immense myself deeply into the industry and network amongst peers who latter became friends. Made me more passionate about the industry & the work that I do

Theron Skees, the former Walt Disney Imagineering Senior Executive, wrote an insightful book: Creating Memorable World based on his 30+ years of experience in Themed Experience Design.

 

source:https://youtu.be/FL9P4t7vXlM

#19 Surgery

Reason: Surprised at the eventual outcome and diagnosis

Many people shared their transformation after a life-threatening or heartbreaking events, whether surviving cancer, accident, bankruptcy or divorce.

#20 Volunteer Work

My own personal experience of volunteering to play with and educate underprivileged children in north Jakarta. It made me realize that I should not only be grateful, but do what I can to help others and invite people that I know to do so, leading to a more inclusive society.

#21 Creative Talent Network Expo

Reason: It inspired me to pursue what I do as a career. I got to meet many people that I looked up to and learn about their process.

 

Credit: Creative Talent Network

 

#22 Burning Man

Reason: The people, topics, self-reliance, time alone to think and reflect, the art & challenges. I think when there’s a journey or purpose or feeling state that creates change in an event, that it becomes transformative.

When you put hundreds of strangers in a remote place on week-long large-scale event focused on community, art, self-expression, and self-reliance, memorable & insightful experience are bound to happen.

Credit: Burning Man

We are honoured to have Heather Gallagher M.Sc. with decades of experience designing Burning Man, and Pigalle Tavakkoli who designed a brilliant course centered on transformation, to share their thoughts on:

'What makes an experience truly transformative?

And how do we design spaces where people feel safe space enough to change?'

Come join us by registering here to watch live on Wed, Mar 26 (11pm GST) or via recording!

The FEEL #8 podcast

We will also answer questions from the guests such:

• As a therapist we know transformation does not happen in 3 hours. What is your expectation and definition of transformation?
• What's the best way to engage participants who came to the event not because they are interested to but because they have been asked to. Or they are just here to meet their training hours?
• What are the components of creating transformation, and ways to improve the story-telling component?
• What's your best advice on how to allow space for the myriad of diverse emotional reactions that different people will have to the same experience?
• When you design at scale for others to facilitate, how can best design for others to deliver without losing the integrity and intent of the design?
• I know I do create safe events where people experience change, but what is the secret recipe? Happy to hear how Tony Robbins does it!

 

Looking forward to seeing you there live or via the recording =)