london metropolitan business school

WHO IS THIS WOMAN

TALKING TO YOU?

Head teacher Event ManagementCore teacher Creativity & Innovation

UTRECHT SCHOOL OF THE ARTS

Owner GaBworks Event management Imagineering Communication Strategy

Utrecht School of the Arts

• Faculty of Arts & Media Technolgy

• Faculty of Visual Arts

• Faculty of Theatre

• Conservatory

• Faculty of Arts & Economics

Approach design from a managerial perspective (in the context of arts)

Author of..

• “Handboek on Event Management” for BA-students, used as obligated literature on 16 BA-courses throughout The Netherlands & Belgium

• “The Imagineer” to be published 30 November 2011 on creativity, innovation, design thinking for solving managerial issues, branding, imagineering

Gabriëlle Kuiper MA

EVENT DSIGNER, RESEARCHER& a bit of a cowboy…on clogs

I LIKE TO STAY PLAYFUL

SQUASH

FIND INSPIRATION

CYCLING

Nike Magnet Commercial

Well-made Brand experiences

Engage peopleMotivate them TO ACT

beyond expectanceBuilding relations

Creating value by understanding

human nature & desire

Overseeing people’s lives as a string of larger and

smaller events… experienced by the

INDIVIDUAL TOGETHER with others

How many events did you encounter today?

An event designer LOOKS

at the world around him differently

BODY LANGUAGE

ANYTHINGTHAT MOVES YOU & MAKES YOU THINK

EVENTTHINKING

WHY AM I

TALKING TO YOU

TODAY???

TO INSPIRE YOUTO MAKE YOU AWARE

BECAUSE IBELIEVE EVENT THINKING IS

OUR FUTURE

EVERYTHING POINTS TOWARDS THIS

BRANDS NEED EVENT PROFESSIONALS LIKE

YOU FOR THEIR SURVIVAL

THERE ARE 3 DEVELOPMENTS TO TAKE INTO ACCOUNT…

TECHNOLIZATION

OUTSOURCING

ABUNDANCE

YOU HAVE TO STAND OUT

EVENTS PROVIDE PERSONAL

EXPERIENCE

YOU ARE THERE TO DO IT

I HEAR AND I FORGETEXPERIENCE

SOMETHING YOU HAVE EXPERIENCED WITH OTHERS THAT YOU

CAN REMEMBER

EVENTS CAN BE DESIGNED TO

CHANGE KNOWLEDGE, BEHAVIOR OR ATTITUDE OF

STAKEHOLDERS

AN EVENT WITH IMPACT IS AN

EXPERIENCE THAT DEVELOPS THE INDIVIDUAL AND LEAVES THEM A

MESSAGE

THROUGH ENGAGEMENT

STRATEGIC EVENT DESIGN

EVENTDESIGNERCOMBINES

ANALYTICAL LEFT BRAIN WITH

IMAGINARY RIGHT BRAIN CAPACITIES

HIGH CONCEPTS WITH HIGH TOUCH

HIGH CONCEPTS

• ESTHETIC EXPERIENCE

• STORY

• IMAGINATION

HIGH TOUCH

• INTERACTION• DESIGN• EMPATHY• MEANING

2 EXAMPLES

# 1

NIKE + APPLE

Nike+

# 2

EFFIE brand experience winner 2011

Starbucks Spark campaignIn 2007, Starbucks - the company who had literally changed

the way a nation thought of, spoke about and drank coffee - was facing its biggest-ever threat. With stalled sales, a falling stock price and a weakened brand image, Starbucks needed renewed meaning in a fast changing world. Using its size for good, we wanted to amplify Starbucks' role in the community, by "sparking" community action. Five "sparks" were created that resulted in significantly increased key brand measures and extremely successful consumer engagement.

Sparks Campaign

What do these campaigns show YOU as an event

designer?

#1 events are more

effective if designed in a

strategic context

WHY SPEND SO MUCH EFFORT ON BRINGING

PEOPLE TOGETHER?

#2 events are a perfect

instrument to activate people and

engage them

BEING TOGETHER

WORKING ON THE SAME GOAL

ENGAGES

#3events are a

communication instrument and

therefore cannot be seen apart from all other

moments of contact

#4 events provide an

image and emotional response

for the individual that activates them

via engagement

A PICTURE SAYS MORE THEN

1000 WORDS

A GRAND DESIGN IS NECESSARY

2B MORE EFFECTIVE

EVENT THINKING

DESIGNING MOMENTS OF CONTACT

TAKE THAT ELEPHANT

DESIGNING THE MEMORY OF A

MESSAGE

THE 6 TALENTS OF CONCEPTING

• DESIGN

• STORY

• EMPATHY

• PLAY

• MEANING

• SYMPHONY

BASIC HUMAN NEEDS

DESIGN

MAGPIE EFFECT

(supranormal stimulus)

STORY

SLEEPING BEAUTY:What happens when you

forget to invite an important guest to the

party

(metaphors & easy to pass on)

EMPATHY

WE’RE BASICALLY APES

(response stimulus effect)

PLAY

HUMANS LEARN & INTERACT VIA PLAYFULNESS

(survival)

MEANING

CATHOLIC CHURCH

(rituals, sharing a purpose & deeper meaning)

SYMPHONY

RORSCHACH TEST

GESTALT THEORY

(human need for finding patterns)

WORKHOP

• WORKING ON EACH TALENT

• FINDING YOUR CREATIVITY