Virtual Placemaking Experiences
A lot of snow here in Lexington this weekend. I am starting to develop quite the back muscles from the shovelling.
I was going to say as I continue to trudge through Authenticity, but' trudge' makes it sound like the book is dreary. It isn't but unlike most books it requires you to assimilate what you read with what makes sense to you, in a highly detailed fashion which can be exhausting, so I am glad I am reading the book in bits...
Placemaking refers to creating products and services for products which are experiencial to an extent that they are what they say they are(ie that you don't feel cheated in some way after the experience). The main 'product' is where you engage as many of your senses as possible in order to develop an emotional connection to the product or service. The 'virtual' here relates to the extension of this 'experience' to online, and how to do it without sacrificing the customer experience or diminishing its authenticity. A parallel to this in the event world might be the issue of providing the attendee with content outside of the event. In the case of the annual event, for a traditional events company, this is a real issue.
The authors argue that too many companies' web site offer one dimensional views of their products and services which diminish the viewer's experience and thus their connection. Even companies which use the flash intros as a portal into their site(how many times do you hit the 'skip the intro' button?) don't get it unless the presentation is an extension of the product or service aspects. The web designer ZAAZ may appropriately put it into words, "your web site's not about you, it is you".
Now here's me wondering how to turn this into a 24/7 experience for clients.....
I was going to say as I continue to trudge through Authenticity, but' trudge' makes it sound like the book is dreary. It isn't but unlike most books it requires you to assimilate what you read with what makes sense to you, in a highly detailed fashion which can be exhausting, so I am glad I am reading the book in bits...
Placemaking refers to creating products and services for products which are experiencial to an extent that they are what they say they are(ie that you don't feel cheated in some way after the experience). The main 'product' is where you engage as many of your senses as possible in order to develop an emotional connection to the product or service. The 'virtual' here relates to the extension of this 'experience' to online, and how to do it without sacrificing the customer experience or diminishing its authenticity. A parallel to this in the event world might be the issue of providing the attendee with content outside of the event. In the case of the annual event, for a traditional events company, this is a real issue.
The authors argue that too many companies' web site offer one dimensional views of their products and services which diminish the viewer's experience and thus their connection. Even companies which use the flash intros as a portal into their site(how many times do you hit the 'skip the intro' button?) don't get it unless the presentation is an extension of the product or service aspects. The web designer ZAAZ may appropriately put it into words, "your web site's not about you, it is you".
Now here's me wondering how to turn this into a 24/7 experience for clients.....
posted by warwick at
11:45 AM
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