Resources

Beyond the Art: Build Audiences by Designing Branded Experiences at all Touchpoints

To view just the slide show, click here.

Artistic quality is critical, but other factors also influence what audiences see, hear, experience and talk about. People start to develop impressions about your organization’s work from the moment they receive your program announcement, and continue to be influenced by everything from their box office experiences to the time it takes to exit the parking lot after your event. All of these touch points shape your audiences’ future decisions about ticket purchases and attendance. Knowing how many chances you have to convey your organization’s view and approach to your customers and how to maximize each of those opportunities is critical to building a satisfied and loyal audience.

In his AEE Open Forum presentation, Denis Weil, Vice President, Concept and Design at McDonald’s Corporation, explains how to apply a user centered approach to develop or re-design your customers’ experiences.  Learn how your arts organization can use low-cost, iterative design and prototype testing methods to innovate the service aspects of your customers’ experiences. His presentation was followed by a “fishbowl consultation” during which Denis strategized with several arts organizations of varying sizes and artistic disciplines that were working through the same real-life challenges that you face every day.