You may recognize this line as the title of a 1968 Jimi Hendrix album.
Today, in 2018, it seems we all want to at least be part of an experience.
The real question is: why do we continue to hear the drumbeat of the experience economy? Why do so many of us want experiences more than we want to consume goods and services? And why are so many of us willing to pay a premium for an experience?
The answer is, in first world economies, where most goods and services are good enough (all detergents get clothes whiter than white, and all cars are safe and comfortable), we want something more. Differentiation, a feeling, an emotional connection to a product or a brand. And certainly to an organization to which we belong.
For many organizations and especially industry associations and professional societies—whose lifeblood is dependent on meetings, conferences, and trade shows—there is more talk than action in moving towards experiential live media events.
There are 4 reasons why progress has been so slow:
- Many organizations don’t know WHAT to do.
- Even more don’t know HOW to move from an event to an experience.
- A surprisingly large percentage of senior leaders and boards don’t know WHY this shift is needed.
- And finally, many don’t WANT to make the change due to the risk, and the lack of information about what to do and how to do it.
Last week ASAE, (the association of associations) showed the events, trade shows, and conferences industry how it’s done. If you were part of the ASAE event known as XDP, Xperience Design Project, you know what I’m talking about.
ASAE stepped out and stepped up in 2017 and launched this new, live experience to help associations get out in front of the changes that are impacting the relevance, reputation, attendance, retention, and bottom-line that every one of you cares about.
The XDP experience last week was truly exceptional. More to come in a future post on just why this is a game-changing move by a bold and courageous leadership team at ASAE.
For now, you owe it to yourself to learn the why, what, and how necessary to make the change from a traditional event to an industry changing live experience. The results are in—it works!
If you want to see if the time is right for you to make a change with your major event, take this two-minute self-diagnosis we created at scoremyevent.com. When you do, you’ll see if it’s time for you to become part of the experience economy and reap the benefits that come from inspiring your audience.
It all starts with a strong WANT.
What do you want for your next event?