In this issue we cover the art and science of selecting a venue for your events; we calculate the cost and benefits of keeping customers loyal and finding new ones through events, and we profile creative genius Paul Hemsworth at GPJ on pushing the envelope at ride-and-drives.

What are some key planning aspects and objectives when designing large scale event like Camp Jeep indoors?
The most important thing to keep in mind is your clients’ brand and what emotion your client wants its customers to experience. From there you can basically create an event or experience that reinforces that brand. It’s also important to know your locations restrictions.

Is there a process you use when conceptualizing events like Camp Jeep NY?
We have a very specific process at GPJ. It begins with understanding client objectives, challenges and opportunities; we then move into defining a team and a process; next we ideate, explore and challenge ourselves to find the most strategically resonant solution; then we implement and deliver with a goal of flawless execution. Of course there are the usual suspects –brainstorming, client objectives, and solutions. But I usually start off by asking myself, what can’t be done…and how can we do it? Each event we strive to create something new, exciting and memorable.

Has your philosophy changed at all since you began designing events?
Events are changing so your philosophy has to change with them. When I first started in this field I was like many other junior designers I saw events as “external structures”, now with 17-years of experience I envision an event with many factors – how can we measure this, what will the customer experience be, how will this aspect turn into revenue for my client, what other areas of communication can we employ to make the message more encompassing and sticky. Its’ become a very entrepreneurial mindset, focused on what best communicates and cuts through.

How do you “sell” an idea like Camp Jeep NY?
It’s certainly a challenge that goes above my role here at GPJ. We had a team committed to selling the idea to the client and in this case to show management and local municipal departments. There had to be a lot of people onboard with this particular project since it isn’t everyday you truck in 300 tons of dirt into a convention center in downtown NYC. Having trust in the people you make partnerships with helps ease some of that unknown.

What role does customer experience play in the design process?
It’s at the very center of the process right from the start. Our job is to craft a rewarding, informative and inspiring experience. Not placing the experience at the forefront of our process we would be antithetical. From the moment we assemble a team the end goal of a memorable customer experience and a “WOW” reaction is where we focus our creative brainstorming. I like a human element – how can you engage a customer, mixed in with tactical fundamentals.

What are some key aspects when translating your ideas into reality?
Pre-show – it’s as simple as choosing the right partners. Being able to trust the people you are in the trenches with is extremely important. We often consult with the Gordinier team during the design process especially when we know we have an off the wall idea. At the show -- Everyone on the team must understand the end goal. From the design floor to the person taking names in line at the event, if one person doesn’t understand the impact they have on the consumer the plan will have flaws.

What recommendations can you offer to a client when they are bidding out an event execution company for their next event?
Be sure to work with a team of professionals, there are companies out there that claim to have experience designing and executing ride-and-drives and there are companies that have proven track records of doing it. They are not the same. You need a team that understands what it takes to make an event a success – flexibility, patience, confidence, energy and professionalism.

Many design teams face the challenge of finding a partner to implement their “big” ideas. What can you offer when it comes to selecting an execution partner?
Trust is number one for me. Working side-by-side with a partner that understands what your end goal is and how to achieve each aspect of that on-site is vital. And knowing you’re working with a professional that deals with adversity with creativity is a unique characteristic.

Can you give me an example of an event where who you partnered with on execution was crucial to the success of the event?
I can honestly say that without the Gordinier Group our Jeep ride-and-drive events would not have been executed as efficiently. We have relied on the Gordinier team to not only tell us if our idea can be built but we also rely on them for their field experience, technical know-how, and their ability to work with the Jeep engineering team to build a course that exhibits their vehicles capabilities. As a designer you can think “big” and it is comforting to know you can work with a partner like Gordinier that can bring those big ideas to fruition.

What has been your personal greatest success as a thought leader in designing an event?
For me being part of the design team for Camp Jeep NY has been unforgettable. Now going into its 5th year Camp Jeep NY has gone on to morph into various courses and locations, but what takes the cake is bringing a trail rated test track to a convention center in NYC, that’s unbelievable. And with over a half million people participating in this first of its kind event I was proud to have been apart of the team and the experience.

• Budget requirements
  Prior to researching event locations it is imperative that you understand your budget and individual allocations for your event. Knowing what you will need to invest in food and beverages, onsite amenities, staffing, materials, etc. will give you a solid grasp on what you can afford in site charges. Choosing an execution partner that has long standing relationships with site vendors can help you negotiate site costs and save you time.

• Transportation and accommodations
  How accessible is the location you are considering, can attendees drive, fly or take a train? Being able to offer various means of transportation will appeal to a larger audience. If it takes too much effort to get to your event count on many people backing out. Are there affordable hotels, motels, or camp sites for overnight accommodations? Ensuring your attendees have affordable housing options is very important. You don’t want people feeling as though they had to “break the bank” to attend the event.
  

• Location surroundings and site limitations
  Can you park your fleet of 18-wheel semi-trucks; erect 306,006 square feet of tent, create that 13-foot simulated dirt mountain with a 35 degree up hill and 45 degree decline, along with the waterfall and potholes you promised your client?

  A site visit is invaluable. Taking the guess work out of bringing your creative vision to fruition in the space allotted is where some execution companies have failed. Partnering with the Gordinier Group gives you the peace of mind knowing you are in the trenches with professionals who have seen it, done it and lived to tell about it.
  

ON BUDGET
The notion of customer loyalty is often nebulous, difficult to define, and hard to measure. Most businesses focus major efforts to attract new customers. Marketing strategy, advertising, public relations, sales and all sorts of activities are geared to getting new customers. But successful businesses know that the real benefits come from keeping existing customers. Although it is vital for any business to attract first time and occasional customers, it is usually much more beneficial to turn the ones you have into loyal customers.

• Select an activity that is both entertaining and educational
  Jeep is a true pioneer in this arena with their ride-and-drive events. They have successfully launched over a dozen events, indoors, outdoors, through mud, up rocky terrain, and down snowy-mountain tops, the list go’s on and on and the impact on current and potential customers is just as impressive. Each event educates, entertains and keeps attendees asking when the next event is.
  
  
• Contest and prizes
  Keep everyone excited and thinking about your brand post-event is just as important as getting them to the event. Consider a call to action – a contest that drives them to your website requiring registration or in-store incentives. Whatever you chose to do it’s a good idea to make the offer compelling and the process simple.
  
  
• Create a community
  Even though it’s as simple as a marketing concept, building brand communities that resonate with loyal customers is indeed a monstrous task. Communities allow companies to co-create value with customers on a continuous basis. Companies must create a culture that allows customers to interact with the brand, other users and the company simultaneously. Such an environment allows customers to experience the brand in a memorable manner as they are actively a piece of the value creation process. Remember to reach out to your community on a regular basis.
  
  
• Offer opportunities for feedback
  Creating an environment where customers have a sense of social belonging and a voice enhances their loyalty. Those companies who have paid special attention to what the consumer is saying have instantly created brand advocates and loyal customers.
  Event marketing is not only effective, but also a fun type of marketing. It is an opportunity to mingle with customers and potential customers while promoting your company in an active manner. Chose something of value and something that your customers will enjoy and your event marketing campaign will undoubtedly be a success. Keep in mind offers and loyalty schemes can increase loyalty, but they are no substitute for (and will not work without) a good product, good customer service, and friendly customer relationships.
  

Event Infrastructure Overview - Steve Gordinier, Vice President Sales, Gordinier Group
As events are used more frequently, proven best practices become increasingly important to reach maximum productivity and cost efficiency. With over 18-years of experience the team at Gordinier Group has the ability to serve our agency clients with a single element of the solution or a complete turnkey solution. We have been fulfilling client challenges and exceeding their expectations with the industry's most experienced team. We don’t only say we can do it; we have a proven track record that backs it up. Creating an event that impresses, engages, and motivates customer’s means coordinating thousands of details.

• Finding the right site
  Each event brings us fresh insight from the industries biggest hitters. Our always growing pool of site partners provides an invaluable resource which we extend to our entire client and partner base. We can help you select a location from our extensive site database extending across the United States. We can assist in the negotiation of site fees; in fact we have been known to save our clients literally tens of thousands of dollars in use fees.
  
  
• It’s what you don’t see that matters
  We always say it’s what you don’t see that matters and that is never truer than when it comes to logistics for a road show or large event. Everything we do is about creating magic at the moment of truth. Gordinier handles everything from event scheduling to ensure that everyone involved with your event is where they need to be to choreographing all behind-the-scene details, so that on-stage events are crisp, seamless, and deliver maximum impact. We also go the extra mile to ensure that your event delivers a positive experience in the community where it takes place, by securing all required permits, insurance, and emergency services well ahead of time.
  
  

Gordinier Group Capabilities

• Site program planning: Our planning services transform your ideas into great events
  
  
• Site selection & management: Finding the right site. Building the right infrastructure
  
  
• Site logistics: It’s what you don’t see that matters
  
  
• Site staffing & course management: Our experienced team is focused on a single goal, creating a great experience for your customers
  

Please pass this on!
We believe you will find our newsletter valuable, interesting, and customer-focused. If you know of other colleagues who are involved with event marketing or planning, and would benefit from receiving our newsletter please feel free to pass this issue along or have them sign up here




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