DESIGNING IN THE FUTURE - The new shape of meetings

Recently ONE+ Magazine ran an article called "DESIGN FOR THE FUTURE" in both it's North American and EMEA editions that begins to layout the shape of meetings in both of these markets. The range of perspectives the people contacted for the article brought to the discussion were truly fascinating. Of course the author Dalia Fahmy took a moment to talk with us about the future as well and we are quoted there. We believe the business purpose of meetings and their educational objectives are going to continue to grow as the measure of success of these events. Entertainment, excitement and motivation will continue to move from gratutious celebration to the natural outcome of solid learning and strategic planning experiences. In turn, business education has become more flexible, compelling and digestible in a faster paced environment that continues to bombard people with information - if not knowledge and understanding.

We are participating in this trend on many levels - we have been called on to create everything from more experiential face to face engagments to helping to create a stronger sense of place in virtual on line events.

Get in touch to get a preview of the future of meetings from us - Tony.Castrigno@DesignContact.com

VIRTUAL EXHIBITING

The interest in the virtual exhibit world has perked up quite a bit this year. The economy and the rapidly improving tools that enable it have converged to make this approach to connecting with customers a more viable tool. What is more, the flight to quality seems to be gaining momentum as the initial "cool factor" has been replaced with a desire for a meaningful and enriching experience.

Designing for the virtual world in many ways demands as much from the 3D design team as the real world. Information presented in layered, multi level 3D environmments requires a true command of the information architecture as well as the same design and communication principles we apply to the trade show floor. Multiple levels of messaging as well as access to graphics, media, and even virtual products and demonstrators are called for.

In effect, we must design the complete experience, and while liberated from the realities of 3D construction, the demands of information integration are far more sophisticated.

DESIGNCONTACT has long been dedicated to the integration of all components of the exhibition experience. We have been integrating technology, media and story telling into our designs as naturally as architecture, color and materials. We have begun bringing this expertise to the virtual world and have begun to develop new sensibilities about design that can advance the practice of design in the real 3D world as well.

"SELECTIVE REDUCTION"

Getting beyond the obvious challenges of the economy I am among the many who believe the Events and Live Marketing industries will emerge very much transformed from this recession.

• Cost cutting? Yes, for sure.
• Fewer events? Not so sure.
• More focused efforts? Absolutely.

The shape of and attendance at recent events points to more serious attendees with a mission - find a way to achieve their goals more effectively. This renewed focus on costs has often led management to make rash money based decisions, and the new job of the events professional is to guide the process to a sane and deliberate place.

We have started by recognizing that not every good idea is going to make it into an event. Rather than overdesigning and then doing a 'slash and burn' we have started designing the ability to refocus our solutions in real time while honing costs. By planning for this "selective reduction" we can avoid the worst of the "budget cutting" trauma and replace it with a sane discourse on the doing the best with what we have for the event at hand.

Still there are things that must be done in the near term to satisfy the demands of management and maintain some integrity in your events.

Linda Armstrong of Exhibitor Magazine recently put together a list of 54 new ways to look at costs in the trade show business, many of which have relevance accross the entire events space. While only a begining, Linda has put the best of the hundreds of ideas she recieved into a consise blue print for near term "selective reducion". We contributed several thougths which appear as items # 7 and # 35. Check it out here:

http://www.exhibitoronline.com/exhibitormagazine/apr09/nip-tuck-54-ways-to-cut-your-costs-exhibiting-staff.asp

Drop us a note to hear more about our philosophy of pre-planning for 'selective reduction'. I can be found at Tony.Castrigno@DesignContact.com.

A NEW DIMENSION IN INTELLIGENT SPACE

The need to be both innovative and economical in exhibits has become the order of the day. Wholesale redesigns, new installations and new media are having a hard time finding their way into many museum and corporate exhibition design projects.
Here is an idea for you - [i]cell system technology. Our subsidiary DC CONNECT will introduce this award-winning and low-overhead human-scale interactivity technology solution for exhibit environments in April at the annual American Association of Museum (AAM) and American Children’s Museum (ACM). It is the perfect way to bring new life to an installation, add interactivity to traditional media, and provide flexibility in content - fully managable by the end user. And if you thought you might defer a new interactive for your program - this solution is a great alternative to more complex touch screen interfaces or programming heavy kiosks.

The system is available in easy to install [i]kits for everything from a simple media controller to a fully engaged display wall - at suprisingly modest cost. And it is easy to update -even repurpose entirely - with little effort.

Learn more here and come see us at the shows in Philly.

http://www.exhibitorsdaily.com/index.php/features/0904/dc-connect-introduces-tech-solution-for-museums/

http://www.d-c-connect.com

EXHIBITOR 2009

We are back from the show and despite early concerns about the shape of the economy, we had one of the best events ever. Why? - the people who showed up were serious about their businesses.

• Industry service providers were serious about driving new opportunities.
• Event planners were intent on finding ways to get more out of there spend - not always lower prices- but better results.
• CTSM program attendees seeemed to participate at a higher level than in the past.
• Some of the splash and festivities were less prevelant, but replaced by a seriousness of purpose.

We would like to see the show grow as it has before and hope to see the trend to the serious participant continue to grow along with it.

One of the more successful aspects of the event were the round table discussions. These forums were great outlets for issues and ideas alike. DESIGNCONTACT lead three of these roundtables - and they were among the best experiences we had at the show.

The 3D BRAINSTORMING: Build a Better Booth Design seminar we conducted was also a highlight for us - and we believe for our guests. Look for an update on both of these events in our next posting!

FIVE QUESTIONS

We recently spent some time answering questions from LIVEDESIGN magazine about our work on the Aquatainia project in Dubai this past Fall. Under the banner of:

Five Questions For: Tony Castrigno, founding partner/CEO of DesignContact

The questions are below... and the full text can be found at:

http://livedesignonline.com/mag/five_questions_for_tony_castrigno_0109/

1. As founding partner and CEO of DesignContact in New York City, how would you define what you call “brand theatre,” and what is your role in these projects?
2. For the launch party of the Aquitania on the World development in Dubai, your company created oversized video projection that filled the three-story windows at the Buddha Bar. What were the challenges of this project?
3. Among your projects in live events, exhibits, tradeshows, and meetings, which do you find the most rewarding and why?
4. What is the best career advice you've ever been given?
5. And what's the worst?

BRAND THEATER - Event Agency or Production Company

The changing economic climate is sure to bring new challenges to the community of Events and Experience Marketing. We are also seeing a converging world where the lines between advertizing agencies; events companies; and staging suppliers are blurring. The trend in the last 8-10 years of traditional businesss meeting production companies pushing into 'experiential communications' has resulted in some very real challenges. Problems such as:

• Having the creative and strategic resources of the 'legitimate' agencies while still competing on a project basis for work.
• The fact that there are few 'agency of record' assignments in the events business to provide the continuity needed to perform as an agency.
• The traditional economic model that was geared toward production and the margins are realized on developing content, staging events and providing gear faces stiff competition on price from equipment companies and boutique video houses.
• At the "agency" level many of these services that had been a core (and marginable) business are considered "third party costs" and effectively commodities.

Looking at this from the other side of the equation full ‘legitimate’ agencies have been looking at events and other alternative marketing tools to supplement traditional and new media advertising that is their core business. Similarly they are faced with the need to be flexible in doing business in the project based market of Events. Problems such as:

• the human resources ready to work on an event by event basis. The fleeting nature of events does not permit the agency to “staff up” to meet the need
• familiarity with and access to key freelance or contract providers of creative services
• few third party suppliers have the marketing and branding sensitivity to be true partners in the live marketing environment.
• an unfamiliar economic model and intensive real time project management

IS THERE A SOLUTION THAT CAN WORK IN EITHER SITUATION?

We believe very strongly that there is.

It lays in the expertise of a select group experienced business communications professionals who trace their roots back to the legitimate theater, the dramatic stage - the foundation of what we now call “Business Theater”. Combined with the slide makers of decades past this unique hybrid of business and entertainment was born. On the face of it, the flash and splash of “show biz” may seem light years away from the rigors of brand stewardship and integrated messaging. However the craftspeople of the theater – directors, designers and technicians – have devoted their lives to understanding the thematic intent of an author and interpreting it for a widely varied live audience.

DESIGNCONTACT is a collection of theatrically trained creative designers experienced in the creation of 3D Brand Experiences. Together with colleagues in technical theater and production management, we are the connective tissue that brings brand messaging to live audiences. Our resources can work to the advantage of either the Marketing Agency looking to extend thier reach into Experiential Marketing, and to Production Companies looking to extend their offerings to established clients horizontally within a relationship.

Working as partners to established Advertising and Branding agencies as well and innovative boutique shops, we have supported efforts for some of the world’s most demanding brands. Most importantly, as part of this effort, the brand agency maintains the lead position, fostering the client relationship, working as the brand guardians while the creative theatrical professionals interpret their story for the unique venue of a live audience.

Our wide range of expertise in branded experiences can supplement the creative power of the Event and Production Companies as well. Our broad background in events and 3D design has supported unique opportunities for marketing events when a client is looking to break the mold a bit and stage a unique marketing event that does not fit in the traditional agency space. Our relationship at production companies has always been as an integrated member of the team.

In this economy every firm needs to expand thier reach with existing clients, and to supplement thier expertise with a creative and production partner. DESIGNCONTACT is that perfect supplement and can help build new markets and expand existing ones for both Agencies and Events producers alike.

(for more information about how this approach can work for your agency or internal marketing team - contact tony.castrigno@designcontact.com)