“Through creating a unique experience, we have the tool to drive the future of our customer experience.”
Adobe asked us to redefine the Symposium customer experience. By combining the digital experience fluidly with the physical experience, we are able to communicate the unique value proposition to evolve the event prior, during and post. Converting browsers of the digital platform and products offered to attendees, we targeted information to key audiences, and create a seamless journey lifecycle equal to or higher than customer expectations.
There are multiple locations, rooms and floors and multiple touchpoints throughout the event, each of these crucial interactions requires a varied and personal communication for individual attendees.
Alongside this, differing audience groups have differing reasons for attending the conference, and therefore have to be considered in their own right.
An ever-evolving platform at which varies at each stage of a visitors journey.
Initially communicating the conference information, to the profile of each of the hero keynote speakers, through to the ticket sales period to the event itself where primary content became an active schedule to navigate through each day. We then applied this to the post-event via rich media to tell the whole story.
The approach embeds smart digital technologies into the physical environment months before the event, helping Adobe dynamically change the experience based on attendees schedule selections within the platform. The technology empowers the Adobe marketing team, enabling them to build one-on-one relationships with each of the thousands of people attending the event, and potential attendees. This allows the creation of surprise and delight moments that were specific to each individual's preference.
Every attendee’s experience is now a unique and future-ready system, designed to continuously change, facilitate high volumes of a visitor, and most importantly, interconnect to multiple touchpoints for the event. Through reducing the number of platforms required to manage and monitor, the Adobe team are now able to automate many tasks, and re-focus on providing an enhanced experience. It is a “living” system, built up of applications, infrastructure, processes and people.
“A seamless life cycle, that exceeded both customers and client expectations from pre, purchase, during to post.”
• Reduction in staffing costs for the event
• Sold out events in Australia, India and Japan
• All speakers, talks, and workshops at capacity
• Individual audience profiles of all attendees
• Enhanced target sale funnel
• Reduction in software/hardware costs
• Increased audience engagement