1. reminding visitors why they should attend
Country living Christmas Fair
Researcher: Tanya Barrett (email: tag0170@londonmet.ac.uk)
Introduction
Upper Street Events an event management company founded in 1987, until 2009 they were part
of the Business Design Centre Ltd. The company are now established as Upper Street Events
Ltd which empowered the company to increase growth through new projects and joint venture
activities.
Upper Street Events Ltd currently manages 17 events a year to 400,000 visitors and have over
3,500 exhibitors across the show. This poster will analyse the economic experience elements of
one of the main events which is Country Living: Christmas Fair which took place in the Business
Design Centre.
Method
Collected primary data through participant observation which was completed over three-days
within a volunteering position at the event. A basic qualitative research by participant observation
was conducted on each the day of the event in two shifts of 10.00am to 1.00pm and 9.30am to
5.00pm. Images have been taken to emphasise the meaning attached to experiences. This task
was performed alongside my duties.
This method was used to analyse the messages and explore the way in which consumers
evaluated their experiences. Literacy review – an in-depth verification of existing documentation,
journals and consumer magazines on the issue concerned.
• Visited several exhibitors and stalls to observe consumers behaviour
• Observed consumer expectations in purchasing goods/selecting stalls
• Investigated comparisons between dark and light stalls including marketing display
signs
Key Image 3
Key Image 2
Results
This event has clearly demonstrated the service and quality of Country Living:
Christmas Fair. This is clearly an event where consumables and commercial
products are purchased as tangible products; however the food and beverage
section was the most vibrant aspect of the event and was a focal point for social
interactions.
Visual Design – lack of light on some stalls; brand signage not displayed clearly
above stalls and placed to high to read an elderly consumer would struggle to
read these.; information exhibitors not forthcoming and no sign of festive theme.
Some stall lack consistency the event theme. Visitors can benefit from booths with
appropriate signage, video, product display and sales literature. (Bello & Lotha,
1998)
In regards to the last picture in Visual Design, the signage is very small and barely
visible due to being placed at a substantial height. This signage relayed an
important message with directions to the Lifestyle Theatre where shows were
held. This would have a direct impact on the target market due to poor signage
(unsuccessful elements).
Sensorial Design - Observation of the consumers’ clearly demonstrated and
viewed the food and beverage event as the most vibrant aspect of the event.
Consumption is now seen as involving a steady flow of fantasies; sounds and
smells can also be combined with décor, lightening, and other programmable
elements. (Getz, 2012, p.196). The third picture is demonstrating how the smells
and décor from the stall are attracting consumers.
Figure 6: Entry adjacent to the Lifestyle Theatre
Conclusion
On the basis of this observational research which has been assembled by the
following steps, a conclusion and recommendation has been made.
Events are like other service businesses, the true measure of success will be the
organisation’s ability to continually satisfy customers who increasingly demand
value for money (Getz, 2012).
The quality of exhibition [and] services positively affected overall visitors’
satisfaction and behavioural intentions. Pine and Gilmore (2011, p.41) imparts
that Goods and services are no longer enough in a world saturated with largely
undifferentiated goods and services. The greatest opportunity for value creation
resides in staging experiences.
Recommendation
Relating to the present and future sustainability of Country Living Christmas Fair,
developing an understanding of the economy experience with exhibitors/stall
holders to create a marketing strategy that will appeal to all.
By creating new content and bringing together the main external and internal
elements of service mapping to create an economic experience. Sounds and
smell can also be combined with décor, lightening, and other programmable
elements to heighten the memorable experience to increase growth.
.
References:
Berg, Bruce L. Lune, Howard. 2013., Qualitative Research Methods for the Social Sciences: Pearson New International
Edition. [online]. Pearson.
Berridge, Graham. 2007, Events Design and Experience.
Getz, Donald. 2012., Event Studies
Pine, B. J., & Gilmore, J. H. (2011). The experience economy. Boston, Mass, Harvard Business Review Press
Various aspects of experimental experiences are discussed in academic literatures listed below:-
Lee, Myong Jae; Lee, Sanggun, Event Management, Volume 18, Number 3, 2014, pp. 377-386(10)
Martin O’Neill, Donald Getz, Jack Carlsen, (1999) "Evaluation of service quality at events: the 1998 Coca ‐Cola Masters Surfing event
at
Margaret River, Western Australia", Managing Service Quality: An International Journal, Vol. 9 Iss: 3, pp.158 – 166
Aims
The aim of this research is to evaluate the design elements that contribute to consumers
experience at the event.
Getz (2012, p.197) highlights the importance of event experiences which have been applied to
events as a method of understanding more about what takes place when participants attend or
engage in certain activities.
Objectives
• to determine the social behaviour patterns, with exhibitors, when purchasing products
• to evaluate the design elements that contribute to enhancing consumers economic
experience and participation
• to assess [un]successful elements of consumers whose motives may fit in the company’s
marketing plan
• small recommendation that could be implemented to encourage the organisations’
marketing plan.
London Metropolitan University
Key Image 2