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

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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 StudiesPine, 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

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