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Designing and delivering compelling experiences: Insights from the 2008 Democratic National Convention

Sudhir H. Kale (School of Business, Bond University, Gold Coast, Australia)
Robin D. Pentecost (Department of Marketing, Griffith Business School, Griffith University, Meadowbrook, Australia)
Natalina Zlatevska (School of Business, Bond University, Gold Coast, Australia)

International Journal of Event and Festival Management

ISSN: 1758-2954

Article publication date: 16 July 2010

2576

Abstract

Purpose

Joseph Pine and Jim Gilmore coined the term “experience economy” to describe a paradigm shift in consumption. To survive in this new economy, businesses must provide customers with memorable consumption experiences. The purpose of this paper is to suggest eight ingredients that need to be incorporated into a compelling experience. Commercial experience providers, not‐for‐profit organizations, and political entities stand to benefit by integrating these elements in the experiences they provide to their targeted constituencies.

Design/methodology/approach

A qualitative phenomenological case study approach is employed using the 2008 Democratic National Convention as the referent for dissemination of a compelling experience.

Findings

Eight attributes were distilled that together constitute an unforgettable experience: planning, resourcing, targeting, anticipating, enabling, empathizing, framing, and engaging.

Practical implications

All experience providers desirous of creating compelling customer experiences for their targeted audiences would find it worthwhile to actively incorporate each of these elements in their product.

Originality/value

The paper uses a well‐planned and well‐executed political convention to uncover the building blocks of a compelling consumer experience.

Keywords

Citation

Kale, S.H., Pentecost, R.D. and Zlatevska, N. (2010), "Designing and delivering compelling experiences: Insights from the 2008 Democratic National Convention", International Journal of Event and Festival Management, Vol. 1 No. 2, pp. 148-159. https://doi.org/10.1108/17852951011056928

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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