As an experiential design agency, Array has conceived, built, and installed digital experiences for a wide range of environments—museums, airports, clothing stores, data centers, whisky distilleries, corporate lobbies, libraries—to name a few. Each space is a canvas to us. When the right mix of content and digital technology is applied, the static, motionless walls transform to create living, awe-inspiring places that captivate and take people to places only their imaginations can dream up. Sound too lofty? Take a trip to Disneyland and you’ll see and feel what we mean. Places…spaces…environments can tell stories, your story.
We love to work with brands that understand this principle. Brands that see environments as powerful communication assets and opportunities to connect and positively influence people. It’s the reason why briefing center owners, operators, and managers are of such great interest to us. They work tirelessly to create an ideal atmosphere, within a physical space, to help executive and sales teams accelerate and broaden sales opportunities.
The Association of Briefing Program Managers (ABPM) lists several attributes of World Class briefing environments in its report titled, Characteristics of A World-Class Briefing Program. If you haven’t read it, we strongly encourage you to do so. One powerful statement in the report says, “…know your , their industry and their business challenges. If the briefing begins with a highly customized -centric dialogue on those topics, it will likely end with a more robust conversation about how your company can provide the necessary solutions to move your business forward.
We love this statement because it mirrors several tenants that we focus on when helping transform briefing center experiences with digital technology and content. Like the ABPM, we believe that it’s all about the Here are 3 of our customer-centric principles:
1. Create a Strategy to focus technology and content.
We find that the most effective briefing strategies address not only what the customer needs to know, but how they should feel. Our mission is to help EBCs inspire customers at they experience part or the totality of the space. Where do we start? By authoring a clear and distinct strategy that focuses all content on the customer.
2. Maintain an intense focus on a customer journey.
We look at the EBC environment like a book. The customer lands on page 1 the moment they walk through your doors. So, that moment had better be compelling. From that point forward, the space should become a physical narrative that when traversed, tells far more than your brand’s product, service, or solution story. Rather, it considers and expresses the customer’s challenges and focuses all communication and content on how you help to solve them.
3. Give them the white glove treatment.
We know that briefing program managers take hospitality to another level. We attempt to do the same when crafting digital installations and content. We want customers to feel like the screen they touch on, the content that appears on the expansive video wall as they enter the lobby, the digital product demo they are experiencing, or any other touch point was crafted exclusively for them. We passionately work to personalize every experience so customers feel like every moment in your space is all about them. This approach, if achieved, will speak volumes about way your brand thinks and approaches your customer’s unique business challenges.
As you likely can see, to us it’s all about the customer. It’s kind of become an internal motto at Array. Our job is to help brands relevantly connect with audiences in the physical space. Audiences must feel different walking out than when they walked in. If they don’t, it’s likely your speaking only to yourself. In the EBC world, that’s a costly sin. So take the time to consider your customer today, tomorrow, and everyday. If you do, you’ll create an EBC story that your customers will long to hear again and again.