Beyond the Capture

Over the years I have connected with some wonderful and creative graphic recorders and graphic facilitators. I have seen them work as small as a 8.5×11 and as big as 5ft x 20ft. Each with a unique talent and style. This is what makes this profession so intriguing and wonderful. Yet there is still something missing with most people in the industry…

Not Packaging Their Work

When I started recording, I set out to understand the overall purpose of the work, not just the initial capturing during a session, but the entire life cycle of the work. How were clients using what was created and how were graphic recorders working with clients to leverage the work to its best?

I challenged myself not to just dive in a work it out as I go, but to formulate a complete process and offering. One that may need working longer with a client than merely the event performance. I read online, viewed websites, looked at examples of work and scanned through many social media postings to see what others were doing and how I could shape my offering to stand out in the industry.

What I discovered and wanted to avoid was most ‘do and dash.’ What I mean by this is that they “perform” the work, yet after completed, leave the work and move on to the next assignment leaving the client to handle the graphic work.This is very much like a music band moving from venue to venue. This action was leaving a huge opportunity on the wall to expand and extend the offering.

Before the Show

The first place to start is the pre-work time with the client. Many, I found, do not work deeply enough with a client on the expectations and possible applications of what will be captured. This is the time to have the discussion with the end in mind of what will be the deliverables and how can they best be used to convey the ideas expressed and captured. it is also the time to discuss the working environment.

Pre-work and initial expectation outcome meetings are important processes and may need multiple departments to be involved. It is best to understand what the client believes is going to be happening and guide their expectations to the possibilities. This requires preparing the client for what will be created during the session and the various channels it can be distributed after the session.  This also means there must be a method to capture the content cleanly and efficiently.

Showtime

The next step is to ‘stage’ the performance for the best results. Typically I’ve seen and read is that the paper is hung in some inconvenient available space, usually not the best location(s) for doing the work.  Poor lighting and uneven work surfaces add to the complexity. The work environment needs to be controllable and optimal engagement for the client, observers and the recorder. If all possible, I believe in a site visit if all possible or at the least ask the client where they want the work to be done that is beneficial to all parties.

During the capturing, keep the end in mind. Having an architectural background, I tend to work in zones or blocking. This is important as it allows the image to be dissected into small usable pieces for later delivery. It also helps key segments of the event organized visually.

Extending the Show

After the event, the work needs to be scanned digitally in order to do corrections, enhancements and changes. By scanning digitally, I create an archive record of the artifact that can be reprinted later if a client so wished.

Size limitations of scanner technology needed to be considered.  I decided to work on the largest possible format that can be scanned at a local print service. Typically, large scanners can handle up to 36 inches wide and as long as needed. It also helps calculate cost of reproduction since they charge for square footage.

The next process is to transfer the digital scan to the computer for edits, clean-up and dissection to be used in various application that would have been discussed during the pre-work meeting. The files would also be saved at various resolutions for quick application by the client as most would not have access to image editors. Assume limited tech on the client’s behalf. Do the work for them.

Digital images are very easy to create various digital files for multiple applications such as print, digital communications, websites and even social media. Creating digital files allows me the ability to create a customized portfolio for prospects that match closely to their needs and the event.

The Package

Finally, the original artifact is rolled and placed into a sturdy and colorful shipping tube with a physical storage drive of the digital files and sent to the client. In some cases, I can also provide the same files on a cloud storage for quicker retrieval if the client request.

The Sum of It’s Parts

What I know and what I have learned before starting and now years performing is that the whole of the experience is far greater than the sum of the pieces to create the experience. Don’t fall short and don’t cut corners in order to save time or cost. What you do is your brand. Be complete and exceed what is expected.

I hope this helps others who wish to enhance what they do and help provide clarity that the fee is not just for the time doing, rather the time creating the visual experience.

 

 

 

 

Elixirs, Fixers and Snake Oil Mixers

Experiences, Experiences, Experiences!

It’s what everyone is taking about these days. Customer experiences, patient experiences, employee experiences and even user experiences. They seem to come in all shapes and sizes. The strange thing is, there appear to be so many “Experience Designers” and “Experience Specialist” it’s almost as if it’s the Wild West of the Business world.

Are they really selling you a solutions or is it a bit of snake oil wrapped up as an ‘Experience’?

The problem is that you, the business owner, can’t tell if these solutions are Experiences or marketing stunts bottled as experiences. Worse yet, it maybe the same old Great Customer Service concept renamed and repackaged as customer/patient/employee/user experience because so much has been written about the Experience Economy in the press. Be cautious about what you are being sold. Experiences, as economic offerings, are not stock solutions.

A true Experience that drives economic value must be created for each individual business. The Experience is a reflection of your brand and the brand promise. Experiences are about the customer doing something and time well spent with your business. It is not just about providing a solution about delivering a good or great customer service. The customer already expects that from you. No my friend, it’s about staging an interactive engagement that is memorable and creates economic value.

During the past few years large retailers have shuttered and closed. There has been much reported that consumers have shifted their attention away from things and to engaging experiences. One of these has been Toys-R-Us. In an attempt to save their business, TRU attempted to infuse experiences into their stores in order to drive more traffic back to the physical place. Many speculate that the digital shopping realm kept this from happening, and this maybe true to some extend, but I feel there is a larger issue.

The experiences TRU were providing had two major failures. The first was the experiences were not a reflection of their brand or the brand promise. These experiences were provided to TRU by outside vendors with the intention to drive sales for their goods. The experiences were not about TRU, but about those companies that sold to TRU.

The second failure was that the experience solution that was created were digital VR experiences where the children could see and interact with digital versions of the physical toys. Something that they could do in the privacy of their homes. They didn’t need to go to the store for the experiences. In addition, if they came to the store, those experiences would have been better if they were able to ‘play’ in the store with real toys.

TRU’s whole brand is wrapped up in the idea of toys, thus their name “Toys-R-Us”. Unfortunately, the experiences provided had nothing to do with TRU being all about toys and the things you could do with these toys. The TRU experience should have been an experience with the toys that kids could not do at home. TRU should have been the destination location for playing with toys.

So, if you are considering hiring a specialist to design an experience here are some simple things to keep in mind.

  • What is the customer doing in your place they can’t do anywhere else?
  • Is the experience focused on time well spent and being memorable?
  • Is the experience a manifestation of your core brand promise? (is it yours?)
  • And finally, is the experience customizable and personal to the customer?

True experiences are a value all to themselves. Customers are willing to pay more because of the experience. So when thinking about evolving from the Goods or Service economy model to that of Experiences, make sure the consultant or design firm understands you, your customers and what engagement reflects your brand. Avoid the Dr. Transformos of the world, because they are out there ready to sell you anything you are willing to believe in to make your business healthier.

Learning From Alice

In the Experience Economy, understanding the flow is critical in the success of any staged experience. A good example of how this works is through the story of Alice in Wonderland.

Flow of Exp

In order to develop a complete experience for your customer you must address every phase of the experience from the enticement to enter through the extending of the memory.

Business Alignment

No matter if you’re a small business, large corporation or non-profit, there are connections in our purpose, communication and the places we connect in. I have written before on the importance of alignment and I am going to do again, but this time I want to break down the idea into steps.

I believe that the three key principles in all businesses are these; Culture, Brand and Place. The principles are not free-standing as some would treat them. No, all three of these are linked in an interlocking pattern. Adjust one and it affects the other two.

Take culture for the first example. What you and those around you believe about the same goal or outcome is your purpose and drives your brand message and the promise your communicate to others.

3 Thoughts on BPC 1

Your promise to others needs a place that reflects this promise and helps facilitate your interactions with others. Your brand frames what your place should be no matter if it is physical or digital. The real message here is that both your physical and digital places should reflect your brand and not merely be a trendy place or a copy of someone else’s place.

3 Thoughts on BPC 2

As I stated at the beginning of this post, all three are connected and each reacts and influences the others. The place where you interact must also support the belief and intention of your culture. It must stimulate those who enter to your belief and help become the stage of your people to communicate your message.

3 Thoughts on BPC 3

It is very important to always remember that these three principles apply to business, play and home. What you believe is reflected in how you speak and what you speak about. Your place becomes a manifestation of those ideas. It is very important to always remember, that all three principles either nourish the whole or jeopardize the possibility of growth and success.