But what is design thinking, exactly? Design thinking is a proven method of producing desired outcomes and managing disruption by applying design principles to affect and transform the world around us. Whether the outcome is a performance metric, a system, or an experience, design is the method for envisioning the result and systematically executing our vision.
How design thinking can transform our business
Design thinking is an essential part of how Freeman is reinventing the attendee experience from the ground up—to keep events at the forefront of marketing in the face of a rapid change.
Using design thinking when creating brand experiences lets us take advantage of the disruptions and changes in audience behaviors and turn them into opportunities to create deeper and more meaningful connections. For example, we recognized that smartphones were distracting attendees during keynotes and breakout sessions. We applied design-thinking methodology to address this problem, and now use second-screen technology to create an entirely new way to experience an event and boost engagement, rather than compete for attendee attention.
Design thinking equals scalable success
Any aspect of global business can be improved through this flexible approach, because design principles always apply. Design thinking makes our entire industry scalable, letting us think bigger and define larger areas of opportunity to connect with our audiences beyond the show floor, keeping our events constantly relevant and top of mind and engaging the next generation of attendees on their level.
In the coming months, you’ll be hearing more about how we are using design thinking at Freeman, and how it can positively impact your own events.
Results show exhibitors prefer Freeman over all other official service contractors It’s nice to be appreciated. In September, Freeman commissioned the Princeton, NJ-based research firm Exhibit Surveys to ask exhibitors to rate official service contractors’ overall service levels. All exhibitors who participated in the survey have used the services of[...] Read More
Event producers increasingly demand digital solutions. In response, Freeman has promoted former CIO Richard Maranville to CDO. The move supports our ongoing strategy to harness big data and digital technology to bring producers new products, services and insights. As the integration of digital and live experiences continues to evolve, we’re[...] Read More
This is a bit counter-intuitive, because we’re taught to judge people not by what they say, but by what they do. All well and good. But if we take time to consider what someone intended to do, outside of the actual consequences, it helps us know how to respond. One[...] Read More
Culture and values define the way employees learn, envision, engage and execute Three association executives joined Vice-Chair Carrie Freeman Parsons for a 90-minute discussion of culture and values at October’s Thinking Thursdays in Freeman’s office in Alexandria, Virginia. Marsha Flanagan, M.Ed., is Vice President, Learning Experiences, International Association of Exhibitions[...] Read More
AACC Reinvents its New Product Showcase The key to a successful medical meeting is offering quality brand exposure plus useful data for its exhibitors, as well as interactive learning opportunities and personalized experiences for participants. To raise the bar at its 2015 Annual Meeting & Clinical Lab Expo, AACC (formerly[...] Read More
Take ordinary display technology to new heights with a cutting-edge projection technique called video projection mapping. Infusing depth and vitality into virtually any surface, projection mapping defies reality.
As architect, designer, and inventor Buckminster Fuller famously said, “The best way to predict the future is to design it.” I couldn’t agree more. Face-to-face brand experiences remain the most powerful platform to create change. Through live events, our clients deliver their vision, launch groundbreaking new products, and attract new[...] Read More
The hottest event technology trends from the hottest event technology conference It’s been an incredible week for event technology aficionados. We gathered in droves in Las Vegas for the Event Marketer EventTech conference, the world’s largest live event technology lab. The massive 5,500 square foot campus was chock full of[...] Read More
In July of last year, Android users were able to choose between 1.3 million downloadable applications, while the Apple store offered 1.2 million.* As we increasingly rely on digitized solutions to advance both commerce and interpersonal connections, we find ourselves in a position not unlike that of our forebears in[...] Read More
Former Freeman Audio Visual Solutions President Craig Smith becomes the 6th Freeman Leader Inducted into the Convention Industry Council’s (CIC) Hall of Leaders. Since 1985, the Convention Industry Council (CIC) has honored outstanding individuals in the meetings, conventions, exhibitions and events industry. To quote the CIC, “The Hall represents intelligence[...] Read More
It’s important to pitch an idea with confidence, and it’s just fine if your passion for something comes through when you talk. But don’t let the dialogue in your head turn you into a bad listener. Successful people know that vetting ideas and listening to feedback is a good way[...] Read More
Six questions to ask your agency before going international Nearly every brand experience agency claims to have a “global partner network,” but not all networks are the same. Some are marketing alliances, some loose affiliations, and some certified partner networks. Some work and some don’t. The best partner networks don’t[...] Read More
Delivering a consistent experience, anywhere in the world In today’s global economy, customer activations can take place anywhere in the world. Where companies used to carve themselves up by geography, today, these geographic boundaries no longer exist. A recent report from McKinsey Quarterly noted that the global flows of goods, services, and finance[...] Read More
We are on the precipice of massive change, wavering between the analog past of live events and the digital future of connected experiences. As the leading brand experience company in the world, Freeman has a front-row seat, which is not to be squandered. We see a convergence of forces shaping[...] Read More
I recently attended the Marketo Marketing Nation Roadshow, a multi-city tour attended by marketers from many industries looking to hear how leading organizations are evolving their cross-channel marketing efforts. There were many great tips and take-aways, but the one that stood out the most for me was this: You don’t[...] Read More
What B2B Event Marketers can learn from Comic-Con International 2015 Unless you’ve been living under a rock over the last week, you’ve probably seen a lot about the 2015 Comic-Con International in San Diego. Comic-Con started in 1970 as a one-day “minicon” devoted to creating awareness of, and appreciation for, comics and related[...] Read More
Who should be involved in helping show management achieve its event sustainability? During a recent gathering of the Freeman Sustainability Customer Advisory Group at the Green Meetings Industry Council Sustainable Meetings Conference, the answer was a simple: Everyone. Event sustainability does not only occur onsite during a meeting or trade[...] Read More
Fail Fast, Recover Faster
by Richard Reid
VP | Freeman Audio Visual
Richard Reid, Vice President of Digital Services for Freeman Audio Visual, shares his experience on how "Failing Fast" can actually improve operational efficiency and customer service.
To read his key insights, please download the online e-book "Manage, Meet & Exceed Client Expectations" today!
Transform Your Business and Stay on Top of Trends As today’s enterprise landscape evolves at a seemingly exponential rate, so too has the expected role and responsibility of the CIO within it. This comes as a surprise to no one who is reading this. A role once primarily focused on[...] Read More