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

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.