Your Entrance & Exit is an Important Experience

Blog Entry by :
Jiwon McCartney
Managing Director

Ever think about your entrance or exit from anywhere?  Of course many say "no it's what I experience inside that matters".  That's right, you will obtain the experience you anticipate inside.  If you walk into a grocery store, you will find items on a shelf in the isles that you expect to see them in. You will them proceed to get checked out by the cashier and carry on your way with your "paper or plastic". 
What if your entrance experience to that store was going through a construction zone and the smell of not so pleasant greeted you.  The door is hard to open as the entrance and exit doors are backwards. Your typical enter from the right side is now flipped to enter from the left.  Then as you exit, your cart does not fit through the doors and you have to carry your bags in two shifts to your car.  Although you see an employee collecting carts, they cannot be bothered to help as they are texting their friend when their shift is over to plan their social agenda.  Oh and lets add some rain and you forgot your umbrella to get to your outdoor parking spot. 
Paint a different picture of the importance of your entrance and exit?  This experience is actually more common than not.  I actually drive a little farther to avoid this type of mental anguish...yes you guessed it, I paint this story from experience!!

Let's translate this "Entrance & Exit Experience" theory to Events and Meetings world.   We  consult all the time with clients about registration desks - "the entrance".  Registration desks are there to serve a purpose and to support positive survey results.  If attendees experiences a put together, pleasant staff greeting them with a little assistance in guiding their direction; like what to do first, where to sit next and just in case, point the direction to the restroom before asked, this would set a whole different level of expectations for experience. Even if the event itself was not everything they expected, they will not deny a positive feedback with such service.   Those who seem to NOT be listening are listening and the most importantly...they will remember this experience!!!   

ALLURE co-hosted a client reception at the Hard Rock Cafe Chicago and from the moment of parking, the guests were greeted with what to expect from their experience.  Staff were waiting to direct them and their experience began from the point of parking!

Exit...what about it?  Why not have staff waiting to thank them for coming and  send them off with a parting small "something" to remember your event or meeting?  After all, you should be marketing your next conference date or event to the target audience that you spent time to give a great experience to.  This does not mean over the top gifts, no one has the budget to give away extravagant gifts.  A simple token is all it takes and be strategic of the contents!  There is nothing wrong with giving them a calendar of what's to come or branding an item to let them know who was involved in producing the amazing experience!

ALLURE co-branded glasses with the Hard Rock Cafe Chicago giving them a unique memento.  A small logoed gift bag was distributed with all of our sponsor information as well as a little takeaways and savings opportunity for the guests.  Nothing over the top and they had a parting memory that they are still talking about.  These glasses were a HIT!

Entrance...this experience sets the tone.   Exit...this experience will keep them coming back.  So as you plan the next conference, meeting or event; put careful, strategic thought into your Entrance & Exit experience, it matters!

Photos by edenhurststudio