Greg Bogue doesn’t believe anyone just “plans” meetings. At his PCMA Education Conference session, “Using Science to Confidently Design Experiences,” the chief experience architect at Maritz Global Events Inc. reminded the audience that they’re performing more significant work. “You’re not a planner,” Bogue said. “You’re not a representative from a destination. You are helping people define who they are by the experiences that you deliver to them.”

That’s a serious responsibility, and Bogue believes that it’s critical to understand attendees’ entire event experience from start to finish to recognize how to unlock more potential from each step along the way.

The attendee journey was divided into eight chronological phases.

Announcing
Attracting
Anticipating
Arriving
Entering
Engaging
Exiting
Extending

Bogue challenged event organizers to take off their planner hats and step into their attendees’ shoes, specifically when it comes to getting a better sense of the data-collection process and the attendee departure experience.

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