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EXPECTATIONS This one is almost self-explanatory. You and your team simply consider the EXPECTATIONS a Stakeholder might have before coming to an event. Keep in mind that EXPECTATIONS are subjective, and often subconscious. When we receive and process new information, we build and adjust their EXPECTATIONS continuously. The artists might have the EXPECTATION that socializing with corporate media representatives will feel insincere. EXPECTATIONS are interpretations of information from outside sources, such as: 1 A previous experience—how a Stakeholder experienced a prior event. 2 Word-of-mouth—what others tell the Stakeholder about the event, about their own experiences, or about what they have heard from others. 3 Social media—what is broadcast and discussed online. 4 Marketing messages—the information provided by the event organiser.
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MEET THE EVENT CANVAS
These EXPECTATIONS are a crucial part of the mind-set a Stakeholder has going into an event. This is very valuable information for the design of the event. And if you wish to meet, or exceed, those EXPECTATIONS, you can only do so by getting to know what they are.
QUESTIONS TO ASK 1 What are his expectations, based on previous experiences? Previous events he attended? Previous editions of this event? 2 What do others say about this event? 3 What is said on social media about the event? 4 What does he learn from the marketing messages he receives from the event?