I was excited to return to the Event Marketing: Redefined show for a second time. For this episode, we structured it so the 1st half is focused on experiential theory and how it applies to the lifecycle of a world class event. The 2nd half is a hands-on workshop via use case to demonstrate how some visual AI tools can be used to create original ideas for brand experiences.
Tune in to hear about:
✅ How AI tools like Krea can enhance (not replace) the concepting phase of experiential design
✅ Stuart’s real-world process for pulling references, training visual styles, and unlocking faster creative development
✅ Why smart prompts are only powerful if they’re grounded in story, strategy, and emotion
Key Topics
AUDIENCE
Creating impactful experiences starts with understanding two fundamental questions: what story do you want to tell, and who is your audience? I emphasizes that successful experiences build trust, help brands stand out, and make people feel what the brand intends. This is especially crucial as millennials and Gen Z increasingly value memorable experiences over material possessions.
Making experiences truly memorable requires engaging all senses and creating moments that deeply resonate with attendees. Whether it’s designing shareable social media moments or fostering genuine personal connections, the key is empathy-driven design that considers what the audience wants rather than personal preferences.
PROCESS
The foundation of any project lies in a solid brief—a concise document that outlines goals and aligns everyone involved—and deep audience understanding that goes beyond demographics to explore psychographics like lifestyle preferences and current trends.
For companies with multiple product lines, the advice is clear: simplify the message by finding a common thread or overarching value that ties everything together, rather than overwhelming audiences with too much information. In crowded trade show environments, standing out means combining clear messaging with strategic pre-show marketing and leveraging opportunities beyond the booth, such as keynote stages or podcasts.
VISUAL AI WORKSHOP
AI tools are revolutionizing the concepting phase of experiential design, accelerating the creative process significantly. I demonstrated how platforms like Krea can help designers find inspiration, build mood boards, and generate visual concepts by training custom AI models with specific aesthetic styles.
Designers can quickly produce multiple concept variations that incorporate desired elements—from geometric patterns to specific venue types—allowing teams to explore creative possibilities faster and present compelling visions to clients before investing in full production.
Watch or listen now for actionable design strategies that’ll make your next marketing experience the one everyone’s talking about!
Video is here https://youtu.be/aLw-WMt0N7c?si=hpBW327eDjw7_SgC
Audio is here https://www.buzzsprout.com/2035112/episodes/17832866