THE ACTION DESIGN PROCESS©

Action Design© is a four part cycle—based on a company’s story—to devise and determine marketing strategies, plans and authentic memorable experiences that engage their target audience.

Action Design acknowledges that every interaction between a company and their target market creates an experience and helps to shape those experiences

WHO (Business in ACTION)

Knowledge: Gather information specific to Your Business, Target Audience, etc. Outline key information

Comprehension: Identify Marketing objectives. Restate your outline into your company’s “script” (just like in movies, the script describes the Action)

WHY (The idea in DESIGN)

Application: Translate your script into ideas through brainstorming

Analysis: Examine ideas for authentic storylines and thematic images

Synthesis: Formulate storylines and images into proposed Design

HOW (The DESIGN Plan)

Evaluation: As producer, you assess the proposal against the business parameters

Collaboration: Combine the proposal & parameters to create an Experiential Marketing Strategy

WHAT (Strategy in ACTION)

Execution: Implement the Marketing Strategy (engage the Target Audience)

Experience: Monitor the participation of the Target Audience. Collect feedback from your key constituents. Use the feedback, data and insight to make appropriate adjustments to marketing strategy and action plan…repeat the process

Action Design© moves marketing past what was traditionally defined as “Experiential,” to a more holistic approach, in that:

• All communication with the target audience is marketing, and

• All marketing is experiential