The eXperiential Factor
Martin Fullard talks to Kim Myhre, MD, MCI Experience
I joined representatives from Amazon, HSBC, Visa, Virgin Atlantic, and Santander at an MCI Experience-hosted event at The Grind, London Bridge, to listen to the how Kim Myhre, MD of MCI UK and MCI Experience, aims to bring ‘experiential’ to the core of how we run events. After the champagne reception, I was able to catch Myhre to learn a little bit more.
How does MCI Experience differ from MCI?
The MCI Group has had a very successful history, and is a successful global company, making over $500m. A lot of the focus has been on logistics and event delivery. What we’re adding to the equation with MCI Experience is a much stronger focus on strategy and creative; a little less on what needs to be done, but rather why it needs to be done.
We look at the background: who is the brand, who is the audience, what are they trying to achieve, and what kind of experience do we think is going to work?
Can an event be too small to be properly experiential?
Experiential can be small and large, for sure. I’ve been to some dinner parties that were the worst experiences in the world, so yes, a small event can benefit from the experiential influence. Conversely you have to consider experiential all the way up to large congresses. The same principles apply.
You need to understand your audience, and have a clear vision of what it is you’re trying to achieve. You need to deliberately design that experience to achieve those results, otherwise you rely on things happening by accident.
How have client requests changed over the last few years?
The reality is that more and more young people are coming into positions of authority in marketing organisations and they really want to see something new. They want to see a new approach to how we have traditionally done events and how we have traditionally engaged with audiences.
We’re finding people coming to us and saying ‘is there a better way to do this, is there something we’re missing?’ and that’s the important opportunity for them and us.
How will MCI Experience help clients understand the benefits of experiential?
For us, the most important question is ‘why are you doing this, and what are you hoping to achieve?’
If you can get the client to articulate what they would consider to be a success, not at diagnostic or number level, but at a business empowerment level, then that’s a great start. Did it change people’s minds, did it make them choose your product over another, and did you create advocates and fans?
What is MCI Experience’s 12-month strategy?
We have some really important clients that we’re working with, and we’re doing some really exciting work with them, too. We will be putting together a team made up from the very best talent in the industry.
The team will contain a diverse level of talent; we’re not just looking for people with the most experience, but for people with a diverse marketing and industry sector background. It will include people who may be psychologists, editors and writers, because that’s what the experience economy is going to require going forward.