7 Considerations Before Implementing an Executive Briefing Centre (EBC)

Rob Ferguson, Electrosonic’s Solutions Architect, looks at the key considerations an organisation should take when planning for an EBC. *
  • 1. Define your audience

    Who will be visiting the EBC, how many, how often, what level of visitor, public, employee, middle management, director level. This will shape the look and feel of the space.
  • 2. The purpose of the EBC

    What’s the reason for the EBC -  is it to demonstrate products, sell ideas, develop relationships or increase the profile of the company or department to its customers or to other parts of the company.

  • 3. Look at the whole visitor journey

  • Think about what happens when the visitor walks through the door, how are they greeted, do they need to sign in or be assigned a pass, how is it prepared - is the pass pre-printed or printed while the customer waits. What’s the visitor route through the building to the EBC, who will meet the visitor and act as a guide, is there a cloak room/ rest room, are refreshments to be made available, how long will a visit take and is the visit presentation based, demonstration based or a combination of the two, is the presentation one to one or one to many? And when the visitor leaves are they to receive a copy of the presentation or documents, is there storage nearby for this. Is there a sign out point and where does the visitor leave their pass?
    Think about catering for disabilities within the design of the space, make it accessible to wheel chair users, and within the presentation spaces think about technology that can work for deaf and blind visitors. Some visitors may need one-to-one support, access to a signer or need to bring their carer with them.Ask questions at the point of booking; whether the visitor has any special requirements or dietary needs, and always remember that the visitor should be kept engaged during their visit right up till they leave the building
  • 4. Script the visitor experience

    It’s useful to script and time the visits for all types of customer, that way the visitor journey can be completely defined, this makes the designers and technology specialists’ jobs simpler to configure and construct the space, whilst implementing the right technology to achieve EBC objectives. It also helps the presenter to keep to time and help when the Centre takes bookings.
  • 5. Use audio visual carefully

    Once the journey and the script has been planned, it will become clearer where technology can support the visitor experience, this should be thought about carefully and only used where required. Don’t just implement technology for technology sake. It needs to add value and compliment solutions and products on display.  It is advisable to speak to an audio visual consultant at this stage who can help suggest technologies that are appropriate, that can provide the WOW factor, get your messages across in an engaging and memorable way, whilst being easy to use, reliable and easy to maintain.
  • 6.  Use a team of EBC specialists to help constructing your EBC

    The best EBC’s are constructed by a team of highly specialised people - they can include architects, interior / exhibition designers, project managers, mechanical and electrical consultants, quantity surveyors and cost control, lighting designers, audio visual specialists, builders, fit out contractors and electricians.

    A content management system and supporting media is key, having the best presentation facilities or displays means nothing if they are not supported with compelling stories, media and sound -  be that films, bespoke interactive programming or a well-designed PowerPoint presentation.
  • 7. Maintain your EBC to provide optimum results

    Once the system has been designed it’s important to keep it up and running so there are no lost visits due to faulty equipment. An EBC that just works will ensure maximise uptime as well as avoid any embarrassing moments such as a client presentation failing due to technology issues.  A service agreement that covers the audio visual technology is key. If the centre is used every day, it is advisable to consider remote monitoring so issues can be fixed 24/7, or to employ an onsite audio visual specialist.

Electrosonic has worked with many organisations and EBC designers to help them create an EBC that gets results, whether that is to help shorten high value sales pipeline, increase collaboration and strategic relationships with high profile clients or to demonstrate the full range of products and solutions an organisation has in an engaging and memorable way.

To find out how to create an EBC that really gets results, contact:

contactus@electrosonic.com

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*An Executive Briefing Centre (EBCs) is an innovative centre that enables a company to demonstrate their products and services in an interesting and engaging way. Offering a personalised and transformative experience they are used to help strengthen relationships and support an organisation’s sales team to demonstrate to potential clients how their solutions can help take their business forward. EBCs are rated as a key factor in positively influencing business decisions, shortening sales cycle and securing high net worth business.  

EBCs take many guises ….  Brand Enrichment Centres, Experience Centres, Product Presentation Centres, Client Briefing Centres and immersive reception areas. They can also be used as part of product demos, roadshows, meetings, briefings and even staff training.

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Association of Briefing Program Managers  (ABPM)

Electrosonic are platinum members of the Association of Briefing Program Managers, the membership is made up of people who are building or using Briefing Centres. For further information regarding the report mentioned above and best practice information about EBC’s visit www.abpm.com

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