The Art of Business Exhibition - 2nd - 5th September 2011

Over 70 gallery standard artworks created by Australia’s leading corporations were on display at Hilton on the Park.   These inspirational pieces told stories of corporate visions, values, goals and strategies, and showcased Australian business as leaders in engagement and innovation.  The exhibition was a huge success, and we hope to do another in the future.

March Mind Gallery Open - Creating the WOW Factor.

It was great to see some new and old (familiar!) faces at the March Mind Gallery Open hosted by the Waterfront Venues. After some refreshments and delightful nibbles, the guests sat down to experience a 'taste of the Mind Gallery'. The theme for our second Open was the WOW factor. What it is, How to Create it, Why Do it and When.

The focus of the creative thinking and artwork was a visual representation of one of the benefits of creating the WOW factor. We will publish the resulting, 'synergystic' efforts of our guests in a few days. The following is an overview of some of the theory that was covered.

What is the WOW factor?

At the Mind Gallery, we believe the WOW factor has been achieved when our participants have had a great experience and the experience has created a long term memory, that is anchored to the relevant business goal. A fun experience with a serious message. The WOW factor is when you have created "rainbow coloured icecream with chocolate sprinkes" compared to everyone elses vanilla. While there is nothing wrong with Vanilla, in the context of the wow factor, Vanilla is bland...ordinary!

How do you create the WOW factor?

The WOW factor is created by using the natural way the brain creates memories and learns. Much like a spider web, memories are created thread by thread. The more threads the stronger the web. The more connections in the brain, the stronger the memory.

Connections are created, by providing a novel experience, stimulating the senses and arousing the emotions. If we can link all of these together - a powerful memory is created. Most people have vivid memories of their first overseas trip. Why? We are in a brand new place, with new smells, sights, sounds and tastes. We may be feeling excited, nervous or filled with anticipation. We remember our first car. Maybe even what it smells like or the touch of the wheel. Why do we remember it? Because of the emotions wrapped up in it. A sense of pride, being an adult...independence and freedom. 

Have you ever smelled a brand of perfume or aftershave and immediately thought of a person in your past? Does the smell of freshly cut grass bring back memories of childhood summers. We look at photos or post cards and we are often transported back to when we took the photo or bought the postcard.  We hear a song on the radio and we relive a big night out!

Your job then is to embrace the natural way we remember and transfer it to your every day work. Some businesses will find this easier than others. If you run a Hot Air Balloon Company then your whole business is the WOW factor. If you run an Event Company then you are probably already immersed in the WOW factor but have to continually 'up the ante' to stand out from the competition.

The challenge is for those of us who run more service oriented companies or deal in a more conservative industry. There is however always room to create more WOW. Is there a way to dress up your Reception area? Can you have some scented oil burning, a Juke Box in the corner and some interesting objects or puzzles that visitors can play with? Some thought provoking books, art or photos can also capture the imagination of your clients and make you stick in their memory. SEEK has a great reception area which stays in my memory two years down the track.

If you have to write Proposals, how can you inject some novelty? Can you include a story, some quotes, some photos or even spray it with a scent? Can you print it on unusual paper that has a nice touch? In the world of email, can you hand deliver it in a beautiful package.

Is there a way you can dress that will stay in your clients mind? An unusual watch, a colour or pattern you always wear? An unusual briefcase? An unusual card? Sometimes the most simple things can work well.

Why spend time on WOW?

There are many benefits of getting to WOW. There is the sense of pride, energy, personal development, achievement, standing out and taking a risk. Then flows the business benefits. Word of mouth, more business, referrals and word of mouth. Creating WOW helps you stay top of mind. 

How the Mind Gallery embraces WOW.

Our process is novel. Most of our clients have not painted since childhood. Once the initial 'fear' has passed, then it is the challange of getting our clients to stop painting when our time is up! Donning smocks and berets always leads to laughter. The process involves our senses. It is very hands on and engaging. We use peoples memories and emotions for the design process. The conversations and rapport developed within the groups also has an emotional flow on. A sense of pride is felt on conclusion of the process. The final enhanced artwork is the icing on the experiential cake. Every time the participants see the overall art, they are reminded of the event and the relevant business theme. Much like a holiday snap takes us back to a holiday enjoyed years ago.

Watch this space to see the final WOW artwork and individual teams stories.

Our next event is on the 18th May and will be held at the new Hilton (next to the Melbourne Convention Centre) If you would like to be on our list, please email Pip: Pip@mindgallery.com.au

Dates of all Mind Gallery Events.

These will be held in various 'creative' venues around Melbourne

23rd March

18th May

20th July

21 Sept

23 Nov