Technology permeates every aspect of our daily lives, and the brand experience industry is no exception. We’re embracing technology to engage with exhibitors and attendees in new and unique ways, to enhance their pre, during, and post-event experience.
The good news is that there are many ways to employ a tech-savvy approach, whether you're looking for new ways to integrate technology into an existing event, or are a first-time exhibitor keen to add extra dimension to your exhibition stand.
Shift from The Physical to The Digital
As an event organizer, if you’ve yet to take your exhibitor manual fully online, now could be the time to make this a reality. These online platforms enhance all stakeholders’ operational efficiencies because everything is located in one place, such as health and safety information, risk assessment and insurance forms, and ordering facilities for official contractors’ products and services. On top of that, access to these online manuals can be personalized depending on the package each exhibitor has chosen, so there isn’t a need to sift through information that isn’t relevant to them.
Leverage Pre-Event Data Collection
Make the most of the online registration process by including a series of questions that will allow you to learn more about your attendees. This data can then be analyzed and used to provide each individual with an experience that is tailored to them. People consume personalized content day in, day out and they now expect the same from their event experiences.
Combine the Online with the Offline
As the boundaries between our live (or real) and online experiences become more blurred, the term "onlive" has emerged. This refers to how we can use technology to enhance, rather than interrupt the live experiences we create. It can be achieved by creating dedicated event or exhibition stand content such as videos, imagery, or even a complete mobile app, so people can use their phones or tablets to build on the events they’re experiencing in the offline world.
Utilise Second Screen Technology
More and more, people want content to complement what they are experiencing at events. Second screen technology, which taps into things like delegates’ mobile phones and tablets, allows people to engage with and respond to the content they come across — whether it be at an individual exhibition stand or as part of an event’s content session. Second screen technology can also be used to uncover what attendees want via polling and voting mechanisms, and this data can then be employed to improve the event experience moving forward.
Learn About Your Guests’ Movement
Visitor tracking allows us to uncover how attendees behave at an event. With this technology, organizers and exhibitors can understand how people move through an event or towards individual stands — including their dwell time across different areas. This information can be used to provide attendees with live information that's tailored around their behavior, leading them to similar spaces that might be of interest; and it allows event organizers and exhibitors to customize future experiences.
It might seem obvious, but the power of social media cannot be underestimated at an event. Ensure your event or brand has a strong social media presence; and promote your event or presence at a show before, during, and after it occurs. Teasers about what attendees can expect from your event or your exhibition stand can increase registration numbers, and live tweets enable those who can’t attend a chance to tune in from afar. Post-event coverage can extend the life of the overall event or your presence within it, reminding attendees of the great experience they had.
Technology plays an important role as we look to push the future of the brand experience category forward. Event technology presents a great way for organizers and exhibitors to not only start new conversations with their target audiences via engaging activities and insights, but it also enables them to keep the conversation going with attendees throughout the year, effectively enhancing the life of their event or brand.