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Tried-and-True: Three Event Tech Trends That Stole the Show at Event Tech Live London

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Felicity Collen
Felicity Collen

Customer Success Manager

Freeman EMEA

Modern updates to classic digital integrations

Photo Credit: Event Tech Live 

In an increasingly complex digital playing field, the tried-and-true (modernized for today’s brand experience) still wins the day. Or at least, that’s the key message from this year’s Event Tech Live in London— where classic-with-a-twist forms of digital and event technology shined brightest. 

As Europe’s only show dedicated to event technology, Event Tech Live attracts more than 1600 industry professionals to The Old Truman Brewery in London each year. With over 100 event tech suppliers (including ourselves!) and 50 educational sessions on show, here are the three trending topics for digitally-enhanced brand experiences.    

Go large!

Huge 4K screens and media walls make an immediate impact, and many brands have been incorporating this standout AV technology into their events. At Event Tech Live, a tunnel made from laminated LED glass offered a new take on the classic tech, showcasing messages and dynamic artwork through transparent glass, resulting in clear, crisp content that could be viewed from inside and outside the structure.  

The event app lives on

‘Mobile-first’ is no longer a developer mindset. It's now an expected standard, meaning the humble event app is still as important as ever. However, those not-so-intuitive, data-hungry creations of yesteryear are making way for truly interactive options that can respond in real-time.

Event Tech Live gave us various companies — some who have always played in the space, and some completely new — showcasing their latest take on the app, with new functionalities designed to benefit the organiser, exhibitor, and attendee. This is similarly evident when it comes to second screen technology, which drives visitor engagement. Meanwhile, event organisers can leverage this digital tool to collate attendee feedback and access real-time analytics.

Back to basics

Technology is in a constant state of change, and it’s in our nature to want to get our hands on the latest, greatest products and services out there. We are incredibly lucky to have so many options at our fingertips; however, having a vast tech treasure trove to dig into can distract us from preparing the essentials to make this stunning tech work properly and successfully.

We were reminded of this important planning element during a panel — featuring our own Digital Development Manager, Tom Vamos — that highlighted the importance of tools like strong wi-fi and reliable IT support. Without strong wi-fi, attendees will be unable to perform actions like downloading and networking via the event app, and exhibitors will have difficulty capturing leads or demonstrating products without a strong backend. And without reliable IT support, there's no one to call upon if an unexpected issue arises. The key takeaway? Preparation (and working with knowledgable partners) is crucial when it comes to incorporating tech into an event, and to event success overall.

That’s a classic best practice that will never time out.

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