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Utilising Tech to Get the Important Event Essentials Right

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Adam Jones
Adam Jones

Director, Digital Products

Freeman EMEA

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Technology can solve problems we often treat as the norm

We’re always looking for new techniques, tactics, and best practices to deliver bigger, better, and more engaging events. Given the increasingly important role that it plays in the delivery of effective brand experiences, these conversations often turn to technology. It’s more important than ever that we weave it throughout our events at the pre, during, and post-event stages, to both ensure the smooth organisation and delivery of events, and to enhance the overall attendee experience.

It's interesting that we often focus on attendee engagement — which is no doubt very important — and forget how technology can be used to solve common bugbears that delegates face at events, too.  

Heading back to basics

It’s frequently simple things like parking, bathrooms, and queues that attendees rate as their biggest frustrations at events. We often try too hard to be clever and prioritise problems that may not exist in the eyes of the attendee, or design solutions that are over-engineered. This means we overlook the day-to-day challenges and treat them as the norm, rather than take a step back and consider how technology might be able to help.  

The best technologies tend to evoke the feeling of “why didn’t I think of that! It’s so obvious now.” Consider developments like the smart city — it utilises various types of tech to perform important daily tasks like monitor traffic flow, predict traffic incidents, spot close calls, and help inhabitants find parking spaces in real time — tasks can be placed in the ‘too hard’ basket, yet make our lives so much easier. 

The good news is digital tools can be integrated in much the same way in the event space, making way for the ‘smart event’ where every technology — from the venue WiFi and event app to the beacons and second screen technology — can talk to one another to address parking, bathrooms, and queue issues, as well as, and importantly, engage visitors in new and unique ways.  

Simplifying navigation for attendees

Ease of navigation is important at any event, and now technology allows us to create a truly end-to-end experience for the attendee. When a navigation app is integrated with an event floor plan technology, attendees are not only supported when it comes to navigating their way around the venue — they receive directory assistance from the moment they hop in their car in the morning until they arrive at a specified stand, right through until it’s time to depart the event. Because data is shared between the technologies in real time, attendees experience a seamless transition from the outside world to the event space, which simplifies the visitor journey.

On the navigation front, I also see huge potential in tracking technologies. If we invest in permanent, quality networking and Wi-Fi infrastructure across venues, we will be able to anonymously track smartphones and other devices that opt-in to the service. This would allow organisers to use this information for the benefit of both parties to help with both navigation for the attendee and traffic flow for the organiser.

Today it’s clear that technology and events complement one another perfectly. Enablement devices and integrated tech solutions ensure visitors are better able to locate and navigate an event, see where they want to visit without queuing, and have access to essential facilities. And most important, these advancements play an essential role by elevating the visitor experience.

Learn more about digital technologies integrations for your next brand experience.

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