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Spring 2017


15


TEN WAYS THE NEW TECHNOLOGY OF APPS AND BEACONS CAN HELP YOUR NEXT TRADE SHOW OR CONFERENCE


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Automated Event Registration: Beacon-enabled apps offer on-site check-in options. Scan a QR code at a kiosk or check-in with the app and pick up your badge to complete the process. Beacons can also send attendees registration codes via notifications for quick and easy sign-up once the attendee is in the vicinity of the venue or session.


A Bea


check-in or che ba


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Personalized Agenda & Conference Content: Display up-to-the-minute


updated agendas, real-time alerts, and content marketing through various content distribution methods.


Social Wall: Set up a live activity stream of social media for internal event communications between attendees to drive engagement, connection, and news.


Live Q & A and Rating: Q & A and polls can be done live during sessions, along with instant feedback and rating of speakers, exhibits, and experiential offerings.


and provide a photo and short bio.


Photo Wall: Attendees and exhibitors can use a built-in photo app beamed onto a big screen to showcase themselves at the event.


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FUTURE TRENDS Financial services, pharmaceutical, and technology companies are some of the key vertical markets pushing the events analytics envelope, which will in turn push the marketing envelope. And the efforts are paying off! Tracking the wealth of on-site behavior and incorporating into customers’ profiles allows a more precise measure of the event ROI and helps companies make marketing decisions with a better view of customer needs and preferences. As the trends mentioned above mature, costs will come down and technologies will become more accessible and routine for a wider range of events. Additionally, new data options, including artificial intelligence and


Heat Map: Using wearable beacons allows you to gather


real-time data on dwell time and traffic flow of attendees.


Navigation: Floor maps powered by beacons are a great way to let


attendees know where they are and how to get to their desired locations. They can also be used to direct attendees to medical stations, help desks, or water and restroom locations.


Push Notifications: Push notifications can be sent to attendees as they walk past exhibits to draw them in.


predictive analytics, will become available. Event planners and marketers will be able to make the best choices based on the data. As meeting planners are often intimately


involved in on-site technology purchase decisions, they can help elevate their events’ marketing impact with the right technology choices. This is a rapidly changing area, but there are many good choices to make now. Event planners should embrace these new on-site data-collection, -integration, and -analytic tools to figure out which ones are most applicable for their events. Then, they can work with their event marketers and other C-suite executives to grasp the true power of face-to-face marketing. 


“Around Me”: Geofencing can tell you who is in close proximity to you


Gamification: No longer just a trend, marketers and meeting


planners are getting their game face on with creative ways to collect data and engage attendees. This includes everything from scavenger hunts to leaderboards where attendees earn points for posting to the live activity stream, liking a post, commenting on a post, or receiving likes and comments on their own posts.


One Great Example: Wearable beacons were used at the Exhibit & Event Marketers Association’s (E2MA) 2016 Red Diamond Congress in Orlando to track crowd movement via heat maps. At a cost of approximately $3 per attendee for each wearable beacon, the beacon had features that included automated check-ins, wayfinding, location-dependent polling, real-time heat maps, and push notifications activated by close proximity to an exhibitor booth.


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About The Author


Corbin Ball, CMP, CSP, DES, MS, is a speaker and independent, third-party consultant focusing on meetings technology. With 20 years of experience running


international citywide technology meetings, he now helps clients worldwide use technology to save time and improve productivity. He can be contacted at his website (www.corbinball.com) and followed at www.twitter.com/corbinball. Subscribe to Corbin’s free, bimonthly, high- content TechTalk Newsletter and blog at www.corbinball.com/techtalk.


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