Event tech & human connection, a symbiotic relationship
Event technology continues to increase efficiency in the meetings and events industry. Innovative technology enables meetings and events professionals to verify ROI through data analytics and ultimately, reduces costs. Tech tools create dynamic solutions that streamline the event planning process and elevate attendee experiences.
Since the advent of event registration and marketing technologies, mobile events apps and social media, there’s countless ways to leverage technology before, during and after events to increase engagement. With so many products available, it can be challenging for meeting professionals to choose which tech tools to invest in. Even once a tech tool is chosen, it takes time to learn how to integrate these solutions into the MarTech stack.
Event technology can help demonstrate the value of event organizers, meetings and events in general, and our industry as a whole. Technology has become an increasingly necessary and valuable tool that is central to what we do. But we must not forget the importance of human connection. In our data-driven world, we often cling to technology so that we can confirm ROI to departments within our organizations that place a high value figures and statistics, while our objectives become second to balance sheets.
How do we balance the need for event technology and the need for human connection?
UTILIZE TECHNOLOGY PLATFORMS THAT ADDRESS MULTIPLE STAKEHOLDER NEEDS
Event technology goes to work long before an event takes place. Tech implementation streamlines the event lifecycle from planning, to sourcing, to ROI analysis. For attendees, technology speeds up the registration process, increases engagement and makes it easier to connect and communicate with fellow attendees via mobile devices.
Event software provides valuable insights into the attendee experience. Through tech, companies have the ability to collect extensive feedback that’s easy to process and organize. Tech tools turn attendee feedback into measurable data, which can be analyzed and leveraged to improve future events. This feedback loop builds brand loyalty, increases engagement and drives ROI.
Cvent’s Event Management platform is a perfect example of a tech tool that addresses a wide array of stakeholder needs and allows for simple integrations that consolidate data across the event lifecycle. Procurement can leverage the Cvent Supplier Network and SMMP tool for data on spend to drive cost savings. The event registration tool assists planners throughout the event planning process by making it more efficient and provides helpful reporting. On-site tools such as On-Arrival and the Crowd Compass app create seamless attendee experiences and give attendees the ability to connect with each other.
MIMIC THE CONVENIENCE ATTENDEES EXPERIENCE IN OTHER ASPECTS OF LIFE
The analog days of long lines, paperwork and brochures have quickly become a relic of the past. Everyone has a mobile device and is ready and willing to use it. Mobile technology is allowing the event industry to access multi-faceted information that informs our decision-making process and is transforming the way we plan, promote and manage events.
Attendees are experiencing a core shift, where their engagement and feedback is influencing the way meetings and events unfold. As brands like Amazon tailor the shopping experience for the individual, hospitality brands like the Four Seasons are taking the lead when it comes to travel for business or leisure. Through the Four Seasons mobile app, guests have access to full trip planning and communication in the palm of their hand.
This push toward immersive experiential interaction is changing the expectations of our attendees. Mobile apps are beneficial for companies and customers alike. Strategic data analysis can help us understand how to serve our customers and foster brand loyalty. Ultimately, the data we derive from technology will benefit our attendees and drive ROI. Technology makes this win-win possible.
USE TECHNOLOGY TO INCREASE HUMAN CONNECTION
Recently, an event organizer told me he doesn’t waste money on hanging signage anymore. He said that since most of us are constantly looking down at our phones, he places directional signage on the floor, which makes it easier to follow the path while looking down at a mobile device. From a design thinking standpoint, I thought this was a brilliant idea. At the same time, this insight made me question how mobile devices may be leading to decreased attendee interaction with the event and with one another.
If we over-architect our events with technology, we might actually end up decreasing ROI because we know that one of the main reasons people attend events if for human connection. Mobile technology can be used as a crutch to escape uncomfortable networking moments that push people our of their comfort zones. How many times have you checked your phone in an elevator instead of striking up a conversation?
The good news is that we are beginning to see how new technologies on the market can increase attendee engagement, without the awkwardness of traditional networking, that drive authentic connection and increase the return on experience.
The Proxfinity CUE, a smart name badge, is an example of event tech that leads to genuine human connections. Before an event, participants are profiled based on a mix of their personal and professional affinities. During the event, the CUE will help attendees mix and match with attendees who share an affinity across skills or interests. When people come within 5-10 feet of each other, the CUE’s LED screen will flash to indicate the close proximity of a potential match.
Choosing event technology can be complicated. Ensuring that event technology drives ROI and human connection can be even more challenging. At Soundings Connect, we also focus on striking the balance between technology and people. Our mission is to connect organizations with freelancers who have the skills and background that align with the company’s brand.
Our tech experts will help customers choose technology that will allow them to achieve this crucial balance. From sourcing tools, to online registration systems, to smart name badges, our technology specialists know how to holistically design and implement technology solutions that will surpass event tech expectations.
Tracy Judge, MS, CMP
Founder & Chief Connector
Soundings Connect