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How technology is changing the events industry – Part 2

Posted by Lauren Hall, CEO of iVvy on 27 October 2015 | Comments

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In my last post, I talked about the evolution of the event industry and how technology is shaping our experiences.

In a $4 billion market that went up 1.1% in revenue in 2013 – 2014 in Australia, there is slow shift from creativity and impact to the E3 model of engagement, experience and efficiency. The language has evolved to reflect not only businesses need for connected experience; engagement and social interactions, but also customer expectations aligned with change everywhere else.

Consumers want more control and they want information at their fingertips or on their wrists – here and now. The access to and availability of data is getting more savvy and with it, the potential to use information to transform experiences.

So what does it mean for event planners?

Multi-use mobile guides

Mobile event guides and tools are taking precedence over print. The biggest factor in favour of mobile guides is not just its accessibility, but that they can be easily updated via the cloud to reflect real-time changes.

Managers have better control over how attendees experience and engage with the event and sponsors can also benefit from being able to see real-time engagement on social media, interest in listings and schedules and information being pushed out.

In a connected era, planners typically look for the following from their mobile guides:

  • Multiple event support or single event support: An organisation that churns out hundreds of meetings a year will want a guide that can be easily adapted across multiple meeting, trade shows, conferences and events. Organisers of single events will typically look for integration and ability to update the following year.

  • Matchmaking and networking: People typically attend events to gain knowledge, be entertained and network. For those looking to network, the ability to meet like-minded individuals easily through a guide is priceless.

  • Easy to implement and manage: Planning an event is one of the most stressful activities. So a guide that seamlessly integrates with sponsorship and social media will save planners time, money and a few sleepless nights.

There are other factors such as the ability to message groups, customer support and others to factor in while deciding on guides. As we see the use of mobile guides grow, more considerations will get added on.

The fundamental role of the event

What defines the industry will never change – people go to events for a great experience and, in the case of business events, to form relationships for a specific purpose. The event is still there for selling a product and for providing a platform to forge relationships.

However, social media engagement has resulted in events playing a bigger brand extension role. Where previously, many events were observed as standalone activities, they now serve a greater purpose – as conversation starters on social media, lead generators for businesses, data mining tools for CRM, experience centres for brands and engagement hubs for sponsors.

The audience are no longer observers. They are active participants shaping the success of the event – in real-time. The trends will evolve with technology. Just as these changes get entrenched in the industry, new ones will come up. And, the show will go on.

If you are wanting to ensure a seamless and interactive event experience for your attendees by adding an event guide, contact a representative at iVvy and we would be happy to assist.

We can be contacted on 1300 004 889 or on +61 5636 3755 (if dialling internationally), or you can visit us at www.ivvy.com/events.html