The Future of Events is now! Meeting Planners and trade show
managers now, more than ever are faced with managing more with less. After 2008, marketing and trade show budgets
were slashed, and for the first time, the long standing corporate meeting
planner’s position was shaken to the core.
The good news is that today’s tools will enable us to automate the
process and get better reporting than ever before. While trade show spending dollars and budgets are
being restored, the tenure of staff and number of staff, in many cases has not.
Event-related technologies can improve
client relationships, build brand awareness, and increase sales leads. This
science fiction type tools are a reality today and will change the way you do
events.
First Challenge is marketing events:
Then: Direct Mail - The
trade show post card that is rushed out 4 weeks prior to the show cost about $1
each with printing and postage. However,
costs are not the biggest obstacle and today’s tools can help us improve on
this:
NOW:
1) Mail
house automation: Turn key services
allow mail houses to gather lists, print, meter, and mail, sometimes for the
same or LESS cost. Consumers use
companies like Amazing Mail and Vista Print
2) Email
blast: It is very important that the person who is responsible for this
task researches properly before taking this on because a simple mailing can
blackball your company and block all future emails by not following the rules.
It is a must to incorporate an ethical email company. However, just as important is the design. Graphic designs are most often blocked and
need to be designed in html with a corresponding text version to get through
most corporate email filters. This tool can be quite effective if a themed
campaign is used and the cost is minimal.
3) Social
Media: Social Media was a little
slow in its start in the business world but has taken off. It is pretty rare for a company to not have
at least some presence in the social media world. Twitter and LinkedIn are two of the more
common platforms used by companies to connect, share, and discover with each
other.
4) Virtual
Tools: Hybrid & Virtual Events
are on the rise and are a great way to learn more about companies without
having to pay the cost of physically being there. Virtual trade shows are a great example of
this. You can receive all the same
information online and in some instances, you can even chat live with someone
at the physical show. You save on travel
and exhibiting costs and it is less stressful and time consuming.
AT THE EVENT:
1)
Tablet tools:
Tablets are becoming an essential part of running a booth/exhibit at
shows and events. These are some of the
ways tablets are used at shows:
2)
Automation of exhibit components: presentations,
lighting, AV, computers can all be controlled with remote sensors built into
the wall and your handy smart phone or tablet.
3)
Lead Generation – Today’s scanners via tablets allow
us to survey visitors obtaining data that turn a business card’s basic info
into a qualified lead that can result in swift sales.
4)
Cloud – real time reporting: Many steps are avoided because this can link to cloud and directly into
your database at the show. This allows
management at home to see real time the results of trade shows. Strategy can be
modified at show site with quick responsiveness.
5)
Lead Automation: Tools allow one person to implement lead
nurturing campaigns and in essence, multiply your staff. Eloqua and Sales force are two examples of
database management and automation software available.
6)
Asset Management: Your tablet will keep real time inventory of
your exhibit inventory and graphics.
This tool allows you to integrate with your staff and exhibit house to
reserve display, specific graphics, tables, chairs etc so that you can see
where your assets are at any given time.
7)
Project Management: This online tool that allows team
collaboration with assignments of tasks, budget, reporting and deadlines in one
central location.
8)
RFID badges and RFID Antennae: This is basically a part of lead
generation. RFID badges can simply be
scanned at shows and this will give the person who did the scanning all of the
attendee’s information.
9)
Mobile apps: This topic alone could encompass tools for
everything under the sun. However, the
mobile app from Cvent via CrowdCompass, allows your trade show to become
interactive with workshops, sponsors, games, mingling and push
notifications. CrowdCompass works with
you to make your app perfect. From the
layout of the pages to the content within each section of the app, the power is
in your hands to make it how you wish.
Features of the apps include:
o
Maps
o
Exhibitor List
o
Social Media Platforms
o
QR Scanner
o
Agenda
o
Attendee/Contact List (only get attendees who
share info via app)
o
Speaker Info
o
Games
o
More!
The trade show and event industry has vastly changed over
the past few years. Technology is the
future. To experience the advantage of
these technologies first hand, you can attend the Trade Show Technology Summit
on July 25-26. Visit http://www.cvent.com/d/jcqzfy
for more info and registration!
