To say we are attached to our mobile devices is an understatement… we eat, sleep, and breathe our phones. In fact, according to Crowd Compass, 91% of us always have our phones within 3ft and sadly 84% can’t last a single day without our mobile sidekicks.
There’s no disputing the value mobile technology has in the meeting and events space. In the past two years alone, the adoption of event apps has doubled, benefiting both the attendees and the event organizers. Thanks to Frost and Sullivan, we know that event apps are responsible for a 20% increase in attendance, a 33% increase in attendee engagement, and a 27% increase in productivity. While all this progress is fantastic, is our increased dependence on our mobile devices distracting us from being fully engaged at meetings and events?
Heads up, phones down!
Despite the surge in mobile event technology and it’s underlying value, we’re still purists at heart and believe events should be focused on human interaction and “HEADS UP” engagement. After all… life is what happens when you’re busy looking at your smartphone! Attendees glued to the screen, while attentive, shuffle along rather than participating and engaging with their surroundings and one another! Leverage this new technology and get those heads up.
Driving “HEADS UP” engagement through RFID/NFC technology
You may not realize it, but we use RFID/NFC technology in everyday life without giving it a second thought. Common services like security access cards, Google Wallet, and E-ZPass, are all powered by RFID/NFC technology! These prime examples show how easy the technology is to use and how simply it can be incorporated into our daily routine. So how can this technology help you drive “HEADS UP” engagement at your event?
The Wonderful World of Disney… and Data
Enter our friends Disney and a $1Billion investment they’ve made in making the entire Disney experience as smart, engaging, and potentially profitable as possible. They’ve recently launched a “MagicBands” system, where guests and families have the option of receiving an RFID enabled wristband, specifically customized to each individual to track rides, transactions, location, and access control across the park This real time tracking of behavior around the park can heighten the guest experience and also provides (Space) Mountains of interesting data for Disney to sort through on how to keep those Mouseketeers coming back.
What about your meetings and events?
The good news is that you don’t have to run a theme park to use RFID/NFC in a similar way. With NFC platforms like HOVER, you can apply those same tactics to your meetings and events to measure guest engagement and activity. RFID/NFC can be used to check guests in and out, retrieve leads from expos/booths, set-up voting and survey stations, enable social activations and amplifications, and create an impression rich environment at EYE LEVEL! Your attendees will thank you. Not only will your attendees appreciate the ease of use, but they will benefit in terms of experience and satisfaction.
So start incorporating this new technology at your meetings and events. With their heads out of their phone, your guests will be less prone to bumping into walls or walking into the wrong restroom. It’s a win, win!
Congrats! Your event is over, the guests are gone, and the dust has settled. As your own personal party favor, you now have the privilege of sorting through the attendee and event data. Hopefully, you had enough foresight to align your registration platform and data collection with your overarching goal to help determine that elusive event ROI.
Now that you have your hands on this massive spreadsheet file, how do you tackle it? Here are some nifty things you can do with your event data report:
If you’re using a registration platform that also sends your invitations and communicates with guests, you can track the email deliverability and open rate down to a specific domain. Why is this important? This will better your understanding of where and how you can most effectively communicate with your audience, helping you deliver future messages in the right way.
On to the next one:
One of the greatest benefits of examining event data is that it helps you better prepare for your upcoming events. Let’s use staffing at check-in for an annual event as an example. Analyze your past report to see the # of guests that were added at the door, # of guests that declined but still showed up, what the busiest time frame was, etc… Use this knowledge to appropriately gauge the needs of your events. Thanks to your data, it’s no longer a guessing game.
Build a 360 view of your individual event attendee by using the data acquired pre, during, and post event. Registration is the foundation for collecting basic attendee info. During the event, the way a guest interacts with your event is indicative of an individual’s interests and preferences. Post event, measuring your social media presence will help measure guest engagement. These insights will help you create more successful events that cater directly to your target demographic.
What worked… and what didn’t:
The ability to innovate and take risks is the best part of being an event professional. However, it is important to acknowledge what was a success, and what was a bust. Sure, the clown you hired ended up scaring people, but everyone loved the photobooth! While you may love an old fashioned hard copy guest list… check-in really went much faster with a mobile solution. Evaluating strengths and weaknesses helps you fine tine your events into amazing affairs.
The bottom line:
Events are thrown for a reason. Whether you’re trying to raise funds for a campaign or generally foster goodwill towards your brand, your event has a purpose. How can you know if you accomplished your goal? Your event data measures ROI while simultaneously giving you insight into the “who, what, when, where, why” that you can put to good use for future events.
These are just a few of the benefits you reap from event data. Pretty crazy right? Take a good look at your report and use it to transform your events!
Want to learn more about turning your event into a data collecting machine? Contact the experts at Event Farm now!