As event organisers, the advent of computer technology has transformed every area of our business.
It’s difficult to explain to anyone with less than ten years’ experience just how laborious the job of registering and managing visitors and delegates used to be. Telephones would ring off the hook as we tried to manage enquiries, bookings, cancellations and name changes. Registrations came via post and fax and had to be entered into a database if you were lucky (though I do remember some organisations that used to keep carefully typed files) and managed on a day to day basis. It was unusual if, by the end of your event, you couldn’t name at least 75% of your audience individually.
Websites, automated registration processes, apps, onsite wifi and linked communications make all of these processes obsolete. And frankly good riddance. (Not least because any spelling mistakes on entry badges are the registrant’s own!) It is so much quicker to find and amend individual records, to send appropriate messaging and to link suppliers to relevant delegates. Exemplary customer service is so much easier when every bit of information is at your fingertips.
Like spectacles for the myopic, technology provides a clear and uninterrupted view. So now we are on the lookout for other areas to fix. The only problem is that we aren’t researching first if this is what our audiences really want.
Sure, we need to ensure that we give potential visitors, particularly in the B2B exhibition and conference arenas, reasons to attend. But broad brush, generalised emails and e-newsletters aren’t necessarily the best way to do this. Simply broadcasting constant bland content is unlikely to push visitor numbers up. Clever use of database information and pre-defined customer journeys will generate far more response. Less is definitely more providing what you are serving is of the highest quality.
At the event itself, there is little point in creating online directories and apps if the visitor cannot find them on your website while standing in the foyer to the exhibit hall. Or, for that matter, if it requires a registration to the venue wifi or the download of a piece of software incompatible with mobile devices. By doing this you are already making key information inaccessible to a proportion of your audience – and that is inexcusable. Or, you could have the experience I had last week where I couldn’t download the exhibitor list for an event, so I was consulting one of only two you are here boards to try and find the exhibitors I wanted, but I was still thwarted because the stand numbers were printed so small and so high up that I couldn’t actually see them. This lack of attention to detail is just plain shoddy.
Interruption by technology can be very positive, but why, when we have actually got the visitor in the room do we feel the need to nag them constantly. Some events are worse than going shopping with a toddler. Every five minutes or less a text or email or notification pops through on a smart phone. Each one taking the focus away from what you want your delegate to remember from the day. There was a reason why event organisers stopped excessive use of the tannoy system at events… and the same needs to be applied to delegate ‘engagement’ via electronic means… because after a while no one listens any more.
Technology has been revolutionary in event production, management, marketing and operational terms, but that doesn’t mean that it should be used any and everywhere it can be deployed.