Tech-Enhanced Occasion Advertising: Methods For Success


Entrepreneurs can’t afford to fall behind on the most recent experiential advertising developments — if something, they need to be setting them. In recent times, technological improvements like wearables and touch-screen units have redefined how we plan, execute, and expertise occasions. Moreover, tech instruments like QR codes and near-field communication (NFC) expertise have ushered in a brand new period of visitor engagement and expertise enhancement.

The savviest occasion entrepreneurs perceive that to remain aggressive, they have to create and implement tech-driven campaigns. This text serves as a information for manufacturers seeking to leverage expertise to create distinctive occasion experiences that higher join with their customers and elevate their manufacturers.

What Are the Advantages of Rising Occasion Advertising Expertise?

Wearable units, equivalent to smartwatches, sensible glasses, digital actuality (VR) headsets, and NFC wristbands, present manufacturers with beneficial participant knowledge from activations and occasions. This permits them to correlate participant contact info with their noticed preferences and make analytics-based behavioral predictions. Entrepreneurs might discover that sure activations are extra well-liked in some places, whereas members of a sure age desire different activations. Wearables can even maximize throughput, rising not simply the standard of knowledge but additionally the amount.

Most individuals love expertise and are desperate to check out rising tech, so new units and tech experiences can simply create promoting and on-site curiosity and should improve participation and visitors to the model’s on-site location. Moreover, NFC wearables make enjoyable mementos that followers would possibly need to preserve and proceed to put on.

How Can Occasion Entrepreneurs Efficiently Incorporate Tech?

NFC advertising is a game-changing occasion advertising technique. For instance, the Lexus U.S. Open Efficiency Drive utilized NFC wearable expertise to consolidate attendee registration, permitting them to simply take part in three totally different activations: the golf swing evaluation, the placing expertise problem, and the trophy picture.

The Chase U.S. Open noticed comparable success with NFC units. Utilizing NFC for consolidated registration, attendees may take part in three totally different activations:

  • An Instagram video overlay that allowed attendees to serve on the match by clicking a QR code.
  • An augmented actuality (AR)-based serve velocity calculator that allowed attendees to hit a digital tennis ball and examine their serve velocity to the professionals (with a gif takeaway).
  • A hologram-based picture op that made attendees appear to be they had been holding the U.S. Open trophy.

Nonetheless, maximizing the safety of the wi-fi community linked to the NFC units is essential. This may be achieved by implementing superior cryptographic protocols for a safe communication channel between the units or utilizing passive communication units to restrict the potential vary for eavesdropping.

One notable safety good thing about NFC chips is that they don’t retailer any private info throughout the wearable gadget itself. As a substitute, once you scan the NFC chip utilizing an utility, the app captures the info and associates it along with your particular person and distinctive NFC quantity.

Occasion advertising QR codes are one other highly effective technique for partaking attendees and enhancing the occasion expertise. First, create QR codes that hyperlink to particular event-related content material, equivalent to occasion schedules, speaker bios, or unique promotions. Attendees can merely scan the codes with their smartphones to immediately entry the knowledge. Moreover, think about using QR codes for check-in and ticketing, making entry smoother and extra environment friendly.

Encourage attendees to share their experiences by incorporating QR codes that hyperlink to social media platforms, encouraging user-generated content material (UGC). Make sure to observe QR code engagement to assemble beneficial knowledge for post-event evaluation and future advertising efforts.

Enhancing Occasion Advertising Methods With Progressive Tech

There’s one key facet of a profitable tech-based occasion advertising technique: Make it enjoyable, quick, and shareable. Most attendees are drawn to enjoyable activations! Design a simple and environment friendly registration and setup course of to gather the mandatory info with out complicating issues for attendees.

As a basic rule, registration shouldn’t take greater than 60 seconds to finish. And whatever the activation, ensure there’s a remaining takeaway — this may remind company of the expertise and provides them a constructive impression of your model. Takeaways additionally enable members to share with their family and friends lengthy after the occasion is over, rising model publicity and repute.

NFC chips, QR codes, and wearables are simply the tip of the iceberg: As we dive deeper into immersive tech experiences, we’re additionally prone to see extra wearables exterior of dwell occasions (e.g., smartwatches and LED clothes or equipment). That mentioned, very like how CDs and VHS tapes gave approach to digital music recordsdata and DVDs, some wearables will quickly get replaced with touchless tech choices; gestures might set off particular purposes and experiences in midair.

Occasion entrepreneurs who’re new to incorporating expertise ought to collaborate with an skilled staff that may design and implement ultimate tech infrastructures tailor-made to particular necessities. A staff like this cannot solely assist entrepreneurs obtain their aims but additionally guarantee the right administration of knowledge safety.

Finally, occasion entrepreneurs should keep on the forefront of technological improvements, not merely conserving tempo however main the way in which. Conventional strategies might have labored prior to now, however the success of any trendy commerce present and occasion advertising technique hinges on embracing and using tech developments to face out within the aggressive enterprise panorama.


Please enter your comment!
Please enter your name here