3. Out with paper signage, in with digital. Digital signage is becoming more popular at events. In addition to lowering costly overhead that comes with traditional paper signage, digital signage allows attendees to interact and participate during events in a fully collaborative manner. This new generation of digital signage is sweeping away bulletin boards and posters. Components of digital signage, which are integrated into a brand’s event app, such as social walls, enable attendees to take photos, share content and post notifications via social media networks, so that they’re more than just an “attendee” —they’re a part of the event!
4. Mobile cocktails, anyone? Social activities that are a part of every event—whether it’s a cocktail hour, breakfast session, or keynote—should leverage mobile event technologies to make these activities trackable, and also to make sure you can capture prospect data quickly and easily while the interaction is fresh in your mind. Don’t forget the goal is to make as many meaningful connections as possible before, during and after your event. Brands should try to capture as much of the prospect interaction across all event activities so they can get better insights regarding their interests and specific pain points that prospects are looking for them to solve.
5. Use mobile to make your follow-up more personalized. Don’t forget, one size does not fit all when it comes to events. Every prospect is unique, with a different set of interests, habits, and preferences on how to be approached after the event is over. The beauty of mobile is that you now have the tools you need to understand your prospect, and to customize your follow-up approach after the event is over to make it more dynamic and personalized than ever before.
The event industry is undergoing transformational changes, and the ROI potential for marketers has never been greater. No matter what practices marketers are implementing to make their events stand out, the message is crystal clear. When it comes to engaging with prospects, getting a 360 degree view of their interests, and of course, generating leads at events, it all starts and ends with mobile. Embrace the change and make the commitment to turn 2014 into the year of mobile for your events!
Uzair Dada is chief executive officer of atEvent.
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