Live events market using technology to engage
The emergence of experiential marketing in the traditional marketing mix means that brands are increasingly using savvy technology to get up close and personal with customers at live events.
According to data from Etherlive, most prominent of these technologies is a Radio Frequency Identification mechanism (RFID) providing a link between RFID cards or wristbands and stored information. A quick swipe of the card then enables information to be sent to the customer’s email address or allow them to register if they have ‘liked’ something. The festival sector is increasingly using this as brands look to develop their engagement with audiences.
Another key trend is the placement of QR codes on posters or printed literature to enable audiences to go straight through to the particular website after snapping a photo of the code with their smart phones.
The omnipresence of social media means that social network check-ins have become essential to brands looking to use social networking to link their profiles and activity with a new product or service.
To the same end, the availability of Wi-Fi internet access at events is seen as a pre-requisite, often resulting in guests attending for a longer period of time due to ease of access to emails and the ability to fully engage with the event.
Pushing the barriers of innovation is augmented reality which blurs the line between what’s real and what’s computer-generated. This technology allows those attending events to look through their phone screen using its inbuilt camera at a vista which can be overlaid with information such as which talks are going on next and which stands are worth visiting, based on their profile.