Imagine you had a magic wand that could tell what your attendees want! A magic wand that could tell your attendees’ behaviour, tastes and preferences ? Wouldn’t you then wave it often to see what their popular spot are or the amount of time they spend in the exhibition halls or many such revelations.
What if we tell you that you already have that magic wand – the smartphone which your attendee has, would you be surprised ? Don’t believe us – Let’s explore how smartphone can help usher that magic and change the way event managers organize and run events.
Smartphones come equipped with many sensors. When you have a mobile app that can leverage these sensors, you begin to track a number of actions – movement, proximity, time, interests and much more. This information can be captured real time, and even without the availability of internet. Predicting your audience’s behavior, channelizing their interests and providing unparalleled experiences is what makes events smarter, turning them into a blockbuster. Now add to this Bluetooth Low Energy Sensors such as iBeacons – you land up creating hyper local “points of interest” within a given location.
The Power of Proximity Targeting
Did you know the average attention span for humans (8 seconds) in 2015 is less than a goldfish ? It’s not that we aren’t capable of paying attention. The reality is in today’s fast paced world of information distribution and creation, it is becoming increasingly difficult for anyone to pay attention to one thing for an extended period of time. Unless, it is relevant to them at that moment and place.
Technology is a huge enabler for this relevance smartly. The smartness of technology is in how you convert your attendee’s attention of 8 seconds with a notification, prodding her to view it in more detail by spending 1 minute, and using that minute to prompt her to take an action that lasts for minutes.
A combination of iBeacons and Geo-Location enabled mobile apps give you the power to target personalized, location specific, content to your attendees. Proximity targeting pins your event location to the target audience, making sure they never lose their way in the floor plans and venue layouts. It can also be used to track attendee movements and create heat maps of different areas of your event space.
The ability to target location specific content opens up many possibilities. You can use it for something as simple as sending a personalized “Welcome” message or to publish special offers based on interests & actions. Too Boring ? Why not set up something interactive and fun – a treasure hunt for attendees to discover various exhibitors across your venue. Exhibitors and sponsors can benefit from proximity marketing by promoting context relevant content only to attendees in specific sessions or to attendees near their stalls.
The use cases of proximity targeting are myriad and we are just scratching the tip of the iceberg. Drop us a note if you would like to be a part of it.
Take Control with Real time Insights
Imagine if you can track attendance at exhibitor booths, popular spots at your venue, times at which most attendees visit exhibitor stalls, attendee movement through your venue. You can use this information to not just plan your event venue but also to unlock new revenue streams. Exhibitors and sponsors benefit by promoting product offers to attendees based on their interests, time and proximity.
Real-time insights from event apps can help event managers make informed decisions. Through live surveys and interactive content, event apps can capture attendee feedback on popular speakers and influencers, session ratings and trending topics. Event managers no longer need to be in the dark about event trends or wait until after a few weeks to glean insights about their event.
Summary
Event intelligence and proximity targeting will continue to grow in popularity at events. But an isolated application of Bluetooth beacons or analytics without context is insignificant.The right mix of proximity targeting and context aware intelligence brings the right impact at your events. It helps you in curating engagement that transforms attendees experience into a phenomenon that catapults your events into a blockbuster.
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