Think Before You Tech: How to pick the right tech for your event
Event technology is changing the experiential marketing landscape. It has enabled us to improve events by simplifying processes, accurately tracking and analyzing data, enhancing the participant’s experience and streamlining operations. Not to mention the added wow factor cutting edge tech brings to the experience.
With so much new and evolving technology out there, it’s often hard to know how which piece of tech will be best for an activation. On the one hand, it’s fun to think about how to create a unique experience using virtual reality, augmented reality, projection mapping, live streaming, holograms, location based apps or even drones. But event tech should not be considered a one-size-fits-all approach.
It’s easy to start brainstorming and jump straight to a trendy piece of technology, then try to shoehorn a larger experience around it. But this approach can lead to a lot of problems. Technology can be complicated, tricky to use, difficult to deploy and may easily fail in the middle of the activation. But most importantly, the wrong technology will not make sense for the activation and will confuse, instead of delight, consumers.
So before going down a rabbit hole of new shiny objects, consider this:
In other words, it’s crucial to define WHY is this effort happening? Consider overall objectives, success metrics, audience, product messaging, event location, etc. From there, it’s easy to identify which challenges must be overcome in order to create a successful activation.
Technology should add value to the experience. Otherwise, it’s just a flashy object with no purpose. As specific challenges are uncovered, ask if technology could provide a real benefit to address the issue. If the answer is yes, then explore the different types of tech options that could address that specific challenge.
For example, let’s say an objective is to help consumers better understand how a crayon works. The challenge is in the demonstration of the product. If the audience is a group of kindergarteners, technology may not be beneficial because the audience is likely already familiar with crayons and will have little interest in any sort of in-depth tech experience.
But, if the audience is a group of visual artists, technology might enable give them a deeper understanding of how powerful a simple crayon can be in their artwork. Tech options to consider might include large digital projection, touch screens, VR, or maybe even a photo marketing element to show off work they did at the activation with their friends online.
Here are just a few other ways technology can enhance an activation:
- Make it easier for participants to share their experiences on social media
- Collect participant information or surveys
- More robust data to track attendees and their movements
- Explain complex topics or products though visual or interactive elements