Ideate, In­no­vate, Im­ple­ment

Events nowa­days are en­gag­ing the au­di­ence with tools like event apps, in­stant polling, in tan­dem with the cur­rent trends

Micetalk - - Contents - Jessy Iype

Events to­day are not a mere oc­ca­sion, but, in fact they are a cel­e­bra­tion. Com­pa­nies, agen­cies, or­gan­i­sa­tions, gov­ern­ments, and any other seg­ment in the en­tire world, which must show­case it­self, through events, is now pro­ject­ing it­self and tech­nol­ogy at its best. Events nowa­days are seen in­no­vat­ing, ideat­ing and im­ple­ment­ing con­tem­po­rary trends to keep in sync with the likes as well as needs of the con­sumers or the au­di­ence.

AT BECK AND MO­BILE

The world is evolv­ing and hu­mans now want data in the eas­i­est mode. Event man­age­ment be­comes vi­tal with use of mo­bile tech­nol­ogy. We live in a pa­per­less en­vi­ron­ment now, so event man­agers have more re­spon­si­bil­ity in en­sur­ing, that, it is achieved op­ti­mally. Ben­son Tang, Re­gional Di­rec­tor, Asia, As­so­ci­a­tion of Cor­po­rate Travel Ex­ec­u­tives (ACTE) says, “Mo­bile tech­nol­ogy is surely the di­rec­tion for fu­ture. Many con­fer­ences are pa­per­less, i.e. no print­ing for agenda, speaker in­for­ma­tion, and so on. All this in­for­ma­tion can be dis­played by smart phones. This helps to cre­ate greener en­vi­ron­ment, plus all the in­for­ma­tion can be real time. One more new de­vel­op­ment is the mo­bile tech­nol­ogy can al­low in­stant polling dur­ing the con­fer­ence, so that polling re­sults can be dis­play im­me­di­ately dur­ing the con­fer­ence.

The use of mo­bile tech­nol­ogy en­ables seam­less ex­e­cu­tion of an event, right from the ini­tial stages of event plan­ning to the end of the event, says Litesh Jethani, Di­rec­tor and Co-Founder, Trip Nav­i­ga­tor.

“Trip Nav­i­ga­tor’s mo­bile app of­fers a one-stop so­lu­tion for all rel­e­vant doc­u­ment man­age­ment

re­quire­ments – be it tick­ets, VISA, travel in­sur­ance, itin­er­ary or de­tails about ho­tels; All the in­for­ma­tion can be up­loaded and shared via the app among all par­tic­i­pants. Us­ing the mo­bile app, clients can tag their cur­rent lo­ca­tions and keep the event or­gan­is­ers ap­praised of their ar­rival sta­tus on a real-time ba­sis, elim­i­nat­ing the need for reg­u­lar fol­low-ups to co­or­di­nate pickup and re­cep­tion ac­tiv­i­ties,” he says.

Kun­dan Badi­wal, As­so­ciate Ac­count Di­rec­tor, Sho­biz Ex­pe­ri­en­tial Com­mu­ni­ca­tions, feels it is im­per­a­tive to con­nect via mo­bile apps. “In to­day’s world where ev­ery­one is con­nected to mo­bile, it be­comes very im­por­tant for an event plan­ner to work around the ideas to cre­ate an en­gage­ment plat­form for a client and its end cus­tomer; such as Mo­bile App, AR, Photo Op booth, Selfie Kiosk, 360 De­gree photo op wall etc,” he says.

“Mo­bile tech­nol­ogy al­lows us to en­gage with the au­di­ences. With the amount of events tak­ing place and big/medium/small com­pa­nies us­ing events to drive cus­tomer en­gage­ment and re­ten­tion, in­no­va­tion is a must and mo­bile tech­nol­ogy gives us in­nu­mer­able op­por­tu­ni­ties to take it to the next step,” feels Ad­nan Oan, Sales Di­rec­tor, Pe­ga­sus Events.

BONJOUR SO­CIAL ME­DIA

Man is a so­cial an­i­mal, and it needs so­cial me­dia as its den to in­ter­act with its coun­ter­parts. Events nowa­days post de­tails first on so­cial me­dia than even send­ing for­mal in­vites. “Me­dia helps to cre­ate hype, to get the cus­tomers or tar­get clients at­ten­tion be­fore, dur­ing and af­ter the events. More­over, en­gag­ing par­tic­i­pants dur­ing the con­fer­ence is one of the most im­por­tant as­pects. By pro­mot­ing selfie post­ing and pro­vid­ing in­stant feel­ing mes­sages post­ing via the so­cial me­dia, more peo­ple can get en­gaged,” says Tang. Be­ing posted even af­ter the event, is what par­tic­i­pants look for­ward to, feels Jethani.

“While the event is in progress, all the par­tic­i­pants can share their ex­pe­ri­ence and pho­tos, and this fea­ture keeps them bet­ter en­gaged through­out the du­ra­tion of the event. Un­like other plat­forms which re­stricts the num­ber of users in a group, par­tic­i­pants here can use the Trip Nav­i­ga­tor App to en­gage with each other more con­ve­niently and stay up­dated about all the lat­est hap­pen­ings. The ap­pli­ca­tion stays alive post the event’s con­clu­sion so that the del­e­gates can still be in touch and en­gage with each other on this plat­form,” he says.

While Badi­wal feels that so­cial me­dia is an im­por­tant and im­pact­ful way to get en­gage with your au­di­ence, Oan says, “With mo­bile tech­nol­ogy, so­cial me­dia pro­mo­tions help us en­gage the au­di­ences a lot more and also un­der­stand our au­di­ences bet­ter. We can fine tune based on so­cial me­dia an­a­lyt­ics and the re­sponses we get from our au­di­ences, it most im­por­tantly al­lows us to con­nect with our au­di­ences who are far and wide apart and cre­ate re­lata­bil­ity and re­call. This is more to do with com­mer­cial tick­eted events and less with closed door cor­po­rate events.”

"Opin­ion Polls, Con­tests, So­cial Me­dia En­gage­ment, dis­cus­sion boards are some of the things we have done and con­tinue to do for B2B and B2C events," adds Oan.

PRO­CURE­MENT OF TECH­NOL­OGY

The use of tech­no­log­i­cal ad­vance­ment tools in to­day’s world has en­abled event com­pa­nies to ex­plore the niche prod­ucts that they can ex­hibit to en­gage the au­di­ences dur­ing a live ses­sion, or in­form about the re­spected event, its venue, etc., all in real time.

Opin­ion Polls, Con­tests, So­cial Me­dia En­gage­ment, dis­cus­sion boards are some of the things to do for B2B and B2C events

Says Tang, “In all ACTE con­fer­ences, we do utilise mo­bile apps. In Bei­jing 2016 con­fer­ence, for the first time, we made use of the apps to pro­vide mul­ti­ple choice ques­tions for del­e­gates to an­swer af­ter each ses­sion. Those who got 60 per cent right an­swers with the ac­cu­mu­la­tion of min­i­mum three ses­sions, got our cer­tifi­cates.”

Jethani fur­ther elab­o­rates on their only known ‘one- of-its-kind por­tal’ for MICE ser­vices.

“We of­fer end-to-end plan­ning so­lu­tions on­line. Trip Nav­i­ga­tor is the only por­tal which of­fers part­ners an op­por­tu­nity to throw out ex­clu­sive deals in the MICE space – from rel­e­vant ho­tels to team build­ing ac­tiv­ity providers, which the clients can then cap­i­talise on as per their re­quire­ments.”

Say hello to closed door com­pany events, where cus­tomers can get to feel the dy­nam­ics of event at their fingertips. “App de­ploy­ment has be­come a com­mon fix­ture for many of the events we do. Es­pe­cially closed door com­pany events, it al­lows us to get cus­tomers to carry the event in their pock­ets!” ex­claims Oan.

PLAY­ING WITH AUG­MENTED RE­AL­ITY

Aug­mented Re­al­ity is a con­tem­po­rary term to project how ad­vanced the tools of event man­age­ment are and how pro­gres­sive it can achieve to be. “We have tried we­bi­nar and

broad­casted to the whole world in­stantly to all mem­bers around the world for the Con­fer­ence Ple­nary ses­sion. Our par­tic­i­pants around the world can also ask ques­tions to the speaker to make the con­fer­ence more in­ter­ac­tive,” Tang in­forms.

The con­cept of drones takes away the usual clut­ter of vis­ual ap­peal and makes it more ex­pan­sive with its huge scope of mag­ni­fied vis­ual ef­fects. Says Jethani, “Drone cam­eras are a reg­u­lar fea­ture at most of our events. Th­ese cam­eras make it eas­ier to cap­ture pho­tos and videos dur­ing an event, and pro­vide or­gan­is­ers with over­ar­ch­ing vis­i­bil­ity over the event venue.” Drones eases the task of be­ing ac­ces­si­ble to the au­di­ence, states Oan.

“We had used a drone for one of our com­mer­cial tick­eted event ear­lier, which helped us with ar­ial shots of the con­cert and gave au­di­ences a 360 de­gree view of the venue. But one of the more in­ter­est­ing things we have done is us­ing bea­con and link­ing it with one of the apps we de­ployed. For our events, which have mul­ti­ple ex­pe­ri­ences packed in to one event, it adds to the ease of ac­cess that the au­di­ence have,” he said.

IN­DIAN CHAP­TER

The events and ac­ti­va­tions in­dus­try has grown at 15 per cent an­nu­ally from INR 2,800 crore in 2011-12 to INR 4,258 crore in 2014-15 ac­cord­ing to an EY – EEMA (Event and En­ter­tain­ment Man­age­ment As­so­ci­a­tion) re­port ti­tled ‘Mak­ing ex­pe­ri­ences in In­dia: The events and ac­ti­va­tions in­dus­try’. It states that while man­aged events

Drone cam­eras make it eas­ier to cap­ture pho­tos and videos dur­ing an event, and pro­vide or­gan­is­ers with over­ar­ch­ing vis­i­bil­ity

re­main the largest ser­vice of­fer­ing, IP (In­tel­lec­tual Prop­erty) and dig­i­tal events are grow­ing at a faster rate than man­aged events.

The grow­ing mar­ket has scope to pro­vide nec­es­sary op­por­tu­ni­ties. Badi­wal says, “In long term, it will give more op­por­tu­ni­ties for busi­ness, em­ploy­ment, in­no­va­tions.” While Oan feels in­no­va­tion can push the en­ve­lope to de­liver the best of best.

“Gov­ern­ment re­stric­tions also tend to limit the ex­pe­ri­ence de­liv­ered. If th­ese chal­lenges are met and fine-tuned, the events in­dus­try in In­dia has lim­it­less po­ten­tial,” he says.

Ben­son Tang

Litesh Jethani

Kun­dan Badi­wal

Ad­nan Oan

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