BizBash's Anna Sekula speaks with Bounce-AEG's Carleen Cappelletti about the use of technology at events. (VT Photo)
REPORTING FROM LOS ANGELES — It’s easy to be dazzled by the latest and greatest in the high-tech world of today. However, technology must be used correctly and judiciously in order to enhance an event without overwhelming it. Attendees at BizBash Live: The Expo Los Angeles at the L.A. Convention Center, June 19, cautioned that it's important to know your event and your attendees to determine how much technology is too much.
Technology is one of the ways event planners generate excitement at events.
“In the early days, going to an event was actually the cool story; but I think that’s changed tremendously,” said Kay Dalton of Fresh Wata. “I think it’s about what’s happening within the event that generates shared conversations.”
She added that two ways to get people talking at events are the old standby of a couple of drinks, and a modern approach with new technology.
There are certain rules to keep in mind when brainstorming about technology during events. Before even thinking about technology, Carleen Cappelletti of Bounce – AEG said that you need to have an understanding of what your client or brand wants to say.
“As modern and great as all the technology is that’s out there, if I don’t really understand what the brand wants to say then all the technology in the world isn’t going to matter,” she said. “If you don’t think about it the right way, technology can overwhelm an event and completely distract from what you’re trying to accomplish.”
She added that clients have a tendency to get caught up in the hype. When Coachella introduced a hologram of deceased rapper Tupac Shakur in 2012, Cappelletti said the next day everybody called and wanted a hologram at their event.
“Did that make sense for anyone at that point? I don’t know, but it’s back to asking those questions and making sure technology doesn’t take away from the tone of your event,” she added.
BizBash’s Anna Sekula added that the goal is to have technology feel organic at events, causing attendees to feel like they’ve earned or gained something.
“You want to add it when it really speaks to the message of the brand, not just throw it in because it’s bright and shiny,” Sekula said.
Cappelletti said that technology makes the most sense to incorporate with an event when the brand or sponsor is involved in that business. For example, she planned an event for HTC a few years ago when the company was introducing a phone that had a Facebook button on it that, at the time, was considered very innovative. The campaign focused on individuals participating.
Instead of decorating the entryway with traditional draping, Cappelletti brought in 150 feet of LED screen that shared users' Facebook photos live. Adding to the live theme, there were also concerts by artists like Usher that were streamed live, which people could watch online and interact with at the launch.
“Everything from everyone at home was going up in real time so they could use their photos and information to interact with everybody on site,” said Cappelletti. “At the time it was completely new and different, but it also felt true to the brand and what their ad campaign was.”
Technology can also be incorporated when an event or sponsor isn’t necessarily known for its modernity. Cappelletti recently planned an Hermes event where, at the heart of the brand, they wanted to focus on their craftsmanship and history. She incorporated RFID technology into the event through the use of handcrafted coins that held the chip.
“Why it worked is because all of the things we made available for attendees were traditional activities, but they were done with a twist that incorporated the new technology,” said Cappelletti. “They were immersed in this. The technology didn’t take you out of the experience — it let you experience the event.”
Guests could use the coins to participate in traditional activities in a new way. Cappelletti had custom animations put in a custom-built viewfinder that showed a boardwalk on the south of France. Guests could put their coins in, experience the ‘view,’ and have the experience sent to them with the information in their RFID chips. There was also a video opportunity where attendees could hop into an old car and be filmed with animations behind them showing the streets of Paris or Rodeo Drive in Los Angeles. Again, the experience was recorded and sent to them via information in the chip. There was also a sketch artist reminiscent of those on the streets of Paris, who drew attendees live on an iPad and immediately sent the image to them.
“The RFID tokens made this event a very personal experience,” said Sekula. “It allowed guests to get their own photos and videos sent to them and feel like they really got something tangible from the event.”
Sean MacNeill of MobileCause explains the most effective strategies of text-message marketing. (VT Photo)
In addition to using technology only when it makes sense, it’s important to understand that some events don’t need to be technology-centric.
“You try to strip away the technology and get to the aspects that we think will actually make a difference at an event,” said Cappelletti. “Otherwise, it’s all just noise.”
The same can be said for the modern world’s addiction to smartphones. When someone is on stage and audience members are using their phones to film the event, they’re actually watching it through the phone instead of seeing it happen right in front of them. They’re essentially one step away from being authentically engaged.
“We’re starting to see a trend not just at corporate events, but at some weddings, too,” said Sekula, of organizers ‘banning’ the use of smartphones. “I don’t think a guest is going to be that turned off by the idea,” she added.
Technology is also used for engagement before and after the event. Going back to basic communication, venues and events often ask attendees to opt into a direct text program. Once you have the ability to text your guests, one question remains: what can I say to keep them engaged?
Sean MacNeill, CEO of MobileCause, agreed that the use of technology starts with understanding the audience. He said that millennials all have smartphones, but don’t really use the phone function, as the vast majority prefers text communication.
In order to get people to opt into the messaging function, make it convenient for attendees to register their mobile phone numbers from the outset when they RSVP or buy tickets.
“We find that using a simple system that sends useful information that people appreciate and find utility out of has a much higher adoption rate than applications,” said MacNeill. “It’s hard to get people to download an app for just one event,” he added, so if you do choose to create an app, have it focus on the facility as a whole as opposed to a single event.
His top tips for mobile engagement include not sending boring messages and definitely ensuring that you are TCPA-compliant and actually have permission to send texts to the audience. If an event or venue hasn’t followed the correct opt-in procedures, it could be on the hook for a $500-$1,500 fine per message.
Also, be up front about what you want from consumers.
“If you want people to tweet something or post it to Facebook, just ask them,” said MacNeill. “It’s a great way to incorporate and integrate social media at your events.”
Interviewed for this story: Carleen Cappelletti, (310) 895-2150; Kay Dalton, (913) 486-3100; Sean MacNeill, (866) 661-8804; Anna Sekula, (646) 638-3600