While technological breakthroughs in visual tools have impacted event planning, planners' understanding of how to use digital tools in a meaningful way has also increased.“The point is really that technology doesn’t become an experience in itself, but rather quietly enhances the guest experience.”, says Danielle Griffis, vice president of experiential marketing and alliances at Target.“When using new technology, we must start with the question “why.” Everything must be done with a specific purpose, with meaning; Before investing in or using a new technology, you need to ask yourself, “What do you want people to believe?”The development of radio frequency (R.F.I.D.) and near field communication (N.F.C.) tools is one example of how technology can be used to subtly enrich the visitor experience.“Wearable technologies like wristbands and badges make it easy for event-goers to participate in different activities because they don't have to provide their personal information multiple times, and they can save event content and share things like branded photos and videos on social media. This helps us better track consumer behavior at the event and draw up a final report.”, says Donna Meyer, senior partner at Javelin. But planners need to truly understand their audience. Griffis cited the example of his interactive film that Target made with Christine Bell in 2012:“What made this film unique was that almost every product in the film, from clothing to home and beauty products, was 'shoppable'. You simply clicked on a product while watching a movie, and it ended up in your cart. After the movie ended, you went to Target.com. In this case, everything was close to perfection - solid technology, good story, great cast and crew, innovative idea. But in the end it turned out that the guests were not yet interested in this kind of shopping, and this was a good lesson for us.”While early campaigns were often measured by the number of views, likes and shares, marketers have learned that the real value lies in quality, not quantity.“It’s about how you can convey emotions through different tools, and technology is one of those tools.”, says Bessette.“That's what you do by integrating technology into real stories or messages that touch people's hearts. Success should be measured by the number of goosebumps on your body. How deeply were people moved?”. Intro: The Evolution of Event Technology Chapter 1: Building Social Connections Chapter 2: Working in a Mobile Environment Chapter 3: Changes in Planning Chapter 4: Connecting Digital and Real Stories Original article on the electronic version of BizBash
