How Technology Can Enhance Your Next Event Marketing Program

Article by Craig Rice, VP Creative, Synergy Events

Tech Talk for Events

Thanks to the evolution of modern technology, event marketers no longer have to wait for consumers peruse their event sites to engage them. Widely available tech tools like GPS, RFID (Radio Frequency Identification), and QR Codes now enable us to track consumers at multiple points while making the live experience fun and engaging for them. Here’s a look at four ways to track…and attract consumers.

1)  RFID

With a cool RFID device such as a wristband, dog tag or other scannable give-away, consumer data hits a brand’s dashboards instantly. Because their activity is tagged, monitored and measured in real time, relevant offers and incentives can capture consumers’ interest while it’s hot. Digital rewards help encourage consumer engagement by sending them virtual gifts like ringtones and games in response to their activities at an event, so the response is organic and related to the target’s interest.

2) QR Codes

Who’s using Smartphones and QR Codes? The breakdown of who has seen a code is about even between men and women, according to MGH’s QR Code Usage and Interest Survey from February.  More than half (52%) of consumers ages 18 to 34 reported seeing the codes, compared to 34% of 35 to 55 year olds and 14% of those older than 55. Fifty-six percent reported seeing the codes on a product, 46% in a magazine and 45% on a coupon. The number of those surveyed who said they actually used the code was 49%, 53% scanned it to get a coupon or discount, 52% to access additional information, 33% to enter a sweepstakes, 26% to sign up to receive more information and 24% to access a video, the survey of 415 Smartphone users found.

3) Mobile Apps

Another way to engage consumers is with custom designed apps for Smartphones. Make sure they work across all platforms and offer interesting and useful information about the event. Apps can also be used to send out instant alerts and messages and geo-target consumers within a pre-selected radius of the event. Apps can also be used to collect a mailing list, stream live or recorded videos, chat in real time, post comments to Facebook and Twitter and upload photos and share them during the event.

4) GPS

Location based GPS apps like FourSquare can also enable you to drive traffic to your event site with contests and incentives based on your location. The network has the capabilities to leverage both its 7.5 million members and the 250,000 brands and merchants that advertise on the platform. They have created an incredible redemption experience in the offline world.

Use of these types of technology-and many other forms- are here now to launch your event to new heights, while helping the brand collect valuable data and enhancing the customer experience. Synergy Events can be your partner to provide you with the tech tools to make it happen.