I read with interest Peter Kormornik’s blog, ’Event Technology: Is it too taxing?’ in which he described the events industry as ’slightly technophobic’ and advises one way to avoid this apathy was to show organisers an instant benefit of using a technology.
I couldn’t agree more, which is why it is so important that we, as service providers, demonstrate why event organisers must try and keep up with their customers who are increasingly tech savvy.
Take the increase in ownership of smart phones and tablets (TNS Research commissioned by Google shows smart phone usage increased to 68 per cent in 2014, from 62 per cent in 2013, with 32 per cent of UK consumers making a monthly purchase on their smart phones, the highest in Europe). If your target market are using mobile devices, you need to ensure you can reach them on the move. Can your audience find out about your event on their smart phone or tablet, can they book their ticket to your event using a smart phone or tablet? I am sure you are getting the picture.
Last month, Bookitbee saw 37 per cent of attendees book an event via a mobile phone or tablet (an increase of 12 per cent on the same period in the previous year). This is also affecting buyer behaviour as we are seeing an increasing number of these attendees book using a mobile device on the way to the event. These trends will only continue as the ownership of mobile devices continues to grow.
But remember, it is not just about getting your attendees to your event, organisers can use mobile technology to stay in touch with their attendees. For example at a recent event, the organiser emailed attendees by mobile phone an hour before guests were due to arrive as the advertised car park had flooded. The emailexplained the location of the new parking arrangements. The result being that the majority of the 7,000 attendees went directly to the new car park avoiding potential traffic problems and unhappy customers.
Yes, some event organisers may be ‘slightly technophobic’ but by demonstrating why certain technologies can help the success of their event, we can ensure they are as smart as their consumers.
Any comments? Email Zoe Vernor