I\u2019m just back from this annual event and in case you didn\u2019t make it, here are some observations.<\/p>\n 1. AI and the \u2018learning\u2019 event<\/strong><\/span> 2. Data-optimized, \u201con-the-fly\u201d events<\/strong><\/span><\/p>\n Now that measuring attendee traffic patterns and dwell times in \u2018near real time\u2019 (about 4-5 minutes) is accessible to most brands, optimizing an event\u2019s physical layout during the show<\/em> based on that data is now possible. This capability will increasingly require experience designers to think about experience \u2018portability\u2019. It also makes possible better future experience design and more evidence-based exhibit and sponsorship sales in the conference management space.<\/p>\n 3. Event Management Operating Systems<\/strong><\/span><\/p>\n Given the volume of new event technologies, along with technologies that could potentially be applied to events, we\u2019re beginning to see development of more event management platforms capable of delivering end-to-end solutions.\u00a0 Established firms are trying to cobble together their \u2018built and bought\u2019 technologies, but now there are new software firms working on building the \u2018event OS\u2019 from the ground up.<\/p>\n 4. Engagement and Entertainment aren\u2019t the same thing<\/strong><\/span><\/p>\n Thankfully, there are an increasing number of voices in the event tech world who are making the point that many technologies being proposed as driving \u2018engagement\u2019 are really entertainment, temporary diversions on the show floor. Entertainment is ephemeral. Engagement\u00a0is about making a more meaningful connection. Knowing the difference is critical to making smart technology investments, ones that \u2018connect and convert\u2019 attendees to your brand, not simply provide them with a fleeting \u2018that was fun\u2019 distraction.<\/p>\n 5. \u2018How\u2019 is more important than \u2018What\u2019<\/strong><\/span><\/p>\n This is an ongoing challenge with event tech and other technologies that could be applied to event tech, and this gathering was not immune to lots of talk about Snapchat, Magic Leap, chatbots, AR\/VR, etc. \u2013 but very little discussion about how brands can intelligently apply these technologies for optimizing engagement in live events. When evaluating what experiential technologies to invest in, be clear about what your \u2018connect and convert\u2019 objectives are first, then select technologies that help you achieve those objectives.<\/p>\n <\/body><\/p>\n","protected":false},"excerpt":{"rendered":" Special contribution from The Expo Group’s EVP of Marketing and Client Strategies Ken Dec Oliver Luckett opens Event Tech 2016\u00a0talking about The Social Organism. I\u2019m just back from this annual[…]<\/p>\n","protected":false},"author":2,"featured_media":2628,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_links_to":"","_links_to_target":""},"categories":[40],"tags":[],"_links":{"self":[{"href":"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-json\/wp\/v2\/posts\/228"}],"collection":[{"href":"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-json\/wp\/v2\/comments?post=228"}],"version-history":[{"count":0,"href":"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-json\/wp\/v2\/posts\/228\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-json\/wp\/v2\/media\/2628"}],"wp:attachment":[{"href":"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-json\/wp\/v2\/media?parent=228"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-json\/wp\/v2\/categories?post=228"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-json\/wp\/v2\/tags?post=228"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![](\"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-content\/uploads\/2016\/11\/1b74c744-1d81-40e4-8739-854942f75160.jpg\")
Oliver Luckett opens Event Tech 2016\u00a0talking about The Social Organism.<\/span><\/span><\/em><\/p>\n
\nIBM\u2019s story of its truly groundbreaking World of Watson<\/em> event utilized AI to learn who attendees are (geography, industry, role, interests, etc.) and then recommended experiences to explore, other attendees to connect with, workshops to attend and Business Partners to engage with. Delivering the \u2018personalized event experience\u2019 isn\u2019t in the future. It’s here.<\/p>\n