'Event Tech' is a frequently hot topic on the lips of event marketers, organisers, and brands who exhibit at events. After all, with rapidly advancing tech innovation, there’s always plenty to talk about. Whether it’s automated processes to speed up tasks, digital integrations to help you capture better data, or immersive tech to create more memorable brand experiences –there are a huge number of ways technology is making events and trade shows more effective for exhibitors.
We're unpacking the tech shaping the events industry, and what it means for exhibiting brands.
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AI: The Smart Event Sidekick
Artificial intelligence is quietly making its way into everyday life, and events are no different.
Event Chatbots
With chatbots to answer queries ahead of events, both exhibitors and attendees get anwers quicker. Now, we all know that sometimes you just want to speak to a real person. But whether you roll your eyes when you see Gavin the Friendly Chatbot pop up or jump for joy that you’ve avoided picking up the phone, chatbots can be helpful for getting exhibitors the answers you need, quicker.
Automation in event apps
With personalised agendas for attendees and recommendations of talks, seminars and stands to visit, exhibitors like you can connect with more qualified leads.
‘Smart stand allocation'
Smart stand allocation helps find you the best stand space by suggesting optimum locations based on traffic flow, attendee behaviour, and past exhibitor performance.
Face recognition
Automation is bringing efficiency to events in a practical sense, too. Facial recognition technology can help speed up queue times, getting visitors into the venue and exploring the exhibition faster.
Matchmaking for Business
Events are all about connections, and ‘intelligent matchmaking’ apps makes them easier than ever to find. “Intelligent matchmaking… what?” we hear you mutter. Well in short, imagine a dating app – but replace the fish-holding photos and lines about ‘Sunday walks and a roast dinner’ with LinkedIn headshots and KPIs. Sexy, right?
How does it work?
A matchmaking algorithm helps people connect based on their business, interests, and networking goals. And with in-app messaging features, you can connect, exchange contact details, and schedule meetings before and during an event. That means you can save time, lock in meetings in advance, connect with the people you're looking for, and attract more qualified leads.
Immersive Tech & Events
Immersive technology, like virtual reality (VR) and augmented reality (AR), are nothing new. Many of us have probably had a laugh at ourselves through a photo filter, or stumbled around with a VR headset on. But, the stats show that immersive tech is becoming more and more popular at live events. According to a report by Swoogo, it was used at events 18% more in 2024 than in 2023.
Sure, immersive tech can come with a big price tag, and it’s not the right fit for every brand. But if done well, it can be hugely effective at enhancing experience and telling a story. And, by not only telling a story but immersing people in it, visitors will be more engaged with your brand, and you’ll be more likely to stick in their minds after the show. Plus, an experience that looks fun or intriguing might encourage more people to pay attention to you in the first place.
So who’s using it – and how?
Event organisers might introduce interactive maps of the event, virtual tours or showcases to create a seamless experience for guests and exhibitors.
Exhibitors might use immersive tech to bring an intangible product to life. For instance, an IT company might use AR to help customers visualise the real risks of cyber security. A brand in a ‘boring’ sector might use it to spice up the stand and make the event more engaging. Perhaps you’ll use a smart selfie mirror or custom photo filter to prompt user-generated content and extend your brand’s reach. Or you might offer an immersive game for guests, creating a memorable experience to boost brand salience. The options are endless...
Gamification
Who doesn’t love a challenge?
Whether a techy game or something a bit more ‘old-school’, any kind of gamification is a fantastic way to draw people in and keep them engaged. Bring out the competitive side in your clients, and you might just have them hooked…
At BIBA 2024, our client iPrism challenged visitors to have a go at their custom game, 'Polly-C'. With a free holiday at stake, guests were incentivised to take part in the challenge – which meant a fun icebreaker, more conversations about iPrism and their underwriting services, and plenty of valuable data capture.
Smarter Data Capture
This data you collect at events is a goldmine. And with advanced tech to help us do it better, data capture doesn’t have to be business cards in a fishbowl.
From barcode scanning and laser pens, to footfall heat maps, geo-locational tagging and even facial recognition software provide detailed data about your guests. Who’s visiting your stand, what they’re interested in, how they engage with your content, and more.
Capturing the right data can help you identify high-potential leads, tailor follow-ups, and measure the success of your event efforts in ways that were just not possible before.
The golden rules of data capture
Whether barcodes or business cards, it’s important to keep your data informed. Make sure you’re collecting important details and noting what was discussed with qualified leads – not getting zap-happy and scanning anyone who steps a toe onto your stand.
And remember to be transparent about your data collection – after all, building trust is more important than building your database.
Integrating tech with follow-up.
Better data capture also means better follow-up. The more detail you have, the more personalised and genuine your follow-up can be.
You might sync leads directly into your CRM, or retarget attendees with tailored ads post-event. Whatever your plan is for following up, make sure that your data capture method supports it.
So, what does it really boil down to?
It goes without saying that event tech is a game-changer for brands. It can enhance engagement, boost efficiency, and help marketers access valuable data.
The benefits of event marketing always drill down to connection. It’s a more ‘human’ channel than most others, bringing a warmth and authenticity that can’t be found in digital marketing. Technology, when used in the right way, can be brilliant at supporting this, enhancing the brilliantly real connections you make at events. It shouldn't detract from them, so don't get too caught up in shiny new toys that you forget what really matters.
If you’re thinking about using a type of event tech at your next exhibition, begin by asking yourself the question: ‘Does this help me connect with my audience?’
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