Adobe Summit Attendees Skip the Long Reg Lines - Event Marketer

Adobe Summit Attendees Skip the Long Reg Lines

DB_Adobe_2013 ETA
Brand: ADOBE
Agency: ACTIVE NETWORK
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF TECHNOLOGY FOR DATA-COLLECTION AND/OR MEASUREMENT
Year: 2013

When you think of on-site registration check-in at conferences or other business-related events, the first thing that may come to mind are lines; because, inherently, when you have thousands of attendees, you have to set up lanes to control the swell of bodies and efficiently check everybody in. Attendees at this year’s Adobe Summit were greeted with a surprisingly alternative format during registration.

The brand exchanged registration lines for a lounge area open throughout the conference. It turned out to be one of the most popular networking areas for the Summit, making a great experience for an area that is traditionally vacant after the first day of a show. Technology, of course, made this possible and the ACTIVE Conference event management solution and event portal, Session Access Control, helped Adobe organize registration and data about its attendees, long before they even showed up.

Adobe made use of the time during online registration before the show to collect data and understand its audience’s roles and interests, to help personalize experiences on-site. Seventy percent of attendees checked in on Day 1 and the on-site technology allowed attendees to easily walk up, scan and get their badges, with less than a minute wait. Data was analyzed before and during the event to provide swift reporting on demographics and behaviors. Adobe could enter this information into its CRM, then accurately track and measure the real value of the event.

The ability to compare registration data to what attendees actually did at the event formed a map to where future opportunities lie and where Adobe can expect to see business growth. Eight out of 10 attendees said they plan to return in 2014 and the event scored a 94-percent overall attendee satisfaction rating.

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