Technology

In a high-tech world, the last of the low-tech event sectors is plugging in.

Event staffing has for years been a rather “hands-on business” in which third-party brand ambassador providers recruit and manage staffers for the agencies that work directly with brand clients. These staffing partners relied on a mix of phone, fax and email, and in many cases recruited B.A.’s using classified ads.

When the economy took a turn for the worse, many companies began taking a hard look at virtual environments as an alternative to live events, or at least as a part of the package. But if the down economy hadn’t been enough to convince companies about the benefits of virtual, the Icelandic volcano Eyjafjallajökull that erupted unexpectedly this spring and caused air travel to come to a halt because of a menacing ash cloud served as yet another reminder.

When interactive learning technology provider Promethean saw trade-show attendance drop last year, it created the ActivClassroom Experiential Tour, which takes its products directly to customers and beefs up its experiences at industry events. The tour is geared toward school district decision-makers at K-12 schools, such as superintendents, principals, teachers and IT consultants. The tour travels in a 36-foot ActivBus, which started up in April and is currently on the road with a second vehicle in the works for 2011.

This year’s Cisco Live! event at the Mandalay Bay Convention Center in Las Vegas was a five-day paid conference featuring content-packed days and nightly networking opportunities.

It’s only been around for a few months, but it’s already kicking apps and taking names. Apple has sold more than three million units of its new iPad tablet since it launched in April, racking up about one sale every 2.3 seconds. And among those lining up to buy are event marketers and their industry partners who are using the devices to enhance their event programs. Whether the iPad is used for data collection and consumer interaction, or to boost sales and productivity behind the scenes, its impact on events shows no signs of slowing down.