Live From EventTech 2017: What You Missed on Day Three – Event Marketer

Live From EventTech 2017: What You Missed on Day Three – Event Marketer
Eventtech 2017_VR

Live From EventTech 2017: What You Missed on Day Three

They say what happens in Vegas, stays in Vegas, but from an event marketing perspective, we hope that’s not the case. We all just learned too much about the latest event technology—from VR to AR to AI to data collection and so much more—for it to remain here. And we’re hoping that’s the case for everyone who attended.

The third day of EventTech kicked off, appropriately, with some real food and some brain food. As attendees enjoyed their bacon and eggs, they could sit in on one of 10 fast-paced 20-minute briefings on topics ranging from beacons and geolocation to matching your event tech to your event objectives. The expert-led roundtable discussions repeated three times, giving everyone a chance to tap into some fresh industry advice—all before their morning caffeine fix kicked in.

Formal breakout presentations kicked off at 9, followed by our annual industry speed briefings and yet another round of 30-minute sessions. By lunchtime, attendees had consumed more than 45 different learning opportunities. Not too shabby for the day after the annual late-night piano bar meet-up.

Lively sessions on designing events for social sharing, leveraging human emotion and multisensory experience design (among dozens of others) followed our final networking lunch, ensuring there was no post-lunch slump. The meatballs didn’t hurt either.

Day three drew to a close with a Super Session send-off by Google that, besides a nice cold beer, included an inside look into Google’s take on the Socially Shareable Event—a great way to bring our three-day tech extravaganza to a close, except… that wasn’t quite all, folks.

Those attendees who booked a red-eye home had one more chance to keep the momentum going at an optional red-eye dinner meet-up at Hexx at The Paris for drinks and a final toast to each other, and event technology.

We wrap with our third and final recap of the best tips, insights and tweets from Day Three. We want to thank everyone who came to the show for another successful year, and we hope to see you next time for EventTech 2018, once again at The Paris, Nov. 12-14.


“We weren’t just launching a product. We were transforming the way orthopedic surgery is being done in the world. Our activation had to be engaging, create a buzz that we are the leader in the industry and be unforgettable.” —Tony Cambria, director-marketing and education services at Stryker

“To increase dwell time, create a reason for your guests to stay. Be relevant to your customers. We’re not in the entertainment business, we’re in the education business.”—Pete Smith, vp-digital at GMR Marketing

“They say content is king and although content is very important, we believe it’s context that’s king. You’ve got to make sure you’re getting the right information to the right person allowing them to be part of the process.” —Rich Stein, ceo at Digitize Your Brand

“There are tons of shiny objects, but I need to look at what I want to do that supports my goals. I want our attendees to be seen and heard by the brand, that’s where social media can come into play.”—Kathleen Mudge, social media manager at Cisco

“The number one lesson we have learned is that wi-fi is hard… a real potential for disaster. You’ve got to keep working to make it better, improve the user experience and the process.”—Allen Cook, founder and ceo at Tour Tech

“What if we didn’t start with what do we want to communicate, but what are the emotional connections that we’re trying to drive, then lets look across the customer touch cycle in the span of that activation and which ones are most ripe to deliver on them.”—Pete Riddell, executive creative director at Derse

Five simple rules for choosing a hashtag:
1. Keep it simple.
2. Include the brand.
3. Leverage existing trends. “We all know about throwback Thursday, wine Wednesday. Your brand has more opportunity to get higher exposure by piggybacking on those existing trends.”
4. It’s OK to stack hashtags, especially on Instagram. “Facebook right now doesn’t really support hashtags, but on Instagram, we’re seeing the more hashtags the merrier.”
5. Do a preliminary search. “Often times what might be innocent to you, someone else may have co-opted for something that’s not safe for work. You don’t want to risk your company or brand’s exposure by aligning yourself with a hashtag that’s not aligned with your brand.”
—Leslie Pinckney, svp-digital and social at GMR Marketing

“If there’s anything that can bring us down, we need a back-up of it. Be sure to back up devices, monitors, projectors, computers. It’s the cheapest insurance you can buy.”—Alan Hughes, ceo at NEXT/NOW

“Session survey response goes from less than 5 percent using traditional email/paper to upwards of 70 percent using real-time, contextual surveys.”—Ken Holsinger, vp-digital solutions at Freeman

Physical body experiences:
“By controlling the content on screen, users are physically interacting and creating a one-on-one connection. This brings the user directly into the experience.”—Keith Bendes, vp-marketing & strategic partnerships at Float Hybrid

Next-Gen Video Projection: Content and Strategies
“In 2018, I’d like to see brands and agencies and artists becoming more and more specifically involved with taking their content and finding really unique ways to implement it into spaces.”—Christopher Andrew, founder at StopTime Live

“Be curious all of the time. Be curious about what’s going on in the world… We want to be curious about what the client is up to, what the market position is, but we also want to know what’s happening in trade mags and rock n’ roll and what’s Starbucks doing with technology?”—Jeffrey Wilk, founder and creative director at Tencue

“We invest so much money into b-to-b events, but, according to a recent poll, only 57 percent of attendees are actually engaged. That means 43 percent of your budget is wasted.”—Erin Mills, coo at Michael Alan Group

“Begin with strategy. A tight brief is important when looking at the tech experience. It sets a path to make sure the experience will deliver on the objectives.”—Brian Schultz, chief experience officer at We’re Magnetic


See also:

Live From EventTech 2017: What You Missed on Day One
• Live From EventTech 2017: What You Missed on Day Two
• Winners Announced: The 2017 Experience Design & Technology Awards

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