The State of Events Tech with the CEO of BW Events
As technology continues to reshape the events landscape, industry leaders who can navigate these changes with insight and foresight are truly invaluable. We sat down with Brandon Wernli to get his take on the future of event technology. As the CEO and Founder of BW Events Tech, a provider of event technology consulting, configuration, customization, and creative implementation, Brandon has successfully orchestrated countless memorable experiences and witnessed firsthand how technology has transformed the industry.
Let’s dive into Brandon’s perspective on the state of event technology. To get the full insights, make sure to download the white paper.
The rise of virtual and hybrid experiences
The events technology space has undergone significant changes due to COVID, particularly with the rise of virtual and hybrid events. Prior to the pandemic, in-person events dominated the industry, with little emphasis on virtual experiences. Surprisingly, over 70% of marketers lacked a virtual events strategy at the start of the pandemic. However, the closure of traditional venues compelled event organizers to explore virtual events, leading to a remarkable shift in mindset. By September 2020, a third of marketers considered virtual events as a core marketing strategy for their business.
Brandon notes, “Consider an average enterprise in-person event with a capacity for 10,000 attendees. Now envision the same event in a virtual format, and suddenly the potential reach expands to an astounding 70,000 people, representing a remarkable sevenfold increase. This shift highlights the transformative power of virtual events, enabling companies to connect with a significantly larger audience and expand their reach on an unprecedented scale. This realization of the value and reach of virtual events has given rise to hybrid events, combining the best of both in-person and virtual components.”
He adds, “While virtual events have seen great success, the post-COVID landscape has reminded us of the enduring value of in-person gatherings. It is exciting to witness how technology has advanced to support all event models, providing greater flexibility and choice.”
According to Brandon, “Studies indicate that the distribution of event formats may vary, but a general estimate suggests that strictly in-person events still make up about 30-40% of the market. Hybrid events, which seamlessly blend in-person and virtual elements, account for approximately 30% of events, while virtual events occupy the remaining percentage.”
The choice of format depends on factors such as the nature of the event, desired outcomes, and attendee preferences. Each format offers its own unique advantages, and organizations select the format that best aligns with their goals and target audience.
“However, it is evident that hybrid events are leading the way for the future. Corporations must proactively prepare themselves by establishing the necessary infrastructure to seamlessly host in-person, virtual, and hybrid events,” he concludes. “This adaptability will allow them to cater to a wider range of preferences and ensure meaningful engagement regardless of the attendees’ physical presence. The event landscape is rapidly evolving, and companies that embrace the potential of hybrid events will be well-positioned to thrive in this dynamic environment.”
How to standout in the new event tech world
Brandon observes, “In today’s event tech landscape, companies strive to deliver exceptional experiences to attendees amidst the mix of in-person, remote, and hybrid events. To succeed in this dynamic environment, organizations must leverage the power of mobile event apps and meet the unique requirements of each event format.”
Mobile event apps have emerged as essential tools for enhancing engagement, interactivity, and convenience. Companies offering feature-rich and user-friendly apps differentiate themselves by providing attendees with seamless and personalized event experiences. These apps serve as centralized hubs for event information, schedules, speaker bios, networking opportunities, and interactive features like live polling and Q&A sessions.
By leveraging mobile event apps, companies cater to the preferences and needs of both in-person and remote attendees, enabling active participation regardless of physical location.
“In the current event landscape, where hybrid events gain prominence, adapting offerings for a cohesive and inclusive experience is crucial,” he remarks.
Integrating technology solutions that connect in-person and remote participants is essential. Companies successfully bridging this gap by offering virtual networking, live-streaming, and interactive features foster engagement regardless of physical presence, setting themselves apart.
Additionally, prioritizing user experience and investing in intuitive, visually appealing interfaces leaves a lasting impression. Attendees value simplicity and ease of use, so providing intuitive interfaces and seamless navigation creates positive experiences that differentiate companies.
In summary, companies aiming to stand out in the event tech landscape embrace mobile event apps as powerful engagement tools.
“Addressing the demands of in-person, remote, and hybrid events enables the delivery of exceptional experiences tailored to attendees’ preferences,” Brandon emphasizes. “Investing in user-friendly interfaces and seamless integrations further differentiates companies, solidifying their position as leaders in the evolving event tech industry.”
The next frontier in event technologies
“The event landscape is on the cusp of a significant transformation in the next 5-10 years,” Brandon suggests, “and 3 emerging technologies come to mind: AI, facial recognition, and beacons. These innovations hold immense potential to revolutionize the way events are organized and experienced, bringing about unprecedented levels of personalization and convenience.”
AI
AI, in particular, stands to hyper-personalize events and event journeys, resulting in enhanced customer experiences. With AI-powered tools like ChatGPT, event organizers can create tailored experiences for attendees by analyzing vast amounts of data to understand their preferences and behaviors. This allows for customized recommendations, targeted marketing efforts, and real-time personal assistance during the event. Additionally, AI tools can streamline operational tasks, such as generating speaker bios or automating customer support, freeing up valuable time for event teams to focus on other critical aspects.
Facial recognition
Facial recognition technology has the potential to streamline the registration process and capture real-time audience sentiment. By implementing facial recognition systems, event organizers can eliminate the need for physical tickets or badges, allowing attendees to seamlessly check-in using biometric identification. Furthermore, facial recognition can provide valuable insights into the audience’s reactions, emotions, and engagement levels, enabling event organizers to adjust their approach and address the attendees’ needs promptly.
Beacons
Beacons, another emerging technology, offer exciting opportunities for personalized experiences and targeted sponsorships. Beacon technology can identify attendees’ locations and preferences, allowing event organizers to serve up relevant content, including personalized sponsorship ads and recommendations for booths or activities of interest. Additionally, beacons can facilitate networking by identifying individuals in a specific area and suggesting potential connections or nearby activities that align with their interests.
As these technologies continue to advance and become more accessible, the event industry is poised for a significant transformation. The integration of AI, facial recognition, and beacons will enable event organizers to create unforgettable experiences, tailor offerings to individual attendees, and optimize operational efficiency. The future of events holds immense promise, with technology at its core, and the next 5-10 years will undoubtedly witness the event landscape evolving into a more immersive and personalized space.
Conclusion
“It’s an exciting time to be in events as the future of events technology holds immense potential to revolutionize the industry and deliver better experiences for attendees while offering companies opportunities to expand their reach and track ROI,” Brandon concludes.
With advancements in virtual, hybrid, and in-person event formats, coupled with emerging technologies like AI, facial recognition, and beacons, attendees can expect more personalized and immersive experiences tailored to their preferences. These technologies enable event organizers to reach larger audiences, both in-person and remotely, and gather valuable data to measure the success of their events. By leveraging these innovations, companies can enhance engagement, drive meaningful interactions, and gain actionable insights to optimize their strategies, ultimately creating more impactful and successful events. The future of events technology promises a win-win scenario, benefiting both attendees and companies alike.
Download the white paper to get the full insights.