During one the tutorial discussion with Daniel, i gather some interesting point of the discussion and refine my proposal and start go into some specific area that are connected to my topic. I start searching about event technology. That lead me the a awards event website call Event TECH. This year is the 4th time the event being organize, and the event is a celebration and selecting the best event technology company during the year. Event technology is basically, a company that provide high tech technology to enhance the experience in an event.
While scanning through the news and sharing i was able to get a link to this article in http://www.marketingwerks.com/ which discuss about How to Enhance the Consumer-Brand Interaction. In this article it highlighted 5 important areas. In the 5 areas, i found these 4 area is relevant to my topic about the experience and technology.
1) Foster higher engagements with emotional connections
Consumers are constantly on the lookout for brand gimmicks and tricks. They are less inclined to actively participate both onsite and digitally if they sense their consumer ROI isn’t there. It’s our job to create an experience that’s worthy of their engagement and then, once we have their attention, keep the conversation going.
Personalization is one way to evoke an emotional response from consumers. Coca-Cola, for the first time in a decade, saw an increase in sales thanks to their ‘Share a Coke’ campaign. If we look at how this translates to a branded experience, and more specifically to a photo or video interactive, we can help increase the ‘shareability’ and longevity of content.
Understand the right emotional for an event and the emotion that the campaign need. The designer is able to use the technology to create the 'emotion' response for the customer which able to get attention, help create better experience and lastly able to let the user remember and talk about.
2) What came first, the experience or the tech
Often when tasked with creating a unique, engaging brand experience for clients, the newest technology and brightest bells and whistles take center stage. However, taking a step back and understanding the ask, and further, the behavior characteristics of participating consumers, one can zero in on the right technology.
By asking questions such as, “What are we looking to deliver to consumers, and what are we asking for in return?”, we’re able to quickly understand the technology needed to fit our needs.
Successful brand activations are the product of the experience taking center stage and the technologies involved become the tools to further achieve brand objectives.
I do agree on this section, which is able to be argue and create a fun topic. But from a event management and designer perspective, experience and tech which come first is kind of important. Olympic opening ceremony is able to give some very good example. For example, people that attend or watch London Olympics opening ceremony, sure will be happy about 4 year one experience they have and base on the performance and also the narrative behind the performance they able to experience the event better. As point one had shown, with all the unique and engaging technology is able to enhance the experience better.
3) Digital innovation: a cohesive approach to the consumer experience
Digital innovation isn’t just about the newest technology; it comes when digital extensions come together to enhance the overall consumer experience and continue the brand conversation.
By being tactful in where and when to add a digital touch point we can control and increase the level of engagement. From a social perspective, a well-placed interaction can help drive impressions during and after the event.
Brands and marketers that find unique ways to bring the digital and physical experience together can create lasting connections with consumers. And more importantly, continue the conversation.
Is not about how cool or good the technology that you had, is how the way the you use the technology to enhance the experience. China and London had used LEDs light in the performance, but the interaction, technical and set up is different and both are able to provide incredible experience to the viewers/audience.
4) What is valued, shareable content?
The golden egg everyone’s always searching for is consumer-generated, brand-focused content. This type of content is highly shareable, and often, most trusted by consumers’ network of friends. So how do we provide the opportunity for content of this nature to be created?
In this year’s Keynote address, the authors of The Viral Video Manifesto, defined what about that content makes it shareable. Take the raw, unfiltered experience and show consumer reactions. The real human reaction, along with an experience that doesn’t seem forced or faked, drives the highest views and in turn, the most shares.
Looking at brand-created content, consider taking the same principles with a twist to show a new perspective. Capture ‘behind the scenes’ or b-roll footage during set up, break down, or unexpected times throughout an event. The most impactful footage allows unplanned moments to become shareable moments for the brand. Impactful content should humanize the brand, making consumers relate to the experience, which in turn helps to organically maximize the exposure.
The most impactful and valuable content and meaningful narrative is able to become a shareable content, which in turn helps to organically maximize the exposure.
5) Integrating social platforms for higher engagement
4) What is valued, shareable content?
The golden egg everyone’s always searching for is consumer-generated, brand-focused content. This type of content is highly shareable, and often, most trusted by consumers’ network of friends. So how do we provide the opportunity for content of this nature to be created?
In this year’s Keynote address, the authors of The Viral Video Manifesto, defined what about that content makes it shareable. Take the raw, unfiltered experience and show consumer reactions. The real human reaction, along with an experience that doesn’t seem forced or faked, drives the highest views and in turn, the most shares.
Looking at brand-created content, consider taking the same principles with a twist to show a new perspective. Capture ‘behind the scenes’ or b-roll footage during set up, break down, or unexpected times throughout an event. The most impactful footage allows unplanned moments to become shareable moments for the brand. Impactful content should humanize the brand, making consumers relate to the experience, which in turn helps to organically maximize the exposure.
The most impactful and valuable content and meaningful narrative is able to become a shareable content, which in turn helps to organically maximize the exposure.
5) Integrating social platforms for higher engagement
When it comes to events and experiential activations, brands and marketers constantly strive for higher and higher social engagement. Understanding how to prepare for an event, plan for social interactive, and create a seamless engagement platform onsite is key to making the most out of live activations.
Successfully integrating social requires a buy-in from the consumer and a platform allowing frictionless posting the moment of content creation. Lose the email and give consumers an opportunity to share immediately.
Social networking is the tool to share the experience and also allow the viewers to post the truth moment that they had experience. When sharing is easily and faster, it is able help to share the value info(point4) and create publicity and also allow more people to come join the event and had the great experience.
By: Daniel Crowe, Senior Account Coordinator, Client Services
Marketing Werks, (2014). From Event Tech 2014: How to Enhance the Consumer-Brand Interaction. [online] Available at: http://www.marketingwerks.com/learning/thinking/from-event-tech-2014-how-to-enhance-the-consumer-brand-interaction/ [Accessed 8 Dec. 2014].
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