In today’s technology-enhanced world, meeting attendees not only appreciate, but expect to have easy solutions for attending events. After all, many of us run our offices, finances and social lives from our tablet or phone – so the notion of filling out a registration form and submitting via email, snail mail or fax seems archaic. However, there are many misconceptions surrounding the use of such technology. Following is an overview of many common misconceptions and how to successfully employ technology in a manner that improves the attendee experience.
Misconception 1: I’ll be replaced by the technology
Technology enables you to automate some of the processes that are time-consuming, which allows planners to engage with their clients in a more strategic manner. You will not be replaced; rather, you will shine as a team member who works efficiently and smart. Further, many of the processes that become automated are those that lend themselves to human error. For example, required submission of email addresses on a registration form reduces the need for administrators to have to follow up with registrants to get a missing address. The time saved allows for more strategic engagement with attendees. With the use of application programming interfaces (APIs), transferring of travel and hotel data reduces the amount of time spent proofing manifests and room blocks. Again, these cumbersome tasks are reduced dramatically, allowing for planners to spend their time working on meeting the goals of the conference.
Misconception 2: I can get all the info I need from my existing spreadsheet
Many meeting planners still depend on spreadsheets and email to work their magic. However, they are missing a huge opportunity to not just report the data, rather, really mine the data. Instead of manipulating the data to get the information you need, with the right tools, you can manage the data that you likely would love to have at your fingertips.
For example, by employing the right technology, a planner can report to executives and managers the data that will help them make last minute decisions, leverage their spend for the future. Did a particular link get a lot of traction from a recent e-blast, resulting in registration for a session? Should you add another time slot for that particular topic? Or is a particular event lagging behind others at this point? Analyzing this data, not merely reviewing your total registration numbers, allows you to maximize dollars spent as well as the attendee experience. Such information also enables you to be more strategic with your transportation, venue and housing planning efforts, as well as negotiations.
Misconception 3: My meeting is too small to justify the expense of an online registration system
With today’s technology, there is no such thing as a meeting too small to benefit from the use of technology. Further, deployment time of the technology is a lot faster and simpler than it used to be. With online training and cloud-based products, installation and ramp-up is typically straightforward and painless.
Misconception 4: Online registration systems are dangerous. What if the Internet crashes or gets hacked?
No different than having a back-up plan for your existing system, it is key to have a back-up plan for your technology. Most programs these days have multiple back-up procedures in place, but it is still a good idea to periodically print out a copy of your data.
In addition, most technology companies that house vulnerable information take extra precautions to make sure their systems are secured. The best secured systems have been certified PCI Service Provider Level 1 (which means it adheres to a set of requirements designed to ensure the information they process and/or store is maintained in a secure environment). If you evaluate solution providers on their ability to meet the latest developments in e-commerce security, you’ll minimize the risk of issues. Ask your vendor for a PCI certificate of completion on their PCI data security assessment.
Misconception 5: I heard that systems don’t talk to each other, so I’ll end up coordinating multiple technologies. And, I am not a computer expert
While this was the case for many years, programmers have listened to users and are now designing software that talks to other software. For example, there are now lead retrieval and registration programs that talk to each other. These programs are more intuitive today, allowing operators to easily collect and analyze information with a click of a mouse.
Misconception 6: Our attendees aren’t really interested in all this technology
While technology should not be employed simply for the "wow" factor, all attendees appreciate a better experience. However, many companies have learned the hard way that launching a technology, such as mobile apps, without first knowing what their audience needs or wants, doesn’t provide a return, just an initial flash. It is key that technology is employed in a manner that doesn’t just impress, rather, assists the attendee in doing their job, learning a certain topic or making the right connections. For example, don’t just provide tablets to your sales force thinking they will know how to access all the information needed for the conference. Instead, pre-load them with all the tools and resources they will need to be successful, not only during the two day event, but throughout the next year. Pre-load them with content and links, as well as the ability for automatic updates.
While it is fun to be on the cutting-edge of technology implementation, be sure to outline clearly what you are trying to accomplish with its employment. For example, there is new badge scanning software that allows you to "bump" two badges together, and by doing so, transfer the contact information from attendee to attendee or attendee to exhibitor/sponsor. There also are several mobile apps, QR scanners, etc., enable you to download or use as a plug-in for a smart phone with the intent of contact information transfer as well. However, while a fantastic device, be sure you’ve thought through areas of confidentiality and security before implementing such a tool.
Misconception 7: Social media is a waste of time related to my meeting
Like any other marketing tool or technology, for it to work, you must outline your goals and how you’ll measure success, or you’ll end up feeling like time and effort was wasted. In the case of social media, the use of platforms that encourage interaction, such as a Twitter hashtags, can be very effective, but you must outline your objectives. Too often, a conference hashtag will simply be announced at the beginning of the event and that is the end of the involvement. However, much success can be gained by hosting contests using the platform, and listening and responding to attendees’ questions. Also, it is a great way to engage exhibitors or speakers in the conversation. The great thing about social media is that it allows for other individuals to experience the event or conference without having to be there. As they follow the conversations via social media platforms, they can also gain valuable insights and information. What great (and free) public relations for your event!
By taking these misconceptions into consideration, you’ll be able to successfully implement the right technology for your next conference or event.
Brad Neuman is the Director of Attend-eSource® Technologies, a web-based solution that includes elements such as online registration and custom-built event websites. Neuman and his team build more than 600 custom conference and meeting websites annually. He has been in the registration and housing technology business for more than 16 years. For more information, or a strategic analysis of your current conference or event technology, contact Brad Neuman at bneuman@metroconnections.com.
