by Danielle PucetaTailoring Technology

For optimum engagement, let event goals and audience inform your choice of digital solutions By Danielle Puceta

Today’s attendees have high expectations. They crave connection, inspiration, learning and the sense of community that’s truly unique to a live experience — and those desires don’t stop at the show floor.

Instead of a single instance, the event experience is a cyclical journey that carries attendees through one event and engages them until the next. And it’s our job to craft the kind of meaningful moments that entice them to slow down, stop, and truly engage along that journey.

It’s vital to know not just who your attendees are and what they need, but also where they stand when it comes to digital adoption. Being armed with this information helps you select the right technology and craft your message accordingly.

But finding those moments can be hard. You often have only a brief opportunity to grab attention, whether that’s in an email, at an onsite experience or on social media. So what can get attendees to slow down and join in?

As you combine digital solutions with your broader strategy, it’s critical to tie everything back to your overall marketing and event goals. When you look at digital solutions through this lens, it’s easier to ensure the technology works for you: It isn’t something you do on the side, but rather helps evolve your event and engage your audience in more personal and creative ways.

TECHNOLOGY WITH A PURPOSE Using technology for technology’s sake won’t get you the engagement you seek. Instead, choose tech that works alongside your existing event strategy. This smarter approach helps achieve objectives while also enriching the attendee experience. A few things to consider: • Remember to ask why. This essential question often gets overlooked. Tying your purpose to your business and marketing goals helps narrow the focus and determine the best tech for the job. • Understand the impact. Think through what you really want to accomplish, and let the connection to your goals help make the business case. Also, consider what you’ll learn from the data and how those insights can be applied. • Make it meaningful. It’s not about the latest tech, it’s about what connects with your audience. Make sure the takeaway message stays true to your goals and helps create memorable moments. For example, a product expo client of Freeman sought to elevate the onsite attendee experience and connect them closer to the brand through a virtual reality game. Multiple sponsors branded various parts of the game, and attendees received a digital takeaway that they could share on social media to extend the reach of the event.

KNOW YOUR AUDIENCE Technology is not a one-size-fits-all solution. Your audience segments are likely to be diverse, with multiple generations represented.

That’s why it’s vital to know not just who your attendees are and what they need, but also where they stand when it comes to digital adoption. Being armed with this information helps you select the right technology and craft your message accordingly.

Finding solutions that meet your attendees where they are — and not where you wish they were — will determine the right strategic approach and net the best results.

THINK HOLISTICALLY For engagement that truly extends the experience, use technology to create a path that engages attendees from registration to follow-up, all the way to the next event. At each stage, different solutions can be used to engage attendees more deeply.

For example, you could use an AI-driven chatbot experience to answer attendee questions and generate new curiosity about the event. One B2B trade show client of Freeman used a custom chatbot to engage pre-event and onsite, answering FAQs to free up time for staff to focus on other tasks. The chatbot answered more than 7,000 questions with a 90 percent success rate and generated

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