Ensure Your Team Is Leveraging Your Event Technology

November 15, 2018

Like all technology, helping staff learn how to use event technology and benefit from its performance features is essential to deriving a high return on that investment. Regardless of the fact that event technology is rented and used for a short term (the duration of the trade show or conference), it is still important to properly educate and train employees who will be at the event on the technology’s purpose and application.

While it is true that staff may require little if any explanation on some event technology (i.e., lighting, sound and projection equipment, computers, etc.), they should receive thorough training on more advanced technologies such as lead retrieval software, mobile event apps and interactive kiosks. The best event technology providers make it a priority to ensure that their customers understand a product’s value proposition, its performance features and how to best leverage them. It’s important to understand their role and other steps a company should take to engage its show staff on the best use of event technology.

Event Technology Technicians Are Trainers, Too

As part of their role, a rental technology provider’s field technicians also serve to educate their customers’ show staff on the use of the equipment. Rely on these tech-savvy professionals to train staff on the technology’s features and how to utilize them to support various marketing and sales goals.

Consider lead retrieval software. Staff should have a full understanding of its capability for customizing lead qualification criteria, conducting market surveys and even “scoring” leads so they can be prioritized for follow-up. Additionally, they should know of its reporting functionality and how reports can be customized and distributed in real-time or in other document formats for future access.

When it comes to digital kiosks, the training should include their ability to promote branding, convey marketing messages and information, as well as how they can be powered from multiple sources such as a local PC, a network PC or a remote content management device.

These are just two examples, but you get the picture. Today’s sophisticated event technologies offer exhibitors many outstanding performance features, but they’re of little use if the reasons for using them aren’t understood or if their features are not being leveraged.

Demonstrate the Value of Event Technology

The best way to gain full buy-in on the use of a new event technology is to demonstrate to staff how the technology is benefitting them. Often, it is the marketing and sales team members that represent their organizations at trade shows.

Marketing staff wants to bring attention to new products/services, the roll-out of a new branding campaign, etc. Sales staff is there to capture leads, network, build relationships and generate sales. If both groups understand that these technologies clearly support them in their roles, make their jobs easier and provide new and more ammunition in terms of market intelligence, real-time leads, and dynamic, eye-catching platforms to create the sizzle and wow and draw in potential customers, they are more likely to want to know how best to use the technology.

If, after a trade show, management can communicate to the company’s employees key wins from the trade show – perhaps one that resulted based on a fast response and follow-up to a lead captured at the show using lead retrieval software, or a visit to the booth by someone who was captivated by a video display and subsequently became a new strategic partner of the company’s – that really drives the message home.

Cornerstones of Event Technology Employee Engagement

In addition to thorough training on the event technology, education and a demonstration of its value, keep in mind these additional tips for leveraging event technology:

  • Be sensitive to your workforce’s different generations – from Baby Boomers to Gens X, Y and Z – and their comfort factor with technology.
  • We all know, for instance, that Millennials, our first digital natives, are very comfortable with technology and therefore may require less training than Boomers. Customize training to meet your team members’ different needs.
  • Select event technology thoughtfully with the assistance of a customer-oriented event technology provider, one committed to its customers’ full satisfaction and customized solutions.
  • Enlist your best, most enthusiastic employees to rally their colleagues and advocate as to the advantages of the event technology.

By following these simple guidelines, trade show exhibitors can embrace the market’s best event technologies and truly derive the highest return on their show investments.

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact