Debugging the Delegate Experience at Events
Discover our tips on improving the delegate experience at events, and turning nagging negatives into positives from live streams to live conferences.
In-person events are back with a vengeance – May 2023 marked the first time that average attendance levels rose above pre-pandemic figures. Visitors are seeing firsthand how organisers are striving to turn conferences, trade shows and more into full-on experiences to make up for lost time.
And as industry events start filling up our calendars once again, organisers must take note of those demands if they want to see any meaningful foot traffic on the day. So they’re turning to the latest in event tech, AI, VR and more to dazzle delegates.
However, we’ve noticed that the audience expectations for these events is changing. Visitors now want their trips to be a more professionally meaningful experience. There’s been a seismic shift in attitudes that’s perhaps budget-driven as well as value-driven.
Either way, attendees now want an experience with inclusivity, accessibility and sustainability at its core (and rightly so). That means more to them than any amount of flashy tech.
With these advancements and numerous other tech-enabled activities, there should be no reason for attendees not to feel like they benefit. However, the recent drive for all of this change sometimes comes at a cost. Overlooking the basics of what underpins a great event and ticks delegates’ boxes at an event can sometimes leave the whole experience feeling somewhat lacking. Have we gone tech blind?
The roots of a successful delegate experience
Any event is underpinned by the success of its communications. Pre- and post-event comms (as well as those made during the event itself) are vital in hooking interest from visitors.
Requirements like pre-registration and onsite check-in need to be made as painless as possible, or you risk driving away solid prospects.
It starts from the very moment a prospective delegate starts to gather information about the event. The website, social media and registration form should provide as much information as possible on everything from the benefits of attending, venue location and parking, through the directions for travel, to guidance for sign-in, and what to expect at the event itself.
The exchange of information should be simple, too. How many of us have started a registration form for an event, only to give up on page six of 15 because the process is taking too long or because the ‘mandatory’ information they ask for is too personal or just not necessary?
And how many of us have, in the past, received events comms that are
A) contradictory to what you’ve heard before, or
B) just plain irrelevant?
And this is even before we get to the event itself. Pre-registration and onsite check-in should link together and provide a frictionless process. Whether you’re exhibiting or visiting, the last thing you need in your busy schedule is a long wait to check in – valuable time lost to queuing for your badge or setting up late.
These time-consuming actions can end up driving away prospective attendees, customers and sponsors.
Tools of the trade show
There are tools out there to help facilitate smoother running of events experiences. So let’s not get hung up on the next ground-breaking bit of tech being showcased at an event, without first considering the tech that can help us get in to see it more easily.
Pre-event management platform integration
From the first registration form to the last booking confirmation, there’s no longer any need for event processes to be siloed. Some event management software now runs end to end, offering a frictionless experience for delegates who want a hassle-free way to book onto events and make the most of their visit.
Secure handling of delegate data means no spam emails or other intrusions ahead of the event, and a hassle-free check-in experience upon arrival, as all the information a member of staff needs can be accessed at a glance.
Faster lead capture scanning
Let attendees speed up the process of information exchange by using QR codes or NFC tech to scan in information from leads stored on their visitor badges. It saves them standing there filling in forms or having them leave their personal details on a business card that might be visible to all – not very GDPR-friendly.
Registering a virtual presence
Give visitors other options for registering interest than physically being at a booth – for example, an interactive portal for the event that allows them to virtually hand over some details for later contact. This can be great for generating more leads from the people who were too pushed for time to stop by, or perhaps couldn’t actually make the event due to illness or other logistical hold-ups.
With event attendances back to pre-pandemic levels, the opportunity is there for organisers to drum up new and exciting opportunities on both sides. Getting an audience focused on the event itself rather than stressing about the preamble will help them feel included and valued, which means a higher level of engagement for your brand and the next event.