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Leslie Robertson, CEO, Open Audience, says technology should compliment event experiences, and not overshadow them.
In the fast-evolving landscape of event delivery, it’s easy to be dazzled by the latest innovations. But amidst this tech euphoria, it’s pivotal to remember: technology serves as a means, not an end.
Starting with the ‘why’
Being at the helm of an audience engagement consultancy, I’ve seen both successes and missteps in event tech integration. The most successful events invariably start with a clear purpose. Why is this event being held? Who are we catering to? What experience do we aim to offer? Understanding the ‘why’ provides a compass, guiding the myriad decisions involved in event planning.
The tech dilemma
The decision of which tech to employ then becomes an extension of these foundational questions. While generative AI can transform content delivery, making it adaptive and personalised, or augmented reality can create immersive environments, they need to align with the event’s core objectives. A disjointed tech strategy often leads to underwhelming experiences.
The allure of the latest tool can sometimes overshadow the event’s core objectives. Starting with tech can be a slippery slope, leading to events that are high on flash but low on substance. Instead, view technology as an enhancer, a tool to realize your vision.
Three things to consider
- Purpose-driven technology: It’s easy to get swayed by flashy demos and impressive specs. But does the technology serve your event’s primary objectives? Choose tools that align with your purpose and enhance attendee engagement.
- User experience (UX): The technology should be intuitive. A steep learning curve can deter attendees, making them less likely to engage. Prioritize user-friendliness and ensure that the tech serves to augment, not hinder, the attendee experience.
- Scalability and flexibility: Event dynamics can change. Whether it’s a surge in virtual attendees or a last-minute content update, the technology you choose should be able to adapt. Prioritise platforms that offer scalability and can accommodate unforeseen changes.
As we enter this new technological era, it’s essential to hold onto the basics. Understand your event’s raison d’être, ensure technology serves this purpose, and always aim for experiences that resonate.
In our quest to enhance events, let’s employ technology judiciously, ensuring it complements and amplifies human experiences rather than overshadowing them.
