- The Essential Guide to Digital Transformation
Digital Transformation in the Event Industry
16 Mar, 2020
The use of NFC is important, but it is not just the technology itself, but rather, it is the reasons for adapting to these new methods which explain why more festivals are going cashless. And one significant reason for this was actually alluded to earlier. Nobody likes waiting in a long line to get something small like a bottle of water or a sandwich. And vendors really don’t like this either.
8 Reasons Why you should Digitalize your Events
Upgrade attendee engagement
Once attendees receive their NFC badge or wristbands, there are endless ways to engage on-site. One of the most popular is NFC-enabled photo booths. By simply tapping their wristband at the photo booth, attendees can automatically email themselves their pictures. This option is especially popular as a way to collect contact information for lead generation.
You may want to give VIPs an elevated customer service experience. NFC allows you to resolve their customer service requests wherever they are on-site. Using handheld devices, your staff can look up and replace NFC wristbands as soon as VIPs have an issue.
For events with lots of last-minute sales, organizers can speed up fulfillment by assigning NFC badges and wristbands to attendees as they arrive on-site. Instead of searching for a pre-assigned badge or wristband for each attendee, staff can use a mobile app to assign NFC on the spot — eliminating chaos for staff and getting attendees inside faster.
Forget long lines at ATMs, or fans taking out their wallets time and time again. Now they can pay for food, drinks, or merchandise with a simple tap of their wrist. Attendees can add their payment information to their NFC tag before the event, making it easier than ever to buy. And because guests don’t have to carry cash or drink tickets in their pockets, they can stop worrying about loss or theft, and focus on enjoying your event.
Unlike traditional print-at-home tickets, NFC chips have a unique identifier that makes them nearly impossible to duplicate — making counterfeit tickets a thing of the past. And if attendees lose their tickets, you can help them without worrying about copies. Since the tickets are associated with individual IDs, you can instantly deactivate the lost wristband or badge and issue a new one.
NFC creates new ways for sponsors to engage your attendees in fun and interactive experiences. With NFC wristbands, attendees can enter raffles, join competitions, or “vote” in a poll, all by simply tapping their wrist or showing their badge. This also allows sponsors to gather data without being intrusive. The best news for your sponsors? It’s easier than ever for them to track traffic to their booth and measure return on investment.
NFC gives you immediate insight into how foot traffic flows through your event. For multi-day events, this means you can use NFC data from the first day to change your gate layout or add extra lanes. The data can help organizers learn where to place concession stands, toilets, and sponsor booths to eliminate bottlenecks within the event — or to figure out which area were most popular.
Get attendees inside quickly
No one enjoys waiting in lines. One of the best things about NFC is that it can seriously speed up event entrance. With NFC, attendees simply wave their wristband or badge over a sensor to get in. This also makes it easier for your security team, who no longer has to be trained to operate and interpret scanning equipment.
Inform your audience
Since ultimately it is the guest who will be utilizing the new technology, you need to pre-emptively build a communications and marketing plan to engage and inform them. Use every communication channel and touch point available (website, e-mail, social media, print, etc.) and clearly explain what it is that you’re changing, how it’s going to work and most importantly, how it’s going to benefit the end-user. Set user expectations early on so there aren’t any surprises.
Educate your team
Educate your managers, vendor Partners, and front-line staff from the beginning. Provide information packs and explain how they can get involved, how the process works, and who they can rely on as a resource during the event. Your solution partner should be able to provide training pre-event, and be available during the event to ensure a seamless experience for vendors andvisitors.
Ensure your guests are directed throughout the event site with adequate signage for designated locations (e.g. Customer Service, Wristband/Ticket Pick-Up, Cashless Top-Ups. Consider adding them to the festival map and any promotional materials distributed to guests.
Educate front-line staff
Questions will arise, so make sure that you brief all staff on how the technology works, how it benefits guests, and any eventspecific policies such as in-andout privileges for Access Control or the refund policy for Cashless Payments. During an event, all of your front-line staff will become teachers! Security personnel, vendors, customer service reps, should all be aware of the NFC technology and key benefits
Capitalize on loyality
Provide opportunities for your audience to engage with sponsors and vendors, download exclusive content and offers, purchase merchandise or get access to tickets for your next event. Why not send a personalized email with a summary of their event experience? Transactions, stage visits, social interactions. Give them a memento they’ll love.
With Cashless Payments, a great way to garner trust with guests is to offer them a balance refund at the end of an event. In fact, if your customers know that they’ll get a refund for any leftover balance, they may be encouraged to spend more during the event!
What worked well? What lessons did you learn for next year? A debrief session with your internal team and solution partner is a great way to develop key learnings to make next year’s event even better.
Why are cashless event important to consider in the digitization process?
Digital transformation is spreading rapidly and it is difficult to keep up to date of all developments. By making the digital transformation, you will save a lot of time. Why? Quite simply because today's technology has been able to effectively associate the human with the digital. Today's event management platform has been able to integrate the new features, created with the digitalization, into its operation and already offers state-of-the-art services. By trusting a platform, you avoid the worries of setting up digitalization and leave professional teams, already trained and mastering these new tools, manage for you the transition to digital.
The digital transformation in the event industry has already begun and is only accelerating. Digitizing your events is now essential if you want to be in tune with current trends. You want to get started but do not know where to start? Contact us! Our teams will be happy to help you and guide you in the right direction.
The Essential Guide to Digital Transformation
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