@MPIGNY- Summer 2013 - (Page 8)

#feature REVOLUTIONIZED BY TECHNOLOGY BY JULIE MALLIN, EVENT PAD T echnology is constantly changing the way people conduct business. Typewriters, overhead projectors, pagers and fax machines are passé; laptops and tablets are ubiquitous in our modern business world. Interestingly, while the business landscape has dramatically evolved, a fundamental way we do business is the same – face-to-face interactions remain the preferable and most successful way to conduct meetings and network with peers. What is different, however, is the level of engagement, interactivity and measurement now achieved in meetings through the use of tablet-based technology. According to PhoCusWright market research, it’s predicted that 10 billion mobile internet devices will be used globally by 2016, so it’s no wonder that people are increasingly looking at their applications within business meetings. Meeting planners have always had the goal of showing a true return on investment from their corporate meetings and events, but only now, with the use of this form of meeting technology, has this been realized. Tablets facilitate the gathering of robust data, which companies use to shape their strategies and provide new spectrums of opportunity to meeting sponsors. Tablets allow meeting organizers to receive realtime and post-event information about attendee behavior: areas they visit vs. ignore, length of time on each page, where they have questions, their feedback on speakers and topics, etc. Furthermore, research shows that a high level of participant engagement during meetings also maximizes return on investment. In their book “The Experience Economy: Work is Theater & Every 8 @MPIGNY SUMMER 2013 Business a Stage,” authors B. Joseph Pine II and James H. Gilmore suggest that businesses are able to boost sales by simply creating engaging experiences for customers. Their premise is that the postindustrial economy has evolved beyond delivering commodities and services and is now poised to deliver experiences. As a result, we now live in an “experience economy.” It comes as no surprise that meeting organizers are therefore actively looking at ways to “deliver compelling programming and education in new, more experiential ways and the emergence of tablet-based driven events has begun.” Nothing proves this concept quite like a real-life case study. One of the earliest adopters of using the iPad in the corporate world was the Hilton Corporation, explained an article in Corporate Meetings & Incentives Magazine. The question posed by John Weiss, then vice president of guest services, encapsulates the issues corporate event organizers are facing. He asked of their event: “How can we drive home that we are innovative, and that we are different? Not just innovative in a flashy way, but innovative in a way that brings real, tangible value to the people who do business with us?” Hilton gave out iPads to 2,000 of its global brand owners who attended the conference. These iPads were preloaded with two custom-built apps: a meeting guide and a virtual concierge system. The concierge app featured a wide variety of information, such as room-service and spa menus, transportation, local area guides, maps and valet-parking options. The meeting guide app gave attendees the meeting schedule, a personal agenda-builder (with pop-up reminders for breakouts), property maps to comply with regulations, speaker bios, an attendee roster, instant messaging, downloadable documents, menu and restaurant information, feedback and satisfaction surveys, and relevant presentation photos and videos. The feedback obtained post-event unanimously demonstrated that the use of the iPads enriched the attendees’ experience, and Hilton benefitted strategically from its iPad investment. Some of the cost was offset by their business partners, who relayed information on the services to the attendees via the iPads. Hilton also saved money through lower paper and printing costs. Lastly, they managed to extend the customer lifecycle by creating an app with a link to their intranet. That way, attendees were able to communicate and stay connected after the event. There’s no doubt that technology has revolutionized the meeting industry. Tablets are ensuring that meeting engagement and audience interaction is maximized and provides powerful and game-changing analytics both during and after the event. It extends the customer lifecycle and results in a greater return on investment. The “experience economy” is now upon us, and the relationship between business meetings and tablets will only strengthen. Those who benefit the most are those who embrace this sooner rather than later. @ Working throughout the world and with offices in New York, London, Manchester and Dusseldorf, Event Pad partners with the world’s leading brands to provide an end-to-end interactive event solution that unites hosts with their audience. New York contact is Julie Mallin: julie.mallin@eventpad.com or 646-393-4723, ext. 303. http://www.naylornetwork.com/mny-nxt/

Table of Contents for the Digital Edition of @MPIGNY- Summer 2013

President's Message
Happenings
10 Powerful iPad Strategies for Meetings & Events
Revolutionized By Technology
Spotify At Events
Introducing The 2013-2014 MPIGNY Board of Directors
2013 MPIGNY Genie Awards
Member Spotlight
Destination New Jersey
The Summit
New Members
Can You Spot Yourself?

@MPIGNY- Summer 2013

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