Prevue November-December 2017 - 18

talkindustry

Staying Ahead of the Curve
Technology companies redefine the leading edge

T

echnology companies are typically
the early adopters when it comes to
meetings tech-apps to virtual reality.
Prevue asked planners about the latest
trends they are seeing at tech meetings.

ROI Measurement
At Siemens, there's a digital transformation
underway with a major focus on the ROI of
everything from mobile apps to audience
response systems. "We're measuring the
success of using these tools via electronic
post-event surveys to identify their impact,
including cost savings, brand surveys and
social media impact," says Christine Becker
Anderson, CMP and event manager.

Last-Minute Decisions
Katrina Ruff, CMP and SVP of business
development at Forums Meetings and
Events, is finding that tech company
executives are younger each year. "They
have a median age of what seems like 30!
What makes this difficult is the fact that they
would rather text or e-mail than get on an
old-fashioned phone call." Ruff is willing to
travel at her own expense to meet face-toface anywhere in the world with her clients,
"but this means nothing to millennials, as
their preferred meeting style is not around

Tech continues to be a catalyst in the evolution of meetings

the table." As an independent planner, that
has made her job more challenging. "It's
hard to get commitments in a timely fashion.
Many event management decisions are left
for the last minute. It seems to be their way
of doing business."

Goodbye Dress Code
Many tech companies and offices have
done away with dress codes-and that
includes at meetings. "Jeans, tennis shoes
and baseball caps seem to be the attire of
the new executive," says Ruff. "We used to

The 3 Hottest Event Technologies for 2018
Event tech expert Corbin Ball predicts next year's trends:
wayfairing: Google Indoor Maps is already available in thousands of
1 Event
buildings, and much better positioning accuracy (as close as 6 ft) is available
using beacon technology. Now, augmented reality will allow a composite view right on
attendees' phone cameras.

2

Chatbots: These computer programs conduct conversations via auditory or
text methods. With the help of AI, chatbots will become increasingly accurate in
determining the sense and context of voice messages and responding in a human-like way.
meeting space booking: Just as Airbnb has changed the landscape for
3 Direct
lodging, there are a number of similarly designed sites for renting space for small
meetings, often in non-traditional venues. Among them: Peerspace, Spacer, EventUp,
Spacebase and eVenues.

18 | prevuemeetings.com

be able to spot our clients by their wellplaced ties and leather briefcases. You can't
tell who's who any more."

Rise of Virtual Reality (VR)
The American Express 2018 "Global
Meetings Forecast" predicts the continuing
evolution of mobile apps and hybrid
meeting solutions, as well as the rise of
newer technologies such as VR and artificial
intelligence (AI). VR is used on the show
floor at tech expos and trade shows to
engage visitors to the booth, says Issa
Jouaneh, VP and general manager of
American Express Meetings & Events.
"Today's attendees are eager to deploy
technologies that facilitate their personal
event attendance goals," whether that
means networking, entertainment or
engaging with content.

High Expectations
Tech guru Corbin Ball of Corbin Ball & Co.
points to Saleforce Dreamforce, Cisco Live,
C2 Montreal and SXSW as some of the
most innovative large-scale tech gatherings,
from which the meetings industry gets
many of its innovative ideas. "Their techsavvy attendees understand and expect
the proper, frictionless use of technology
throughout the event."-Barbara Scofidio
http://www.prevuemeetings.com
Table of Contents for the Digital Edition of Prevue November-December 2017
