Event engagement is one of the most important metrics to track for measuring event success. Everything from sales and leads to networking depends on how well the visitors engage with the event and your brand. However, it is common to see many event organisers and hosts disproportionately favouring brand promotion over engagement. While brand promotion too has its place in an event, without engagement, it is all futile effort.
In this blog, we will explain what event engagement means and why it is key to a successful event. We will also explain how you can automate event engagement using event technologies.
A] What Does Event Engagement Mean?
Event engagement refers to any interaction, conversation, participation, or connection that the attendee has during the event with your brand. This includes a wide range of activities such as having a conversation about the brand, clicking a photo with brand imagery, social media activity, Q&A sessions, networking, gamification, and live polls. Event engagement, in essence, is the ability of the host to captivate the attendee and hold their attention.
Event engagement should be active participation and not passive to ensure it converts to potential leads. Active participation means the attendee is actively involved in the process, i.e., they are asking and answering questions, taking initiative, etc. On the other hand, passive participation is just observation or consumption of information, which usually does not convert into leads.
Also Read: How to Design Interactive Zones for Events of Any Size?
B] Why is Event Engagement Key to a Successful Event?
1. Enhances Attendee Experience
Active event engagement allows the visitors to feel like they too are a part of the show. Attendees remember the event more vividly if they are actively participating instead of being passive onlookers. People feel valued when they are included in conversations, games, and activities. You can do this by improving event entertainment and experience through tech solutions.
2. Boosts Brand Recall and Loyalty
An engaging event leaves a lasting impression on the attendees. When people are having meaningful conversations and having fun, they are more likely to remember the event and your brand. This translates to better brand recall and loyalty. This is essential for long-term brand growth and maximising ROI.
3. Drives Real-Time Feedback
Live engagement tools like polls, emoji reactions, and surveys can help organisers get feedback on their brand, products, services, and more. Stakeholders can discuss this feedback and their potential solutions with customers live. Real-time discussion on the visitors’ feedback and their solution makes them feel valued.
4. Increases Social Media Reach
An engaged audience is more likely to share their experience, event photos, and videos on their social media. Brands can capitalise on this by encouraging audiences to tag the brand or the event using official hashtags. Such user-generated content is one of the best marketing tools out there, as it offers free word-of-mouth promotion.
5. Improves Learning and Retention
Whether it is a business seminar or corporate training session, an engaged audience will be able to learn more effectively and retain better. Using modern technologies like AR, VR, and AI enhances this experience, allowing visitors to be active participants instead of passive onlookers. This deeper learning pushes visitors towards your event’s goals.
6. Encourages Networking and Community Building
Business events and trade shows are an excellent opportunity to build your network, form a strong community of like-minded people, and build partnerships. But this could only happen when other participants are actively learning about your brand and its positives. Event engagement efforts like open floors and discussion forums facilitate this.
7. Maximises ROI for Sponsors and Exhibitors
Better brand engagement and brand recall translate to better visitor experience. This directly leads to higher ROI for the sponsors as well as the exhibitors. Engaged audiences are more likely to become potential clients, buy your products and services, and recommend your brand to others.
8. Creates Post-Event Momentum
If your audience is engaged and having fun at the event, it is very likely that they will keep the hype alive even after the event has ended. The audiences may post reviews, photos, testimonials, and their opinions on various online platforms to show their love and appreciation for the event. This organic buzz generates momentum for your brand, builds anticipation for future events, and keeps your message alive beyond the closing remarks.
9. Drives Meaningful Data and Analytics
Business events and trade shows are one of the best places for gathering data. Each point of engagement, including games and photo booths provides valuable data. In a time where data-driven business planning is a norm, this is invaluable.
10. Sets You Apart in a Crowded Market
The primary measure of event success is how much your brand can stand out and leave an impression. Immersive engagement is one of the best ways to stand apart from your competitors. Several new technologies like AI, AR, and VR are helping brands do exactly just that.
C] Key Technologies Improving Event Engagement?
- Gamification: VR games and interactive challenges add a playful, competitive layer to events. From digital scavenger hunts to immersive leaderboards, gamification boosts participation, making learning and networking more fun and memorable.
- Support and Accessibility: Event robots and AI-powered help desks offer instant assistance, directions and accessibility support. These smart technologies ensure all attendees feel included and can navigate the event space comfortably and confidently.
- Brand Activation: A dedicated on-ground brand activation grabs the attention of attendees towards your brand’s messages and values. Such activation is a hotspot for building connections, gathering data, and finding potential leads.
- AI-assisted Personalisation: AI sketchbots and AI photo booths create a tailored experience for visitors by creating personalised souvenirs. These experiences encourage social sharing and deepen the audience’s emotional connection with your brand.
Conclusion
Maximising event engagement is essential for enhancing attendee experiences, driving meaningful data, and maximising ROI. Smart technologies like VR games, AI personalisation, and interactive activations are making event engagement easier and more impactful than ever. A well-engaged audience doesn’t just attend your event; they become part of it.
If you are looking for ways to enhance your event engagement and push towards active participation, contact us today. 360 BrightMedia has been helping events do just this through advanced event tech solutions.