How The Beacon App Can Help In Event Branding? Since the launch of iBeacons at Appleâ€™s WWDC back in 2013, beacons have been catching the interest of event gurus across the globe. It is a know fact that event planners have already started incorporating beacons in their apps to offer more contextualised experiences to attendees and sponsors. However, what does the beacon technology mean for event marketers.
The beacons have already driven $4 billion worth of sales in 2015. In fact, this technology has generated considerably more revenue in 2016. According to Business Insider, more retailers will use it in the near future. ABI Research predicts that in addition to retailers, festivals, sporting events and entertainment venues will also start using beacons increasingly. To know how this innovative technology can be used to boost event marketing and branding, take a look at the following points. Streamlining event logistics As said earlier, beacons are directly incorporated in the mobile app for events. Using brand colors, customised themes and appropriate logos in the app can be great ways to build interest months prior to the event and to create a seamless experience for loyal attendees both online and offline. For example- the organisers of SXSW set up beacons around the registration area and the Austin Convention center. Those who had already downloaded the SXSW app, then received location-relevant notifications, like Registration QuickCodes. SXSW
is a great example of how beacons can help to streamline event logistics, help event organisers with crowd control and improve customer service by providing users with information quickly. Sponsored Push Notifications Speaking of sending notifications, there are multiple that organisers may need to send to attendees throughout the span of the event. At SXSW festival sessions, attendees were sent welcome messages the minute they set foot inside the venue. They also received thank you messages upon completion of the event. Beacons can also be used for sending attendees start-time reminders for the activities and sessions they are most interested in. Special offers from exhibitors/ vendors that are closest to the attendee’s current location and last minute event updates can also be sent to the attendee’s phone directly. Using beacons to send notifications to attendees will not only allow the organiser to add a little human touch to a vastly automated system but also to ensure that no opportunity for engagement is missed at the venue. Promoting event participation SXSW’s welcome message wasn’t just a welcome message. It contained invitations to join in-app discussions. As said earlier, based on the user’s location, the beacon-integrated app can notify them of any poll, speaker session, scavenger hunt (as part of gamification) going on in their vicinity, which in turn can help to increase engagement immensely. Through a beacon-backed scavenger hunt, attendees can be encouraged to explore certain key areas of the show. The first three contestants to complete the hunt can be rewarded heftily. A limited number of prizes can be rewarded to others who complete the hunt throughout the span of the entire event. Today, location-based gamification plays a vital role in creating positive brand awareness while boosting visitor engagement. The beacon-powered games can be leveraged to encourage attendees to explore less popular areas of an event. Organizers can also reward with points or goodie bags for other valuable contributions like filling up a feedback questionnaire. With the new Bluetooth 4.1 technology installed on most smart devices, possibilities on how participants can connect with each other keep expanding. It can be said that beacon apps are enabling brands to brighten up the traditional event experience. Beacon technology is very well on its way towards becoming an integral part of any brand’s digital marketing strategy, especially at events. Now is the time for event marketers to think how they can get ahead of the curve and attain a whole new level of event branding.
Published on Feb 16, 2017
Since the launch of iBeacons at Apple’s WWDC back in 2013, beacons have been catching the interest of event gurus across the globe. It is a...