Was this the biggest ETL so far? Probably. This time taking place over two days at the iconic Truman Brewery in London, the best and brightest of the event industry’s tech providers got together to showcase the latest innovations that event organisers can get their hands on.
We were there as one of the tech providers, also delivering a packed talk on engaging a global fanbase. We did also notice three key themes appear throughout the course of the show.
1. Fan or customer engagement is the number one talking point
This was the topic du jour at almost every stand. The importance of understanding your customer behaviour and providing them with a genuine and authentic experience is now vital. It’s widely acknowledged that if you aren’t engaging with your fans in a personable and useful way, your competitors will. We’re glad we happen to work for one of the best in the business!
2. Data and analytics stand tall
Unsurprisingly, to engage your fans you need to understand them. To understand them you need to know what they are doing. “Stop guessing, start measuring” could be seen across the show floor. The importance of having data and the analysis of that data cannot be undersold.
3. Sales enablement goes hand in hand
So you’ve got data, you know your audience and you’ve created an engaging environment. Now give them what they want, when they want it. Email circulars, one-off and random social posts just don’t cut it. As businesses that ultimately sell, it’s incredibly important to build out our tech stacks to provide a full 360 experience for our customers.
You can see some of the great photos and videos of the day here.
We can’t wait to go again next year!