Radario Presents Its Marketing Platform at Event Tech Live 2017
NOVEMBER 23, 2017
Event Tech Live 2017 forum was held in London on November 9. It’s the largest event dedicated to technology in the entertainment industry, which annually brings together all major developers of technology products for event organizers in the European and American markets. Daniil Shcherbakov, Director of Global Business Development at Radario, who represented Radario Marketing Platform at the forum, has shared his impressions of the event, the technologies presented at the forum and the Event Technology Awards ceremony.
Every year in November, the capital of Great Britain hosts a unique event that brings together representatives of top technology companies developing products for the entertainment industry. Event TechLive lasts for only one day. But still, it is enough to cover the entire range of solutions and shape the market of the technology for events. And unlike other industry events, it embraces a minimum number of venues (platforms for rent), fully focusing on technology companies.
What is the Event Tech Live? First, it is a conference with several stages not only featuring speakers who represent the industry flagships and event industry professionals who share their experience; but also presenting new startups. Secondly, it’s an exhibition of all the most advanced developments of the industry, which one can discover in one place.
In addition to the presentation of the product – Radario Marketing Platform for working with audience data and promoting events – I intended to get to know the key players and ticket platforms, which could be attractive for integration. Of course, the format of the exhibition does not imply momentarily signing contracts, especially since salespeople often work on stands, so it’s about getting to know each other and discussing further steps at most. Nevertheless, I managed to negotiate with the following companies Cvent, etouches, EventsForce, Systems’ D2i , Citizen Ticket, and others.
It was also important for us to work on the stand and talk with visitors, identify their needs, since most of the audience was British, but we only have the experience of interaction with the US market. Our platform is now integrated with the American Eventbrite ticketing system. In general, the thoughts and demands turned out similar: the organizers are interested in analytics, a deep segmentation of the audience, smart marketing. Also, while talking to the visitors, we understood how to better position our product. For the time being, people still have a better understanding of CRM, and it’s easier to describe the rest of the tools based on these terms.
Event organizers of all markets are interested in analytics, a deep segmentation of the audience, smart marketing
“I also managed to take part in a pitch competition on the stage for start-ups. I didn’t win, but I believe it’s a positive experience. And the results of the pitch competition signal that still the event technology market focuses on so-called “wow” products. The winner was Zenus company, which offers to recognize visitors’ faces instead of scanning tickets. In my opinion, this is not exactly what the entertainment market needs (especially in Russia) right now, but this is the case when flamboyancy wins over efficiency, although, most likely, it will take more than two years to for such technologies to boost.
Speaking about the focus of the conference, the majority of participants was the developers of solutions for ticketing, event management platforms and mobile applications for events (I counted no less than five of them).”
Business Development Director
An interesting experience was the participation in a gala dinner and Event Technology Awards ceremony that took place on November 10 within the framework of the forum. Honestly, I have never been to such events before. It was just like an Oscar for technology companies in the event industry.
Radario Marketing Platform was presented in the nomination Best Technology Start-Up and lost. Although, in my opinion, judging from the participants, we had all the chances to win. But again, it was the Zenus company with face recognition that was the winner. I admit that this is a very powerful and fashionable trend in the foreign market, but, apart from our platform, there were many much more interesting start-ups among the nominees, but, again, the most spectacular was the winner. I think that next year we will participate in our target category Best Attendee Management Technology.
Modern solutions not only simplify the routine processes of event organizing, but also allow to significantly reduce costs and increase profits
To sum up, the forum showed that despite the fact that Russian and international media show little interest in innovative technologies in the event business, this topic is very interesting to the cultural and entertainment market. The exhibited technologies are changing the event industry even now, making it more transparent, technologically advanced and customer-friendly. Modern solutions not only simplify the routine processes of event organizing (ticket purchase / registration / issuing badges, etc.), but also significantly reduce costs and increase profits (segmented and targeted advertising / work with the audience).
Undoubtedly, the implementation of these solutions in the event industry is a long and complex process, but what the recent conference has reconfirmed is the undeniably positive impact of innovative technological solutions on the industry.