APR 2017

ConventionSouth magazine is the leading resource for meeting planners who book all types of events, conventions, conferences and group travel in the south.

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Page 26 of 59

A P R I L 2 0 1 7 ⎜ ConventionSouth ⎜ w w w . c o n v e n t i o n s o u t h . c o m 27 Leverage Event Technology To Create "Wow" has many meanings. Merriam- Webster's definition is: 1. used to express a strong feeling (as pleasure or surprise), 2. a striking success, and 3. to excite to enthusiastic admiration or approval. Wow is generated in different ways at conventions and conferences. What once wowed attendees doesn't necessarily wow them today. Not all wows are created equally, nor are they all strategic marketing tools that accomplish more than just a big wow. Take, for example, today's leading- edge interactive event technologies. When leveraged effectively, they create a wow factor to the umpteenth degree and a marketing/ sales value that is meaningful, measurable and consistent with the goals of all good events – to connect, engage and build relationships. It's important that event planners and exhibitors learn how advanced event technologies are leading the pack in wow factor for branding and lead generation. The Wow Factor: Then & Now Remember the fish bowl? Drop your business card in the fish bowl and hope to be the lucky winner of golf clubs, a television set, or the mother of all wow gifts, a vacation. Other perennial favorites were beautiful girls in bikinis or branded cheerleader outfits walking the floor and escorting attendees back to their employer's booth. Also, who could forget the magician mystifying attendees with mind- boggling tricks, or the mime mimicking attendees until they have to stop at the booth if for no other reason than to have the mime stop mimicking them? Okay, so at one time, these were the show- stoppers getting the wows. And, to some extent, these tried and true methods still work along with things like prize wheels, money blowing machines and great food giveaways. Today, however, exhibitors are looking to engage event attendees at a higher level and derive more benefit. They are investing less in booth displays and more in sophisticated event technologies. Event planners may invest hundreds of thousands of dollars to create a huge wow factor at a general session using advanced A/V and lighting technologies. The Wow Line-up in Event Technologies The best event technologies captivate while achieving other vital business goals. They streamline registration processes, help attendees navigate an event, deliver information and brand messages, track attendees' interests and drive them to a ► By Chad Frank WOW THE WOW ISSUE LED Video Walls

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