PRESS CUTTINGS

Beacons�

30 LAND mobile September 2015

Sean Dillon explains how the communications and events industries can innovate together to showcase the latest developments in beacon technology

Better�together

If any industry is ready to be shown the real power of beacon technology it would be meetings and events. Events offer a

fantastic platform to showcase technology of any kind – particularly anything mobile as it tends to make the job so much easier. This is where the telecoms sector can help: explain the principle of the technology, show us what it can do, and we will find a way to incorporate it creatively and usefully into events. There are new business opportunities for both parties here – we just need to start talking more.

A great example is beacon technology and the use of in-building positioning systems

Sean Dillon�is�head�

of�production�at�

Grass�Roots�

Meetings�&�Events,�

an�international�

company�specialising�

in�events,�strategic�

meetings,�delegate�

management�and�

live�production

About�the�author

and networks. Over the last year or so it has become ever more popular and while it wouldn’t be considered the norm it is certainly no longer a surprise when beacons crop up in conversation. So how can they be used to everyone’s benefit?

There are several examples of how the events industry is already utilising beacon technology. Grass Roots, for example, recently used it as

part of an experiential event installation for an IT company. However, while its role as part of the registration, delegate tracking and gamification systems to drive social media was amazing there is still untapped potential.

The speed with which technology changes tends to mean that event organisers are only limited by two things – their imagination and their knowledge of the next big technological

Events regularly showcase the latest technology in the industries they cover, but how often do their organisers push their own boundaries?

Technology can be used to make events and exhibition booths more memorable

Beacons�

32 LAND mobile September 2015

Beacon technology can ‘recognise’ people and show them relevant media content and news

‘We still need to understand how much further we can push the boundaries and what else we can achieve’

breakthrough. They have plenty of ideas already, they just need to find ways to implement them. Another creative example was Pepsi’s sponsored live music event at American film and music festival SXSW, where beacons were used to communicate with Lightwave wristbands – a new form of wearable technology that can collect real-time data on audience movement, temperature and sound levels.

Beacons can also offer on-demand product information while promoting relevant content and interaction as they connect with visitors and delegates. While these are all innovative deployments of beacon technology where do we go next? What hardware, software or form of communication are you currently developing that organisers could turn into the centrepiece of an event that will make people – including your potential customer base – sit up and take note?

At present the events sector’s most common mass-market use of beacon technology is at exhibitions. In particular, when delegates walk past a stand using the technology the beacon is able to push information directly to their devices. It is also used frequently in venues where reception of other signals is poor because of their construction methods and materials.

For us these simple uses have revolutionised elements of events but far more can be achieved with the technology, particularly when it is combined with other systems – and we are already having some significant success in this area. The IT client previously mentioned wanted to demonstrate its capabilities and expertise to visitors to its head office. In many cases these individuals were only aware of one facet of the client’s skillset – a mindset that was changed by the install. Grass Roots came up with the concept and made it happen, and beacon technology was key throughout.

Just one example was a Formula One simulator in which participants could sit and race Jenson Button around the Abu Dhabi

The most common mass-market uses of beacon technology are at exhibitions and large events

track. The former F1 champion set the original lap time so it was a genuine challenge. Beacon technology identified each participant as they approached the vehicle and linked him or her to the client’s telemetry software system. With no need for any user input their progress, lap times, and results were posted through various channels, including any social networks they provided on arrival.

Another example was a humanities table where visitors could read news and interact with the digital world. However, the beacon technology set the experience apart. It recognised them as they approached then linked to their profiles, social networks and personal information

to aggregate, filter and push relevant stories to them as soon as they stood in front of the screens. It was personal and therefore created a real connection with the visitors.

This kind of intelligent use of beacon technology, particularly when combined with creative and imaginative event design, can really revolutionise the face-to-face meeting and events experience, but we still need to understand how much further we can push the boundaries and what else we can achieve.

Networking face-to-face is considered vital in many industries, and the best place to do this is at big events. So mobile and in-building technology can become significant facilitators; they can help individuals plan their time and talk to the right people. I am using beacon technology as the example but I imagine there are new and innovative ideas we have yet to hear about. And that is where the events and telecoms sectors can work more closely together moving forward.

Undoubtedly mobile technology could have a much bigger influence within the meetings and events industry, so why hasn’t it reached its potential already? Perhaps there is a need for someone to take the events industry by the hand as we embrace future developments and harness the power of technology. The meetings and events industry is ready...

• A different version of this article was featured on venuefinder.com

10th September 2015

http://www.meetpie.com/Modules/MailBagModule/?mailid=563

17th September 2015

http://www.conference-news.co.uk/2015/09/go-figure-to-get-more-efficient/

25th September 2015

http://www.conference-news.co.uk/2015/09/grass-roots-me-hits-investors-in-people-sixth-

generation-standard-across-the-board/

Some of the UK meetings industry’s key figures will feature in the first

Living Wage for Live Events campaign debate.

To be held at Church House Conference Centre on Friday 16 October,

the debate will feature meeting and events professionals including Des

Mclaughlin, Grass Roots Meetings & Events; Hannah Richardson,

KPMG London; Tim Chudley, Sundial Group; and the Meetings

Industry Association’s Rachael Betts.

The debate, moderated by M&IT managing editor Martin Lewis, will

consider the campaign’s aim to ensure frontline staff in hospitality,

meeting and event venues are paid the Living Wage. Currently, the rate

is calculated as £9.15 per hour in London and £7.85 for the rest of the

UK by the Living Wage Foundation.

The Living Wage is a higher rate of pay than the National Living Wage

of £7.20 for workers aged 25 and above, set to be introduced in April

2016.

M&IT and the Association of British Professional Conference

Organisers (ABPCO) teamed up to launch the campaign this year, and

are encouraging event buyers to put the Living Wage at the top of their

agenda. You can pledge your support by signing the petition at

www.livingwageforevents.com

ABPCO association director Heather Lishman said: “It is something we

are passionate about and we want the campaign to address questions

on behalf of event professionals everywhere.

"At present, the hotel and hospitality sectors are rated as some of the

worst offenders when it comes to not paying their frontline employees

the living wage. The Centre for Research in Social Policy found that 90

per cent of workers in the hospitality sector are paid under the living

wage and, whilst it is not enforceable, people are now starting to

question whether this is morally right.

“The positive news is that some companies are beginning to react and

make a change. One of the first conference venues to be accredited

was Sundial Group’s Barnett Hill and the campaign is now urging event

buyers to put the Living Wage at the top of their agenda when it comes

to selecting a venue.

“Support is growing and this is superb news but we are not so blind

that we accept there will not be challenges to face when adopting the

Living Wage and this is why a debate has been organised. It is

important that the campaign is debated from all angles so it ultimately

ensures that what is best for the industry is recognised and

implemented.”

The inaugural debate is also being held as part of the National Events

Month campaign, of which ABPCO is an active supporter.

Michael Hirst, chair of the Business Visits & Events Partnership,

added: "It's good to see the industry taking this issue on well ahead of

the introduction of the new National Living Wage next April. There's a

balance to be struck between implementing the proposed new wage

rates with ensuring business services and profitability are safeguarded.

I congratulate ABPCO and M&IT for leading on this important issue

and helping the industry respond to what could be a major impact on

operational costs.”

Those attending the debate include:

• Robin Parker – Church House Conference Centre

• Des Mclaughlin, Grass Roots Meetings & Events

• Hannah Richardson – KPMG London

• Laura Brookes – KPMG London

• Tim Chudley – Sundial Group

• Claudia Douglass – Innovision

• Rachael Betts – on behalf of the MIA

If you have strong views on the subject and would like to take part or

attend the debate, email Heather Lishman for more information.

Discover more at www.livingwageforevents.com

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Email the editor

Key industry figures to debate

Living Wage for Live Events

campaign

First campaign debate to be held at Church House Conference

Centre on 16 October

30/09/2015

What's your view on this? Post your comments here:

What's your view on this? Post your comments here:

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Social media awards shortlistings at the

double for Soaring Worldwide

September 21, 2015

By Robert Buckland

Soaring Worldwide, the Cirencester-based strategic communications and PR agency, has

been shortlisted for two national social media awards.

It has been shortlisted for Best Social Media Campaign at the Meetings Industry

Marketing Awards (MIMA) and Best Low Budget Campaign’ at the UK Social Media

Communications Awards.

Creative director Adam Baggs said: “Social media is a vitally important part of PR,

marketing and all aspects of business so to be recognised for two national awards is really

exciting.

“We work with a number of clients on their social media activity and it is a part of the

business that has rapidly increased over the past few years.”

Soaring Worldwide will attend the MIMA awards at the QEII Centre, London, on

October 9 and the UK Social Media Communications Awards at Arsenal’s Emirates

Stadium less than a week later on October 15.

It is on both shortlists with its a year-long strategic plan targeting global markets for The

Meetings Show 2015 – a three day exhibition at Olympia, London.

The agency specialises in the security and events industry with the Barbican, Church

House Conference Centre, Grass Roots Meetings & Events and Magenta Security among

its clients.

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