Interview
RX gets smart about face to face events
RX ’ S GLOBAL APPROACH TO DIGITAL AND DATA INNOVATION IS LASER FOCUSED ON TRANSFORMING THE F2F EVENT EXPERIENCE BY ADDING VALUE FOR CUSTOMERS , SAYS CHIEF DIGITAL PRODUCT OFFICER GABY APPLETON , WHO EXPLAINS WHAT EXHIBITORS AND DELEGATES CAN EXPECT FROM A SMART RX EVENT AND WHAT THE NEXT 5-10 YEARS MAY BRING
Q . What is the thinking behind the development of ‘ smart events ’ at RX , and why should customers be excited by them ? The pandemic raised all sorts of interesting theories about the future of face to face events and triggered a massive acceleration in the development of digital event technology – not least at RX . At the time , virtual technology provided a vital but temporary lifeline when we were unable to meet physically . The unique power and value of doing business in person remains as strong as ever and that ’ s why , for RX , creating ‘ smart events ’ is all about using digital and data tools to create and capture more value for our face to face customers .
A useful analogy is to think about the way that technology has created huge value in the restaurant chain . Before the smart phone we might wonder up and down a high street , look in the windows , check out the menus and , with any luck , make a good choice . Our order would be written down and migrate into the kitchen where it hopefully didn ’ t get forgotten . Today we search for , review and book restaurants online , and order via apps or QR Codes . Our orders are taken on an iPad , and we pay with our mobile phones . Eating out remains the same physical , visceral , and enjoyable experience , but the processes around it have been digitised , giving customers greater choice and flexibility . In return , restaurant owners can serve their customers better , and get valuable data and insights to help them run their businesses more efficiently .
It ’ s much the same with RX events , where the benefits of connecting and doing business face to face are as potent as ever . Only now , our exhibitors and visitors have access to a raft of new tools to make their participation much more efficient and enjoyable – and RX has the data and insights to drive continuous improvement in outcomes .
Q . Tell us about the tools you have developed to help exhibitors get more from your face to face events ? Exhibitors at our events are essentially trying to do four things . Firstly , they need to make people aware of their company and the fact that they ’ re attending . Secondly , they want to attract buyers . Thirdly , they want to efficiently capture and qualify the leads ; and finally , they should be analysing their results and their performance , with a view to improving .
Digital and data innovation at RX is firmly fixed on improving these key outcomes . So , every RX exhibitor now has a core set of digital tools included in their smart event package : a searchable online product directory entry to promote their brands and products ; the RX Emperia smart phone app so that they can scan and qualify the leads visiting their stands ; and Exhibitor Dashboard to help them analyse their results and improve their performance . There are additional tools such as Premium Listings , Digital Incentives and Exhibitor Dashboard Pro to help customers achieve specific business objectives – be it to highlight a new product launch , generate brand awareness , or gain competitive insights .
While it is still early days for Exhibitor Dashboard , over 30 % of users at some shows have reviewed their performance . Meanwhile , adoption of our Emperia lead-scanning app has reached 100 % at some of our events .
Q . How can data collection improve customer outcomes ?
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