By Lisa Major
Brands have a wide range of new experiential tech and tools at their disposal for conferences, events, and brand activations. To stand out in a highly competitive environment, it’s essential to provide the best user experience possible when taking advantage of new technology. This requires ensuring that your brand ambassadors and event staff are fully trained and prepared to introduce your brand to customers using innovative tech. Here’s a guide to getting your ground team trained and ready:
It may seem obvious, but to train your team on experiential tech, you must know how to use it yourself. More importantly, brands and companies need to have a solid understanding of using new tech to meet their business and marketing objectives. Vendors can demonstrate the functions and features, but you should understand how they will work for your needs. Identifying those outcomes and metrics is the first step to ensuring your event staff executes against them.
Staff should be given event training materials that cover expectations, responsibilities, and technical aspects as soon as possible. Whether you choose in-person sessions, training videos, or conference call Q&As, it’s best to familiarize them with technical requirements, user expectations, and troubleshooting before the event day. This builds their confidence and proficiency, setting everyone up for a successful experience.
Your event staff needs to know that their facilitation of new experiential tech is for more than just the wow factor. Like any experiential campaign, teams should be trained on the overall event objectives to interact with your attendees and customers accordingly. New tech, like AR and VR, helps meet these objectives, but it is also a means to an end. Make sure they understand what your end goals are so they are focused on results and not the tech itself.
With any new tech or untested feature, there are bound to be hiccups at the most inopportune time. Prepare your event staff for this by having a backup plan or script ready if something goes wrong; this way, the customer won’t feel the impact. And sometimes, unexpected results are due to customer error, so make sure the team can shift, reassure and refocus on the brand message at hand.
There is much to gain from new experiential tech hitting the market. Whether your company is an early adopter or in the early majority, staying on top of the latest trends and innovations is essential. By following the four steps above, you can ensure that your event staff has the necessary skills and knowledge to use the latest experiential tech effectively.
ATN Event Staffing offers world-class staffing solutions to help you create connections with your target customers. From hiring to training to event execution, we will work with you every step of the way to ensure your event is a success. Contact us to learn more about how we can help you reach your goals.