Member Article

Event signposting techniques

Keith Austin, Chief Executive of Event Marketing Solutions considers the launch of the World’s Most Advanced Street Sign and how human interaction shouldn’t be underestimated when driving audiences on board roadshow truck tours.

Breakfast New York is transforming the way that people find their way around cities, events and conferences with the launch of Points, The World’s Most Advanced Street Sign. It looks like a directional sign but can be connected to social media, RSS feeds, custom data or local data APIs to source information which then appears in super-bright LEDs on one of three arms.

There’s no doubt that this is a revolutionary product. When we work with brands to find the best ways to engage and pull audiences on board a truck we always consider what’s available besides the usual pre-promotion and social media campaigns as well as branding and signposting on site.

New technology often drives this pursuit. We’re not afraid of pushing the boundaries and creative flair combined with the latest innovation can make the most incredible tool to drive audience interaction. But what comes up time and time again is human interaction as an essential element – it’s exceptionally powerful.

Every element of our roadshows is precisely planned and executed, including the recruitment of a bespoke team of brand ambassadors, who are at the heart of every tour.

Whether sourcing local market teams to represent international roadshow truck tours or hiring on home ground, what’s consistent is that they are always specially recruited, as they must be the perfect match for a campaign.

Strong communication skills, the ability to adapt quickly to new challenges and environments, multi-lingual and fully CRB checked are some of the requirements we have to meet.

Our brand ambassadors are the face of our campaigns; they drive people on board, greet them on arrival, and warm up the audience so that staff can concentrate on their role, whether it’s educating visitors about healthcare or demonstrating new technology. They’re the heroes of our world and no matter how far we advance technologically, nothing will replace the power of human interaction.

This was posted in Bdaily's Members' News section by Event Marketing Solutions .