Ten technologies you want to know about right now

If there’s one thing technology is doing in the event space, it’s making it easier to get exposure. From the latest cell phone technology to the most innovative web applications to handheld devices and the latest and greatest projection applications, it all means more of your messages can get to your customers, quicker, easier and in way cooler ways. The funny thing is, new technology isn’t necessarily making your job easier, but it is making it more interesting and effective. And it’s allowing marketers to be more creative and offer experiences that can really wow even the most sophisticated, “I’ve-seen-it-all” event attendees. Sit back, relax and take a trip with us. Ten tech tools you’ll want to use right now.

Technology: 2-D Bar Coding

How it works: People use their camera phones to take a picture of a bar code, which can be placed on signage, billboards, fast food wrappers or even stitched into a pair of jeans (more on that later). The picture triggers the download of a message onto the phone. This can be anything from mobile videogames to promotional codes to complete conference schedules or even nutritional information. (In Japan, McDonald’s puts a code on its food wrappers and consumers download nutritional facts for the hamburger they’re eating, as they’re eating it.) The technology is not officially available in the U.S. yet but that didn’t stop the U.S. Air Force from previewing it during its recent Do Something Amazing mobile tour. There, they allowed attendees to borrow phones with the code already downloaded. By clicking on the 2-D images throughout the exhibit, they were able to download Air Force-themed videogames, streaming video and the locations of recruiters near their homes. Why aren’t the codes available yet? Cellular carriers need to agree on a standard so that all phones can read all codes. There are still some issues to be hashed out, but most insiders are optimistic that standardization and adoption will happen. “Within the next six months you’ll see trials and in one year, applications,” says ScanBuy ceo Jonathan Bulkeley, the company that provided the codes to the Air Force. Application: Your entire message, using video, audio and online, can literally leave the event with the attendee, right on their mobile phone. Remember that code stitched into jeans? Why not clothe your brand ambassadors in code-encrusted gear? Let’s talk conferences: Attendees walk in, take a picture of the code on the welcome signage and have the entire conference program loaded into their PDA in an instant. Sponsoring the transportation at a big festival with multiple pick up/drop off points? Outfit the vans with GPS and put a code on your signage. Attendees can download the code and find out that the next van is two minutes away so there’s no need to hoof it. (The French are already doing it on selected bus lines in Paris.)

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