Today’s world of fast-paced technology has created a culture where we expect to see impressive technological innovations at every event. This is especially true of events that require guests to wear badges. These large events are meant to educate and inspire guests, and if the technology at the event is behind the times, the whole event can fall flat.
From the perspective of an event manager, that’s a major reason to plan an event with the latest tech, but it’s far from the only reason. Capturing leads through badge scanning is a crucial component of event planning: it allows managers to track attendance, monitor guest activity, and follow up with guests after the event to nurture relationships and turn one-time attendees into loyal repeat guests.
What Is Badge Scanning for Lead Capture?
Some event planners still use the pen-and-paper method for checking guests into an event, but most now use badge scanning. Event workers can do this in several ways, including using biometrics, event apps, or radio-frequency identification (RFID) scanning. They can also scan a barcode or QR code.
Each method has advantages and disadvantages. Let’s break down the pros and cons of each.
Apps
Using an app for scanning is accurate, but most guests don’t want to download a whole new app just for one event (and some don’t even have the storage space on their phones to do so). Barcodes and QR codes are accurate, like the app option, but not as fast as some other methods.
Biometric Scanning
Biometric scanning is highly accurate and generally fast. Still, many guests will have a negative impression of the event—or even choose not to attend at all—if you use this option because they believe it’s an invasion of privacy.
RFID
RFID scanning is fast, accurate, and doesn’t compromise guests’ privacy. Event planners who choose RFID badges for events don’t have to do manual scanning, which cuts down lines while ensuring an accurate attendance count.
The purpose of scanning badges is more than just to track attendance, though. It’s to see specifically who attended your event. Those who attended have already registered, so you already have their contact information, which you can use to follow up with them after your event.
Advantages of Badge Scanning
Knowing who attended is vital because your follow-up marketing depends on it. You don’t want to just send out a bulk email to all your registrants asking them how they enjoyed your event because there will always be those who registered but couldn’t make it. If you know who attended and who didn’t, you can send more personalized emails and ask those who didn’t make it why they were absent.
Of course, you can do much more with lead capture than send an overall post-event follow-up. Most event managers use a scanning system only at check-in, but they’re unfortunately missing out on a treasure trove of lead capture opportunities. Managers who use high-powered scanning software can scan each guest that enters a session. Some event badge scanners even track the exit and drop-off rates.
But why is getting session attendance and drop-off rates so important? The first reason is that in order to plan for future events, you’ll want to know how many guests attended each session and the drop-off rate (or number of guests who left a session before its end).
When you have these numbers, you’ll get all sorts of insights into which speakers or topics were most successful, which sessions could have been more heavily marketed, and which could have used more or fewer seats.
You can’t have access to these numbers without scanning everyone’s badges before (and during) a session. If your event attendance tracking software includes data on who enters and exits a room, you can use this data to send highly personalized follow-up emails after the event’s conclusion. This is the purpose of lead capturing: to gather contacts to market to them in the future.
You can ask guests what they thought about specific sessions they attended, ask them if they’d like to share why they left a session early, and advertise future events to them featuring the same speakers they enjoyed at the previous event.
Scanning at these points also offers another advantage. Because it’s faster and more efficient, lines outside each room will be short to nonexistent. This gives guests a positive experience and enhances your brand image.
Badge Scanning: The Future of Events
Your guests will be looking forward to experiencing an event that’s firmly set in the 21st century. This means you must keep up with the latest technology, both during your event and afterward.
One of the most effective ways to do this is to use powerful software for badge scanning and attendance tracking. The shortened lines, faster access, and personalized post-event content they’ll experience will make your event and brand stand out in their minds and keep them coming back year after year.
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Infographic
Many event planners have shifted from pen-and-paper check-in to badge scanning. Staff can use biometrics, event apps, RFID scanning, or scan barcodes and QR codes. Continue reading to learn more in this infographic.
