Biometrics: What They Are and How To Use Them In Events
In an industry that prides itself on fostering emotional connections, it doesn’t get much better than a technology that makes those interactions quantifiable. Enter biometrics—the emerging technology capturing statistical analysis of physical and behavioral characteristics, and quickly becoming a crucial addition to the event marketer’s toolkit.
Biometrics first made a name for itself in the fitness space with wearables like Fitbit that measure heart rate, sleep patterns and blood pressure. As the field matures, wearables can provide new insights into attendee sentiment and energy levels at a wide variety of events.
Delta at the 2015 TED Conference, for instance, activated its Stillness in Motion experience to help consumers find ways to be more productive on their flights. The installation required attendees to enter a serene room where they placed their hands on biometric sensors. As the participant found his or her “stillness,” the space and the setting subsequently became calmer and clearer.
Verizon is also a trailblazer in the biometrics space, leveraging the technology for its recent Super Bowl activations. Among the highlights: biometric phone charging stations, biometric registration systems and biometric profiles used to unlock personalized brand experiences for attendees.
And lest we forget Intel’s revolutionary CES presentation in which the brand used biometrics to track the performance of extreme sports athletes through its button-sized Curie chip. The activation not only fascinated athletes eager to improve their skills, but kept the audience engaged with scores of real-time data—a strategy that could easily be applied by other brands at live sporting events.
The biometrics field may still be in its infancy, but its applications in the event marketing industry are growing fast. Here are a few more of our predictions of where and how they’ll pop up.
Looking for the perfect conference playlist? Hosting a killer DJ? Biometrics will take the experience to the next level. Imagine leveraging a wearable that tracks your attendees’ emotions and provides real-time feedback on every song. You now have the opportunity to see which songs or genres people danced to the hardest and which ones fell flat. Update the playlist in real time to cater to the audience’s preferences and your attendees may never want to leave.
Among the ways sponsors of sports teams can benefit from biometrics is relieving fans’ pain points, a crucial neuromarketing tactic. Let’s say the temperature at a baseball game rises by two degrees and biometric data from your attendees shows they’re getting uncomfortable. If you’re a beverage or ice cream brand, this is a prime opportunity to push your product when it’s most desired.
It won’t be long before it’s common practice to incorporate badges or other wearables into your conferences that track attendees’ level of engagement. The tactic will offer insight on which topics and events the audience is most interested in in real time, offering speakers and event organizers the chance to adjust content to cater to attendee preferences.