Event management extraordinaire Taylor Bennett Partners had very specific requirements for the Adobe EMEA Summit in London, hailed as Europe’s largest digital experience conference. The brief was to create a registration and audience management system which needed to process a lot of people in super-quick time. But this wasn’t all. Other capabilities were also needed, including delegate check in and check out of break-out rooms, real-time information on the different venue capacities and movement of attendees around the event.
An RFiD system was developed by Gravit8 with the aim of being tailored to the exact needs of the conference. Contactless badges were issued to each delegate at any one of the 32 registration stations. Visitors could tap in and out of each session at RFiD terminals located at the entrance of 50 seminar rooms. Using mobile RFiD readers mounted on smartphones, event staff could scan each badge, preserving the integrity of the data collected. G8 HQ supplied and installed digital signage outside each break-out area. The digital signage screen content pulled information from the audience management system, informing delegates of how many seats were remaining in each room, as well as displaying the seminar schedule. Data from registration and the RFiD points dotted around the venue could be viewed on a cloud-based live dashboard, monitored by Adobe and Taylor Bennet throughout the event.
Day one of the conference saw the system being used by over 30 Taylor Bennett staff to process more than 5,000 delegates in less than two hours. At peak times, guests were greeted by events staff and issued a pass in under 30 seconds. This new level of efficiency resulted in the guests being welcomed into the building and settled in their seminars in less than half the time it took during previous years. The data presented to Taylor Bennett and Adobe offered them a previously unseen insight into the movement and behaviour of delegates, arming them with the ability to make better decisions for this year’s event, and to plan for the next one. It’s a system that has been used by Taylor Bennett ever since.
“The system created by Gravit8 was absolutely perfect. We needed to get people through registration and into the event as quickly as possible. Compared to what we’ve done before, it was incredibly fast. People were simply flowing through—it’s the quickest registration we’ve ever done. Previous years we were scanning barcodes as delegates checked in and out of theatres, but Gravit8’s RFiD system processed the information extremely quickly and accurately, giving us a far greater insight into delegate behaviour at the event.”
Tracey Simmons, Taylor Bennett Partners