The 4 Cs of Events from the 2016 EventTech Conference

ITA Group
ITA Group

Event conference session

Attending the 2016 EventTech Conference was like getting a glimpse of the future.

Events, as we know them, are never going to be the same. The days of waiting in registration lines, clumsy hotel experiences and complex agendas are coming to an end.

If the future of events is anything like the EventTech Conference portrayed it, here’s how it might look:

When you arrive in your hotel room, the drapes are where you want them and the TV is turned on to the channel you typically catch the news on while traveling at a volume you can actually enjoy.

Your on-site registration process involves walking to a kiosk to get your freshly printed badge. It knew who you were thanks to facial recognition. The badge has a RFID chip that ensures that you don’t miss a single connection with others you are looking to meet.

Those things, and so much more, will help determine the future of events.

In the future, successful events will be based on the four Cs: curated, colorful, convenient and cognitive.      


Finding the right message to deliver to the right person at the right time is critical for business success.

That’s why, in the future, conference topics will be tailored for attendees based on their needs.

Big data allows event organizers to understand who their target audience is and the content they are seeking. The speaking topics will fit into the desires of a highly select audience and provide great value to them.

Beyond agenda topics, the elements that traditionally go along with events will be tailored to the desires of the individual, and companies won’t hold back any punches when it comes to event branding. The food selection, the swag, the t-shirt and much more will have been sourced uniquely for the attendee and will appeal to them based on their personal preferences.      


The way your message is delivered is imperative to success, so companies need to think colorfully.

Transport your audience to a new world with these vibrant ideas:

  • Lightweight, flexible high-definition LED screens create a high-definition backdrop for speakers that guides the audience’s moods through graphics, rather than static banners, stage hands and spotlights.
  • 3D projection mapping video has a similar effect—projecting 2D video onto 3D shapes like the face of a building for vivid storytelling that brings life to inanimate objects.     


Waiting in line is so 2015. Pre-event registration, on-site badging and facial recognition are set to make attendee interaction and registration effortless.

Through strategic use of RFID and Eddystone protocol beacons, the physical web will come to life, and URLs will become available to an attendee that provide wayfinding, recommendations and connections.

Also, facial recognition will speed up the registration process. (Skeptical? Think about the last time you manually tagged friends in a Facebook photo—it’s all automatic.)

What’s more, biometric data will be collected and analyzed in real time to incite speakers to modify their pace and content to keep the audience engaged.     


Conventional events have followed a structured formula for interacting and managing large groups.

But, with the cognitive computing technology from IBM’s Watson, event planners will be able to assess the audience’s needs and select topics or speakers that appeal to individuals.

The content will be sourced once the organizers understand the roles, needs and make-up of the registrants through the use of cognitive computing.

Cognitive computing doesn’t look for keywords. It understands context and tone and works to make sense of the real meaning of data. It has the capability of interpreting a Twitter stream or other unstructured content. Analyzing unstructured data and mapping probability to expected outcomes will drive events that are entertaining, engaging and help attendees grow.

The notions above rely on technology to drive better experiences for the attendees, but the human element will always be critical in connecting emotions.

The event technology showcased at EventTech will empower event planners to exceed the expectations of the attendees and set the groundwork for the next generation of events.

And soon, Watson will even be able to do something about conference food!