604: Event Tech: Why B2B Marketers Should Be Using It w/ Ruben Trevino

ABOUT THIS EPISODE

In this episode we talk to Ruben Trevino, Marketing Director at Evenium.

LinkedIn: https://www.linkedin.com/in/rtrev87/

There's a ton of noise out there. Sohow do you get decision makers to pay attention to your brand start a podcastand invite your ideal clients to be guess on your show, learn more atsweetfish media dotcom, you're, listening to the BTAB growthshow a potcast dedicated to helping bee to be executives, achiev explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show, welcome back to the butyby growth show.We are here today with Reuben Trivino. He is the marketing director at aVineum Reuben how you doing today, I'm doing great what about you. I am doingfantastic man, so so we're going to be talking about event, tech today, Reubenand why marketers should be using it before we dive into that you. You werethe guy to be talking about this for a...

...reason to tell us a little bit about avinium and what you guys are up to me Greatyeah. Obviously, we are atechnology right or er corporate meetings and events. So we deal withsmall meetings. All the way up to two thousand plus large events and what wedo is we quit professionals with the tools, the meat that they need tostreamlind their events, and so anything from you know a bet, MAGplatform which is used to handle participant registrations. I check andapt to treamline the checking process and also an event apt that allowspeople to put in all their event guides like agenda important informationparticipants can network and even interact with the presoner presenterthrough live, CNA and polling. I love it. I love it Oraso, as we dived intothis there's Kino four pillars that we're going to be touching on here,Reuben, the first one is engagement. Can you talk to us a little bit aboutyou know how marketers can can use a vet tech to really drive thatengagement,...

...yeah m engagement is such a great wordbecause it's a Buzzword, we hear it everywhere, Yep even on face book, forinstance like facebook and scientize marketers, we all dive into thatengagement is tefined, as you know, likes comments and shares. So this is ametric for marketers right, but is it a metric that goes much morefurther than just no face book? Insides reporting, it's kind of superficial. Ifyou think about it in terms of engagement and whe're in a digir whereyou know these people are, they have access full access to their mobilephones and digital screens non stop. So obviously they can like things andretweat things in the pobem of their hand. I don't know if y you're netflixsubscriber Noo Seentha have you seen blackmarn? Yes, I love that show itactually, really it's a really great series and they hyperpolize a lot theconnected world and how technology is kind of a a plain, a keyrole in theterms of human development, and it's...

...actually quite frightening. If youthink about it. Yeah, like I, don't know if you're familiar withfloranalytics or not, they do a lot of reports and they found actually that inthe U S, consumer spent five hours a day on their mobile phones and that'sknow it's crazy and it's up twenty percent compared to tw four hunrethousand and fifteen, so they haven't released. He thousand seventeen reportsyet, but I'm I'm pretty sure it's going to be up again and I it's just aphenomenal how much we rely on our on our onourmobile devices. So youmentioned that engagement is a buzz word, but it's it's also really hard toto do inpracticality, particularly in anevent setting. Can you talk to us a little bit more about that e yeah? It'sdefinitely hard to do because today, like basically we're we're in a worldof like a DD where stimulus or all around us, like just even our mobiledevice. For instance, people use their they cap their mobile phone about twothousand six hundred and seventeen times per day. That's about a milliontimes per year. That's crazy and well...

...that isn't even top millennials thereup in light five thousand plus touches per day. So, if we're looking at thison a herly basis, that's about two million touches per year and that'slike something: that's just distracting them D, keeping them from actuallybeing engaged or really being in great gauge with the brand yeah we're gettinglikes, we're getting comments, we're getting reach weeds, O Ir Devices,that's great for us in terms of that engagement meant metric. But how doesthat really play out? And how do we do that? Oly Yeah? So so, Weve we'vecovered two of the four pillars right there between th engagement and youknow Mobil device usage and how I mean that's insane that people are spendingfive hours a day on their cell phones, but I would actually argue that I'dprobably spend more more than that y. A million screen taps a year per personon average Ou. Now we're constantly distracted by these things, but in anevent setting if you're hosting a trade,...

...showl R you're hosting your annualconference H, how can we leverage event technology with those first two pillarsin mind? Well, that's a great question actuallyM Ewell back on the Fon of your show by the way, a while back. You had AdamKleinberg on your show and he was talking about how B T B marketers andshould you know they can take a couple of lessons from btwo se marketers Yandthere's one thing that all marketers can definitely agree on and that's ourally Ye. Another bes word of definitely Ri and it's not. We cant always breakthat down into lights, nd into shares and all this stuff there's much more toit than that, and since we are living in this connected world, where we'reconstantly within a palms o each of our mobile device and Hash Tyke away fromprobably making the biggest mistake of her lives. How can we leverage ESTtechnology as marketers to you know to repen statistics and the benefits ofengaging...

...of engagement within our audience andso AVENTEC? Actually, it allows us to understand our audience and in adifferent perspective, you can use a Vantecq. You receivefeedback on products, customer experiences and and any other importantinformation. That's important for for marketers like like me and all Gothersers out there eh yeah, so so, do you have any any examples of how you'veseen companies leverage this? You know really. Well, obviously, you knowyou're a tool. You know enables a lot of this customer story. Some. You knowtangible example Ruben, so that we can kindof get our heads around what thistechnology can actually enable yeah a lot of customers. Actually what they dois they use a ENTEC at most of their meetings, whether it's a small one or alarge one n, what they do a water or the pollings, and what a pole is isbasically it's it's a question. You can ask the audience and we've seen a lotof examples we're talking about. We we...

...go through about seventy thousandevents per year, even more than that. These are my one of the largest skillevents and we see examples like marketers, actually using it for theirown benefit like internal events where they'll Saya, you know what was yourfavorite advert this year advertisement, your favorite jingle, don't get backempoye like feedback during politic launches. They'll talk about featuresor they'll, ask questions after the F future presentation in the form of aquiz to see if they retain the information or not. There's also like APPs that allow you to engage with theaudience on a different skill, there's something that's called visualcollaboration. Basically, what it does it's, like your speaker, you're onstage. You have an Eypad and you take your eyepad and you can actuallyannotate your light in real time. Pon content directly on the spot until it'sincredible. This is how they use it to engage them because people basicallythey're on their phones, no matter what...

...they have to meet their million dollarphone tap per era. Yep So is there? Is there a thing that brands are doing?I'm just trying to think through when, when you're trying to you know getfeedback from someone or you're trying to get them to you know tell you thefavorite feature of the product lunch you just anow and start. You knowwhatever the case may be. Is there any sort of like incentive that they'reoffering in exchange for doing this or is by by merely offering it to say, Hey,go, you know open up the APP and and tell us what you think d? Does thatwork in an of itself or or does there need to be some sort of incentive tideto it? Well, what happens is there could be an incentive, but it doesn'tnecessarily have to be that way because we're on site at an event or from adistance, because obviously the technology can work newer, far yep andUm and honestly, most of the time the antennisare really happy to get. She have their voice heard so they're able to respondto something they're able to ask...

...questions. Ore, able to you know, getthe feetback from the presenter if they need a explanation on something, andthis is something that's hard to do because often times whe're in themiddle of a let's say the middle of the audience and whe're kind of shy toraise our hands to get the microphone and there were other ticnoy out thereactually catchbox. I don't know if you've ever heard of them and gobasically it's like a microphone in a box in like a phoan box, I have alwaysenor ot, actually yeah. It's actually really good. You can brand it andwhatnot and- and that's another way to get you know a customer, mainly audience engagement, but honesty,it's an incentive in themselves, especially if you ask them goodquestions. We have a huge bank. I can't give you the name. Obviously, becauseyou know we have confident iealiy agreenments, but we have one of ourbanking institutions. What they do is the top manager gets on stage and he'lllike say: okay, I'm N. I have ten subjects that are ready to go which shb subjects. Would you like forme to talk about today? The what...

...happens is the crowd becomes kind of anowner of their what's going to happen and what's going to be presented andthe potential ways of it being like Uisjuss, it's obviousy, based on theimagination of the marketer that that's behind it yeah I love it. I love it. Sothe theres fourth pillar that we're going to be talking about Ruben is islegacy talk to us about this one? Ok! Yes, I prepared myself forh thisquestion. Irigni hear your show, I'm like go God. I Wen Roun Yo now so Isays this is the legacy. This actually isn't isn't a fourth pillar, but it isthe the legacy that that you want to leave just to to Ma to give someclarity to that yeah. Well, Um, I'm a huge Apple Van I've. Actually I workedfor Apple. It was one of my first jobs in Austin, Texas, I'm originally fromTexas. Even if I'm coming to you from Paris, France, I A and my Um my legacy,er Telegas yetd like to leave, is...

...probably to help people work, smarterand not harder and Um. Although I'm a huge apple fan, there's one thing that Bill Gatesonesaid that has always resonated with me at both a personal on professionallevel and that's what he said. I choose a lazy person to do a hard job, becausea lazy person will find it an easy way to do it and I think, as a marketertoday, um I've definitely come to understand that we're not all reallylazy. We just have too many things to do at once, and we can't do it all andthose who survive are those who adapt and I want to live in a world wheretack is used to our advantage so that our time is being spent where it trulyMatterso Ilove it that' that's fantastic Ruben. This is this entireinterview has been, has been really eyeopening to me. I I didn't know,really t a lot of the use cases for how marketers can use a vettech, and so Ireally appreciate you sharing that with with myself and with our listeners. Ifthere'se somebody listening, they want...

...to learn more about. You keep followalong with what you're doing, or they want to learn. More about a Vinian:what's the best way for them to go about doing that yeah they canShootenemai Ruben do Trivina at Viniam Cong. They can find me Iwan, Linconyou'll, probably have to type in Ribon yknow with the vinum as well, and I'malso on switter its hard Trav, so not tole, Toveno UNDERSQOR MKTG formarketing. I love a awesome. Ruben will again. Thank you so much foryour timetoday, man, this has been incredible and I really appreciate it. Thank youso much orhaving me and I have a great one to ensure that you never miss anepisode of the B to b gross show subscribe to the show in Itunes, Wer,your favorite pod Gass player, his garantees, that every episode will getdelivered directly to your device. If you'd like to connect with be to beexecutives from all over the world make sure to join our private facebookcommunity. There are some incredible conversations happening inside thisgroup to join visit B. TA B growth show tcom, slash FB. Thank you so much forlistening until next time.

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