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. So how do you get decision makers to pay attention to your brand?Start a podcast and invite your ideal clients to be guests on your show.Learn more at sweet fish Mediacom. You're listening to the be tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whetheryou're looking for techniques and strategies or tools and resources, you've come to theright place. I'm James Carberry and I'm Jonathan Green. Let's get into theshow. Welcome back to the BB growth show. We are here today withRuben Trevino. He is the marketing director at a vendium. Rubin, howyou doing today? I'm doing great. What about you? I am doingfantastic, man. So, so we're going to be talking about event techtoday, Ruben, and why marketers should be using it. Before we diveinto that, you you are the guy to be talking about this for areason. To tell us a little bit...

...about a vinium and what you guysare up to. Man, great. Yeah, obviously we are a technologywriter for corporate meetings and Events, so we deal with small meetings all theway up to two thousand plus, a large events, and what we dois we equip professionals with the tools, the neat that they need to streamlinetheir events. And so anything from, you know, event managment platform,which is used to handle participant registration, a check in APP to streamline thecheck in process and also an event APP that allows people to put in alltheir event guides, like agenda, important information. Participants can network and eveninteract with the president presenter through a live QA and pulling. I love it. I love it all right. So, as we dive into this, there'skind of four pillars that we're going to be touching on here, Reuben. The first one is engagement. Can you talk to us a little bitabout, you know, how marketers can can use event tech to really drivethat engagement? Yeah, engagement is such...

...a great word because it's a buzzword. We hear it everywhere. Yep, even on Facebook, for instance,like facebook and science. As marketers, we all dive into that. Engagementis defined, as you know, likes, comments and shares. So this isa metric for marketers, right, but is it a metric that goesmuch further than just know, facebook insights, reporting it's kind of superficial if youthink about it in terms of engagement and we're in a digital yer where, you know, these people are. They have accessful access, to theirmobile phones and digital screens nonstop, so obviously they can like things and retweetthings in the Polem of their hand. I don't know if you your netflixsubscriber or not. Yeah, seen. Have you seen Black Mirror? Yes, I love that show. It actually really is. It's a really greatseries and they hyperbleize a lot the connected world and how technology is kind ofa playing a key role in the terms of human development, and it's actuallyquite frightening if you think about it.

Yeah, like, I don't knowif you're familiar with florianalytics or not. They do a lot of reports andthey found a actually that in the US consumer spend five hours a day ontheir mobile phones and that's I know, it's crazy, and it's up twentypercent compared to Cheo four two thousand and fifteen. So they haven't released athousand and seventeen reports yet, but I'm I'm pretty sure it's going to beup again and it's just a phenomenal how much we rely on our on ouron our mobile devices. So you mentioned that engagement as a buzz word,but it's also really hard to do in practicality, particularly in an event setting. Can you talk to us a little bit more about that? Well,yeah, it's definitely hard to do because today, like basically we're we're ina world of like add where stimulus or all around us, like just evenour mobile device, for instance, people use their they tap their mobile phoneabout two thousand, six hundred and seventeen times per day. That's about amillion times per year. That's crazy.

And Yeah, that isn't even topmillennials. They're up in the like five thousand plus touches per day. Soif we're looking at this on a yearly basis, that's about two million touchesper year, and that's like something that's just distracting them and keeping them fromactually being engaged, really being in great gage with the brand. Yeah,we're getting likes, we're getting comments, we're getting retweets on our devices.That's great for us in terms of that engagement metric, but how does thatreally play out and how do we do that really? Yeah, so,so we've covered two of the four pillars right there. Between engagement. Andyou know mobile 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 Iprobably spend more more than that. You know, a million screen tapsa year per person on average. You know, we're constantly distracted by thesethings. But in an event setting, if you're hosting a trade show oryou're hosting your annual conference, how can...

...we leverage event technology with those firsttwo pillars in mind? Well, that's a great question. Actually. Wellback, I'm a fount of your show, by the way. A while backyou had Adam Kleinberg on your show and he was talking about how BTBmarketers, and should you know they can take a couple of lessons from Bto see marketers. Yep, and there's one thing that all marketers can definitelyagree on and that's our Ali right, another Bezz word of definitely our Iand it's not we can't always break that down into lights and into shares andall this stuff. There's much more to it than that. And since weare living in this connected world where we're constantly at within a palm's reach ofour mobile device and a Hashtag away, for I'm probably making the biggest mistakeof our lives. How can we leverage of technology as marketers to, youknow, to Repin statistics and the benefits of engaging, of engagement within ouraudience? And so eventech actually it allows...

...us to understand our audience and ain a different perspective. You can use e vent tech to receive feedback onproducts, customer experiences and and any other important information that's important for marketers likelike me and all your other listeners out there. Yeah, yeah, so, so do you have any, any examples of how you've seen companies leveragethis? You know really well, obviously you know it your tool. Youknow it enables a lot of this the customer story, some you know,tangible example Rubens, so that we can kind of get our heads around whatthis technology can actually enable. Yeah, a lot of our customers actually,what they do is they use event tech at most of their meetings, whetherit's a small one or a large one, and what they do a lot orthe pollings. And would a poll is is basically it's a question youcan ask the audience and we've seen a...

...lot of examples. We're talking aboutwe go through about seventy thousand events per year, even more than that,and these are might more the larger scale events, and we see examples likemarketers actually using it for their own benefit, like internal events with they'll say,you know, what was your favorite advert this year? Advertisement your favoritejingle, and don't get back employ like a feedback. During product launches,they'll talk about features or they'll ask questions after the feature presentation in the formof a quiz to see if they retain the information or not. There's alsolike APPs that allow you to engage with the audience on a different skill.There's something that's called visual collaboration. Basically what it does it's like your speaker, you're on stage, you have an IPAD and you take your ipad andyou can actually annotate your slides in real time, oh content, directly onthe spot, and so it's incredible. This is how they use it toengage them, because people, basically they're...

...on their phones no matter what.They have to meet their million dollar phone taps per year. Yeah, Yep. So is there is there a thing that brands are doing, because I'mjust trying to think through when you're trying to you know, get feedback fromsomeone or you're trying to get them to, you know, tell you the favoritefeature of the product launch you just announce start, you know, whateverthe case may be, is there any sort of like incentive that they're offeringin exchange for doing this, or is by merely offering it to say,Hey, go, you know, open up the APP and and tell uswhat you think? Does that work in and of itself, or does thereneed to be some sort of incentive tied to it? Well, what happensis there could be an incentive, but it doesn't necessary. The really haveto be that way because we're on site at an event or from a distance, because obviously the technology can work newer afar. Yeah, and and honestly, most of the time the attendees are really happy to get to have theirvoice heard, so they're able to respond...

...to something, they're able to askquestions, they're able to, you know, get the feedback from the presenter ifthey need to explanation on something. And this is something that's hard todo because oftentimes we're in the middle of a let's say, the middle ofthe audience, and we're kind of shy to raise our hands to get theirmicrophone and yeah, there are other technology out there, actually catch box.I know if you ever heard of them. And no, basically it's like amicrophone in a box and like a phone box. And I go seeingthat. Actually, yeah, it's actually really good. You can brand andwhatnot, and and that's another way to get, you know, customer mainlyaudience engagement, but honestly it's an incentive in themselves, especially if you askthem good questions. We have a huge bank. I can't give you thename, obviously because you know, we have a confidentiality agreements, but wehave a one of our banking institutions. What they do is the top managergets on stage and he'll like say, okay, I'm going to I haveten subjects that are ready to go. Which subjects would you like for meto talk about today? And the what...

...happens is the crowd becomes kind ofan owner of there. What's going to happen and what's going to be presentedand the potential ways of it being like used is just it's obviously based onthe imagination of the marketer that that's behind it. Yeah, I love it. I love it. So this fourth pillar that we're going to be talkingabout. Reuben is legacy. Talk to us about this one. Okay,yes, I prepared myself for this question. Every time I hear your show I'mlike, Oh God, I hope I never ask you that. Sothis is this is the legacy. This actually isn't. Isn't a fourth pillar, but it is the the legacy that that you want to leave. Justto make to give some clarity to that. Yeah, well, I'm the hugeApple Fan. I've actually I worked for Apple. It was one ofmy first jobs in Austin, Texas. I'm originally from Texas, even ifI'm coming to you from Paris, friends, nice and and my my legacy,or the legacy'd like to leave,...

...is probably to help people work smarterand not harder. And although I'm a huge apple fan, there's one thingthat Bill Gates one said that has always resonated with me at both a personaland professional level, and that's when he said I choose the lazy person todo a hard job because the lazy person will find it an easy way todo it. And I think as a marketer today, I've definitely come tounderstand that we're not all really lazy. We just have too many things todo at once and we can't do it all. Yeah, and those whosurvive or those who adapt, and I want to live in a world wheretech is used to our advantage so that our time is being bent where ittruly matters. I love it. That's that's fantastic, Rubin. This isthis entire interview has been. Has Been really eye opening to me. Ididn't know really did a lot of the use cases for how marketers can usea vtech and so I really appreciate you sharing that with with myself and withour listeners. If there's somebody listening, they want to learn more about you, keep follow along with what you're doing,...

...or they want to learn more abouta vidium. What's the best way for them to go about doing that? Yeah, they can shoot an email rubin dot Trevino at a venumcom.They can find the obviously, on Linkedin. You'll probably have to type in ribbons, you know, with the Venum as well, and I'm also ontwitter. It's our Trev so not fully trivino underscore mktg for marketing. Ilove it. Awesome, Ruben. Will again thank you so much for yourtime today. Man, this has been incredible and I really appreciate it.Thank you so much for having me and have a great one. To ensurethat you never miss an episode of the BETOB growth show, subscribe to theshow in Itunes or your favorite podcast player. This guarantees that every episode will getdelivered directly to your device. If you'd like to connect with Bob Executivesfrom all over the world, make sure to join our private facebook community.There are some incredible conversations happening inside this group. To Join, visit betoob growth showcom FB. Thank you so...

...much for listening. Until next done.

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