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. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Ruben Trevino. He is the marketing director at a vendium. Rubin, how you doing today? I'm doing great. What about you? I am doing fantastic, man. So, so we're going to be talking about event tech today, Ruben, and why marketers should be using it. Before we dive into that, you you are the guy to be talking about this for a reason. To tell us a little bit...

...about a vinium and what you guys are up to. Man, great. Yeah, obviously we are a technology writer for corporate meetings and Events, so we deal with small meetings all the way up to two thousand plus, a large events, and what we do is we equip professionals with the tools, the neat that they need to streamline their events. And so anything from, you know, event managment platform, which is used to handle participant registration, a check in APP to streamline the check in process and also an event APP that allows people to put in all their event guides, like agenda, important information. Participants can network and even interact 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's kind 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 bit about, you know, how marketers can can use event tech to really drive that 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. Engagement is defined, as you know, likes, comments and shares. So this is a metric for marketers, right, but is it a metric that goes much further than just know, facebook insights, reporting it's kind of superficial if you think about it in terms of engagement and we're in a digital yer where, you know, these people are. They have accessful access, to their mobile phones and digital screens nonstop, so obviously they can like things and retweet things in the Polem of their hand. I don't know if you your netflix subscriber or not. Yeah, seen. Have you seen Black Mirror? Yes, I love that show. It actually really is. It's a really great series and they hyperbleize a lot the connected world and how technology is kind of a playing a key role in the terms of human development, and it's actually quite frightening if you think about it.

Yeah, like, I don't know if you're familiar with florianalytics or not. They do a lot of reports and they found a actually that in the US consumer spend five hours a day on their mobile phones and that's I know, it's crazy, and it's up twenty percent compared to Cheo four two thousand and fifteen. So they haven't released a thousand and seventeen reports yet, but I'm I'm pretty sure it's going to be up again and it's just a phenomenal how much we rely on our on our on 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 in a world of like add where stimulus or all around us, like just even our mobile device, for instance, people use their they tap their mobile phone about two thousand, six hundred and seventeen times per day. That's about a million times per year. That's crazy.

And Yeah, that isn't even top millennials. They're up in the like five thousand plus touches per day. So if we're looking at this on a yearly basis, that's about two million touches per year, and that's like something that's just distracting them and keeping them from actually 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 that really play out and how do we do that really? Yeah, so, so we've covered two of the four pillars right there. Between engagement. And you know mobile device usage and how I mean that's insane that people are spending five hours a day on their cell phones, but I would actually argue that I probably spend more more than that. You know, a million screen taps a year per person on average. You know, we're constantly distracted by these things. But in an event setting, if you're hosting a trade show or you're hosting your annual conference, how can...

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

...us to understand our audience and a in a different perspective. You can use e vent tech to receive feedback on products, customer experiences and and any other important information that's important for marketers like like me and all your other listeners out there. Yeah, yeah, so, so do you have any, any examples of how you've seen companies leverage this? You know really well, obviously you know it your tool. You know 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 what this technology can actually enable. Yeah, a lot of our customers actually, what they do is they use event tech at most of their meetings, whether it's a small one or a large one, and what they do a lot or the pollings. And would a poll is is basically it's a question you can ask the audience and we've seen a...

...lot of examples. We're talking about we 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 like marketers 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 favorite jingle, 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 form of a quiz to see if they retain the information or not. There's also like 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 and you can actually annotate your slides in real time, oh content, directly on the spot, and so it's incredible. This is how they use it to engage 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'm just trying to think through when you're trying to you know, get feedback from someone or you're trying to get them to, you know, tell you the favorite feature of the product launch you just announce start, you know, whatever the case may be, is there any sort of like incentive that they're offering in exchange for doing this, or is by merely offering it to say, Hey, go, you know, open up the APP and and tell us what you think? Does that work in and of itself, or does there need to be some sort of incentive tied to it? Well, what happens is there could be an incentive, but it doesn't necessary. The really have to 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 their voice heard, so they're able to respond...

...to something, they're able to ask questions, they're able to, you know, get the feedback from the presenter if they need to explanation on something. And this is something that's hard to do because oftentimes we're in the middle of a let's say, the middle of the audience, and we're kind of shy to raise our hands to get their microphone 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 a microphone in a box and like a phone box. And I go seeing that. Actually, yeah, it's actually really good. You can brand and whatnot, and and that's another way to get, you know, customer mainly audience engagement, but honestly it's an incentive in themselves, especially if you ask them good questions. We have a huge bank. I can't give you the name, obviously because you know, we have a confidentiality agreements, but we have a one of our banking institutions. What they do is the top manager gets on stage and he'll like say, okay, I'm going to I have ten subjects that are ready to go. Which subjects would you like for me to talk about today? And the what...

...happens is the crowd becomes kind of an owner of there. What's going to happen and what's going to be presented and the potential ways of it being like used is just it's obviously based on the 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 talking about. Reuben is legacy. Talk to us about this one. Okay, yes, I prepared myself for this question. Every time I hear your show I'm like, Oh God, I hope I never ask you that. So this 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. Just to make to give some clarity to that. Yeah, well, I'm the huge Apple Fan. I've actually I worked for Apple. It was one of my first jobs in Austin, Texas. I'm originally from Texas, even if I'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 smarter and not harder. And although I'm a huge apple fan, there's one thing that Bill Gates one said that has always resonated with me at both a personal and professional level, and that's when he said I choose the lazy person to do a hard job because the lazy person will find it an easy way to do it. And I think as a marketer today, I've definitely come to understand that we're not all really lazy. We just have too many things to do at once and we can't do it all. Yeah, and those who survive or those who adapt, and I want to live in a world where tech is used to our advantage so that our time is being bent where it truly matters. I love it. That's that's fantastic, Rubin. This is this entire interview has been. Has Been really eye opening to me. I didn't know really did a lot of the use cases for how marketers can use a vtech and so I really appreciate you sharing that with with myself and with our 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 about a 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 on twitter. It's our Trev so not fully trivino underscore mktg for marketing. I love it. Awesome, Ruben. Will again thank you so much for your time today. Man, this has been incredible and I really appreciate it. Thank you so much for having me and have a great one. To ensure that you never miss an episode of the BETOB growth show, subscribe to the show in Itunes or your favorite podcast player. This guarantees that every episode will get delivered directly to your device. If you'd like to connect with Bob Executives from all over the world, make sure to join our private facebook community. There are some incredible conversations happening inside this group. To Join, visit be toob growth showcom FB. Thank you so...

...much for listening. Until next done.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1735)