TECHNOLOGY CONSIDERING FOR YOUR NEXT EVENT? WHAT IS RFID AND HOW DOES IT WORK?

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1 CONSIDERING TECHNOLOGY FOR YOUR NEXT EVENT? There are several key questions to consider when evaluating the integration of RFID technology for your event: How will your customers react? What will it cost? What are the risks? We d like to lend a helping hand by providing you with a framework for your decision-making process. This document outlines what you need to know, and how you can make the most of your investment in RFID technology at your next event. WHAT IS RFID AND HOW DOES IT WORK? Radio Frequency Identification (RFID) is a generic term used to describe a data-transfer process between an RFID tag (chip, wristband, card, etc.), and an RFID reader. RFID is designed to enable readers to capture data on tags and transmit that data to a computer system, without the need for physical contact.

2 PAGE 2 RFID FOR EVENTS RFID technology is not new in the event space, it s been tried and tested, and for the events that have made the investment already, RFID technology is making a huge improvement in two very important areas; the customer experience and the bottom line. When it comes to live events, RFID is being used primarily for: ACCESS CONTROL CASHLESS PAYMENTS BRAND AMPLIFICATION Speed up entry points Significantly reduce queues Eliminate ticket fraud Control unlimited zones on a single system (VIP, GA, Production, Camping) Real-time digital reports with capacity counts Improve staff allocation during peak periods and locations Increase on-site spending by 15-30% Speed up transaction times and reduce queues Closed-loop system operates offline and online, ensuring 100% up-time without any payment interruptions Real-time digital reports for vendor reconciliation and a wealth of data Connect with guests through interactive brand experiences Increase online impressions with social media integration Increase sponsorship revenue Give sponsors measurable ROI and tangible analyticsbased insights

3 PAGE 3 WHAT OTHERS ARE SAYING Going cashless has significantly advanced the fan experience by improving security, drastically cutting wait times for food and beverages, and eliminating theft and fraud. We see this as the future of all large-scale events. ~ Festival organizer of major multi-day electronic music festival The future of live events is digital, and soon, your ticket, the way you pay for drinks and even your ability to share the experience on social networks, could all be done with a tap of the wrist. ~ Tech Radar Technology is changing the way fans spend money at concerts and tech is leading live entertainment towards cashless events. Ancillary revenues from sources like parking, merchandise and concessions are critical. ~ Billboard We have had extremely positive feedback from both the audience and from sponsors, who are always looking for additional ways to amplify their sponsorship. We are certain that RFID and the interactivity that it brings will become the future of major sporting events. ~ Antonia Beggs, Operations Director The Ryder Cup Our ultimate mission is to turn tasters into diners, and this RFID wristband technology is a game changer for us. With digital records of every bite they sampled throughout the festival, our guests can remember which restaurants they liked best and which ones they want to try again. ~ Dale DeSena, Founder & President Taste of Atlanta Using RFID to link a festival wristband to an individual ticketholder opens up a data goldmine for organizers. This smart data is invaluable to an event and can become a lucrative tool for F&B sales, promotions, sponsorship, ticket sales the list goes on. ~ Canadian Music Week

4 PAGE 4 WHAT S THE RETURN ON INVESTMENT (ROI)? Implementing any new process or technology (RFID included) will require an investment in time and money. However, the potential upside of a proper implementation is substantial and more than outweighs the investment. SPEED UP WAIT TIMES BY UP TO 15 MINUTES INcrease ON-SITE GUEST SPENDING BY 15-30% gain unprecedented audience insight decrease ticket fraud by up to 100% ENGAGE AUDIENCES and INCREASE SPONSORSHIP REVENUE For Access Control, imagine securing the gate at a festival of 50,000 people; tickets for large events can range as high as $250. If you experience a large number of ticket fraud cases (fake wristbands, sharing of wristbands through passbacks), the ROI could be substantial. If you can eliminate even a few hundred cases of fraudulent tickets, savings very easily get into the sixfigures. For Cashless Payments, the increase in on-site guest spending can be significant due to fast transaction times and reduced queue, as well as additional features such as pre-event top-up and automatic topup. For events implementing a Cashless Payment system, there are also significant cost savings from minimizing shrinkage and eliminating cash transportation, security and reconciliation expenses.

5 PAGE 5 GETTING STARTED STEP ONE: DEFINE YOUR GOALS & OBJECTIVES Before you begin your search for the right RFID supplier, start the conversation internally to define your goals and objectives. The introduction of RFID should either solve an existing problem or offer added value to your customers. Be clear about what it is you would like to accomplish with the implementation and decide what is most important to you. POSSIBLE GOALS & OBJECTIVES ACCESS CONTROL CASHLESS PAYMENTS BRAND AMPLIFICATION Do you want to decrease ticket fraud? Do you want to gather more data / analytics on your audience? Do you want to track crowd flow across the event site? Do you want to decrease operating costs by reducing security personnel required to check tickets? Do you want more control and faster access at the main gates or VIP areas? Do you want to increase spend per head? Do you want to make your event more secure for vendors and customers by eliminating the need to carry large sums of cash? Do you want to decrease wait times? Do you want an easier way to reconcile all transactions with your vendors? Do you want to gather data on who s spending what and where? Do you want to offer your sponsors better opportunities to engage with fans? Do you want to improve your event s reach on social media and gain more fans outside of the event itself? Do you want to gain more insight on your customers? Do you want to offer rewards and an improved experience to guests? Do you want to bring in more sponsors?

6 PAGE 6 STEP TWO: JUSTIFY THE BUSINESS CASE RESEARCH IS VITAL THINK LIKE A GUEST RFID could be the answer to achieving all of your goals and objectives. Start by focusing on the ones that can have the biggest impact on your event and pull together any relevant financial information to support your business case. For example, if you want to increase spend per head, work out how much you are currently spending on transferring, collecting and distributing cash or tokens on site. Then, when you engage a technology partner, you can get accurate indications on how RFID can help reduce this cost. DEFINE YOUR AUDIENCE If you re looking to improve your guest experience through social media integration, analyze your current target market. Consider what social channels they engage with most, what platforms are most popular, and how you can enhance your interactions. Get inside the head of your guests. What does the entire end-to-end user experience look like today and what could it look like with an RFID solution implemented? SPEAK TO YOUR STAKEHOLDERS Before choosing a supplier, speak to your internal team. From an early stage, involve your key decision makers as well as those who will be executing on the plan. Consider gathering feedback from front-line staff. THINK ABOUT YOUR FUTURE Using RFID means that your CRM data can include invaluable information about your audience, helping you build and shape your event for the future.

7 PAGE 7 STEP THREE: SELECT YOUR RFID PARTNER 1 LOOK AT THE COMPANY S TRACK RECORD 3 EXPERIENCE THE TECHNOLOGY FIRSTHAND It s important to find a provider with a rock solid track record. Look at the caliber, size, and reputation of the events they ve serviced. Make sure the provider has achieved growth and continues to service the same clients year after year. Client retention is critical, and speaks volumes of the company s credibility and reliability. Don t be afraid to ask your suppliers tough questions: What events have they serviced that are just like yours? What did they learn? How does the training process work? Who manages customer care? What are the best practices in rolling out the communications and marketing elements of an RFID solution? These questions are vital to the success of a true partnership. 2 ASK FOR CLIENT FEEDBACK Find out firsthand from a direct source what the experience was like working with the partner. What were the major wins? Challenges? If they used a cashless payment system, did it make a difference to their bottom line? Will they be using the same supplier again? Look for clients with events similar to yours (e.g. size, reputation, location, solution used), as you ll likely have similar needs. Spend some time at fellow festivals where the technology is being used by real patrons! Watch guests interact with the technology. Watch the service staff and customer care. Imagine how RFID technology would be deployed at your event site and envision what you would change if you had the opportunity. 4 5 TAKE THE PARTNERSHIP APPROACH Consider this as a partnership and not a one-off supplier choice. Reliable technology is important, but the key to success is also the education, training, planning and execution that goes into the RFID deployment. Choose an RFID partner who has experience working on the frontlines at events, and who will be there with you every step of the way. WORK WITH LEADERS IN THE INDUSTRY There are often imitators, but the standout providers are the ones who continuously innovate to improve processes and your overall event experience. Work with a partner who understands events and has invested heavily in making sure their system operates at full capacity, 100% of the time.

8 PAGE 8 STEP FOUR: CREATE A PROJECT PLAN When you ve chosen an RFID partner and made the commitment to implement an RFID solution at your event, create a thoughtful implementation plan involving all major stakeholders. Your provider should be able to coach you through the rollout process and offer helpful tips along the way. Ask for any resources or guides that they ve created and ensure you follow their best practices. Here are a few points to consider as you get started: PRE-EVENT DURING EVENT POST-EVENT INFORM YOUR AUDIENCE ADEQUATE SIGNAGE CAPITALIZE ON LOYALTY Since ultimately it is the guest who will be utilizing the new technology, you need to pre-emptively build a communications and marketing plan to engage and inform them. Use every communication channel and touch point available (website, , social media, print, etc.) and clearly explain what it is that you re changing, how it s going to work and most importantly, how it s going to benefit the end-user. Set user expectations early on so there aren t any surprises. EDUCATE YOUR TEAM Educate your managers, vendor partners, and front-line staff from the beginning. Provide information packs and explain how they can get involved, how the process works, and who they can rely on as a resource during the event. Your RFID partner should be able to provide training pre-event, and be available during the event to ensure a seamless experience for vendors and visitors. Ensure your guests are directed throughout the event site with adequate signage for designated locations (e.g. Customer Service, Wristband Pick-Up, Cashless Top- Ups, RFID Brand Amplification Sponsored Areas etc.). Consider adding them to the festival map and any promotional materials distributed to guests. EDUCATE FRONT-LINE STAFF Questions will arise, so make sure that you brief all staff on how RFID technology works, how it benefits guests, and any eventspecific policies such as in-andout privileges for Access Control or the refund policy for Cashless Payments. During an event, all of your front-line staff will become teachers! Security personnel, vendors, customer service reps, should all be aware of the RFID technology and key benefits. Provide opportunities for your audience to engage with sponsors and vendors, download exclusive content and offers, purchase merchandise or get access to tickets for your next event. Why not send a personalized with a summary of their event experience? Transactions, stage visits, social interactions. Give them a memento they ll love. BALANCE REFUND With Cashless Payments, a great way to garner trust with guests is to offer them a balance refund at the end of an event. In fact, if your customers know that they ll get a refund for any leftover balance, they may be encouraged to spend more during the event! POST-MORTEM What worked well? What lessons did you learn for next year? A debrief session with your internal team and RFID partner is a great way to develop key learnings to make next year s event even better.

9 PAGE 9 READY TO BEGIN? WATCH RFID TECHNOLOGY IN ACTION! INTELLITIX RFID SOLUTIONS WORLD S BEST CASHLESS FESTIVALS ABOUT INTELLITIX Intellitix is the leading global provider of technology-driven solutions for festivals and live events. Our RFID Access Control, Brand Amplification and Cashless Payment solutions enhance the guest experience, increase revenues and decrease costs for event organizers. Fast Company ranked Intellitix as one of The World s Top 10 Most Innovative Companies in Live Events, recognizing leading enterprises that exemplify the best in business and innovation. Since 2011, Intellitix s technology platform has enhanced over 15 million guest experiences at live events around the world including Coachella, Bonnaroo, Tomorrowland, Taste Food Festivals, The Ryder Cup, and many more. We don t sell tickets, but we can make them do remarkable things!