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How Smart Venues Use Proximity Awareness

For event organizers, large venue owners such as stadiums, arenas and convention centers—and anyone else responsible for large, live event management—Smart Proxim­ity Awareness offers new real-time communication opportunities to improve safety, increase security, grow revenue and generally advance the patron experience.

Proximity-based services will direct attendees toward optimal travel routes to decrease con­gestion and improve customer experience, among many other benefits. The location awareness technology can also provide valu­able data on audience mobility before, during and after an event. And because the technology is super-accurate, messaging can include highly targeted CTAs, from offers to directions.

Numerous major sports teams and venues in the U.S. have become early adopters, putting proximity event marketing to work for a long list of purposes, including:

  • Indoor navigation
  • Real-time event schedules
  • Seat upgrades
  • Loyalty campaigns
  • Merchandise offers
  • Food orders
  • Networking
  • Fan engagement

Advertising Age recently dubbed event locations that are deploying such Smart Proximity Awareness technology as “smart venues.”  One major global event organizer, for example, used sophisticated geofencing techniques at a concert to capture data on 18-to-34-year-old attendees who might be valuable for future marketing and ad targeting.

Event sponsors get real-time location data for crowd management that shows such things as where ticketholders are concentrated inside the venue, how short or long concession lines are, and where event-related merchandise might be running low. Fans can be sent messages offering discounts on merchandise at less crowded locations and data accumulated this way also helps spur sponsorship deals.

Tech suppliers are stepping up to fuel the shift. For example, Cisco’s new “Fan-Fi” WiFi will offer amped up connectively to facilitate proximity awareness at dozens of venues starting in 2017. This will ensure that attendees can easily access the event sponsor’s mobile app, which in turn provides the venue with opportunities to feed its data management platform to produce valuable insights that can be used later.

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Bridging Offline and Online Worlds

Not only does Smart Proximity Awareness offer new ways to optimize event experiences—and revenue—it also provides valuable insight that informs future strategy, planning and decision-making. Data generated by patron interactions with Smart Proximity Awareness Technologies can be used to extend interactions from the physical venue to the online world—a new virtual bridge between online-offline.

Large conference and event organizers—most of whom have already created their own apps—are moving rapidly to adopt and expand Smart Proximity Awareness. They are using it for everything from checking in and navigating the venue, to facilitating attendee networking and sending agenda changes.

But events are just one of many areas that can benefit from Smart Proximity Awareness Technology solutions, from safety & security, emergency management, to scheduling, customer experience and others. For more Smart Proximity Awareness Technology use case scenarios, visit the Sixgill Use Case Library.

And for an in-depth look at how Smart Proximity Awareness Technology is turning mobility into an enterprise asset, download a free copy of the complete Sixgill white paper, The Power of Proximity.  You can also download an Executive Summary.