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We get to hear from Liz Lathan, a brilliant networker and community builder who empowers B2B event marketers to elevate engagement across their events. Liz shares creative use cases for wearables that not only enhance attendee interaction but also provide event managers with innovative ways to foster connection and lasting impact. By focusing on cognitive, behavioral, and emotional engagement, wearables transcend gadgets to deliver meaningful, unforgettable experiences. Discover how to captivate your audience and drive deeper connections with tech and Crowdpass wearables.
Human engagement, powered by technology
When I think of wearable technology, my brain stops at FitBit or Apple watch. But I’ve been learning more and more about it and, turns out, it can be a fun gateway to deeper audience engagement at large events.
But to truly make wearables work for your events, you have to understand that it’s not about the tech itself - it’s about the connection it enables and the engagement that it drives.
I think about attendee engagement in three categories: cognitive, behavioral, and emotional engagement.
I’ve jotted down a few of my thoughts on how you can leverage wearable tech to captivate your audience and create unforgettable (connected) moments.
Cognitive Engagement: Stimulating the Mind
Cognitive engagement is about learning, capturing your attendees' attention, and keeping their brains active. Wearable tech offers a futuristic way to deliver information and spark curiosity without overwhelming your audience.
Example: Imagine distributing smart badges that light up when attendees are near someone with shared interests or complementary goals. This subtle prompt not only facilitates networking but encourages attendees to think critically about who they’re meeting and why those connections matter.
Another Idea: Use wearables to gamify learning. Wristbands that vibrate or flash during trivia games or breakout sessions can signal when it’s time to participate. You’re keeping their minds sharp while also adding an interactive layer to your content delivery.
Behavioral Engagement: Driving Action
Behavioral engagement involves getting your attendees to do something: move, interact, or make decisions. Wearables excel here by providing real-time nudges that encourage action.
Example: Fitness-focused wearables like step counters or heart rate monitors can turn movement into a group activity. Create challenges like a “step race” during the event, with attendees tracking their progress through wearable devices. Not only does this promote health and wellness, but it also keeps attendees actively participating throughout the day.
Another Idea: Leverage NFC-enabled wearables to streamline engagement during activations. Picture this: attendees tap their wristband to instantly register for sessions, collect digital content, or participate in live polls. By making interactions frictionless, you’re encouraging more engagement without it feeling like a chore.
CrowdPass Solution: This is exactly how Amazon Music used CrowdPass to generate over 1400 leads at Outsidelands Music Festival with NFC “Tap to Win” activation. Check it out.
Emotional Engagement: Creating Memorable Connections
Emotional engagement is where the magic happens. This is about making attendees feel something: excitement, connection, or even nostalgia. Wearables can amplify these moments in powerful ways.
Example: Use LED-enabled wristbands to create shared emotional experiences. During a keynote or entertainment segment, the wristbands can pulse in sync with music or key moments in the presentation. That synchronization fosters a sense of unity and leaves a lasting impression.
Another Idea: Wearables can also help personalize the attendee journey. Imagine devices that vibrate softly when someone enters a “reflection zone,” such as a quiet space designed for mindfulness. Or think of wearables that track preferences and provide tailored recommendations in real-time; like guiding an attendee to a session that aligns with their interests. These small, personalized touches create emotional bonds with your event.
CrowdPass Solution: For EcoLab 100 celebration, CrowdPass incorporated NFC tapping into an immersive spark sculpture that ignited when attendees scanned their wristband. It created a memorable moment and first impression upon entrance, setting the tone for the rest of the event. More on this activation here
For the attendee, it’s not about the tech
The key to success with wearables is making them part of the experience, not the star of the show. The best tech is invisible, seamlessly woven into your event’s narrative and the attendee experience. Focus on how the wearable can serve your audience: Does it encourage conversation? Make their day easier? Add an unexpected wow moment? If it checks one or more of those boxes, you’re on the right track.
But for you? Don’t underestimate the power of data. Wearables can collect insights on attendee behavior and preferences, giving you the tools to refine future events. But be transparent about how you’re using that data. Don’t be creepy.
Cool but I can’t afford it!
It’s more affordable than you think. And wearable tech can fit into many budget categories or straddle several – measurement, swag, experience; It’s an incredible tool to build deeper connections with your audience.
By focusing on cognitive, behavioral, and emotional engagement, you can use wearables to enhance your event in ways that feel meaningful and memorable (and actually have a positive impact on your bottom line).
What if, instead of asking “What can this gadget do?” you asked, “How can this help my audience think, act, or feel differently?”
That’s where the real magic lies.
About Liz Lathan:
Liz Lathan is the co-founder of The Community Factory, a community management and enablement company. Her parents’ careers exposed her to events and trade shows at an early age. Whilst she completed a degree in journalism, Lathan went on to work for organizations such as Dell and IBM. She later co-founded the experiential agency Haute before co-founding The Community Factory in 2022.
Lathan is passionate about the power of engaged communities. Together with her business partner Nicole Osibodu, she is spreading the word on what it takes to create and cultivate engaging events and communities included her latest community, Club Ichi. Club Ichi is known for bringing B2B event marketers together in intimate settings around the world for strategic conversations that drive pipeline and revenue for their events.
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