Editor's Blog

Leeds leads the way on engagement through tech
Finding new and exciting ways to engage delegates is pretty much the holy grail for conference organisers.

One way in which organisers try to do this is by taking advantage of developments in technology - but of course you still have to be innovative with how it’s used.

I caught up with Jennifer Young, head of ConferenceLeeds, who told me how this year’s Conference and Hospitality Show in Leeds tackled this very issue of engagement through tech.

“The team used Ingo, a social media event marketing plugin, to engage visitors and turn them into advocates pre-event,” says Young. “The app integrates with an event’s registration page, allowing visitors to register via one of their own social media channels, and encourages them to invite their contacts to attend too. This in turn helps boost visitor numbers – something that was evident with the show this year."

ConferenceLeeds also worked with Wildgoose ahead of attending the show to create its own app, with the aim of providing an exciting interactive alternative to traditional marketing activity.

“The objective of the app was to educate delegates about the city of Leeds, whilst capturing conference attendee data in an innovative and engaging way", adds Young. "Those using the app were presented with a series of quick fire questions about the city, its key venues and conference centres.

“This was a really useful exercise, as it provided us with an accurate and immediate ROI. We were able to gain in-depth knowledge into how delegates engage with us, the conference and the city as a whole, which we’ve been able to take away and use in our day-to-day work now.”

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