“The use of augmented reality opens up an entire world of increased branding and messaging opportunities and has the potential to create a new level of engage- ment among event attendees,” he explains. “Never before has there been such a blur between the lines of fiction and reality as is possible with this new technology. And with the advent of built- in VR and panoramic capabilities in our design software packages, we can demonstrate to event producers what the show will really look like before we load a single piece of equipment onto a truck."


Jason Cataldi, VP of sales and marketing for IMS Technology Services, Inc., says that technology isn’t the only field that is influenced by rapid development and near continuous transformation. He observes that the meeting and event landscape is ever evolving, adapting, changing in the current business climate,


as well, and there is an ever increasing need to communicate one’s message clearly in a way that will resonate with an audience.


“The technology we utilize can enhance this message or conversely distract from what was the best of intensions,” cautions Cataldi. “A recent study suggests that only 20 percent of what was learned at a con- ference is retained. In fact, a person is only actively listening for about 20 min- utes of sustained time. If these studies tell us anything, it is that we need to cap- tivate our audience - or as some would say - entertain them.”


“Our goal is to manage the emotions of the event,” he adds. “From the initial con- cept to measuring ‘calls to action’ post- event, a consistent focus on attendee engagement and creating an immersive experiential environment are our key indicators for determining success.”


Cataldi says that of the technologies IMS’ clients utilize at most of their meetings, many involve social and virtual interac- tion, gamification, live tracking/real time analytics, and mobile-friendly responsive meeting materials.


“IMS recently hosted Event Trends 2017 at Lincoln Financial Field [in Philadelphia, PA],” Cataldi explains. “Many of the aforementioned technolo- gies and strategies were demonstrated throughout the day. Take, for instance, digital signage. Not so long ago we would be placing easels throughout the event space in high traffic areas in hopes that our guests would see them. Now, we have the ability to create ‘heads up’ mes- saging and advertising - real time alerts for flight delays, traffic, weather condi- tions, enhancement of brand recogni- tion, attracting attention to key sessions with info graphics, and, through the use of hashtags, developing a social interac- tion channel.”


Our team of experts delivers unmatched professionalism,


seamless event execution, and innovative creative direction for meetings and events.


State-of-the-art audio, visual, lighting,


staging design, and meeting technology Content creation Digital signage


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855-467-2828 | www.imsts.com Mid-Atlantic­EvEntS Magazine 63


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