A Royal Touch

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A Special Occasion with a Royal Touch

The Duke and Duchess of Cambridge and Prince Harry were at the Olympic Park on Monday (16 May) for the official launch of their new mental health initiative, the Heads Together campaign. The royal trio are hoping to break down the stigma surrounding mental health with their new campaign, and help people feel more comfortable discussing mental wellbeing, as well as providing the tools they need to support friends and family.

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Giant iTab are proud to support the ‘Heads Together’ campaign. We were delighted to be invited by the charity Best Beginnings to provide one of our Giant Smartphones to showcase their multi award-winning Baby Buddy app that supports families on their emotional and physical transition to parenthood. Best Beginnings has already supported more than 2 million families across the UK and with more funds they can enable more families to give their children the best start.

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“A huge thank you to the whole team at Giant iTab for their pro-bono support at the Heads Together launch event on Monday. Their awesome Giant Smartphone brought Best Beginnings’ stand and our award-winning Baby Buddy app to life. The giant phone is absolutely brilliant – it’s just so inviting.  As I had hoped, their Royal Highnesses The Duke and Duchess of Cambridge spent time exploring our Baby Buddy app on their Giant Smartphone and its many interactive features. It was really visual and so much fun that we aquired great news coverage too”! Alison Baum, CEO Best Beginnings.

#CocktailHack + Fresh Tech For Your Events

Cocktail hack

Its back! Our popular Cocktail Hack is happening again to celebrate London Tech Week. Event Tech Lab is holding its Open Office session on Tuesday 21st June at KPMG’s new Huckletree Shoreditch event venue in Finsbury Square, London. This is an event for eventtech developers, start-ups, eventtech companies, event professionals, marketers and investors wanting to see the freshest event technologies that have recently been launched. The event also includes the popular #CocktailHack. You have the chance to create London Tech Week’s celebratory cocktail. Plus, ibtm World is launching their Tech Watch Competition 2016.


Event Tech Pitches

5 minute pitches and demonstrations from six of the freshest event technology start-ups.  See the latest in event technology with pitches  from Holland, Switzerland, the UK and USA.


No coding required. Just join in the fun. Come along to the event with your innovative cocktail recipe. You can enter as a team or we will put you into a team. Our professional barmen from Exquisite Cocktails will assist you in making up your winning cocktail to be tasted by the audience and our expert judges. Prize for the best #CocktailHack. If you wish to use an ingredient that is not normally available behind a bar, bring this with you. We will have a fully stocked bar with everything else you need.  Please find the bar stock list at this link:https://www.dropbox.com/s/yfq2zr4uxm38bte/CocktailHack Bar Stock List.docx?dl=0

If you have any questions about ingredients, email: james@eventtechlab.com

Thanks to our sponsors: KPMG, ibtm World,  Exquisite Cocktails, Amazewall.


Success for Feathr at Kitchen and Bath Industry Show



The Kitchen and Bath Industry Show (KBIS) is the largest international kitchen and bath industry trade event. Owned by the National Kitchen and Bath Association (NKBA), KBIS is dedicated to helping the industry move forward through education, collaboration, and exposure to the latest products and innovative designs. KBIS is produced by Emerald Expositions, a leading operator of large business-to-business trade shows in the United States, producing more than 50 trade shows and over 100 face-to-face events per year. KBIS is an amazing show that has run for more than 50 consecutive years – talk about longevity! Rebecca Corbett, Marketing Manager for KBIS, is in charge of keeping the momentum going.

Improving on Excellence

In the past, Rebecca had succeeded in that effort mostly via the traditional marketing channels of print and direct mail. While still working, the effectiveness of these channels was starting to trail off. And with the explosion of digital marketing, Rebecca knew that she couldn’t afford to ignore it any longer. “We had always used email to complement our traditional marketing efforts. But results just seemed ordinary, and open rates were starting to drop off dramatically. We needed a better way to use digital to get in front of our audience and boost attendance.” – Rebecca Corbett, Marketing Manager at Emerald Expositions When it came to plan for KBIS 2016 came around Rebecca was ready to make this year the one that saw a major investment in digital marketing. So she started looking at some of the options for digital marketing tools and services. Rebecca found the overwhelming and confusing landscape that is marketing and advertising technology. In fact, the research process was so daunting that Rebecca was considering putting off the decision altogether.

An Easy, Event-Tailored Digital Marketing Platform?

Then a colleague in Emerald’s Photo group talked to Rebecca about the results he had seen using Feathr. The results and experience he mentioned were impressive, but Rebecca was tentative – the digital marketing world still seemed complicated and didn’t seem suited to the work of an event organizer. Despite her doubt, she figured it was worth a call. So she reached out and spoke with Aidan, the co-founder of Feathr. After some mutual learning it became apparent that there was a great fit between Rebecca’s need for an easy-yet-powerful way to reach potential attendees online and Feathr’s Event Marketing Cloud. “The fact that Feathr was a digital marketing platform geared just for events was very appealing to me.” – Rebecca Corbett, Marketing Manager at Emerald Expositions. Rebecca’s main goal with digital marketing was to boost the attendance of KBIS 2016. Feathr’s programmatic advertising, which intelligently retargets event website visitors with optimized ads on other websites to encourage re-engagement, seemed perfectly geared to help with that.

Feathr’s programmatic advertising gets your event back in front of the eyes of your website visitors.

Rebecca was ecstatic. She had found an accessible digital marketing tool designed specifically for events and couldn’t wait to get started. She began by placing Feathr’s Super Pixel on the main KBIS website and on the sister site www.kbbonline.com, the home of Kitchen & Bath Business magazine, several months before the show.

Implementing a Robust Retargeting Strategy with Feathr

With her pixel in place, Feathr’s analytics showed Rebecca real-time information about her digital audience and their interactions with her websites. She was then able to organize her site’s visitors by segmenting them into the different audience groups she would later retarget. By setting up her analytics early, Rebecca built up a huge audience and had ample time to plan her future ad campaigns. Rebecca successfully launched not one, but five different retargeting campaigns catered to different segments of her audience. Working closely with her Customer Success Manager at Feathr, Rebecca periodically switched out her ad creatives to avoid “banner blindness” and continually engage her potential attendees.

The Results of Well-Planned and Executed Campaigns

Her eight-day early rate and three-month general audience campaigns had particularly impressive conversions – driving more than 700 registrations for less than $1,500 of media spend. Rebecca’s overall results for KBIS 2016 were outstanding. She achieved a $3.56 CPA average across all of her campaigns, impacting 11% of KBIS’ total audience. Overall, her ROI through Feathr reached $59,000.

And KBIS 2017 is Already in the Works

Rebecca has already renewed her Feathr subscription for KBIS 2017. In addition to retargeting, she intends to leverage Feathr’s referral marketing features, which allows her to easily promote KBIS to the audiences of her sponsors and exhibitors. With an additional year of analytics data (built up from the 2016 show) and the experience she has gained using Feathr, Rebecca is fully prepared to maximize the performance of her digital marketing for KBIS 2017.


International Confex

Wow what a show! We had 10 start ups exhibiting in the Event Tech Lab zone. Our Fresh Tech For Your Event session in the tech theatre attracted the largest audience in the education sessions over the 2 day show. Well done to all the start ups that pitched live. It was awesome.

Start Up Pitches + Panel ‘How Much Tech Do I Use For My Event’? 29 Feb

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Event Tech Lab’s February Open Office features some great new start-ups and a panel of experts from Barclays Bank, DRP Group and George P Johnson on ‘How Much Tech Do I Use For My Event?’ Join us at the Digital Catapult London – one of the city’s amazing new tech venues – for an evening of fresh tech, education and networking.

Our event kicks off with pitches from start up’s. Hear from EventProFinder, Social Tables, Wi-5 and Yellobox live on stage. Beeem (Budapest), Loopd (San Francisco), My Mic (Melbourne) and Weemss Awards Management (Sofia) will join us via our Google Hangout feed. Hangout feed details are shown below.

Next up – our panel discussion will explore the issues and suggest tips on ‘How Much Tech Do I Use For My Event?’. Emma Stoker from Barclays Bank, Ben Wallace from DRP and Nick Riggall from George P Johnson are your experts for the evening. The programme is followed by networking over beer,wine and pizza.

The pitches start at 7pm. The panel discussion starts at 7.45pm. The event runs until 9pm.


Cant attend in person? Tune in for the hangout here: http://tinyurl.com/EventTechLabFebEvent


#EventTech Open Office #1

Event Tech Lab @ Google Campus

Event Tech Lab @ Google Campus

The first Event Tech Lab open office session is kicking off at 6pm 20th January 2015 at Google Campus.

The open office session will host both face-to-face and virtual pitches (via Google Hangouts) from start-ups. Attend the event in person or join us via Google Hangout.

Face-to-Face Pitches:

Damian Oracki of Showslice on how the sharing economy can be used to make events more sustainable by sharing your event resources with other event organisers.

Ru Barksfiled of Gruve on how to integrate differing event software applications into the overall event hardware landscape.

Jose Bort of Pickevent on white label event marketing and community building

Mike Piddock of Glisser on a mobile presentation application that engages audiences through real-time slide shows.

Virtual Pitches:

Ovanes Ovanessian of Weemss (Bulgaria) on new event ticketing technology that allows for automatic multi-language and multi-currency transactions.

Jason Harmer of Get Workers (Canada) on the new staffing platform to poll and secure freelancers for event projects.

The evening will include a panel discussion – Disruptive Futures – that explores the future of event technologies. The panelist: Robert Dunsmore (GES), Liz King (Techsytalk.com & Liz King Events),  Adam Parry (Event Industry News) and Jamie Vaughan (Eventbase).



Tech and Social Integration into Events: Our Confusing Landscape.

I remember a time when the most advanced events involved a key light on a speaker, a slide projector (or even transparency projector), a few duffed up speakers and some crazy people running around trying to get it all to work, whilst a client is literally writing on the slides before they go into the projector.

This was HIGH TECH and I’m really not that old. Now we live in a world where most people have seen full 360 degree projection, speakers boxes are to be heard and not seen, social integration is expected and used as a KPI on how successful an event is. This is a fast evolving landscape.

So how do you navigate in this bewildering array of terms and technologies? That’s principally why I set up Gruve to try and help individuals and agencies understand the tech available but more importantly how to integrate it into your event. Lets face it, our clients in the events industry expect us to be the groundbreakers and make them look like rockstars by bringing them the latest and best technologies, to show off their brand better than the competitor

There’s no real secret to understanding what the next big thing is. At Gruve we have been doing it instinctively for years, and can tell you about some new technology that is coming to the fray that will totally change our industry:


#OMG #YOLO this is going to transform the way we interact at events. As people are walking past your event/stand/interactive how would you like to be able to talk to them directly and shout your message to their phone? That may be a little invasive, but if people request it this is a great way of publicising your event and transferring data to the right person. It’s going to revolutionise indoor GPS. Attendees will no longer be left wondering where stand E15 actually is!

Oculus and 540 filming

You have probably heard of oculus rift but on its own it’s relatively basic and not very good quality. When you start to integrate this technology with other tech, it takes it too the next level. You can now transport delegates across the planet without them having to leave their office chairs. You can give viewers the ultimate fan experience – court side seats at the NBA All star game – you can put people on the stage with Coldplay. Who needs the Star Trek transporter?

Fan Apps

Stepping away from the more corporate to the more sports and music orientated, it’s now possible to connect to your fans that are not only inside the stadium but outside too. At the FIFA World Cup 2014 this technology was debuted in three countries outside of Brazil. It connected the participants with the atmosphere inside the stadium. If you were outside you could clap in unison, send messages of support and rally the crowd inside the stadium. If you were lucky enough to be inside the stadium you could see the messages on the big screen and talk back to the outside world on the app, creating a huge community of fans talking to each other and motivating the teams.

This is the tip of the iceberg with regards of use into tech. However, it depends on your clients KPI’s and as to what technology is best to use. One thing for sure – event tech is an exciting space to be in and every day new technology is coming to the fray to make our lives easier and make our events better and more engaging for attendees and fans!

Ru Barksfield @GRUVE