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The words “facial recognition” can elicit strong responses. It’s a controversial topic when it comes to fears about privacy versus the need to stay ahead of (and pre-emptively recognize) people who intend to do harm at public events.
Facial recognition technology has evolved over the years from the far-fetched ideas of spy or science fiction movies to a daily reality where security and safety is a high priority.
However, the benefits of facial recognition go beyond stronger security measures. Here are seven advantages of face recognition for event planners.
What is Facial Recognition?
Facial recognition is a way for technology to identify an individual by scanning images or video frames.
The unique features in a person’s face help face-scanning technology identify people in a database by comparing the combination of unique features to known images.
From registration to event promotion, this kind of technology is helpful for events.
1. Viral Exposure Through Social Media Tags
Facial identification is a big part of social media technology. You’ve probably seen it as Facebook’s ability to recognize faces and provide tagging suggestions for photos.
This capability is valuable when spreading awareness about your event. Facebook’s algorithm allows attendees to find their faces in your event photos, then tag themselves.
Being recognized and tagged as a participant in your event creates a more interactive and intimate experience. Attendees can share this experience with their audience on their own Facebook pages, giving your event more viral exposure.
2. Improve Registration Security and Efficiency
Making attendee photos part of your registration process helps expedite your event registration process. Plus, with photos of attendees on-hand before your event, it’s easy to recognize when a person isn’t who they say they are at registration.
Use an online registration system that requires attendees to upload a digital photo to complete registration. When attendees arrive at the event, confirm that each attendee matches the photo uploaded during the online registration.
3. Understand Facial Feedback
Are your attendees enjoying the event? A facial expression can be worth more than a few words on a post-event survey.
Most events include photographers and video crews, capturing the excitement of the event. When reviewing photos and videos, facial scanning can provide some insight into how people feel about your event.
Use facial analyzing software to understand happy faces, frustrated faces, and more facial expressions from attendees. Add that feedback to your post-event survey to help improve rough spots in your event or recreate the moments attendees seemed to enjoy the most.
4. Increase Event Security
Depending on your type of event, you might know some people you’d rather not attend your event. Maybe the location of your event comes with some security risks from people in the area.
If you’re wary of competitors accessing your proprietary event sessions, you need to know who they are and if they tried to sneak into a session.
Whatever your needs are, if you have a “do not allow” list of names and photos, facial recognition can help you keep an eye out for these people. If your security team has access to facial recognition software and cameras, you’ll be able to see everyone who enters your event.
As the facial recognition software recognizes a “flagged” face, your security team can respond and remove your unwanted guest.
5. Track Attendees and Sessions
Facial recognition can help track the paths of attendees through your event.
- What are the most popular sessions?
- Where are the bottlenecks in your event setup?
- Which VIP sessions need access control?
Help control crowds and follow attendee behavior with facial recognition technology. It’s an impressive way to show your attendees that you are on the cutting edge of crowd management.
Plus, for VIP-only events, you add extra layers of security to make sure your most valued attendees get the upper-tier experience they’ve earned for your event.
6. Maximize Your On-Site Resources
Sometimes a big event is an all-hands-on-deck experience. Any available employee, no matter where they work in your company, has to take time away from their day-jobs to help operate an event.
From check-in to helping people find sessions and handing out swag bags, it’s not always the best use of your staff’s time. If you hire additional event help, it can be expensive and cut into your event profits.
Using a facial scanning check-in system for sessions or VIP-only events helps increase efficiencies and maximize your on-site resources—without pulling people from their other responsibilities or hiring short-term help.
7. Increase Personalization and Recognize Leads
Recognize your best leads for new business with facial recognition. Your most active attendees show up to as many sessions as they can fit into their event schedule. They visit exhibitor booths and schedule consultations as a result of your event.
Match faces to names and create a more personalized experience for your most active attendees. Send a gift to their room. Greet them by name as they arrive for sessions. Review their path through your event to learn their interests and offer incentives they might enjoy.
Check out this article for more about how facial recognition helps you care for your superstar event attendees.
Enhance Your Event With the Benefits of Facial Recognition
The many benefits of facial recognition can enhance your next event. As one of the most important event technology trends in recent years, you’ll want to invest in facial recognition for your next event.
From streamlining your logistics to increasing security and improving your attendees’ experiences, facial technology is the next-level event management addition you need now.
If you loved this article, be sure to check out more of our articles for success at your next event!
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