Resource Library

The Case Against Laptops (for EDC)

You are running an event and you want to collect names and contact information. You are tempted to place a few laptops at your exhibit and access your company website lead form.

Simple, isn't it?

Sometimes, this works well. However, in many cases this is not the best data collection strategy. And once the event is underway, it is difficult to make changes to your program.

Here are the top six things that could go wrong with your plan and what you can do differently:

1. Connectivity is non-existent or inadequate
   Your plan assumes your laptops can access your website. Wireless is far-reaching, but many event venues have very poor wireless coverage. Without a connection or with a slow connection, data capture comes to a grinding halt.

   Our advice
   Capture data with pre-programmed equipment that is not dependent on an Internet connection, and that can deliver stored leads when connectivity is restored. Collecting information manually from individual machines is a security risk - just don't, it's not worth it.

2. The environment is not suited to laptop use
   Laptops are well designed for use at home, in the office, at an airport or in a hotel, where lighting is consistent, the temperature is comfortable, users respect the machine and it never rains. Most laptop screens are difficult to see outdoors in bright light and do not operate in temperature extremes.

   Our advice
   Equipment such as mobile tablets, designed for use in your specific environment, will ensure operations in less than ideal conditions. Consider anti-glare screens, rugged keyboards, changes in operating temperature and waterproofing when choosing the equipment to use at your event.

3. Mobility is a Must
   The key to collecting data at events is to be where the people are. If you cannot bring the people to you, you must go to the people. It is unrealistic to hand laptops to participants to complete a survey, for example.

   Our advice
   Go for flexibility. Many tablets can be used with an external keyboard on a table, in a floor stand with a pen touch in any 60 square centimetres of floor space, and in your arms with a touch screen. That covers all the bases.

4. Security is not tight enough
   Security is a very important issue. Collecting personal data is a huge responsibility and there are many unforeseeable events that could compromise the data. A common issue is a participant surfing away from your website to other sites. Most web forms are not designed to time out after a period of inactivity, allowing consumers to view private information on a form not completed by the previous consumer. If your data collection device goes missing with unencrypted data stored on it, you are legally liable. Unsecured devices can also disappear, leaving you with extra costs.

   Our advice
   Ask an expert to help you collect Personally Identifiable Data from people. Among other things, they can ensure personal data will not fall into anyone's hands, including those of your staff. It is better to encrypt collected data, remove it automatically from your devices without human intervention, and lock down the data capture application to prevent users from surfing to other websites and to prevent them from viewing other users' information.

5. Users have a poor experience
   The objective of event-based data capture is to make it easy and fun for the consumers to QUICKLY and accurately provide answers to your questions. Most web forms are not suited to this kind of data capture. The result is often a high abandonment rate and/or suboptimal data and certainly an unmemorable brand experience for the user.

   Our advice
   Design user interfaces for the specific environment. Minimize drop-down lists. Ensure that all options are visible on the screen for easy selection. Enlarge the text and simplify the questions to facilitate understanding. Use touch or pen data entry whenever possible to avoid keyboard woes.

6. The logistics of managing computers and data transfer is time-consuming
   It sounded simple in the beginning, but it has turned out to be more complex than you expected. Suddenly you find yourself acting as an IT person dealing with networked computers that are not operating as flawlessly as you hoped. You cannot easily replace broken equipment and you do not know how many leads you have gathered when your client asks.

Tips for Event EDC Success

• Find an expert partner to help you. Running an effective network in a mobile environment is complicated. Understand this in advance and outsource the entire project to an experienced provider.
• Look for a broad range of equipment options and an account executive who understands your needs before they begin selling to you.
• Ask about data and equipment security and ask about what happens if things go wrong.
• Ensure the provider can track your success for you, so you will know instantly how many leads you have collected. Event ROI is critical in determining event success.