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How Facial Recognition Improves Your Event

Facial recognition software is an advanced technology used for identification verification. Facial recognition has become as increasingly popular as it is accurate. Because it is multifunctional and beneficial in event personalization, it is wise for all event planners to familiarize themselves with the technology and all it has to offer. 2018 has been deemed the year of facial recognition’s climbing prosperity and for good reason. It is becoming less and less common to find any successful event without facial recognition at its core. Advanced software uses carefully constructed algorithms to determine facial features, lighting conditions and encoding data… all while you are enjoying a cocktail and mingling. Running facial recognition analytics is a non-invasive step forward in identification technology and does not violate the privacy of your event’s guests any more than street view cameras or ATMS lenses. Using this biometric approach thwarts your event forward by striving for two main goals: facial recognition serves to improve your event from both security and marketing standpoints.


Simple event check in being done on a tablet.
Simple event check in being done on a tablet. Image by Event Interface

Use Facial Recognition as a Ticket


Verify your guests easily and efficiently at the door with facial recognition. Tickets or vouchers can be transferrable so you run the risk of having them fall into the wrong hands. Using facial recognition technology at your event guarantees that all of your guests are exactly who they say they are and avoids confusion. This also, in turn, organizes the flow of traffic throughout your event. Easy, quick check ins are best for business because they maintain event fluidity. Hand held tickets can also be lost and sometimes prove impossible to replace without repurchasing. Your guests are only responsible for bringing themselves to your event and they will certainly appreciate the extra mile you took to ensure that they get what they paid for so that they are free to enjoy.


Increase Networking at Your Event


Facial recognition can be used as a marketing strategy as well as a security measure. Naturally, there will be photos taken throughout the duration of your event. Popular social media outlets use facial recognition for tagging photos all the time. Take Facebook, for example. If one of your guests posts a photo that includes numerous people, Facebook may use facial recognition technology to identify the other guests who were not already tagged in the post and alert them by sending a notification that a photo has been uploaded that potentially includes them. This spans the visibility of your event to even more guests and all who follow them on their social media accounts. Couple that with a location tag and the place and time of your event is on the radar of your future clients and venues. Facial recognition increases social connection and aides in the marketing process. Not only does it solidify the presence of your event on social media, it creates a personalized atmosphere for your guests and they will be more likely to recall your event positively. Facial recognition connects your guests to your event automatically and permits both quality and quantity. This consequently leads to more business for you in the long run. And who would argue with that?


An example of a Facebook notification alerting users of facial recognition.
An example of a Facebook notification alerting users of facial recognition. Image by technologia

Expanding Your Business


It is a good idea to think of the bigger picture of your business when planning your event. What is the next step? Does your event represent your business as properly as you would like it to? What changes can be made for the events to follow this one? Facial recognition allows event planners to document the turn out of an event. At the end of the night, you will know exactly how many guests you had. It may also help you determine the audience you are reaching the most. Age group and gender are two major characteristics to look at in order to plan ahead in your marketing strategies. If you find that most of your guests were in their 40s, you would strive to target that specific focus group with advertisement and future events. While facial recognition highlights those your business is resonating with, it helps to determine the focus group you still need to attract. If you wish to aim to draw in more millennials, you can develop new marketing strategies that pertain to that specific demographic.


It is always beneficial to maintain awareness of the success of your event, where that success is coming from and the improvements you may need to make in order to gain more support. Increase the momentum of your future endeavors by knowing the ins and outs of your event. Documenting guest information will prepare your business for what is to come while allowing you to make the most of the event at hand. Hosting an event is just like running a business. You must know your target audience in order make decisions that serve both you and your clients and facial recognition is an efficient way to do so that requires minimal effort from the event host. Knowledge is power when strategizing an event and you will want to know all there is to be known about building a business!


Enhance Security


Protecting the security of your guests and venue has been made easier through facial recognition technology. The same developed data that protects our personal information on our phones such as financing apps and private photos can increase security at your event in the very same way. You will, of course, want to treat your guests with the same respect that you do your own sensitive information. If it is sufficient enough to protect your bank account and photos of loved ones, imagine what it can do for a large guest list. Facial recognition is a form of security that benefits everyone involved. It uses personal identification to secure an event through capturing clear data on your guest list. It monitors who comes in with a simple scan upon arrival. Set up a smart phone or tablet near the entrance of your event and let your guests virtually check in. You can keep it simple with a basic scan or arrange photo ID print out stickers if you prefer your guests to wear badges. This will come down to the specific needs of your event. The bigger the event, the more important facial recognition can be. When planning an event, you will also consider who is not allowed in just as much as you value who is.


Facial recognition will draw attention to unwanted guests for you and maintain proper security. You’ll have your VIP lists and your black lists and facial recognition technology assists you in identifying both so that your event runs smoothly. You really cannot put a price on peace of mind.


Avoiding Crime at Your Event


Facial recognition decreases the potential for crime at an event for a multitude of reasons. Law enforcement relies on the same technology in their databases in order to identify and locate individuals. Having this advanced accuracy at your event covers you as the host in the case of an emergency. For example, if a guest complains that an item has gone missing and describes the thief in detail to the responding law enforcement officials, you can offer them access to your facial recognition data you used to check your guests in to your event. The same concept can be applied in the unfortunate event that a guest is abducted after leaving your venue. Your event’s personal data base provides a verified last known location for police to work with. Nobody likes to think of the worst-case scenario, but facial recognition does the work for you. The knowledge that your guest’s faces are being captured at the door at check in decreases the likelihood of committing a crime and you can feel more secure that your event will go off without a hitch.


This is the same notion that schools operate on as facial recognition has become a widespread form of school security. Facial recognition encourages safety in environments subject to human fallibility. An event should be a well-oiled machine and using this service makes that far more possible. (Not to mention- you can relax knowing that your event is properly secured and make the most of marketing and networking opportunities.)


Law enforcement officials rely on facial recognition technology for criminal identification regarding public safety.
Law enforcement officials rely on facial recognition technology for criminal identification regarding public safety. Image by Business Insider

Facial recognition has become a widely used tool in extracting analytics in the blink of an eye. Though it may be unfamiliar at first, this is a developing technology on the rise that is too good not to be utilized to the fullest at your event. Set your business ahead of the rest by ensuring the highest level of security and marketability. Allowing your smart device to document your event for you allots you the ability to network without fear of disorganization. It can be relied on to maintain a reasonable standard of privacy while achieving an exceptional standing of security. Most of us rely on facial recognition to protect our personal information so it only makes sense to apply the same respect and care to the guests at our events. Take advantage of its many functions and reap the benefits of using facial recognition at your event.

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