Sarah Jane Benham, CEO at Kru Live, shares insights into the evolving world of technology activations and conferences, and what it takes to deliver exceptional experiences in this fast-paced sector.
The technology sector is incredibly broad. How does your approach differ between physical products and digital platforms?
That's exactly what makes tech so exciting to work in. One week we're supporting PlayStation activations, the next we're managing conference delegates at Xerocon or helping TikTok celebrate their inaugural UK & Ireland Creator Awards. Each requires a completely different skill set from our teams.
From Samsung devices to Canon cameras and Sky Glass TV, we rely on our brand ambassadors who make technology feel personal, confident communicators who know every feature and can turn specs into real-world value for each individual.
With platforms like YouTube, Facebook or Revolut, the technology itself isn't something people can hold, so our teams need to be excellent storytellers who can bring those digital experiences to life.
You've worked on major tech conferences. How does that differ from consumer-facing activations?
Conferences and activations demand completely different approaches, though both require exceptional attention to detail.
Take Xerocon, for example – often described as the Glastonbury for accountants. We provided 300 staffing days across this enormous B2B event at ExCeL London, managing multiple activations simultaneously. Our role was to ensure thousands of accounting and bookkeeping professionals had seamless experiences across two days of learning and networking. We led the site familiarisation and training day, ensuring every team member understood the event flow and maintained that professional energy throughout.
Similarly, with Amazon Ignite Live for their Delivery Service Partners, we were managing a corporate celebration across two venues – the InterContinental Hotel at The O2 and TOCA Social. Our ambassadors needed to balance professionalism with the community spirit Amazon wanted to celebrate.
Compare that to something like the PlayStation British Summer Time Festival activation or the Fortnite events in LA and New York. These are high-energy, consumer-facing experiences where we're creating moments of joy and shareability. For Fortnite, we delivered 840 staffing days running ziplines, a mini-golf course and a giant pirate ship. Our teams had to be gaming enthusiasts who could engage fans authentically whilst managing queues and safety protocols.
The common thread is meticulous planning and adaptable teams, but the energy and expertise required are quite distinct.
How important is genuine tech knowledge versus presentation skills?
Both are non-negotiable, but the balance shifts depending on the brand and activation type. When we launched the Oculus VR in-store demonstration programme nationwide, we needed authentic tech enthusiasts who could not only demonstrate the headset but also engage store staff to maximise their product knowledge. You can't fake passion for VR, consumers and retail partners can tell immediately.
For Google's presence at IFA, where we provided 100 team members per day across the exhibition, we needed teams who could work with tech, bring energy across long exhibition days and flex across various stands as needed. We provided 900 staffing days in total, and every single person needed to be comfortable discussing Google Assistant integration across multiple product categories.
That said, presentation skills matter enormously. At the Google Executive Summit at Soho Farmhouse, where we were meeting and greeting the UK's most influential business leaders, our brand ambassadors needed to exude polish and professionalism. Similarly, when managing 200 speakers per day across eight themed theatres at ReThink HK's sustainability conference, our on-site team needed flawless coordination skills.
What trends are you seeing in tech activations?
Immersive experiences have become the expectation rather than the novelty. When Google showcased Project Starline at Team USA House during the Olympics (their revolutionary hologram video conferencing technology) visitors expected to be amazed. The bar for 'cutting-edge' keeps rising.
We're also seeing more sophisticated blending of physical and digital. The TikTok Creator Awards at Flipper's Roller Boogie Palace needed to feel like digital culture brought to life, with brand partner activations from Sky's Glambot experience to Adobe Express's culture-inspired photo booths.
Sustainability is increasingly important too. At ReThink HK, drawing over 6,000 attendees, the entire event centred on sustainable development discussions. Tech brands are recognising they need to walk the talk.
The tech world moves incredibly fast. How do you keep teams current?
Training is everything, but it needs to be dynamic. When we supported the Google Pixel launch with a five week immersive workshops at their Piccadilly Circus hub, our teams needed ongoing briefings as the programming evolved. We can't train once and assume knowledge stays current.
It's about building pools of specialists for specific brands too. We've worked on multiple PlayStation activations over the years, which has allowed us to create a community of PlayStation enthusiasts who already understand the brand's values and gaming culture. That institutional knowledge is invaluable. The same applies to our work with brands like Phillips and Sky.
How do you handle the pressure of high-profile tech events?
Preparation and the right people. When Revolut launched their global partnership with Manchester City Women's Football Club, we needed to activate it on matchdays by engaging fans with an exclusive offer whilst driving immediate sign-ups. There's no room for error when you're representing fintech brands where trust and security are paramount.
Our Samsung Olympic work, where we delivered over 4,000 staffing days supporting the Galaxy SIII product launch, achieved 99.98% coverage. That level of reliability comes from systems, relationships and teams who understand the stakes.
Looking ahead, where do you see the tech activation space heading?
The most impactful activations will move beyond demonstration into co-creation. Inviting people to shape and influence the experience themselves. And in a world where attention is constantly divided, the real magic will lie in creating moments of presence: experiences that help people slow down, feel fully immersed and truly be in the moment. Whether it’s accountants at Xerocon discovering new tools, creators at the TikTok Awards celebrating their community, or first-time VR users with Oculus, the future belongs to experiences that encourage connection, understanding and genuine engagement.
AI and automation will undoubtedly play bigger roles, but the human element will become more valuable, not less. As technology grows more complex, people will crave authentic interactions with knowledgeable ambassadors who can translate innovation into something personally meaningful.
For more insights into Kru Live's sector expertise or to discuss your next tech activation or conference, contact our team.
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