How Exhibitors Can Sell the Benefits of RFID to Trade Show Organizers

For years, one of the hot “water cooler” discussions for event organizers has been about audits—showing exhibitors once and for all who, how many, and what type of visitors attend a show. Although attendance audits are extremely helpful, they don’t tell the entire story. Other rich analytics tools such as RFID (radio frequency identification) provide more specific data about who attends which sessions, amount of time spent on the exhibit floor, which booths they visit, and their behavior inside the booth.

Audits are great for the big picture. RFID yields more specific information about attendee behavior patterns—the kind of data that exhibitors need to quantify the value of their participation. Using RFID on the trade show floor requires an investment from the show organizer to provide badges with an embedded RFID tag. Antennas installed in booths at the exhibitors’ expense read the RFID tags and record the behavior of attendees when they enter.  It is a partnership that more and more exhibitors are asking for from show managers.

Some major exhibitors are driving the movement to install RFID in trade shows as another way to measure the effectiveness of their exhibit marketing programs. Small to medium-sized companies are following suit. One way to make the argument to show organizers is to talk about the benefits to their organizations and their customers.  Here are some talking points that can add to the discussion:

• Trade show organizers can benefit directly by facilitating the use of RFID technology on the show floor. Once all badges are tagged, antennas can track attendees anywhere that antennas are installed—at the show entrance, in meeting rooms, at special events.

• RFID technology provides significant value to exhibitors.

• Most of the expense will be born by exhibitors who choose to use RFID systems in their booths. The cost of the tags has dropped considerably in recent years. Tags can also be sponsored at no charge for qualifying events.

• Enabling RFID tracking differentiates one show from another. In tough economic times, some shows may need to enhance their value propositions in order to stay afloat or compete.

• Leading health care exhibitors such as Phillips, GE, and Toshiba are using RFID to drive more ROI at their events. Soon it will be a prerequisite for many anchor exhibitors.

• RFID data is more accurate than the information collected using bar codes, sign-in sheets, headcounts, and card swipes.

• RFID augments the data collected by lead retrieval technology providing exhibitors with analytics from multiple sources.

• Advances in the areas of RFID, lead retrieval, and mobile technology will continue to push the envelope on the trade show floor and the conference room. Organizers that implement these changes now will reap the benefits of innovation.

• RFID badges are considered to be more secure than any other badge types. Attendees also have the option to opt out of using the RFID tagged badge.

Exhibitor advisory committees are a good first step to starting a dialogue with show management. By necessity, trade show organizers may be more open to suggestions and feedback from exhibitors now than at any other time. Many are considering changes, upgrades, and new technology to do more for less, add value to existing shows, and address exhibitor needs.

Have you mentioned RFID to show management yet?

PAINWeek 2010 Debuts Advanced Information Management for Attendees and Industry Participants

Montclair, NJ (PRWEB) August 30, 2010

Aventine Co., producers of PAINWeek®, the nation’s premier professional conference devoted to pain education, announces that this year’s event will be enhanced by the latest technology in information management . Based on the Intelligent CONNECT MOBILE suite from Alliance Tech, this system will organize and simplify the management of conference information for attendees, presenters, and industry supporters alike.

The system provides attendees with full access to event content including session abstracts, speaker profiles, exhibitor listings, event highlights, and session details through the use of mobile devices such as the iPhone®, Android™, BlackBerry®, and other smart phones, as well as at the PAINWeek® Cyber Café. It allows attendees to network using Twitter, and new Bump technology allows them to exchange contact information by touching two phones together. Additionally, users can generate customized agendas, view scalable floor plans, locate exhibitors, and complete session surveys, all at the touch of their fingertips.

For PAINWeek’s supporting organizations and exhibitors, the system’s Intelligent LEADS solution provides for the efficient capture, qualification, reporting and management of lead information. The system features a touch screen display for scanning badges, typing comments and answering surveys – enhancing the qualification and response process for exhibitors and attendees.

Jeffrey Tarnoff, Managing Partner and Director of Operations for Aventine Co. remarked “We are constantly seeking to improve the educational experience for our attendees and participating organizations at PAINWeek. We have worked closely with Alliance Tech in the development and customization of this system to provide an advanced, easy-to-use, and environmentally friendly approach to information management. It will help everyone at the conference to get connected and stay informed.”

About Aventine Co.:
Aventine Co. is unique in the world of medical communications, with a singular focus on pain management. The company’s expertise in this complex area of clinical medicine has made Aventine Co. an invaluable resource to all pain management stakeholders—industry, providers, payers, and patients. In 2007, Aventine launched PAINWeek—the first national conference for frontline clinicians involved in pain management. This year, PAINWeek will welcome over 1200 physicians, nurses, pharmacists, and other healthcare professionals seeking to improve their assessment, diagnosis, and treatment of acute and chronic pain. This has made PAINWeek the largest professional pain conference in the US. In addition to developing the PAINWeek conference series, Aventine is also the management company for the American Society of Pain Educators (ASPE), a 501(c)(3) organization.

About Alliance Tech:
Alliance Tech is an event technology solutions provider focused on marketing metrics for tradeshows, conferences and events. The company has extensive experience in successfully delivering event solutions for RFID, lead management, mobile and social media.
Alliance Tech is the 2010 winner of TSEA’s Exhibitors’ Choice Award for Best Technology Company, a two-time winner of the Corporate Event Marketing Association’s (CEMA) Technology Shootout Award, and winner of the Meeting Tech Online Top Technology Supplier award.

PAINWeek® is a registered trademark of Aventine Co. All other trademarks are property of their respective owners.

Intelligent CONNECT MOBILE Enhances Attendee and Event Organizer Experience

After much planning, anticipation and the occasional wringing of hands, Alliance Tech successfully launched its Intelligent CONNECT MOBILE solution last week. Our “green” solution provides attendees with full access to event content including session abstracts, speaker profiles, exhibitor listings, event highlights and session details using mobile devices such as the iPhone, Android, BlackBerry and other smart phones.

Rather than being just another “me too” mobile app for trade shows and conferences, Intelligent CONNECT MOBILE is distinct in its ability to provide attendees with a consistent multi-platform experience—pre-show (web), on site (kiosks & mobile)—so that wherever they are, they can access event content. This level of connectivity is important from the both the attendee and event organizer perspective. Here’s why:

• Attendees use both kiosks and mobile devices at events.  If an attendee adds a session to their personal agenda on a kiosk, they want it to show up automatically on their mobile device (and vice versa). Attendees want one seamless solution across the web, kiosk, and mobile.

• Show organizers making a content change automatically get that content distributed across all attendee platforms.

• Believe it or not, there are attendees without smart phones (although the numbers are dwindling). Being able to access and update personal information using a kiosk enhances the (non-smart phone carrying) attendee experience.

• For the more tech savvy visitors, the ability to select any number of devices on which to view and update event content is an absolute plus.

• The accessibility of event content from multiple platforms enables more attendees to interact with the trade show and conference brand. This level of experience builds brand loyalty.

• Viewing the usage of the solution across different platforms provides organizers with important planning and decision-making information. If attendees access information more on the web, vs. on site using a kiosk or mobile device, optimization of that particular “outpost” may be worth the investment to the organization.

• With higher levels of accessibility to event content, organizers can analyze the content that is most valuable and least valuable (via download activity) and make adjustments accordingly.

• Multiple platforms provide attendees with more direct access to event staff and offer event management more direct links to and real-time feedback from attendees and exhibitors.

Alliance Tech provides both native mobile apps (i.e. iTunes app store) and web-based multiple platform solutions.

Having a strategy for distributing your content across all attendee touch points is a must.

Read more about Intelligent CONNECT MOBILE on our new Alliance Tech website and call, email or tweet (@roglewis) with questions.

Developing a Killer Mobile Strategy for your Event

Mobile apps in the trade show and conference industry are hot. From native apps to microsites, there is plenty to choose from. The first step, however, is developing a “killer” mobile strategy. Here are seven critical questions you should answer when developing a solid mobile strategy for your event.

What’s your pain? Look at your areas of greatest need. Are you looking to reduce the costs of printing show directories? Do you want a fast way to get information out to visitors? Do you need to enhance your attendees’ networking capabilities? Make a list. Prioritize your pains and work from there.

Is mobile a good fit? After you have created a list of needs, ask yourself whether or not mobile is a good fit for your specific objectives. Mobile is all the rage but there are other technologies that may achieve better results.

Going native or staying in the cloud? At some point you will have to decide, based on your needs whether a native application or an Internet-based app is better for your customers. Not everyone has an iPhone. Not every native app works on all phones and some convention centers still don’t have great cell phone reception in some areas.

How will you market it? Choosing the app is one thing. Deciding how to get the word out to drive user adoption is another. There’s no use having an app if no one knows about it and no one uses it. Once the app is out there, usage will likely increase but you have to start somewhere.

How can you leverage your app after the show? Your app’s life cycle should extend beyond the life of the event. As part of your mobile strategy, think about ways to keep the love alive with your customers year round. Your mobile app can be a doorway to your customers 24/7/365.

How does mobile fit within your organization’s strategy? Your mobile strategy is connected to your marketing strategy is connected to your organization’s strategy and so on. Decide from the beginning where your mobile strategy fits in the overall scheme of things.

Who will own the mobile app strategy? In other words, who in your organization will be charged with choosing, deploying, monitoring, addressing inquiries, etc. for your mobile app. Mobile apps can involve your customer service, IT, and social media/marketing departments.

Once you have a solid strategy in place, you can begin working with providers that meet your needs. What’s your mobile event strategy?

Alliance Tech Wins Best Technology Company “Exhibitors’ Choice” Award from Trade Show Exhibitors Association at TS2

The suspense is finally over. Last night at TSEA’s Foundation Gala in Boston, Alliance Tech was awarded top billing in the Best Technology Company category of the Exhibitors’ Choice 2010 award for its suite of Intelligent Solutions.

Putting More R in Your ROI—Top Trends in Trade Show Measurement

A number of factors are driving measurement technology trends in the trade show industry. The green movement, economic recession, social networking, and the lower costs to provide technology solutions are at the top of the list. Exhibitors are at a critical juncture where event measurement and quantifiable justification are no longer “nice-to-have” luxuries. They are critical business imperatives. Here are the top five trends that are influencing the way that trade show managers and event marketers use technology to measure ROI.

Alliance Tech Nominated for “Exhibitors’ Choice” Award by Trade Show Exhibitors Association

Alliance Tech, an Austin, TX-based business intelligence solutions provider focusing on marketing metrics for tradeshows, conferences and events, has been nominated for the 2010 “Exhibitors’ Choice” award from the Trade Show Exhibitors Association (TSEA).

Using RFID to Put the “WOW” Factor into Trade Shows and Corporate Events

Remember the fictional bar Cheers? The regulars, Cliff, Norm, and Frasier, loved to hang out there because when they walked in the door, Sam the bartender addressed them by name, set them up with their favorite beverages and started a conversation about their favorite subjects. It’s true. Customers want to go where everyone knows their names.

Trade shows and corporate events are no different. Even though there are hundreds or thousands of people walking through the door instead of a handful, it’s still possible to know who they are and what they want. RFID (radio frequency identification) is great for helping event organizers, exhibitors, and corporate planners collect information, but the value doesn’t stop there. Here are some ways to use RFID technology to make your best customers feel at home and add a wow factor to your next event.

The entrance to the exhibit hall, ballroom or meeting room is a perfect place to begin your welcome routine. As attendees enter the room, their names can appear on a kiosk or giant screen with a welcome message. At the same time, exhibitors can be notified via email that their key clients or prospects are in the house. Imagine a contest where the most attendees from a particular city, country, or chapter to attend the gala would win a prize. RFID makes this possible.

At the trade show booth, more wow is waiting. A kiosk can welcome an attendee, flash their company logo on the screen and direct them to areas of interest inside the booth. Sales staff can receive text messages when VIPs arrive. When attendees leave the booth, messages can direct them to relevant areas outside the booth such as lounges, networking sessions or conference presentations they have signed up for. RFID can also be used by visitors in the booth to request product information without ever engaging a sales representative.

RFID helps exhibitors provide a personal touch for visitors. A live person can greet them by name when they arrive at the booth and thank them by name when they leave. A booth host or hostess (or even the CEO) can hand them a gift or premium based on preferences they stated in their attendee profile; a box of chocolates for a chocolate lover, a flash drive for a computer geek, or a tiny T-shirt for a new mom. Staff back at the office can be notified to mail a hand-written thank you note ASAP.

Imagine a luncheon or dinner where tables were numbered. RFID can greet visitors at the door and advise them of their table numbers. Visitors could also go to a kiosk that would recognize them and indicate where their table was located on the floor plan. When they leave the luncheon, digital signs can thank them for attending, bid them save travels back to [insert any city], and say goodbye in their native language.

These ideas will work for trade or corporate events. The cost for RFID tags (now less than fifty cents per tag) has come down considerably in recent years making these enhancements possible. For less formal settings, use attendee profiles to collect information on your customers’ hobbies, interests or favorites and work with that information throughout the event. Knowing where your customers are and what they like helps event planners be more responsive to their needs. It worked for Cheers.

How would you use RFID technology to add WOW to your next event?

Uncovering the Top Trends in Measurement for Meetings and Conferences Today – Webinar

The economy and emerging technology have driven tremendous change in the event industry. Event measurement and quantifiable justification are no longer nice to have – they are requirements. Join this webinar by Roger Lewis of Alliance Tech on June 23, 2010. Earn CEU credits.

The Importance of Exhibitor Metrics in a Post-Recession World

Exhibitors in a post-recessionary world still need to prove ROI and other metrics in order to make qualified decisions about which shows to participate in, what products to offer, how much exhibit space to contract, etc. Here are some important points to take into consideration.