Archive for July, 2010

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?

July 29, 2010 at 11:12 pm 1 comment

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.

Continue Reading July 15, 2010 at 11:16 pm Leave a comment

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.

Continue Reading July 10, 2010 at 6:51 am Leave a comment

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).

Continue Reading July 10, 2010 at 2:50 am Leave a comment

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?

July 7, 2010 at 11:42 pm Leave a comment


About Roger

As a 15 year veteran event analyst, Roger Lewis is a leader and visionary in the area of event measurement. He is an expert on utilizing technology, such as radio frequency identification (RFID), to measure and understand marketing performance metrics. As executive vice president of Alliance Tech, Roger has been instrumental in positioning the organization as the number one provider of event business intelligence metrics for Fortune 500 companies. More about Roger

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