Advances in Onsite Tradeshow Technology
©2000 Corbin Ball Associates

Technology is making the job of a show manager onsite easier while improving services to show attendees and exhibitors.  These efficiencies include streamlined registration, electronic messaging, lead retrieval, product locators, cyber cafes, online job banks, personal calendars/appointment makers, surveys and more. This article will touch on a number of these advances.

Registration

Onsite registration for medium to large shows has often required full-service registration companies to set up the network of computers. Advances in computer technology have made networks easier to set up and manage, even by non-IS staff, and are allowing show mangers to handle their own registration. Reg-Net (www.reg-net.com), for example, provides registration software designed specifically for trade show managers wishing to manage it themselves rather than having to outsource at a higher cost.

The hottest trend in show registration, however, is the explosion of web-based registration capabilities. Using a single online registration database, real-time registration statistics can be pulled even from a remote location via a password-protected web browser. Self-registration stations using Web-based, on-line registration forms are allowing onsite registrants to do all of the data entry, cashiering (via credit card) and badge printing. These web-based registration forms (with the intuitive logic of drop-down boxes and required fields) are much more accurate and require less staffing than paper-based forms. Web-based forms also provide ideal sponsorship opportunities using banner ads hosted by the exhibitors. Convention Data Services (www.cdsreg.com) is among the registration companies that provide Web-based registration, self-registration and a variety of lead retrieval options.

Lead Retrieval – Attending Tracking

Lead retrieval advances are also providing new efficiencies. Two-dimensional barcode technology (using PDF417 -- the same used for e-stamps) now stores up to 1800 characters embedded in the barcode on standard paper badge. 2-D bar codes eliminate the need for more costly dual-badge systems. They provide rich lead retrieval data immediately to the exhibitor rather than just an ID number used with old single dimension bar codes.  Also, they are much faster to read than credit cards or magnetic stripes and, therefore, can more easily be used to track attendee movement through the hall.  Dietze Enterprises (www.dietze-inc.com) is one of a number companies that provide the 2D scanners and expertise to incorporate into you registration system. 

In a related area, “Contactless Entrance Tracking” is an option offered by Compusystems, Inc. (www.compusystems.com). Radio frequency chips attached to a badge (costing about $2 each) can selectively track attendee movements in the hall providing detail to show managers about what days, when and how long specific attendees are on the show floor, and from which entrance they enter and leave. Although individual booth visits are not tracked, this technology can provide valuable data to show managers about attendee movements and hall usage.

Messaging

The old way of getting messages on a slip of paper is being replaced with high-tech, feature-rich versions. The ID number on the badge becomes the password to a range of new telecommunications services.

Conference Management Systems LLC (www.cmsusa.com) provides a voice message service from their Park Ridge, IL based call center. A T-1 line connects from the call center to the show floor with a bank of message phones. Each attendee receives his/her own mailbox with a personal access code and usage instructions. This number may be given to anyone who may need immediate contact. Unlike a message on a small slip of paper, this service provides the attendee with a full detailed message in the caller's own voice (no matter what language -- a real advantage for international attendees). Messages may be picked up 24 hours a day from any phone anywhere or at the event message center.

TEC Communications (www.teccomm.com) offers an internet-based messaging system that delivers messages across the floor and email from around the world while informing attendees of sessions, exhibitors, and products. Prior to the show, TEC will add your event name to an Internet address such as www.yourassociation.postmessage.com. Now anyone who knows the address may enter this site and search the list of attendees and post a message in a mailbox. Within minutes the name will appear on the marquee scrolling message monitors along with messages posted on site. The attendee sees their name and using their lead retrieval card accesses their mailbox to read it and reply. Much of the cost of these systems can be covered using advertising opportunities on the display screens.

Product Locators/Kiosks

Most halls now provide high-speed data lines – some with wireless options, making the availability of “Cyber Cafes” and email messaging systems more widespread and easier to set up.  However, there are additional services and promotional opportunities using these same onsite email/data terminals that extend far beyond standard email and web surfing.

BlueDot.com (www.bluedot.com), for example, offers “On-Site Conference Kiosks” providing secure messaging and e-mail, special announcements (such as schedule changes), fully searchable and interactive product and exhibitor locator maps, seminar information searches, personal event scheduling, and links to local area maps and information.  Other applications include: give-a-way lists, show specials notices, press release center, airline information, and customizable personalized show calendars. 

Job Locators

Onsite job placement centers have been a challenge in the past. They have been paper-based and not very efficient requiring onsite staffing and heavy-duty photocopy machines.  Prospective job searchers, sometimes currently employed, often avoided these areas out of fear of being seen by the current employers. Now, job seekers can discreetly look at what is available and be connected with the prospective employers with a few clicks and keystrokes.

Tradeshow Multimedia (www.tmiexpos.com) offers a range of messaging and other electronic services. Among them is their “Job Locator Service” allowing employers to browse attendee resumes, and permits attendees to look at positions available in the field.  Searches can be conducted by geographic area, job title, or any other keyword.  Data provided by the show managers can be easily imported into their system, and formatted for onscreen delivery, and fully indexed on every word. Information may be printed on a laser printer. With messaging services built in, it then becomes a snap to communicate and connect the job seeker with the employers.

Survey / Prize/Validation Stations

Make surveys fun and easy for your attendees while increasing the response rate and automating the data crunching.  Tradeshow Multimedia among others offers interactive survey/contest stations. Colorful screens guide show visitors through questions via touch screen or mouse. A keyboard can be attached to allow attendee comments and fill in "other" responses. Results are tallied in real-time, so winners can be posted shortly after voting is closed for at-show award presentations. Eliminate duplicate voting, or restrict voting to certain registration categories by using badge readers and/or a link to the registration database

Not all halls were created equally and neither are floor plans. You can reward attendees for visiting any number of remote locations with prize/validation stations that operate in a similar manner.

Show Contractor Services

GES (www.gesexpo.com) is rolling out the “Wireless Ambassador Show Services System” this year with hopes of doing away with the traditional services desk, as we know it. A single antenna (requiring about 30 minutes setup time) provides high-speed wireless Internet access to show service representatives on the floor. Theses roving representatives can place/change service orders, track marshalling, track package delivery and, essentially everything else the Show Service Desk provides. Instead of exhibitors having to stand in line at the services desk, this technology is allowing the desk to come to the booth with significant improvements in service.

These are some ways that technology is making the show manager more efficient while increasing services to the show visitors. The major changes are still emerging. In the next few years, wireless palm devices will handle everything from lead retrieval, to downloadable product directories, to customized downloadable show programs, to links for show contractor services an more. As computer processing capability continually becomes faster, cheaper and smaller, we will see changes in nearly every way show managers handle information continue to evolve dramatically.

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