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. Full Article.
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