For those who don’t know, in the web world, one of the most important methods for understanding users (your clients) is to study their behavior and habits across your business’ website(s). For this, there are many software applications readily available, like Webtrends, that track macro/micro data that can then be manipulated for analysis which, if used properly, should lead to the optimization of different aspects of the site. The goal is to improve the user experience while increasing both strategic conversions and ROI.
In other words, learn what your users need, where they go to get it, make it readily available to them (improve if already onsite and if not, provide it!) in an easy to use, intuitive format and get paid to do just that.
This same opportunity was introduced to the offline world years ago in the form of radio-frequency identification (RFID). RFID is…
…an automatic identification method, relying on storing and remotely retrieving data using devices called RFID tags or transponders.
This technology has many applications across various industries; however, the most common users so far have been retail and defense. As an example, Wal-Mart drives supply chain efficiencies by using RFID to track on-hand product inventory levels which historically was managed by manually counting the items. The U.S. Army tracks troop deployments and movements through RFID chips that are sewn into uniforms insuring ‘no man is left behind.’
Another industry which unfortunately has not widely adopted this technology is trade shows despite the fact that it provides the ability to track movements/interests throughout an event much like tracking software does for websites.
How it works is RFID tags are integrated into trade show attendee badges. The tags are then ‘read’ as the attendee moves throughout the show floor. Tag readers were historically hand held by trade show staff who would scan a badge as the attendee entered a certain hall or visited an individual booth. Today, these same readers are widely installed or built-in throughout a trade show venue and the booths themselves. So anyone walking a show floor is automatically tracked.
One basic benefit for the organizer is being able to see the highest/lowest points of interest and optimize accordingly. Obviously, this data can also be used for sales and marketing purposes.
For the attendee and exhibitor, historically, they would receive a list of contact information for each person they met (opt-in, of course!).
As the reading technology has advanced, so has the data and functionality. In addition to tracking the movements and provision of contact lists, these RFID’s can now send text messages to booth staff as an attendee walks into their booth that advises them who they are, where they are from and what they are looking to buy. This is just one of many new applications these systems provide for the trade show world. Do your ‘experiential research’ and I am sure you will be amazed.
Given the amazing competition between Hong Kong’s Convention Centre, Asia-World Expo and Macau’s many venues, I would have thought that one would quickly adopt this technology as it definitely provides all parties with a unique experience that all the trade show organizers are desperately seeking in order to differentiate their events. May the first-mover win!
