Trade Show Badges Trigger Targeted Messages
Alliance Tech's system employs long-range passive EPC RFID tags to identify conference attendees and play select informational videos on nearby screens, as well as generate sales leads.
Aug 03, 2007—As an estimated 40,000 attendees stroll the exhibit hall at the Radiological Society of North America's convention this November, most will be wearing conference badges containing passive UHF EPC Gen 2 tags. This will allow Alliance Tech, a provider of management and information technology solutions for the meeting and events industry, to offer a number of attendee-tracking services. Such services will be aimed at providing the RSNA and the convention exhibitors a means to improve their interaction with attendees while deepening their understanding of those attendees' interests.
Smart Messaging, a new service Alliance Tech will debut at the show, is designed to enable exhibitors to target sales messages—in the form of advertorial videos—to individual attendees. Next to each display screen located throughout the exhibit floor, Alliance Tech will mount an RFID interrogator, which will collect the unique registration number encoded to each tag in its read range (the interrogators will be tuned to read tags only in front of the monitor).
This offering builds upon the basic services package that Alliance Tech, in collaboration with event registration company Experient, offers for industry trade shows, conferences or other large events. The fundamental offering in this package is what Lewis calls "Lead Potential." This offers event exhibitors a means of identifying those event attendees who spend a specific amount time in their booth—how much time is up to the exhibitor—but never engage with the company's staffers long enough for them to collect those visitors' names, companies, titles or contact information through the conventional methods: scanning the bar code printed on a visitor's conference badge or reading the badge's short-range RFID inlay.
With the Lead Potential service, an Alliance Tech installs sufficient interrogators inside a company's exhibit space to read the RFID tag—Alien Technology's UHF Gen 2 tags and readers will be used at the RSNA show—attached to any attendee in the booth who remains for a specified amount of time. That amount might be 10 or 20 minutes, says Lewis, and can be set at the discretion of each exhibitor.
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