Tech Trek: A Roadmap to What's New and Better - Trade Show ...

Tech Trek: A Roadmap to
What’s New and Better
The latest
developments
in technology
focus on
integration,
analytics and
ease of use
By Renee DiIulio, senior editor
30 February 2008 Trade Show Executive www.TradeShowExecutive.com

TECH TREK
Show organizers have many technology options today to
manage more efficiently and to upgrade their shows in
general. There are electronic methods and programs for
registration, lead retrieval, show floor mapping and/or exhibit
booth sales, sponsorship and advertising sales, budgeting, planning
and scheduling, exhibitor ordering, education development
and session planning, customer relationship management (CRM),
attendee tracking, online networking and data management.
However, most show organizers have a number of programs
that were acquired as the need arose but now face challenges in
getting those products to work together. As a result, integration
has become a key driving trend for trade show technology.
“Organizers want to improve efficiency. They want to
consolidate their technology and have it do more. Yet they have
invested significant dollars in some of these systems and are
not ready to drop them, so they want to integrate,” says Anne
Abbott, president of Tradeshow Multimedia, Inc. (EventReady/
TMI).
Some of this integration is intended to improve functionality,
particularly in the area of analytics. Organizers want to mine
their data to develop targeted marketing campaigns, determine
which of those campaigns is working and which is delivering the
greatest ROI. Not surprisingly, with the event industry focusing
on attracting qualified buyers and justifying event expenses for
both attendees and exhibitors, CRM, ROI and tracking analytics
are expanding.
“Corporations are using CRM systems to track everything
their customer is doing so they can create targeted and highly
customized marketing campaigns,” said Doug Macdonald, managing
director of eTouches for The Global Executive. He noted
that there is a groundswell of
event organizers who are also looking into CRM programs. ”It’s
a challenge to get people to events these days. It helps to know
what they are interested in and how can we get them out of the
office for a few days to come to an event,” he said.
As more feedback is gathered, vendors are improving the
ease of use of their products. Many have introduced new
customer interfaces or dashboard features in the past year, and
do-it-yourself programming is seen more frequently. The goal
is to give show organizers a program they can use, not one they
need to program.
Trade Show Executive spoke with numerous companies about
the latest innovations they’ve implemented to make a show organizer’s
life easier. Some of these conversations occurred on the
show floor of the International Association of Exhibitions and
Events (IAEE)’s Expo! Expo! Annual Meeting & Exhibition 2007,
where demos were both plentiful and enlightening. Here is what
we found.
Event Management &
Administration
EventReady/TMI
EventReady/TMI continues to expand the modules available
with its show organizer suite. These span event and exhibit management,
registration and housing, online and on-site attendee
services, sponsorships and marketing and custom technology
applications. Show organizers can purchase only those modules
which they expect to use.
i~plan Software is one module that helps to automate event
management functions including budgeting, reporting, financial
processing, registration and management of vendor and venue
data. “Show managers can take their spreadsheets and start a
bonfire,” says Abbott.
One newly redesigned module is ExpoPlanner, which can
help to drive traffic to the show, both physically and online. Attendee
services include a product locator, a session locator, an
interactive floorplan and personal itinerary planner. Exhibitors
benefit from online exhibitor directory forms and virtual booths.
Show management gains customization and administrative
features along with banner advertising and on-site sponsorship
opportunities.
ExpoMap has also been redesigned and continues to work
with ExpoPlanner to deliver services that can help with sales efforts,
as well as production and marketing. Every show aspect is
housed within one application so integration is seamless.
Reach Anne Abbott, president, TMI, at (440) 446-9483 or
anne@eventreadytmi.com.
Freeman
Freeman has enhanced the electronic services it offers show
organizers. The company recently partnered with a2z, Inc. and
Applied Computer Technology, Inc. (ACT/EXPOCAD) to offer
an integrated floor plan management system. The program
automatically populates a show floor with booths based on the
Continued on page 32
www.TradeShowExecutive.com Trade Show Executive February 2008 31

TECH TREK
Continued from page 31
information supplied by the organizer, such as room dimensions,
aisle dimensions and booth increments. The show organizer can
then combine and assign booths as well as determine the exact
amount of materials, such as carpet and pipe and drape, that will
be needed.
For instance, organizers can specify one color carpet for the
aisles and the program will automatically calculate the amount
needed. As that figure changes, so will the material calculation.
As the general service contractor, Freeman can download this
information in real-time, increasing accuracy and reducing waste.
To help with sponsorship tracking and sales, Freeman offers
Plan Tour. The web-based tool is customized for each show and
displays the offerings, price and availability of the sponsorships.
Exhibitors can browse it to search for opportunities; show organizers
can use it to track availability and revenue.
To encourage greater use of online exhibitor services, Freeman
increased the prominence of its web-based Exhibitor Wizard
and Material Handling Estimator. The wizard guides exhibitors
through the ordering process, filling their online shopping
cart with services they order as they go. The Material Handling
Estimator helps them estimate their material handling budget
more accurately. “Material handling is often the area that many
exhibitors report difficulty with,” says Mike McCool, director of
technology services for Freeman.
Show organizer transactions have also moved online. iPlanner
by Freeman, launched this past fall, permits show organizers
to collaborate with the general service contractor online. Organizers
can specify their requirements for a show (e.g. registration,
cybercafe, aisle carpet, signage, etc.) and manage the project
(such as design reviews and approvals) from their own offices.
Reach Mike McCool, director of technology services, Freeman,
at (773) 379-5040 or mike.mccool@freemanco.com.
GES Exposition Services
GES Exposition Services receives 1,200 exhibitor orders every
day. To bring these interactions online, and to save everyone
time, money and paper, GES created GES Intellikit software.
The electronic exhibitor’s manual simplifies the ordering process,
helping users to track budgets and orders electronically.
Interactive forms feature automatic calculations and prepopulation
of data (users have to enter information only once).
Exhibitors can submit their requests via the Internet or fax and
comprehensive confirmations are sent immediately. “GES Intellikit
transforms the way exhibitors learn about the exhibition
and order services by replacing standard paper manuals with an
intelligent, interactive, electronic manual,” said Steve Moster,
GES executive vice president of products & services. The product
uses technology similar to tax software and was selected as
a finalist in the Adobe 2007 MAX Awards, which recognize the
best uses of Adobe software.
Reach Steve Moster, executive vice president of products and
services, GES, at (702) 263-1500 or smoster@ges.com
The Global Executive
The Global Executive has introduced eTouches 2, the newest
version of its meeting and event management technology. The
update features two new applications: eBudget and eSeating.
eBudget allows an organizer to set up the initial budget for
an event; estimate costs; and track quotes, expenses and revenue.
“The program draws up-to-date numbers from sponsor sales,
exhibitor sales and delegate revenues to let show organizers
know where they are at in regard to their target at any time,” says
Leonora Valvo, CEO of The Global Executive.
The information can help with decision making, for instance,
determining whether a supplier quote fits into the budget or exceeds
cost expectations. The program will also track percentages
and make adjustments as participants register or cancel.
“Organizers most often use Excel, which is just a blank
spreadsheet. Even if adept with the program, it can still be difficult
for a team to use,” said Doug Macdonald, managing director
of eTouches for The Global Executive. “We see many situations
where event managers really don’t have a good idea of costs or
revenues as the event comes together. It’s only afterwards that
they can understand the financials,” he said.
Users do not need programming knowledge to use the
program. Organizers set up the agenda, fee structure and other
segments using simple forms (most selections are made by
clicking on boxes and drop-down menus) although The Global
Executive will also perform this task if requested.
The eTouches 2 program is designed to be flexible, with a
dashboard permitting easy access to all modules for an event. Other
Continued on page 34
Keeping Money, People Organized. The Global Executive’s eTouches2 was launched with two
new features dedicated to budgets and seating plans. eSeating is an adjunct to the eTouches 2
registration and scheduling tools. eBudget gives organizers a means of managing their budgets for
an event in real time. The tool tracks revenues and expenses, records cost estimates, tracks price
quotes without using Microsoft Excel.
32 February 2008 Trade Show Executive www.TradeShowExecutive.com

TECH TREK
Continued from page 32
new items include eSeating, a seating plan tool, and enhancements
to eReg and eScheduler (a room scheduling application).
Reach Doug Macdonald, managing director of eTouches, The Global
Executive, at (203) 431-8950 or dmacdonald@globalexec.com.
WingateWeb
The newest version of WingateWeb’s conference management
program, WingateWeb Conference 4.8, also provides a doit-yourself
element with a new registration set-up wizard. “Our
goal is to minimize the professional services component,” says
Doug Baird, chief technology officer of WingateWeb.
The wizard leads organizers through the set-up, helping to
create registration paths, price points, options for groups (such as
tailored registration packages), custom fields and question ordering.
The corresponding web sites can also be updated without a programmer.
Baird expects maintenance of these systems to become
easier and less expensive for organizers to manage as a result.
Organizers will also find it easier and less costly to manage
their web marketing with the new software. Web analytics,
enabled by Omniture SiteCatalyst, can provide detailed trend
information on marketing and registration.
The system works in conjunction with the company’s other
new launch: a Session Access Control (SAC) appliance. Comprised
of a solid state CPU, flat panel monitor and 1D bar-code
reader, the device tracks session attendance for certification or
continuing education purposes and can be used for survey functions
as well.
WingateWeb Conference 4.8 is designed for large, complicated
events and offers modules “heavy on the production and
management side,” says Baird. Event Console is designed for
smaller events but still offers features such as a centralized event
calendar, registration software, partner management tools, reporting
suite, attendee management tools, and entry-level session
scheduling.
Reach Jason Mitchell, vice president of product management, WingateWeb,
at (866) 224-3211 or jason.mitchell@wingateweb.com.
Analytics
Experient Inc.: Attendee
Customer Relationship
Management [ACRM]
The ability to mine data is limited by the data’s quality. If a
database doesn’t have the names, demographic info, and history
on actual buyers in it, then it becomes more difficult to deliver a
targeted marketing campaign to them and subsequently, get them
on the show floor. Experient’s Attendee Customer Relationship
Management (ACRM) solution, released this year, helps to
collect and store data on attendees and potential attendees, but
more importantly, helps track, analyze and specify demographic,
psychographic and behavioral parameters.
The system can be used to compare prospect lists and
identify appropriate targets, select campaign elements (e.g. direct
mail, email, telemarketing) and evaluate marketing methods.
“A show organizer may have 20,000 contacts but may want to
deploy various concurrent marketing campaigns that include e-
mail, mail, phone and track results real time” says Terence Donnelly,
vice president of tradeshow markets for Experient.
ACRM works with registration to collect information and prepopulate
forms for registrants. But it remains a separate system
and does not need to be taken offline while the show is running.
Organizers can run queries, such as the show history of seniorlevel
buyers or attendees who have not registered in three years.
The telemarketing module can be used to develop scripts and
record calls to groups such as these—for instance, to those who
have not attended recently to ask why.
The database stores information across shows and is an
ideal solution for large groups with multiple events (Advanstar
Communications, Inc.’s MAGIC group uses ACRM). It is also
an excellent tool for companies launching new shows (they can
mine their database for potential attendees) or those that wish to
prove attendee quality. “Shows have a commanding lead when
they can prove they deliver qualified buyers to the show floor,”
Continued on page 36
Knowing the Customer. Experient helps show organizers with their data-mining
operations with its newly released Attendee Customer Relationship Management
(ACRM) solution. ACRM collects and stores data on attendees and analyzes it for
useful demographic and even psychographic trends. The result is marketing that is
more agile and focused on particular customer groups.
34 February 2008 Trade Show Executive www.TradeShowExecutive.com

TECH TREK
Continued from page 34
says Donnelly.
Reach Terence Donnelly, vice president of tradeshow markets, Experient,
at (603) 926-5060 or terence.donnelly@experient-inc.com.
ExpoTools
ExpoTools has debuted RFID tracking posts that are shorter in
physical height but not in stature. Only 58 inches high, the posts
ship fully assembled (set up in five minutes, tear down in three,
according to one company representative) and provide greater
than 99% accuracy tracking bi-directional movement of attendees
through the posts. The compact devices can track visitors as
tall as 6 feet 7 inches.
Scan data includes the date, time, location and direction and
can be downloaded to CSV and Excel file formats. Standard reports
illustrate information such as the number of tags scanned,
peak attendance, average time on the floor and attendance
change over time. Summaries and graphs provide the data in an
easy-to-understand format.
The RFID portals can track movement into and out of a
show floor, but many organizers (particularly association show
organizers) have expressed interest in using them as tools to
track session attendance and continuing education credits. Users
can then get lists of who attended the session and how long they
stayed—information that can be shared with speakers and sponsors
if desired. The portals also provide sponsorship opportunity;
full-color printed skins are available.
Reach Kurt Gehmlich, president, ExpoTools, at (514) 337-4554
or kurt@specialtysensor.com.
Fish Software
Fish Software uses RFID to track individuals as they move
about, not simply as they enter or exit a room. Scalable from a few
hundred attendees to 15,000, the system tracks badge-wearers to
within four inches of their actual location in real-time (high-performance
RFID tags transmit constant signals to ceiling-mounted
sensors). The resulting data provides insight into attendee behavior
that can illuminate the customer experience and identify areas
for improvement or expansion.
Using measurement zones (ranging from the size of a chair
to a room), reports can be created that measure total unique
visits, repeat visits, aggregate time spent by attendees in the zone
and average visit durations. Show floor, conference and sponsored-event
attendees can be tracked in addition to staff. Traffic
analyses, scatter maps, behavior profiles and continuing education
credit reports can be developed.
There is no charge to the organizer. Fish supplies the infrastructure
and exhibitors pay for it. Collection of the RFID tags
at the end of the show mitigates their high cost, while information
about high-traffic areas can help to more fairly set fees and
justify show floor positions that cost more.
Michael Gilvar, president, Fish Software, at (866) 287-7019 or
mgilvar@fishsoftware.com.
MeetingMetrics
Justification has become increasingly important and often
takes the form of ROI, which can be difficult to track. To help
show participants with this task, the Professional Convention
Management Association (PCMA), MeetingMetrics and the ROI
Institute, Inc., have partnered to create a post-meeting ROI survey
and related reports. The information can be used to accurately
demonstrate the financial status of an event as well as provide
attendees with justification for attendance. A module in development
will address exhibitor ROI.
“Show participants, including sponsors and attendees, can get
individual and average ROIs,” says Ira Kerns, managing director
of GuideStar Research, developers of the MeetingMetrics online
service.
The toolkit is based on the expertise of the ROI Institute,
which compiles methodologies, measures and report formats on
ROI. The program offers electronic templates to build surveys
from a bank of more than 1,000 meeting measurement questions
plus those created by the user for previous surveys.
The system uses information about costs as well as gains and
can illustrate a successful show visit as well as point out areas
for improvement. The toolkit uses five levels of measurement,
including people’s attitudes, perceptions and skill levels. The program
automatically provides question options associated with the
particular metrics the organizer has selected for the survey. “Every
meeting has different financial objectives that can be monetized,
such as job performance and productivity,” says Kerns.
Reach Ira Kerns, managing director, GuideStar Research/MeetingMetrics,
at (212) 426-2333 or kerns@guidestarco.com.
Continued on page 38
36 February 2008 Trade Show Executive www.TradeShowExecutive.com

TECH TREK
Continued from page 36
SMART-reg International, Inc.
Arnie Roberts, president and CEO of SMART-reg International,
Inc. has introduced his latest ancillary product, SMARTmat.
The simple device tracks the number of people entering
and exiting a space by counting footfalls.
The inexpensive device can differentiate multiple footsteps
(i.e. two people simultaneously stepping on the mat) as well as
footfall direction. Data can be collected every half-hour or more
frequently such as every minute. Easy to slip under a rug, the
device can track traffic in different and specific areas but avoid
the challenges associated with more complex requirements, such
as rigging.
Reach Arnie Roberts, president and chief executive officer,
SMART-reg International, Inc., at (650) 565-9200, (888)
999-9169 or arnie@smart-reg.com
Mapping
EXPOCAD
EXPOCAD has expanded its mapping capabilities outside
of the show hall. Its new geomapping function permits attendees
to view maps broader than the venue, such as those of the
city, and marking relevant information, such as hotels in the
room block, bus routes, off-site events and area businesses (who
pay to participate). All are identified with icons.
Map users can turn these icons (such as those for restaurants
or hotels) on and off; they can obtain directions to any destination;
and they can gain access using their typical method of web
surfing. Desktops, laptops and web-enabled cell phones all work.
Organizers can generate revenue by selling placement on
the map to area restaurants, nightclubs and other entertainment
venues. Sponsorships can also help to boost the bottom line.
Seamless integration maintains the show branding.
Reach Richard Stone, chief executive officer, EXPOCAD, at
(630) 896-2281 or rich@expocad.com.
MapYourShow (MYS)
Show organizers often want to put their events on a map—
literally. MapYourShow (MYS) provides this capability with
seamless interactive mapping of the show floor. Organizers
can make changes in real-time, exhibitors can advertise specific
products and services in association with their online booth and
attendees can map out their show.
Full management dashboards make it easy for show organizers
to manage the map while exhibitors can use it to
determine who is looking at their information. The ability to
create enhanced exhibitor listings, including the addition of
video, provides greater awareness and marketing for exhibitors
and another method of revenue generation for show organizers;
banners are another option. Attendees benefit from easy
searches and printed maps outlining their agendas, including session
schedules. A kiosk option brings these benefits to the show
floor.
Reach MapYourShow at (888) 527-8822.
You Are Here
You Are Here by MarketArt, Inc., presents an alternative to
the printed show floor map. Set up on eye-catching flat-screen
devices (the company avoids the term ‘kiosk’), the system provides
not only the location but also a marketing opportunity.
Company representatives point out that not all attendees preplan
their show visit. Some will plan on-site, and will therefore
want to search by product and category as well as by exhibitor.
When an attendee initiates a search, relevant ads and promotions
appear down the side. Exhibitors have the option to
enhance their listing with ads and promotions. Fees for these
Continued on page 40
Total and Divide by Two! SMART-reg International, Inc. has a new welcome
mat for exhibit halls that doubles as a crowd counter. The concept of the new
SMART-mat is simple. The device records footsteps as attendees walk across it
and updates the crowd count every minute. Yes, SMART-mat can tell when more
than one person steps on it simultaneously.
38 February 2008 Trade Show Executive www.TradeShowExecutive.com

Taking Care of
Business via Skype
By SSandi Cain, News Editor
how managers and vendors often look for ways to
do more with less. Internet phone service Skype
is one VoIP (Voice over Internet Protocol) that does
just that. The five-year-old company, a unit of eBay,
provides free phone calls over the Internet between
its 246 million account holders worldwide. It also
offers highly discounted service for calls made by
Skype account holders to traditional phone numbers.
That has helped countless individuals and businesses
connect to discuss sales deals, trade show logistics or
just chat.
Gives New Meaning to ‘Face to Face’
Skype also offers video service via web cam. That
opens up a host of new possibilities.
Cherif Moujabber, president of Creative Expos &
Conferences, was an early proponent of Skype – he has
been using Skype to run his international business for
at least three years. He uses the chat function, which is
a form of instant messaging, roughly 50% of the time
when he is on Skype, and the voice function about 40%
of the time. However, Skype’s video capabilities take
discussions to a new level, Cherif said. “Communication
is stronger when you can see the expression on
someone’s face and their body language.”
Trade show vendors such as SMART-reg
International have jumped on the Skype bandwagon to
more easily demonstrate products to a global audience
without flying halfway around the world. “There’s
no learning curve … it’s very intuitive,” said Arnie
Roberts, President and CEO of SMART-reg. “And you
rarely lose a signal.”
Trade Show Executive uses Skype to “meet” with
international companies and partners. We tested its
capabilities recently in a conference call with partner
masexpos magazine in Mexico City and registration
contractor SMART-reg International in Palo Alto, CA
to discuss two upcoming events. “Business discussions
are richer and more efficient because facial expressions
and gestures communicate so much more than words
alone,” said Darlene Gudea, TSE’s publisher and
editor. “It was very productive and ‘face to face,’” said
Roberts, who participated in the call.
“For trade shows that have partners across the
world, it’s a good opportunity to communicate across
borders,” said Yves Daoust, executive vice president
of the online events, virtual trade show and lead
generation division of Montreal-based iCongo Live.
Daoust said it saves money, is easy to use and simplifies
communication.
Roberts was inspired by Skype’s video capability. In
the past month, he negotiated with vendors in Hong
Kong and was able to demonstrate the company’s
registration services to a potential client overseas via
web cam. None of that would have been likely to
happen using traditional means, he said.
Reach Cherif Moujabber at (508) 660-7099 or via
Skype at cherifm; Darlene Gudea at (760) 929-966
or via Skype at darlene.gudea; Linda Braue at (310)
792-6081 or via Skype at lindab-skype; Arnie Roberts
at (888) 999-9169 or via Skype at arnier-skype; Yves
Daoust at (514) 866-2664.
www.TradeShowExecutive.com Trade Show Executive February 2008 39

TECH TREK
Continued from page 39
options are shared by MarketArt and
the show organizer. Exhibitor costs are
justified by the highly targeted opportunity:
the method presents prospects with
marketing information at the exact moment
they are interested in the product or
service driving traffic to the booth.
Show organizer clients have the option
to use MarketArt’s customer service
to handle the exhibitor sales component.
The company will also help to determine
the on-show configuration, manage the
data, supply the equipment and install it.
Reach Rob Hamlin, MarketArt, Inc., at
(703) 256–4669 or Rob@MarketArt.com.
Communications
CompuSystems, Inc.
Registration contractor CompuSystems,
Inc., has introduced a new client
services interface for access to real-time
information and reports on events. “It’s
more user friendly and intuitive,” says
Alan Danenberg, director of marketing
for CompuSystems. Features include
chronological show lists, multiple authorizations,
a categorized opening screen
and a report scheduler with which report
types can be saved and run routinely or
singly.
The company’s TrafficMax service,
an Internet list marketing system, has
also expanded with a new customized
postcard service. Exhibitors can use the
service to develop and deliver postcards
to targeted groups from the show organizer’s
lists, without the show organizer
having to actually share the list.
Exhibitors select the layout and
colors, add logo and copy and proof the
postcard. Printing, addressing and mailing
are handled through the service.
Reach Alan Danenberg, director of
marketing, CompuSystems, Inc., at (708)
344-9070 x285 or alan.danenberg@CompuSystems.com.
Spotme
Participants of the 46th ICCA
Congress & Exhibition in Thailand sent
more than 21,000 messages, exchanged
13,000 business cards, completed more
than 2,000 electronic feedback forms
and wrote more than 1,000 notes using
Spotme devices. Only one user reported
not using the device; the majority loved it.
The handheld tools, produced by
Shockfish SA, are wireless communication
devices intended to facilitate interaction
among show participants. The Spotme
device can be used to store show information,
send messages, exchange business
cards, take notes, complete feedback
forms, track continuing education credits,
control access to ticketed or VIP events
and create interactive sessions.
The devices are personalized at the
beginning of the show with the participant’s
business card, photo, schedule,
and in-box; they are collected at the end
of the show and the information is sent
electronically to the participant who can
easily upload it to another system. A central
server handles updates and backup.
The system can be learned in one minute,
according to Samuel J. Smith, Spotme
marketing manager for Shockfish.
Smith notes one of the universally
popular features (cited by show organizers,
exhibitors, sponsors, speakers, and buyers)
is the radar. First developed as a networking
tool, the device recognizes those in
the near vicinity. “It really tells you who is
standing around you,” says Smith.
Two economic models make the
devices affordable and even potential
revenue generators: sponsorship opportunities
(such as banner ads and surveys)
and lead retrieval (exhibitor fees).
Reach Samuel J. Smith, Spotme marketing
manager, Shockfish SA, at +41 (0)21 693
85 15 or sam@spotme.com. TSE
Everything but the Handshake.
A new handheld wireless device from Shockfish
SA takes care of a lot of attendee’s correspondence
needs on the exhibit floor. Easier to learn
than to describe, the Spotme device is loaded at
the start of the show with the user’s business card,
photo schedule and in-box. It can also be used
to record tickets to events and is even capable
of reading other Spotme devices in the vicinity so
exhibitors know who is perusing their booths.
40 February 2008 Trade Show Executive www.TradeShowExecutive.com