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