Stateside with Stephanie
RX making engagement easy
For many expo visitors, not being able to recall what company had a cool or relevant product can be a problem not normally resolved by the show app, even if you did bother to download it. Stephanie Selesnick hears about an answer to the dilemma from RX.
s an exhibitor, having a
A free, dependable way to do lead retrieval is also a challenge. With over 65 % of all leads not followed up by exhibitors post-expo, show organisers should help their clients do better.
Enter RX North America. They have worked hard to solve these dual problems and I spoke with Edward Lane, vice-president digital strategies Americas, RX about their solutions.
Their Business Builder Digital Tools work. We’ ll discuss the tools for exhibitors and those for visitors separately. As Ed said:“ Our focus is on engagement. We normally test pilot new digital tools on a couple of shows, then if there is significant engagement and value realised, roll them out across all of our shows.” Globally that’ s 350 shows.
EXHIBITOR SOLUTIONS: Included in the cost of the stand is the Lead Manager App( LMA). They are customisable and work off everyone’ s smart phones. All leads are aggregated into one location on each Exhibitor’ s Dashboard. Included in the leads are the sources – by stand staff, QR code, through the website, or the ASX( At Show Experience – more later).
Success on the LMA is measured at more than five visitor scans.
Exhibitor Profiles: Beyond asking exhibitors to select their product
Edward Lane
categories, they may upload tons of content – products with photos, white papers, and more. The profiles may even be modified on site – in real time! The listings stay up for 90 days post show.
Exhibitor Dashboard: One neat, and easy-to-use place for exhibitors to see engagement, and pre-show, at-show, and post-show analytics. It includes profile views( from the web and ASX – by company, not individual) and a comparison of how their company is doing compared to competitors.
Engagement success is measured by how many times exhibitors log into their dashboard and the number of meaningful actions taken.
Post Show Exhibitor Retention / Resale: RX’ s CRM has a link sales people can access to see how their clients did.
VISITOR SOLUTIONS – ASX- aka: Show Name NOW( formerly Colleqt) I love this next bit! ASX is branded by show. For example, PGA NOW, NHS NOW, etc. Visitors scan the QR code on their badges which connects directly to the web-based platform, which contains the exhibitor list with profiles, product categories including the names of companies in each( if they’ ve filled out their profiles), a schedule of events, floor plan and educational sessions. What differentiates this platform are three things:
1) It’ s web-based and made for venues with little to no connectivity 2) Provides AI recommendations based on browsing history and actions taken( like Spotify or Amazon).
3) An activity timeline containing QR scans the visitor has made( see below), or exhibitor badge scans. The final timeline link is emailed to each visitor post-show. All exhibitors are given unique QR codes, distributed to each stand either via a tent card or a sticker on the floor. When interested, visitors may then scan company QR codes for recall later if they don’ t have time to stop.
Ed concluded:“ Once we get adoption on these digital tools and demonstrate value, engagement quickly rises.”
While I tend to focus on exhibitions fostering a sense of community, in the end, it’ s still about commerce, networking, learning and connectivity between buyers and sellers. RX is raising the bar! EW
26 Issue 3 2026 www. exhibitionworld. co. uk