Emperia emails out collected leads to exhibitors in a CSV format each show night and post-show . “ It ’ s more important to deliver leads to exhibitors than focus on how many people downloaded an App ,” said Rodriguez . Something I particularly like is that post-show it emails visitors a list of exhibitors they visited so that “ attendees can follow up with companies they want do business with . Relationship building and sales are no longer only in the hands of exhibitors .”
Using in-house and external developers , RX now has a registration system , Mercury , which is being updated as more and more shows use it . “ Registration is a beast to get your hands around . With hundreds of shows that all have different needs , it ’ s been an ongoing process to adapt and refine the system . It helps us tie all the data together to enhance our customers ’ journeys . For example , using data and AI during the registration process , the system suggests exhibitors to visit based on products or equipment they are searching for , educational sessions to attend , as well as matchmaking ,” Rodriguez noted . Timing is crucial in this process and RX has found ( by looking at the data collected ) that visitors are more invested in making those connections and decisions at the time of registration versus two weeks out before the exhibition . The Exhibitor Dashboard provides real time information to exhibitors and comes in two versions – basic ( free ) and pro ( extra fee ). It pulls data from registration , matchmaking , show directory and lead retrieval in one clean and simple to use dashboard . It includes demographic information , i . e : What are the titles of visitors to the stand ? What percentage are looking for a specific kind of product ? How many leads have been collected in real time ?
Rodriguez continued : “ By knowing what is attracting visitors as well as their interest , exhibitors may then change their online directory profile to push those products of more interest with the click of a button . The system also tells exhibitors their profile completion vs . profile views vs . profile clicks . If exhibitors want to see how they are measuring up against competitors or all exhibitors on the number of collected leads , they can do that too .”
Other tech in the stack includes premium ( paid ) directory listings and a Digital Swag Bag , also paid – which allows visitors to see show specials , download white papers , etc .
Of course , as the second largest exhibition company in the world , RX has resources most organisers will never have . I asked Rodriguez for his advice to small and medium-sized organisers . He said : “ Please , please , please listen to your customers . Use live feedback and behavioural feedback to determine the tasks , needs and wants of your clients . Remember they are always evolving , as are demographic profiles , with digital natives moving into new roles .”
Secondly , he advises prioritising what you can do with what you can afford . “ Start with the top one or two identified areas that will have the most positive impact .”
Rodriguez summed up : “ We want exhibitors and visitors to have the best possible experience to help them grow their businesses . If the technology we provide helps exhibitors be more successful at our events , they ’ ll see the ROI , keep coming back and next time maybe get a larger booth space and increase their sponsorships .”
Whether or not this is a trend , time will tell . However , exhibitors using the RX Global tech stack will compare their experiences with other shows going forward . Bottomline ? Help your clients thrive , not just survive .
www . exhibitionworld . co . uk Issue 3 2022 23