2008 MTO Summit Program Guide ChicagoDocument Transcript
NOVEMBER 5 - 6, CHICAGO
Technology Education for
Events and Exhibitions
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Agenda at a glance:
Wednesday, November 5 at the InterContinental Chicago O’Hare Hotel
6:00 - 8:00 PM Opening Reception Grand Foyer
Thursday, November 6 at the InterContinental Chicago O’Hare Hotel
7:00 AM Breakfast Louvre 1
7:30 AM Power Introductions
8:00 AM Keynote: David Meerman Scott
9:15 AM Technology Education Sessions Louvre 2 & 3
12:15 PM Lunch with Tech Panel: Shawn Pierce, John Curtis, Louvre 1
Stephen Nold, Jason Fellman
1:30 PM Technology Education Sessions Louvre 2 & 3
2:30 - 3:00 PM Conclusion: MTO Technology and Innovator Awards Louvre 1
3:00 - 4:00 PM Closing Reception Grand Foyer
Technology Education Sessions
Exhibition Systems Education Track Louvre 2
9:15 - 10:05 AM Orchestrating Disparate Systems: Moving from Websites to Web Platforms
John Curtis, Quotient Integrated Solutions, Inc.
10:15 - 11:05 AM Exhibition Systems Panel Discussion
Dr. Robin F. Potter, Bobbie Tracy, Alan Cordial, Teri Tonioli
11:15 - 12:05 PM Incorporating All Stakeholders in the Meeting Planning Logistics Process for an Event
Johnnie White, CMP, Cardiovascular Research Foundation
1:30 - 2:20 PM The Fluid Communities of Events and Exhibitions
Stephen Nold, Advon Technologies
Social Media Education Track Louvre 3
9:15 - 10:05 AM Utilize Web 2.0 and Video Tools to Increase Success and Drive Revenues
Michael Pranikoff, PR Newswire
10:15 - 11:05 AM Design of a Show Business Model that Supports Exhibitors
David Larkin, The Loft Group
11:15 - 12:05 PM Creating a Powerful and Sustainable Website Vision
Jason Fellman, FG SQUARED Interactive Marketing
1:30 - 2:20 PM Impact of Web 2.0 on the Green Movement
Andrew Kinnear, Green Rewards Inc.
In this booklet...
Speaker Bios / Session Overviews p. 4
MTO Innovator Awards p. 26
MTO Supplier Awards p. 27
Technology Case Studies p. 28
David Meerman Scott Keynote Speaker
David Meerman Scott is a marketing strategist, entrepreneur, key-
note speaker, seminar leader and the author of the number one
best selling PR and marketing book The New Rules of Marketing and
PR: How to use news releases, blogs, viral marketing and online
media to reach buyers directly which is being published in 20 lan-
guages. He is a recovering VP marketer for two publicly traded tech-
nology companies and was also Asia Marketing Director for Knight-
Ridder, at the time one of the world’s largest newspaper and
electronic information companies. David has lived and worked in
New York, Tokyo, Boston, and Hong Kong and has presented at in-
dustry conferences and events in over twenty countries on four con-
8:00 AM Louvre 1
How Exhibitions and Events are Impacted by the New Rules of
Marketing and PR
How to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly. For de-
cades, marketers have relied on buying expensive advertising and begging the media and analysts for coverage. We
interrupted “prospects” with our egotistical “messages,” in the hopes of generating interest from buyers (who usually
ignored us anyway).
The web has profoundly changed the rules. Smart marketers now communicate with buyers through content rich Web
sites, blogs, YouTube videos, ebooks, and other online media that buyers actually want to consume. Learn how to lever-
age the potential that Web-based communication offers. A step-by-step action plan for harnessing the power of the new
rules of marketing and PR will be provided, showing how to identify audiences, create compelling messages, get those
messages to the most consumers possible, and lead those consumers directly into the buying process. Told with many
case studies and real-world examples, this a practical discussion about the new reality of PR and marketing.
Shawn Pierce, John Curtis,
Stephen Nold, Jason Fellman Tech Panel
Shawn Pierce John Curtis Stephen Nold Jason Fellman
Vice President of Divisional President and CEO, Quotient President, Advon Technologies Co-founder, FG SQUARED
Operations, Hanley Wood Integrated Solutions, Inc. Interactive Marketing
12:15 PM Louvre 1
Hanley Wood: Web 2.0 Website Launch
The MTO Lunch with Tech panel will feature the international launch of Hanley Wood’s next generation event website.
Shawn Pierce, Hanley Wood Exhibitions V.P. of Operations, will be on hand to share his insights into the business drivers
and strategies behind the new site while Quotient CEO John Curtis will demonstrate some of the site’s innovative web 2.0
features and technologies.
Starting with an existing set of integrated back office systems that included sales tools, floor plan management, and data
warehousing, Hanley Wood sought to increase the visible benefits of these systems to their exhibitor and attendee custom-
ers. Working with tight budgets, aggressive time lines, and a desire to push the limits of event industry norms, Shawn
Pierce oversaw an extensive effort to reshape how the website would be used to deepen relationships with and among
exhibitors and attendees. The end result is a website designed to “make our customers feel like we know who they are
and ease their ability to participate in our events.”
Advon Technologies CEO Stephen Nold and FG SQUARED Co-Founder Jason Fellman will co-moderate.
From this session, attendees will hear about:
• The innovative use of Web 2.0 solutions
• Customization of the website experience with relevant content
• Leveraging of historical customer data
• The ability to deliver messaging based on exhibitor/attendee profiles
President and CEO, Quotient Integrated Solutions, Inc. Exhibition Systems Education
John Curtis, President and CEO of Quotient Integrated Solutions, Inc., has more than 9 years
of leadership experience in architecting technology solutions. John’s vision and expertise
have driven successful solutions implementations in the Energy, Healthcare, and Communica-
tions industries. Companies such as Motorola, Symbol Technologies, Dow Chemical, Exxon
Mobil, Aetna, Newsweek, and Philip Morris have benefited from his unique combination of
technical skills and strategic acumen.
John is passionate about technology and its influence on culture and social trends. As an
advocate for the end-user, John develops elegant, simple and innovative solutions designed to solve his customers’ busi-
9:15 AM Louvre 2
Orchestrating Disparate Systems: Moving from
Websites to Web Platforms
The push to move “all things web” has left many organizations looking for the perfect system, as they rise to meet the
ever increasing need to leverage the web as a platform for end-users. Organizations often start with the approach of
looking outward to new technologies, new vendors, and new platforms. During this presentation we will explore and
examine the power of looking at your existing infrastructure to create integrated, seamless systems for customers.
• Learn realistic examples of integrations - making it look simple
• Discover how web services and integrations work to bridge gaps between systems
• Learn some of the risks associated with an integration endeavor as well as things to avoid
• Learn about the resources your organization will need to effectively execute the plan
Dr. Robin F. Potter, Bobbie Tracy,
Alan Cordial, Teri Tonioli Exhibition Systems Education
Dr. Robin F. Potter is a recognized visionary, futurist, authority, and speaker in the area of electronic
transactions and financial transactions, especially as they relate to banking, tradeshows and health-
care. He is the founder of PulseCard, the first card to be used electronically and exclusively for the
sole purpose of healthcare payment. PulseCard, the card, was added to the collection of the Smith-
sonian Institute in Washington, D.C. and PulseCard was recently recognized as the 258th fastest
growing company in the nation from the Inc. 500 list of companies. Dr. Potter also founded MSAver,
the first Health Savings Account company using debit card technology and restricted to healthcare.
He was one of the leading proponents of HSA legislation adopted by congress in 1996. The experiences Dr. Potter gained
from exhibiting at more than fifty healthcare and banking shows a year, in addition to input from numerous tradeshow
professionals, led him to build TRAQ-IT, a software company dedicated to the automation of all aspects of the tradeshow
Bobbie Tracy has been involved in the trade show business for over 30 years. She is currently at
The Boeing Company as the senior manager for the Air and Trade Shows group in business develop-
ment on the military side of the business. In this role, Bobbie leads the strategic, budgetary and
operational aspects of the Boeing Integrated Defense Systems international and domestic trade show
program. Bobbie was born in Indianapolis, Indiana. She resided in Denver, Colorado and Baltimore,
Maryland, before her family moved to St. Louis, Missouri. Over the years she played a key role in
the transition from traditional media and turnkey applications to electronic and multimedia technologies focusing on
alignment with industry standards. In 2007, Bobbie became the senior manager over Boeing’s military air and trade
show program. Responsibilities include coordinating the yearly show schedules/budgets as well as creating the strategic
objectives for the trade show program.
Alan Cordial succeeded as an account executive with a client list that included AT&T, Ford Motor
Company, Sony Electronics, Polaroid and Komatsu Machinery generating annual sales over $15M. As
President of Creative Productions, a highly profitable custom house, he lead the company’s growth
from $4m to $35M before its sale. He held the position of Executive VP Sales and Marketing for a
global exhibition provider when annual revenues touched $460M.
At one time he held concurrent seats on both the EDPA & TSEA BOD, leading the joint Taskforce effort that drafted the
RFI/RFP Guidelines for the Exhibit Industry. He is a frequent speaker at major industry gatherings, published numerous
articles and did a one year column for Exhibit Builder magazine of emerging technologies in the event industry. In 2001
Exhibit City named Alan one of the industry’s 10 most influential persons.
Currently Alan Cordial is building the industry’s first commercial software, targeting the exhibit supplier with an effect-
ive and affordable solution to the challenges of customer collaboration, account operations, asset management, production
workflow and sales forecasting. Alan is currently a principle Calan Communications in Cheswick, PA.
Teri Tonioli is a Senior Vice President of Strategic Account Management with Experient. Tonioli has
been with Experient for 20 years, after experience as the Convention Service Manager at Adam’s Mark
hotel in St. Louis, MO. She began as a Meeting and Event Manager in 1988, transitioned to an Account
Manager and helped open the Experient St. Louis office in 1990. She then transferred to the Chicago
office in 2000 and now oversees the sales and account management teams in Atlanta, Boston, Chicago,
Denver, St. Louis and Twinsburg.
Tonioli’s professional affiliations include the Professional Convention Management Association (PCMA), Meeting Profes-
sionals International (MPI), the American Society of Association Executives (ASAE) and International Association of Exhibi-
tions and Events (IAEE). Tonioli was recently appointed to the Board of the Center for Exhibition Industry Research(CEIR)
and as a commissioner for the Convention Industry Council, Accepted Practices Exchange (APEX).
10:15 AM Louvre 2
Exhibition Systems Panel Discussion
The trade show industry is looking for ways to establish more personal connectivity to each participant, whether it be
the show owner, the general service contractor, independent vendor or the exhibitor. This goal is going to require the
establishment of some basic standards to communicate and exchange data in an organized yet intelligent manner. The
Exhibition & Events Industry has a need to grasp these basic standards in order to utilize them to their greatest degree.
Communication to send and receive documents, invoices (not money), acknowledgments, data, and routine show infor-
mation are all possible and within reach today. The ability to utilize standards will only increase the “size of the pie”
and lead to happier clients in all respects.
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Johnnie White, CMP
Director, Meetings and Conventions, Cardiovascular Research Foundation Exhibition Systems Education
With more than 12 years of experience in the field of meeting planning, Johnnie White was
appointed Director of Meetings and Conventions at the Cardiovascular Research Foundation
in early July 2006. In this role, Johnnie is responsible for the strategic management and
planning of the annual Transcatheter Cardiovascular Therapeutics Scientific Symposium, which
attracts an attendance of over 11,000, as well as more than 40 other meetings, symposia,
workshops and physician training programs. He also oversees key areas including CME and
Academic programs, Meeting Planning and Exhibitor Services.
Since 1998, Johnnie worked at The Endocrine Society where he rose from the position of Meeting Planner to Director of
Meetings and CME Services. His responsibilities included overseeing all aspects of the Society’s educational activities and
events (including the annual meeting with over 8,000 attendees), over 50 committee meetings, and various regional
meetings. He also oversaw the development of enduring-material programs, and managed the CME accreditation pro-
cess for all the Society’s CME programs. While at The Endocrine Society, Johnnie was named the 2006 Program Chair
for the Planning Committee of the Professional Convention Management Association (PCMA) National Conference in
Philadelphia, and served as 2006 President, Capital Chapter of PCMA.
11:15 AM Louvre 2
Incorporating All Stakeholders in the Meeting
Planning Logistics Process for an Event
Managing meeting logistics can pose a daunting task for all levels of meeting planner. Today’s sessions now offer a
complex challenge as new technology is being incorporated into sessions and supporting speaker presenters. There is
a learning curve for many meeting planners who need to manage and organize proper implementation of these items.
Some planners can be resistant to such technologies as they don’t have the time to learn about them.
Traditionally educational meetings have been empowering committees and speakers by offering ways for them to
interact so they have a responsibility in the session planning process ensuring needs are known in advance. Why not
take that approach with the knowledge base planners that are responsible for producing the meeting and enhancing
the communication process with the vendors? Your vendor relationships are a key piece to the success of a meeting. As
stakeholders in your meeting why not facilitate a process by creating an environment where information can be shared?
Too often we rely on email and printed reports that take time to formulate and usually need to be updated constantly.
Email presents challenges as it requires the planner to transfer information from an email into another format so it can
be shared to develop the logistical “bible for the meeting.”
President, Advon Technologies Exhibition Systems Education
Stephen Nold is a publisher, technologist and researcher at Advon Technologies and blogger for
Tradeshow Week where he investigates emerging technology and social media practices around
the trade show floor. He focuses on connecting with our industry innovators as a way to make new
He lectures and leads workshops on the intersections of social media, design, technology and the
near-future possibilities for new event and exhibition marketplace. He has taught marketing at
the University of Texas and the University of Texas Dallas as a guest lecturer. He has a BBA from
the University of Texas and an MBA from the University of Texas Dallas. He speaks regularly for TSAE, MPI, PCMA and
launched the eMERGE technology track at IAEE.
1:30 PM Louvre 2
The Fluid Communities of Events and Exhibitions
Information has been crawling from database systems onto the tradeshow floor with recent technology evolutions. We
are becoming a fluid community of connections. Exhibitor drayage, lead retrieval systems, our cell phones and even
hotel rooms are designed to consume data that can be obtained with feed seeders like Twitter, RSS Blogs and other wid-
gets. Increasingly, mobile devices know about physical space with orientation and location signals integrated into their
designs. Devices network as meaningful real-world insights for the data analytics on show floor traffic. All of this data
comes from sensors of all sorts such as personal data recorders, mobile phones, RFID tags, venues themselves, credit
card transactions, and card swipes at registration desks.
Creating meaning from the fire hose stream of data is the value for exhibitors and show management in the use of
data analytics. Too many experts talk about web analytics as useful optimization metrics, yet it is actually real world
analytics that provide people with insights into their own corporate brand activities. Real world analytics is about giving
meaning to the data that can be sensed from the tangible actions, transactions, movements and encounters derived from
the show environment.
Director, Emerging Media, Global Trade Show Services, PR Newswire Social Media Education Track
Michael Pranikoff, director of Emerging Media at PR Newswire, is responsible for educating PR News-
wire staff and customers about the role emerging media, such as RSS, blogs, social networks, search
engines, and other Web 2.0 technologies, play in public relations. Michael joined PR Newswire in 1998.
He immersed himself in the technology industry in and around the Washington, D.C. area working with
clients such as XM Satellite Radio, AOL and the Consumer Electronics Association. In 2003, Michael was
named the National Technology Markets Specialist, and eventually led to being named PR Newswire’s
first Director of Emerging Media. Michael is also the creator and facilitator of PR Newswire’s Seminar
Series entitled “PR in a Web 2.0 World.” Michael has been a featured speaker and moderator at events across the
country. Michael is also a featured contributor to several blogs, podcasts, and newsletters. Prior to joining PR Newswire,
Michael worked for MacNeil / Lehrer Productions which produces the NewsHour with Jim Lehrer. Michael graduated
from Syracuse University with a degree in Speech Communications. Michael Pranikoff maintains a link blog linking to
sites and conversations that pertain to the intersection of technology and public relations at http://del.icio.us/michael-
9:15 AM Louvre 3
Utilize Web 2.0 and Video Tools to Increase Success and Drive
Successful Marketing and PR have always been key elements in promoting attendance, sponsorships, exhibit sales, and
overall industry awareness for your events. Current economic realities, competition for attention from other events,
information glut, and growing budget restrictions have made an effective marketing campaign more critical than ever
as part of an overall program to ensure the health and success of your events. This session will provide you with several
solid case studies showcasing Web 2.0 technology tools and methods initiated and managed by a variety of major trade-
show and meetings organizers along with exhibitors.
In addition to learning how to apply these winning methods in order to enhance your own events, you’ll also leave the
session with some practical solutions and recommendations for ways to help your sponsors, speakers, and exhibitors
more effectively market their pre and post participation at your key events; to the ultimate benefit of all participants.
Managing Director, The Loft Group Social Media Education Track
David Larkin is Managing Director of the Loft Group which owns, manages and invests in unique
entrepreneurial companies that are at the forefront of change in traditional industries. He is the
founder of the Tradeshow News Network which is the most comprehensive directory of the global
event industry, which was acquired by the Tarsus Group in 2006. He was vice president of the Larkin
Group which was America’s largest producer of fashion trade shows until its acquisition in 2000.
Mr. Larkin was an instructor at New York University in the Masters Program in Travel and Tourism.
He also served as the Director of the Services Committee of the International Association for Ex-
position Management and was a member of the Steering Committee for the Center for Exhibition Industry Research. He
has worked as a literary tutor for the Henry Street Settlement and the Angel Rodriguez Youth Center. Currently, he also
serves as Executive Board Member of the Montauk Observatory and is one of the founders. Mr. Larkin worked several
years in the motion picture industry in New York and Los Angeles after graduating from Syracuse University with a BFA
in Film/Drama. His duties ranged from production manager to producer. Memorable films include: The Flamingo Kid,
Kane and Abel, and the late night cable staple Cannibalistic Humanoid Underground Dwellers, better known as CHUD.
Mr. Larkin was part of a team that made the first descent of an unexplored river in Tibet, the Shilo Hi, accompanied by
a National Geographic film crew.
10:15 AM Louvre 3
Design of a Show Business Model that Supports
Many show managers talk about extending the show floor to 365 days, yet few support organizational objectives that
meet this goal. Social media has introduced ways to interact with audiences prior to the event, but few show producers
have succeeded in creating a true dynamic community that interacts year round. This presentation will discuss solutions
for reaching more customers through web 2.0 strategies.
• Study of the Internet – then and now.
• Find out about the creation of exhibitor value.
• Discuss right sized technology that is simple to deploy.
• Learn about matching the attention span of customers.
Co-Founder, FG SQUARED Interactive Marketing Social Media Education Track
Jason is the co-founder of FG SQUARED Interactive Marketing and served as the CEO and President
for 10 years. He now serves as a Strategy Consultant to the firm and its clients. Jason has devel-
oped interactive marketing strategies for the world’s most respected international organizations
including Shell, Hitachi, Canon, Cardinal Health, Dell, Tokyo Electron, and Motorola. Currently,
Jason is the Lead Web Strategist for Shell Global Solutions, provides strategic oversight for FG
SQUARED’s Motorola.com agency activities, and has been instrumental in the development of
the next generation web strategy for Hanley Wood Exhibitions. As an industry leader, he has
been invited to speak at numerous conferences over the years on the subject of Integrated and
Web-based marketing. Jason, also a part time professional singer/songwriter/multi-instrumentalist, is a graduate of
Musician’s Institute in Hollywood, CA.
11:15 AM Louvre 3
Creating a Powerful and Sustainable Website Vision
The rapid proliferation of leading edge web technologies has left many show managers and event marketers strug-
gling to determine the best way to prioritize and leverage these new tools. Industry executives often feel like they’re
constantly ‘behind’ with the development and maintenance of their event website. This presentation will discuss step-
by-step processes for developing a next generation website strategy, and then continuously improving the website to
help increase customer participation.
• Learn realistic processes and approaches for developing a strategic vision for dynamic websites
• Discover how Web 2.0 technologies can help meet the needs of the target audience
• Discuss how to get ‘ahead of the curve by’ transitioning from a reactive to a proactive website development ap-
• Learn about the resources available to assist with the development of next generation websites.
Manager, Online Experience, Green Rewards Inc. Social Media Education Track
Andrew Kinnear has more than 10 years of marketing and technology experience and is a se-
rial entrepreneur. An accomplished marketing innovator, his vision and expertise have helped
to craft many businesses over the last few years, and generated significant proof of concept
or revenue growth. Andrew’s ability to connect with customers and colleagues has been a key
ingredient in delivering outstanding results throughout his career, and his unique and distinctive
insights for the web drive tangible economic benefit.
He is currently an online marketing consultant to LoyaltyOne™, operators of the AIR MILES Reward Program®, and
joined the team when LoyaltyOne acquired Green Rewards Inc., a coalition loyalty program for Canadians empowering
consumers to make greener choices by shifting behavior toward eco-friendly reward options. Andrew previously worked
for Advertising and Marketing agencies in Toronto, as well a few start-ups. In April of 2007, Andrew was one of only 200
Canadians selected from thousands, to be trained by Al Gore as part of his Climate Project, to deliver the ‘Inconvenient
Andrew is a social networking evangelist, and often speaks about climate change, technology, innovation and social
1:30 PM Louvre 3
Impact of Web 2.0 on the Green Movement
The not-for-profits from the environmental movement, like many other associations, had the challenge of getting public
attention for their causes. How can they get public eyeballs on our issues and effect change? We will explore how Web
2.0 has become a welcome solution providing the necessary features to attract consumer attention. Incrementally, when
consumers do get engaged, we will explore how social media has provided the tools to harness all of the individual
contributions to resolve the issue into large national (or global) solutions.
• Acquire the Top 5 take home examples of high impact solutions to drive web attention
• Learn the coolest Web 2.0 features with real life examples from the “Green” space
• Preview some early thinking on where Web 3.0 will take us
• Learn a little about the “green” movement in the process
MTO Innovator Awards 2008
roadcasters Executive Vice President of Conventions and Business Operations, National Association of Broadcasters
a focus on producing Chris has accumulated over 20 years of experience in the trade show industry, most of it in the non-profit sector with a focus on producing
sion, which supports large-scale trade shows and events. In his current capacity Chris heads NAB’s Conventions & Business Operations division, which supports
ions for the associa- all of NAB’s revenue-generating operations and is also directly responsible for producing two major annual conventions for the associa-
w features 900,000 tion. One of these conventions, the NAB Show is the largest event in the world covering electronic media. The show features 900,000
net square feet of exhibits, 1,600 exhibitors and over 100,000 attendees.
munications Industry Prior to coming to NAB Chris spent three and a half years as Vice President of Conventions for the Personal Communications Industry
nual convention, the
Association (PCIA), an organization that represents the wireless communications sector. While at PCIA, Chris helped build the association’s annual convention, the
ris’ early experience Communications Showcase, into the largest show serving the wireless industry and one of the fastest growing events in the country. Chris’ early experience
or one of the top 15 ten years (1985-1994) with Food Marketing Institute (FMI) where, as Director of Exhibits, he managed the sales and exhibitor services for one of the top 15
ourcing divisionshows in the U.S. Between his tenures at FMI and PCIA, Chris served as Vice President of the Association Services Group, a show management outsourcing division that
Chris helped launch for the private show management company CMC.
ajor American Trade is a past Chairman of the International Association of Exhibitions and Events (IAEE; www.iaee.com). He has also served on the Board of Major American Trade
Commerce from the Organizers (MATSO) and currently serves on the Board of Directors of the Center for Exhibition Industry Research (CEIR). He holds a BS in Commerce from the
rry reside in Fairfax,
University of Virginia and an Executive Masters of General Administration from the University of Maryland University College. He and his wife Sherry reside in Fairfax,
VA and are the proud parents of four children, Ryan, Sean, Jessie and Cory.
Rising Star Award
Vice President of Divisional Operations, Hanley Wood
twork serving North Shawn Pierce is Vice President of Divisional Operations, Hanley Wood—the premier business-to-business media network serving North
T, infrastructure, IT, America’s residential and commercial construction industries—where he has full P&L responsibility for CONNECT, infrastructure, IT,
He helped start the registration and administration and streamlines all operating groups, systems and processes within the company. He helped start the
ce serving the trade Exhibitions Division in 2000 and grow it into a $50 million+ business. Pierce has more than 13 years’ experience serving the trade
gistration center for show industry, including creating and developing all technological support for a $3 million, 80+ trade show registration center for
hing companies. He Miller Freeman/CMP, the world’s largest trade show producer and one of the largest business-to-business publishing companies. He
ance and marketing also created ADAPT (A Database Analyzer & Prospecting Tool), a database system used worldwide to track attendance and marketing
tional Association of for exhibitions companies, for which he received the 2003 Trade Show Executive Innovation of the Year Award. Pierce belongs to the International Association of
Exhibition Management (IAEM) and Society of Independent Show Organizers (SISO).
President and CEO, a2z Inc.
nd works along side As the President/CEO of a2z, Inc. Rajiv Jain not only undertakes the daily business responsibilities, but mentors and works along side
sed exposition floor Rajiv leads the development of cutting-edge technologies for the events industry, including the first fully web-based exposition floor
2z is now widely rec- plan management solution and the first generation of online matchmaking tools for exhibitors and attendees. a2z is now widely rec-
ces and trade shows, ognized as the leading provider of web-based event management software for managing and marketing conferences and trade shows,
serving over 500+ shows, including 40+ TSW Top 200 shows.
v has transformed1998, along with three other partners, he founded a2z, Inc. to develop a new breed of online solutions for B-to-B applications. Since then, Rajiv has transformed it
test growing private a start-up into an internationally-recognized provider of software solutions for the events industry that has just been ranked among the fastest growing private
companies by Inc. Magazine. In 2008, Rajiv was named an Ernst & Young Entrepreneur Of The Year® 2008 Award Finalist in Maryland.
MTO Technology Supplier Awards 2008 MTO
MeetingTechOnline Top Technology Suppliers 2008 Awards honor the most distinguished and
innovative technology suppliers in the meetings and events industry. The candidate pool was
notably exceptional this year, with numerous candidates displaying outstanding attributes
of innovation, originality, and leadership in the development of technology tools.
ethnoMETRICS, Inc. Notes
Contact: Dave Fellers, CAE 4000 W. 87th Street
email@example.com Prairie Village, Kansas 66207
A leading medical society that holds one of the world’s largest medical meetings desired to improve its technical exhibit layout and the
user friendliness of the hall where its educational and scientific posters were displayed. Traffic was a problem in the exhibit hall as crowds
stacked up in aisles and around large exhibitors. The Education hall consisted of 300,000 square feet which included poster boards,
informatics displays and an area for more than 300 computers so that electronic education and scientific exhibits could be displayed. The
technical exhibits covered over 560,000 square feet.
EthnoMETRICS utilized over 50 cameras installed in McCormick Place to measure traffic flow and attendee behavior. Video taping analysis
of technical exhibits resulted in a recommendation to increase the “drive aisles” and to shfit some of the larger exhibitors further back
in the hall . The result was significant improvement in traffic flowing through the hall and increased satisfaction of exhibitors. Video
analysis of the Education hall recommended reorganization of the hall into “spoke and wheel” communities for each of the 16 medical
subspecialty areas and adding signage above the spokes. This allows attendees to easily find their area of interest, to network, discuss
and view the posters and view electronic exhibits on large screens as part of each medical specialty “community.” This resulted in an
increase of 35 minutes of dwell time per attendee and ease of finding their specific community.
SmartSource Computer & Audio Visual Rentals Case Study
Contact: Steven Shatsoff 2430 Visount Row
firstname.lastname@example.org Orlando, Fl 32809
The client, one of the nations’ leading financial services firm, annually holds several hundred corporate meetings and events on an
international level. The rapid production and dissemination of information on an ongoing basis in an ever changing environment proves
to be extremely costly, time consuming, and inefficient. At the same time, facing the need to be the leader in their industry in becoming a
socially conscious organization utilizing a “green” solution to meet their challenges, the client turned to SmartSource.
SmartSource offered to meet the challenge utilizing technological tools to provide the services necessary to fully integrate the systems and
services the client required. First was the implementation of an on-line information system which serves as an Electronic Document Library.
The establishment of a central server to hold and maintain an electronic database of all marketing materials, annual reports, show
materi¬als, and presentations, which is then accessed and maintained electronically on show site by means of a kiosk based cyber café,
resulted in saving tens of thousands of dollars in replacing printed materials, drayage, storage and waste. To disseminate the information,
the end user simply emails selected documents to their inbox while providing essential instantaneous demographics to the event manage-
ment team. Coupled with a fully integrated Digital Signage System to replace printed show materials and allowing for on the fly changes
provided the client with an integrated, “green,” cost saving solution utilizing the computer and audio visual systems only a full service
national provider can offer.
a2z Inc. Case Study
Contact: Michael Hatch 10320 Little Patuxent Parkway
email@example.com Columbia, MD 21044
InfoComm08 (Las Vegas, June 18-20,2008) was history’s largest annual conference and exhibition for audiovisual buyers and sellers.
Challenges: The size and complexity of the show resulted in several exhibition and conference management and marketing challenges to
InfoComm: how to consolidate member, attendee and exhibitor data from several loosely connected systems? How to better integrate the
conference/session database management with the exhibition and overall event management? How to transition from manual booth sales
to an automated process to save time and reduce eventual errors? And how to launch, integrate and manage a state-of-the-art matchmak-
ing, professional networking and appointment scheduling program.
The InfoComm management team meticulously planned the event and provided stringent, but well thought through requirements to a2z
for their new system. Thereafter, a2z and InfoComm teams worked closely to design, host and manage a solution that not only delivered
on their requirements, but also provided innovative functionality such as interactive and self-serve event website tools for attendees and
exhibitors, automated online sales for web site advertising, keyword purchases, rebook and new booth sales, matchmaking and profes-
Innovation: A comprehensive a2z marketing program was seamlessly integrated with InfoComm08’s a2z matchmaking, networking and
appointment scheduling solution, including intelligent marketing opportunities for exhibitors. Using the system, exhibitors were able
to greatly enhance their marketing efforts, increase booth traffic and qualified leads since the system allowed focused delivery of their
unique marketing messages, and value-proposition selectively to only their best (targeted) buyers coming to the show.
1. 88% exhibitor retention by NSF, up 4% from last year
2. 82% exhibitor retention by revenue, up 10% from last year
3. 500+ exhibitors rebooked onsite, up 12% from last year
4. Booth selection and sales time reduced by 95% over last year
5. 100% system availability
Contact: Ed Lemire 100 Pine St. 10th Floor
firstname.lastname@example.org San Francisco, CA 94111
In 2007, SocialWorld saw that with such a wide variety of organizations and events on university campuses - chapter meetings, parties,
guest speakers, workshops, fundraising activities, etc - there are endless opportunities for students to get together. SocialWorld identified
a real need for a campus-specific social networking platform targeted to students and student organizations for both generalized social
networking and for a centralized online location for their activities and events. The system was to combine elements of social network-
ing with organization-specific functions and communications and it needed to have both a Campus-wide and Organization-specific events
calendar with integrated registration and online payment capabilities.
SocialWorld approached Acteva because Acteva was in the process of developing a new type of social network focused on organizations’
needs. In addition, Acteva has already built an established reputation with university-based organizations. This year SocialWorld released
their new system - built on the Acteva Community Network platform – and is now live on 12 college campuses. Major campuses, such as
Penn State University, University of Georgia, and the University of Florida are among these first sites.
The Acteva Community Network is the first social networking solution to integrate an event calendar, online event registration and social
networking for any organizations. It provides a single tool to easily manage an organization’s memberships, dues, events and online
payments – all within a social networking platform. With an event calendar, event registration, media sharing, internal and external
email messaging, file sharing, collaboration and other social networking capabilities, the Acteva Community Network provides a complete
social solution for any organizations.
SUMMIT 2008 SUMMIT 2008
ASP Inc. Case Study
Contact: Aaron Coole 6260 Mcleod Drive, Suite 120
email@example.com Las Vegas, NV 89120
With over 70,000 visitors and 4,000 exhibitors, Spring Fair, held in February each year, is the largest international show for the retail gift
and jewelry industry.
Spring Fair approached ASP with a view to fulfilling three key objectives:
· exploit the exhibitor company and product information available
· extend the show brand online and off the show floor
· create new revenue streams from the website
Using the content management system developed inhouse specifically for the expo industry, ASP designed and built SpringFair.com.
SpringFair.com has become a year round marketplace for the gift, housewares, stationery and party industry with news, information and
suppliers being added throughout the show cycle, alongside the annual event itself.
Exhibiting suppliers pay for a comprehensive year round listing including full contact details, product information and photos, press
releases and links to supplier website, enabling them to gain new leads and orders via the show site before, during and after the show.
This results in an impressive ROI for the exhibiting suppliers and adds vital content to the site aiding the search engine rankings.
Along with the extensive supplier functionality, the site has incorporated advertising space where organizations can choose whether to
appear on specific pages, according to their sector interest, or across the whole site. The success of these ads can be monitored through the
CMS analyzer tools helping the organizer and advertiser to quantify their effectiveness.
These two features alone have created over $3m online revenue for the SpringFair.com organizers.
Attendee Interactive Notes
Contact: Tim Lynott 10281 Baltimore National Pike, Suite 201
Tim@attendeeinteractive.com Ellicott City, MD 21042
410-480-8148 ext. 302
Our Client was having difficulty managing the day-to-day logistical components of their conference. With over 10,000 attendees, hundreds
of vendors and meeting rooms, our client was looking for a better way to manage and enter the tremendous amount of data associated
with a meeting of this size. The sheer number of Food and Beverage orders and Audio Visual requests can be overwhelming. In addition,
they were seeking a better way of distributing and communicating their logistical needs to the convention center and their vendors.
Attendee Interactive was able to facilitate the client’s needs through the use of its AI-Logistics and Vendor Management application. The
system allowed show management to input, update and review their logistical details through a secured web-based application. The solu-
tion provided our client with accurate information, improved communication tools and increased reporting capabilities. The system also
allowed vendors to access real-time data concerning room sets and layouts. Through a secured login, each vendor could view the require-
ments of each room set, in addition, to being notified by email of any changes. In the end, the system worked flawlessly and was a well
received solution for both the conference manager and vendors.
SUMMIT 2008 SUMMIT 2008
Certain Software Case Study
Contact: Chris Emerson 1 Daniel Burnham Court Suite 330C
firstname.lastname@example.org San Francisco, CA 94109
In 2005, Westfield’s Director of Guest Services and Corporate Event Planner, Kristene Hawk and Sara Tester, were looking to the market
for a cost-effective, easy-to-use technology solution to tackle online registration for the 250 – 300 meetings that they plan each year. Up to
that point, their event planning process had been almost entirely manual. They needed an online registration application that would allow
them to get started quickly and streamline their event planning process.
Hawk observes, “Technology right now is really putting everything into the palm of meeting planners’ and attendees’ hands. Our guests
are so much more accustomed to doing everything online in terms of registering than to do it via paper.”
* Westfield Insurance is an Ohio-based insurance, banking and related financial services group of businesses, providing commercial and
personal insurance and surety services to customers in 28 states.
Westfield compared many online registration applications, but Certain Registration™ stood out because of its ease of use and ability to
automate the entire registration experience.
“We were going from not using any kind of online products to initiating this product with our agents, and we just wanted something very
user friendly. Attendees get an automatic confirmation. That was a big part of our decision as well. We don’t have to do a lot of the steps
that we did before. It’s all automatic,” says Hawk.
Certain Registration helped Westfield go online with their event planning very quickly, getting them started with templates, program and
housing features that make recurring events easy to replicate. Building a new registration site for specific events is now as simple for
Westfield’s planners as swapping out a logo on a registration form.
“We did a lot of research when we were trying to decide on a provider. Certain just offers exactly what we were looking for….Certain
Registration is very user friendly.”
Director of Guest Services
Digitell Inc. Notes
Contact: Steven Parker 111 West 2nd St., 3rd Floor
email@example.com Jamestown, NY 14701
The Society of Financial Services Professionals (SFSP) in the past has created video training scenerios using actors and actresses. This has
been a costly process for SFSP, especially when changes take place and the need to re-shoot the video occurs. SFSP was looking for a way
to reduce the cost of producing training videos, yet maintain the effectiveness of delivering the appropriate message.
Utilizing Digitell’s new virtual technology, Digitell created a training video using avatars (digital people) who acted out a training scenerio
in the virtual world built by Digitell that reflected a real world environment. This enabled SFSP the ability to produce their training videos
using virtual technology for less than 25% of their previous cost. In addition, changes are as simple as changing the audio file and can be
done at a minimal cost instead of having to re-shoot the entire video.
SUMMIT 2008 SUMMIT 2008
EventReady Case Study
Contact: Ed Mahoney 1346 Blue Oaks Blvd, Ste. 180
firstname.lastname@example.org Roseville, CA 95678
This client is a large organization that has over 500 events and needed a company that understood their needs immediately and could
build them a product that solved their issues with an easy to use solution.
The current calendar and registration automation used by the client has limited functionality and requires a high amount of maintenance.
In addition, the management of Events, Accreditation, Registration, Sponsorships, and Shopping Cart utilize different applications that are
not integrated and each requires specialized resources to support and maintain the applications. The client also had a unique need for all
of these separate applications to integrate seamlessly with their membership database, allowing them to streamline all of their current
The following business objectives will be addressed by implementing products or enhancements outlined in this white paper:
· Improve the end-user experience, typically Members, and thus improve overall satisfaction and build usage of the web site.
· Increase the functionality available to meeting planners thus improving overall efficiency and reducing manual work.
· Consolidate various applications that require separate support and specialized technical resources, thus reducing cost.
· Improve the reliability of the application thus reducing maintenance and improving overall satisfaction.
Event Ready built an event management system that replaced the client’s current multiple applications. We successfully consolidated these
applications into one integrated event management database. This integrated application solution provides event management, accredita-
tion, calendar management, registration, exhibitor and floorplan tools, while implementing shopping cart functionality for use on the
various corporate websites.
Following is a list of the major requirements and functions that we built for the client.
Event Ready identified and implemented an integrated application that provides the following functionality:
Event Management, Calendar, Registration, Shopping Cart, Accreditation, Floor Plan, Membership Integration
The solution needed to be available to various business units within the client’s membership.
- Client headquarters
- Regional Offices & Subsidiaries
Integrates with internal systems to obtain/maintain Contact and Company (Member) information as it relates to:
- Attendees (Public, Employee, Member)
- Exhibitors (Vendors, Contracted Suppliers)
- Corporate web sites (marketplace, HPPI Exchange)
Contact: Michael Gilvar 1434 Patton Pl. Suite 190
email@example.com Carrollton, TX 75007
Problems related to poor measurement are endemic in the event business. Trade Shows remain at the bottom of the totem pole in terms
of measurement and quantitative value. Exhibitors are clamoring for more measurable value, while simultaneously the “leads” which
are collected remain under leveraged (86% of all leads never receive any form of post-event follow-up). This lack of real measurement
adds to the increasing show producer problem of exhibitor attrition rates, which translate to smaller shows and a decrease in value for the
Fish has deployed the first RTLS (Real Time Location System) attendee tracking system for the event industry. The Fish system records the
exact location of every attendee every second with an accuracy of six inches. The system is focused on driving attendee value by allowing
the attendee to leverage two buttons on the tag to request location specific information sent to a personal website and to swap contact
information with other attendees. The exhibitor and show producer benefit from automated (real time) reports that include analysis
(segmented by measurement zone and visitor type) on visit counts, aggregate time of visits, average time per visit, aisle analysis, booth
staff intelligence and session tracking. The Fish technology transforms events from the least measureable to the most measureable form
of marketing mediums.
SUMMIT 2008 SUMMIT 2008
IndustryConnect Case Study
Contact: Dave Einzig 307 West 38th Street, Suite 901
firstname.lastname@example.org New York, NY 10018
800-288-1440 ext 702
The Association of Equipment Manufacturers (AEM) was seeking a solution to execute a cutting edge attendee e-Marketing campaign for
their CONEXPO/ConAGG event to drive online pre-registrations as well as increase verification rates to ensure that those that are pre-
registered attend the show. At the same time, it was known that the number one reason attendees visit their show is to see the industry’s
new products and solutions. Featuring such content from the exhibitor, base in the attendee e-Marketing campaign, could prove to be very
powerful and engage the audience to pay special attention to the e-Newsletters while giving exhibitors added value.
IndustryConnect and CONEXPO/ConAGG successfully produced an eight week “Countdown to the Show” attendee e-Newsletter campaign
with both Show News and featured exhibitor content viewable by product category. The exhibitor content collection and billing functions
were seamlessly executed through IndustryConnect’s user friendly online Announcement Entry System. “The success of this campaign
exceeded our expectations, both in the number of exhibitors who participated and the revenue generated,” says Chuck Frey of AEM. “Fea-
turing such exhibitor announcements, press releases and invitations to events helped to communicate the value and power of the show to
attendees. The planning and execution of this program was completely handled by the IndustryConnect team with a high degree of profes-
sionalism.” Over the last year many of the nation’s largest trade shows including K/BIS, The National Hardware Show, GlobalShop, JCK
Las Vegas, Book Expo America and The PGA Merchandise Show have executed similar IndustryConnect programs with the same excellent
Map Your Show Notes
Contact: Phil Louis 6915 Valley Ave.
email@example.com Cincinnati, OH 45244
MYS had a major trade show client using our services to maintain and produce their show directory both in print and on interactive CD.
The client wanted to offer their 80,000 plus attendees the opportunity to more easily prepare for the show online as well as offer their
exhibitors additional branding opportunities. They defined their specifications for an interactive floor plan and agenda builder and submit-
ted this project to several companies for bid.
After receiving the requirements from the client, the MYS development team proceeded to build a beta version of an online floor plan
that won the approval of our client. The beta version was honed and refined and additional components were added. Shortly thereafter,
version 1.0 was implemented on the client’s website. The floor plan’s ease of use and real-time interactivity quickly caught the attention
of other trade shows and was implemented on numerous other sites. The MYS floor plan resides on a secure and scalable client/server
framework that easily integrates with any size trade show’s web site.
Our strong in-house development team has since added numerous enhancements to our products and MYS now offers version 4.0 of our
application. MYS currently presents a suite of advanced solutions and products that will bring new revenue streams and efficiencies to any
show. Contact MYS at 888-527-8822 or firstname.lastname@example.org to find out more!
SUMMIT 2008 SUMMIT 2008
Quotient Integrated Solutions Case Study
Contact: John Curtis 723 E 6th St.
email@example.com Austin, TX 78701
In 2007-2008, Motorola, an enterprise B2B company needed to migrate and consolidate the content of 12 acquisitions under a single
content management system and online brand. This consolidation consisted of over 45,000 pages of content originating in a variety of
sources, formats, and content guidelines. The internal IT department had developed a migration plan and written an import script based
on a single format, and had not considered the additional formats and sources of content needing migration.
Quotient took an inventory of all of the systems and gathered information about the size of the project and level of effort. Migration
scripts were developed for each of the acquisitions to collect the content and translate it into a format compatible with the generic import
script. Essentially all 45,000 pages of disparate content needed to be fit into a singular format for the import script to be successful. Ad-
ditionally, global business units needed to rework their content to make it fit the new constraints and content guidelines before the content
could be imported into the unified content management system. Quotient built an online tool and imported the content there, allowing the
tool to serve as a single place for non-technical business users to review, change and validate the content. The project took 6 months and
4,800 hours of work.
TRAQ-IT Software Notes
Contact: Eric Schaumburg 7300 W. 110th St. Suite 920
firstname.lastname@example.org Overland Park, KS 66210
913-498-1221 ext 121
Six Tradeshow Managers were faced with:
1. Lack of an organized process for tradeshow management
2. Inundation with multiple spreadsheets and word documents
3. Lack of communication with other show managers and outbound sales reps
4. Inefficient and inaccurate after-show reporting
5. Total lack of business continuity
TRAQ-IT Online Provided the Solution with:
1. Organized repository for show data such as to-do’s, reminders and financial data
2. Reduced paper trail with archived information that is entirely web-based and accessible 24/7
3. Increased communication through Personal View accounts, Notes & Attachments
4. Instantaneous after-show reporting
5. Business continuity through a standardized system that can bring in new users with no down time
FINAL NOTE: This major corporation on their own calculated that implementation of TRAQ-IT
reduced manual work by ~400 hours a year, at a rate of $50 an hour which equated to
approximately $20,000 in annual savings as well as incalcuable benefits such as business continuity
and unimpeded workflow.
SUMMIT 2008 SUMMIT 2008
Turning Technologies, LLC Case Study
Contact: Dominic Italiano 255 West Federal St.
email@example.com Youngstown, OH 44503
Image Work Communications was commissioned to create a memorable, interactive experience for Hewlett-Packard’s booth at the 2007
Interhop IT Expo and Conference. As one of the main players in the computing and printing world, HP was working to showcase their
ProCurve Networking capabilities, offering networking solutions, products, customer care and training to keep businesses connected inside
and out. In order to generate leads, multiply booth traffic and increase ROI, Image Work had to determine a way to drive attendees to the
booth and keep them in their seats.
Image Work transformed a typical tradeshow booth into an interactive theater. The booth produced a fun, high-energy environment
that featured mixed media, product videos, live talent and audience response technology. Turning Technologies’ audience response was
integrated heavily to ask qualifying questions built around specific product features, benefits and customer preferences. One series of
questions even involved a “”fastest audience finger”” where winners were given a chance to play for an iPod® Nano. HP was given
survey reports and a list of qualified leads for future sales and marketing campaigns. Due to its large success, Turning Technologies’ audi-
ence response is continually integrated into HP’s tradeshow atmosphere. Thanks to their innovation, Image Work was awarded The HP One
Voice Award for global brand excellence in event marketing for their tradeshow events using audience response. The productions achieved
20-fold, “$60 million” ROI results and video assets were leveraged during other events.
Ungerboeck Systems International Notes
Contact: Steve Mackenzie 100 Ungerboeck Park
firstname.lastname@example.org O’Fallon, MO 63368
Maintaining an accurate CRM databse at a low cost.
An event organizer in the entertainment industry was updating their CRM database by sending out a form to its members and affiliated
organizations on an annual basis. The issue was that the reply rate to these mailings was often 60% or less, meaning that at any one
time almost half of the CRM database may have had invalid, or at the very least data that hadn’t been verified in over a year. Those that
did return the forms often didn’t fill out entire sections because of the amount of time involved and the paper being generated.
It was found that using the internet capabilities of their existing software (EBMS), allowing members to sign on securely to their
website to update information real-time in the CRM database was the solution for them. This solution was chosen because it was
low cost (they already owned the software), could be up and running quickly, and integrated with their pre-existing CRM database.
An accurate contact database helps drive event attendance, improve member retention, and reduce costs by reducing the amount of
returned mail. By integrating directly and in real-time with the back end database event organizers are able to maintain a more accurate
database. iEBMS can help to facilitate greater data accuracy from those that do respond because forms are user-definable and can be
powered using validated fields thus ensuring that answers are stored in a uniform manner.
SUMMIT 2008 SUMMIT 2008
WingateWeb Case Study
Contact: Steven Sheffield 15 West Scenic Pointe Suite 200
email@example.com Draper, UT 84020
A Fortune 500 software company was hosting their annual conference with 15,000 attendees, 6 hotels, 400 exhibitors, 300 breakout
sessions, 500 speakers and a dozen surveys. The event managers were experiencing considerable pain and time waste by using separate
systems to manage registration, hotel blocks, content development, breakout room scheduling, exhibitor management, lead retrieval, and
conference surveys. Providing up-to-date reports for senior executives meant a continual process of combining spreadsheets. Supplemental
staff was required for the process of maintaining, updating, and reporting from all the systems. Additionally, the data collected from on-
site systems was disparate and not useful for follow-up sales and marketing purposes.
WingateWeb Conference™ was deployed to manage registration, hotels, sessions, speakers, exhibitors, lead retrieval, surveys, and report-
ing from within one system. Huge efficiency gains were realized by managing and reporting across all elements in real time from one
system. Functional managers were given the appropriate levels of access to manage their areas of responsibility. The attendee experience
was improved with the use of better system interfaces and a single web-based portal for attendees to register, schedule sessions, schedule
1x1 meetings, take surveys, and socially network with fellow attendees, speakers, and exhibitors. Event managers were able to eliminate
the expense of multiple systems and easily provide detailed reporting and trend information to executives. The on-site data from the event
yielded highly targeted leads showing demographic data, purchasing power, sessions attended and exhibitors visited. As a result, the event
managers were able to quantify the marketing impact of the event.
ALL THE INFORMATION YOU NEED
TO STAND OUT AS A GLOBAL EXHIBITION
TO SUBSCRIBE VISIT:
TradeshowWeek.com or Call: (800) 375-4212
TO ADVERTISE CONTACT:
TRADESHOW WEEK HELPS YOU RUN YOUR Nancy Walker at (646) 746-6884
or e-mail: firstname.lastname@example.org
BUSINESS BETTER AND SMARTER
SUMMIT 2009 WASHINGTON D.C. March 24-25 (Registration available Dec. 15)
Social Networking, Venue Tech Management and Association Management Systems
SUMMIT 2009 LONDON, UK JUNE 2009
Mobile Applications and Registration Tools
SUMMIT 2009 SAN FRANCISCO, CA OCTOBER 2009
Wireless and Registration Solutions
Crystal Lloyd, Sales Manager • email@example.com • 512.310.0628
Success Story No. 107:
How RSNA made a hit with their attendees.
When the Radiology Society of North America (RSNA) came across challenges in their show,
they knew ethnoMETRICSSM would help achieve the results they needed.
Because of ethnoMETRICSSM unique ability to measure factor that inﬂuence the tradeshow experience, RSNA
revealed key components that require adjustments to their current show strategy.
Using their in-depth video analysis principles, ethnoMETRICSSM helped the RSNA team interpret
attendee behaviors to formulate a solution to improve the overall tradeshow experience for
show attendees and exhibitors. By modifying ﬂoors plans, adding additional signage to increase visibility and
creating an eﬃcient traﬃc ﬂow among exhibit halls, RSNA increased customer
satisfaction and gained positive feedback among visitors who came to the show.
Get the analysis you can count on ethnoMETRICSSM. Let us help you tell your story today!
For more info call (269) 208-5508 www.ethnometrics.com