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August 17, 2009
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UK venue to implement visitor-tracking system




Innovative technology is being installed at the NEC Birmingham to help organisers profile visitors to their events and exhibitors target them for sales.
 
Supplied by Fish Software, the real time measurement system (RTMS) uses radio frequency identification (RFID) to measure the exact location of visitors to an event, every second, to within an accuracy of 12cm. This provides highly detailed measurement, analysis and benchmarking tools for organisers and exhibitors, together with an interactive and personalised event experience for visitors.
 
This will enable exhibitors and show organisers to deliver relevant, segmented messages to attendees, receive alerts when a target buyer enters a particular stand, and receive powerful data in real time that can be converted into a sales approach on the show floor.
 
Potential uses for exhibitors and organisers include: tracking the most popular areas within events, to enable optimum stand-planning and pricing; monitoring how long visitors spend on particular stands; which products and services they looked at and which members of staff they spoke with; and the delivery of targeted messages through interactive digital advertising sites.
 
“Maximising the commercial potential of every visitor has never been more important than it is in the current economic climate,” said NEC managing director Kathryn James.

“The ultimate ambition, therefore, has to be the development of a holistic approach to event marketing strategies, ensuring that target visitors are aware of and motivated to come to events, primed and ready to purchase.

“Then, when they get to the NEC, Fish Software’s technology will deliver a focused and interactive visitor experience for them, which will support exhibitors in achieving their objectives.
 
“We are also exploring some of the valuable operational benefits that can be gained from the new technology,” continued James. “These include providing visitors with personalised, digital way-finding services, delivering advertising that is appropriate to the needs and interests of individual event audiences, and the ability to analyse how the site is used, so that the venue can continually improve its facilities – from the venue layout and services to the Catering offer.”
 
Fish Software is expected to complete the installantion of its visitor tracking technology in the NEC by summer 2010, with shows benefiting from it by the Autumn.


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