How This Conference Used N.F.C. Technology to Drive Traffic Around Its Exhibit Hall - 0 views
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When the organizers of Intuit’s QuickBooks Connect conference initially decided to use near-field communication (N.F.C.) technology on attendee badges for this year’s event, which was held October 22 to 26 at the San Jose McEnery Convention Center in California, they had several goals in mind.First, they wanted to automate the process of tracking continuing education credits for the attendees; second, they wanted to make it easy for vendors to track leads at their booths; and third, they wanted a way for attendees to gather information from vendors and sessions electronically, rather than in paper form.
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glope143 on 18 Jun 18This conference held in 2016 is a perfect example of how technology can assist in making an existing (and adequately functioning) event model even better. Each attendee's badge included near-field communication chips that allowed for knowledge on where attendees spent most of their time, granted vendors an easier way to access lead information, and made the conference more green by having promotional information sent electronically. The structure of the meeting didn't change with this technology, attendees still visited vendor booths learning about new products and exchanging contact information, but the entire process become more efficient with this added technology.
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And then they came up with an additional function: Due to the event’s growth, Intuit had to spread the 112 exhibitors across two halls for the first time this year. N.F.C. created a fun way to ensure the more than 5,000 small business owners, accountants, and developers in attendance would spend time in both halls.
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Having been part of a team who organized a bridal exposition this past year, I understand the fear of having attendees only congregate in one area if two halls are involved. This not only reflects negatively on the event team because effort put into hall #2 goes unused, but the vendors located in the under-visited hall may be resentful and place blame on the business organizing for "favoring" those vendors placed in the more trafficked area. Intuit's idea to use NFC technology as an incentive to attract guests to hall #2 was both creative and smart. The business used various prizes and raffles to encourage attendees to move into hall #2 and scan their badges to win a prize.
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By using the N.F.C. technology in this game-like way, O’Brien said it helped attendees become comfortable with the new technology. “We wanted to teach that the value was beyond the exhibit hall,” she said. “We wanted there to be ‘delight’ reasons to scan, so there was the kiosk or to get pictures.” The N.F.C. was integrated into the event app, which O’Brien said had a 91 percent adoption rate this year, much higher than at the 2015 event.
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Both NFC and RFID technology are increasingly popular in the corporate event planning industry as the technology is user-friendly even for those who have never interacted before and provides vast opportunities for the users to collect data. This data is useful for the following meeting in terms of budget, staffing, marketing to attendees, and vendor response.
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