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Technology is Transforming Trade Shows

Straight Outta TSNN:

Technology is Transforming Trade Shows

Nishita Jain, senior director of digital marketing, a2z, Inc.

In the last two decades, technology has radically transformed how trade shows are organized and managed. The many technology solutions you use through the year are closely integrated links in an unbroken chain that runs parallel to your show cycle.

Operations – Smart event management and efficiency tools are helping to significantly reduce paperwork and errors, increasing your team’s productivity multifold in the process.

Business Intelligence – Because operations have been streamlined, a wide array of solutions can be easily utilized to retrieve, analyze, transform, and report data for each KPI (key performance indicator). This has enabled event professionals to understand their markets better, manage attrition better, and explore new channels to grow their events.

Marketing Automation – With a better understanding of their audience’s behavior patterns, show marketers can send out highly personalized and targeted communications to prospects and subscribers as, when, and where appropriate.

Customer Service & Support – With web and mobile technology becoming both affordable and ubiquitous, information is being disseminated and collected faster than ever. In addition, the advent of touchscreens and sensor technology have also greatly helped increase attendee engagement. Data collected through these interactions is, in turn, helping show organizers identify strategies to win attendees and exhibitors back for the next show cycle.

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Convention Data Services Launches Lead Retrieval Dashboard


Convention Data Services (CDS) added a Lead Retrieval Dashboard to the CDS X·Press Reports event management tool. The new dashboard provides show management with a deeper understanding of exhibit hall activity, and charts important data on exhibitor and attendee behavior.

The product, which analyzes data collected from scans on all CDS lead retrieval devices, provides a unique display of the aggregated data. This data can be accessed during the show or post-show by all onsite and remotely located show management staff to monitor the activity and progress of the event.

The dashboard displays hall and aisle traffic; it shows scans by date, time and exhibitor, as well as year-over-year comparisons that show event growth and exhibitor performance metrics. Graphical reporting provides show management with a visual of the data for ease in making decisions regarding their event. The graphs and charts can be exported for use in campaign materials, correspondence, the exhibitor kit or for booth sales and general event advertising.

Key Features:

  • Lead retrieval scan summaries
  • Daily scan detail (with a drill down by hour and top exhibitors)
  • Hall traffic (broken down by aisle, top aisle, hall and top booth traffic by exhibitor)
  • Geographic summary (by country, state and region)
  • Demo summary (by demo questions and registration class)

The dashboard is available onsite or post-show for any event that uses CDS’ lead retrieval technology, including current clients with completed events.

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