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An Attendee’s Trade Show Technology Wish List

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Michelle Bruno

Writer, blogger, meetings & exhibition industry content developer. She blogs at Forkintheroadblog.com.

September 29, 2011
by Michelle Bruno

Update: What's Your Opinion? 10 min survey & chance to win an iPad

Then Join Michelle for "The Attendee Experience – Part 2: MORE Tips, Tricks & Technology to Keep Them Coming Back" – Follow-up Webinar on Nov. 17. Registration is Complimentary - Courtesy of MCCA, Advantage Boston, MarketArt & showNets

 

Original article published August 2, 2011:

 

Dear Show Organizer: I realize you have a lot on your plate. The technology is coming at you so fast you don’t know which end is up. You must get a call a day from various vendors wanting to sell you their products and services while you’re trying to get your regular job done. I feel for you. Here’s a list of what I, Ms. Jane Q. Attendee, want from the technology you select for your shows. Maybe this will help a little.

Wi-Fi - Please settle this tussle between third-party Internet providers, facilities and yourselves. I understand the arguments from all sides (costs, signal interference, etc.) BUT if I can’t have Internet access on the showfloor for my iPad or my laptop, I’m going to use a Wi-Fi card or leave the show earlier rather than later. That said, if you’re going to offer Wi-Fi access to attendees, don’t make the login and password a secret.

Matchmaking Software - Rather than check boxes on a profile during registration (most of the time I am in the “other” category in terms of what I’m looking for), I want a free form text box that I can use to describe what I’m really looking for. I want matchmaking software that is smart enough to suggest matches that really suit my requirements - I’m not so sure that a keyword match will always do the trick. I’d like to be able to speak with a human (not to help me work the software) to assist me with meeting the exhibitors that meet my specific requirements.

Genius Bar - I want “neutral” folks to answer my questions about the various technologies that the show has selected for my edutainment. I want the location of the help desk to be clearly marked on the floor plan, and if I have to walk half a mile in heels to ask a simple question, I want to be able to tweet the Genius Bar instead.

Charging Stations - There has to be more charging stations for juicing up the phones, pads, and ‘puters that are part of the professional dress code these days. I realize that some forward-thinking exhibitors have included charging stations in their booths as a traffic draw, but it’s never the connector I need for my Android model. Plus, I want to be able to leave my phone at the charging station and come back later to get it - remember “Sack Sitters”? Can someone figure this out?

Mobile App - I think every show should have a mobile app with maps, schedules and social media access at the very least, and I want the app to offer two-way communication. For example, what if the app had a big red “help” button and I could ask questions via voice or text and get an immediate answer. I want to be able to rate features of the show that I liked and disliked anonymously. I want a searchable list of area restaurants and bars. And having an app that pinged me (a webcam might do) when the lines at the Starbucks, lunch counter, and taxi stand were down to a reasonable length would be EXCELLENT.

Video Conference Session - I want all of the conference sessions to be available to me after the show. I don’t mind paying for them either if I can choose the ones I want from a list and the price is fair. Hey, $19.99 works on infomercials. SXSW offers replays of select conference sessions practically every week post-conference for FREE. It just makes me want to attend in person that much more.

Social Selling - I would love a trade show floor with a “No Sales Pitch” zone. I would be intrigued to see how many exhibitors would sign up to be part of it. Here’s why: Everyone in that room wants and needs to maximize their efforts. Attendees want targeted information. Exhibitors want real prospects.  Why can’t we both get what we want? In social media, overt selling is frowned upon. And what have we found out when a company shares instead of sells? They get more business.

Tweetups - I want show organizers to sanction and support tweetups by listing them on the Web site, helping to get the word out, maybe even including a tab on the schedule where attendees and exhibitors can add their own impromptu group get-togethers. I also want the show’s hashtag to be posted on the web site home page so that I don’t have to dig for it or guess at it.

Tutorials - I want a single Web page that tells me what technology the show has deployed, how it will benefit me and how to use it. I would love a single sign-on login procedure for everything using my LinkedIn or Facebook information.

QR codes - I want to be able to scan signage on every conference session (that takes me to the site where the speaker bio, handouts and PowerPoint slides live), exhibitor booths (leading to product information, white papers, ebooks, etc.), and on badges so that I don’t end up with a jumble of business cards in every pocket.

Most everything that I want revolves around my portable smart device of choice. I want to distill the entire show experience into something that will fit (or balance) on the palm of my hand. That means that now more than ever you, Mr./Mrs. Show Organizer, have to keep mobile top of mind - from the optimization of the show’s website to the brevity of the content to the accessibility of the technology. I’m watching.

17 responses to ‘An Attendee’s Trade Show Technology Wish List’

Michelle Harman - a2z, Inc (not verified) said, on October 25, 2011 - 11:01pm

Nice list Michelle! Personally I would also add Session & Speaker search, ability to mark your favorite Sessions and save them to your own planner. For the expo, the ability to locate exhibitors or products on the show floor, save your favorites, then view an expo plan that lists and shows my favorites on a real map will help attendees make the most of their time at the show.

WiFi...an absolute essential! Matchmaking...now that is specialized (and somewhat expensive) software but VERY valuable when used well!

Great job Michelle! Love the list!

bradley balow (not verified) said, on September 29, 2011 - 3:54pm

Thank you for writing this piece. Many of your points were right on. We have had quite a few of our clients asking for the mobile app to be available earlier in the cycle vs. just onsite.

Vickie Siculiano (not verified) said, on September 28, 2011 - 12:17pm

Great article with some really powerful tools. I love the foursquare checkin ideas, and QR codes, especially. Trade show attendees are all over them!!

SkylineDisplay (not verified) said, on September 15, 2011 - 7:50pm

Great job on the article, this would make attendee' s life easier if they adopted your ideas like valerie mentioned. Keep up the good work!

Kathleen Gilroy said, on August 30, 2011 - 4:41pm

My company, SwiftMobile, provides the features outlined for mobile apps. We have a couple of different options at different price points. Please email me at kathleen@swiftmobile.com and I'll send you a feature matrix.

Tim Masterson (not verified) said, on August 29, 2011 - 1:19pm

Thanks for the great article. I'd like to add that ConferenceHandbook.com can create a custom app for your conference with out any coding.

Dawn T (not verified) said, on August 26, 2011 - 1:21pm

I might also add that the ability to demo our products at our booth using a touch screen has been extremely helpful. We use iCSales' system (www.icsales.com), it's really easy to use and reasonably priced. I heard that they are working on a mobile app for trade shows as well, but haven't seen it yet. Just my 2 cents!

Thanks!

Katie Flynn, TripBuilder (not verified) said, on August 12, 2011 - 10:51am

Thanks for the great list, Michelle. As a mobile app supplier, we hear a lot about what event organizers are looking for in an event app, but it is great to hear your insight on what an attendee is looking for and what they deem necessary features.

Our TripBuilder EventMobile apps do offer our list of recommended restaurants/bars and places to visit for the event city, will mapping functionality. So, it's great to hear that the attendees value that so highly.

Thanks again for your great insights.

Stephanie Zundel (not verified) said, on August 9, 2011 - 11:19am

I agree on all of these things. We need to improve the technology at our trade shows to keep up with the rest of the world! Wi-Fi is always a problem and this seems like the most standard need of an attendee these days. Convention Centers and hotels need to step up their game.

Mark Haley (not verified) said, on August 8, 2011 - 7:24pm

Michelle,
I wanted to comment on a few of the items on your Wish list.
Regarding Wi-Fi, I think it is less of a tussle between the facility and show managers but more about how best to handle interference and quality issues.
On most events these days, our technicians spend the majority of their time addressing interference issues. Besides the wireless networks that we set up in booths and other areas on the show floor, some exhibitors bring in their own wireless routers which can interfere with their neighbor’s wireless network. Also, there are third party companies renting 3G routers which indiscriminately rebroadcast over the 802.11 spectrum causing additional interference. Tack on iPads, iPhones, MiFis and other smart devices that emit a wireless signal and we have density and interference issues that can overwhelm a network. Neither facilities nor the show manager can dictate where people will go with their devices, so they may end up in areas without adequate service or where they are overloading an access point. The best solution to better ensure connectivity for attendees is for show managers to work with the in-house technology team to establish dedicated blogging areas, hot spots or Wi-fi zones and encourage attendees to use them.
Charging Stations- I might suggest that combination Wi-fi hot spots on the show floor populated with multiple charging stations might do the trick. It’s also a sponsorship opportunity for the show manager as well.

Michelle Bruno (not verified) said, on August 8, 2011 - 3:59pm

Cameron, Traci, Jann, and Valerie:

Thanks for your comments. Cameron is right. This list comes from my experience as an attendee at many industry trade shows every year and from my experience as a tech writer in this industry. I know what app developers and software companies are capable of providing. At the same time, I understand that not all event organizers are in a position to offer all of my wishes to attendees. That's why I call it a "wish" list. This post was really meant to open readers' eyes to the fabulous innovation out there being led by the technology developers and a few forward-thinking show organizers.

Bruce Powell (not verified) said, on August 8, 2011 - 3:42pm

This is one of, if not, the best list I've seen out there. I totally agree that is some things (re: WiFi) will absolutely help keep people on the show floor and help increase all the exhibitors ROI - thanks for writing this, really, really well done!

Cameron Toth (not verified) said, on August 5, 2011 - 12:16am

Michelle,

This list is simply great! Great job!

WI-Fi and electronic (accurate) conference map would be excellent!!!

Traci Browne (not verified) said, on August 4, 2011 - 3:59pm

Thanks Michelle, I have printed this out and hung a copy on my wall so next time I'm planning I don't miss any of these great suggestions. There is no sarcasm in this response...I think it's a fantastic list.

Jann Curtis (not verified) said, on August 3, 2011 - 4:04pm

Michelle...I am curious what you are basing your wish list on? Market research, personal experience? I would love to understand the source of this information. Thanks.

Cameron Toth (not verified) said, on August 5, 2011 - 12:17am

I believe she is basing this on personal experience and I agree for the most part that all of these abilities onsite would be very welcome.

I found myself in 200% agreement on the Wi-Fi and Charging. (I think we should bring our chargers but outlets should be provided everywhere)

Also, a useful map is so important. Recent event map was Google location on Map - really? I need a map to find the station, booth, person, etc. that I want to find. Not really expecting GPS location on that map but if Foursquare type of map location in conference could be provided with conference map that would be awesome!!!

Valerie Hurst (not verified) said, on August 3, 2011 - 3:35pm

Great synopsis of what would make attendees' lives easier if even a few of your great ideas would be adopted by show organizers!

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