How exhibtiors can use WiFi to drive stand footfall and to capture leads
Published on Tue 11 May 2010
Dean Wilkinson, Managing Director of Airangel, who work with conference venues such as the Harrogate International Centre and the Birmingham NEC and ICC, discusses how savvy exhibitors can use WiFi to drive stand footfall and capture leads.
He comments: “Driving stand footfall and capturing leads are perhaps the two most important parts of exhibiting and technology is being increasingly used as a key way to guarantee visitors and qualitative marketing data too.
“Overall the benefits are numerous as on-stand WiFi will appeal to delegates and draw them to your stand. For exhibitors, WiFi allows them to retrieve presentations, website conference and video conferencing technologies from their corporate servers and carry out transactions in real time.
“The real return on investment comes from the marketing value that WiFi access offers. We regularly work with clients to brand their WiFi portals ahead of key events, allowing the organizer to dictate which messages and information they put in front of their WiFi-using guests. For example, a training provider may want to update the user on key business news or a new product launch. Using the portal as an additional ‘shop window’, the company can continue its dialogue with guests in a controlled yet informal way and provide a useful service too.
“Valuable customer information can also be captured through the portal itself, if a data capture element is included as a precursor to the free WiFi access. Whether it’s collecting straightforward company details or enquiring about peoples’ interests, WiFi can be used to refine and develop your marketing database and provide leads and information above and beyond the more traditional means.
“Traditional on-stand internet access has always been expensive and unreliable due to the vast amount of cabling required and the restrictions this can present. WiFi removes that issue altogether and drives the cost down.
“At a time when everyone needs more bang for their marketing buck, WiFi access is certainly a very cost effective tool.”
